Anta launches custom business "ANTAUNI" officially launched to achieve self-change

On March 1st, Anta, a leading brand in China's sporting goods industry, launched a personalized product customization service system, “ANTAUNI”, which officially launched a customized business. The first batch of customized shoes was launched, supported by a strong supply chain, only 30 days. Can reach the hands of consumers, in the industry's leading position.

ANTAUNI meets the individual needs of consumers, personalized experience services

Under the background of the younger consumer groups and the increasing demand differentiation, the existing large-scale and batch production models can no longer meet the individualized consumer demand. After in-depth research, Anta launched a personalized product customization service called “ANTAUNI” from the needs of consumers, so that consumers can shine!

“We are not only providing a simple product, but also hoping that young people will integrate their attitudes and personalities into the product, and they will collide with the spark of creativity. This kind of consumer participation in the design, its preference, personality recognition Knowing that it is integrated into the product is undoubtedly a very interesting and fun way," said Zhu Ji, senior director of Anta Brand Management Center.

"UNI" is the abbreviation of UNIQUE, which means it is unique. It can also be transliterated into "by you", which means that Anta customizes "by you", "by you", "by you" and so on. The first shoes on the ANTAUNI platform are Anta's most classic KT2 basketball shoes and energy ring running shoes. In terms of price, consumers only need to increase the price by 50 yuan on the basis of the original price of the shoes to participate in the customization, and obtain a pair of unique customized sports shoes with personal characteristics.

In order to make it easier for consumers to purchase customized products, Anta has integrated online and offline channels. Online consumers can log in to Anta official mall () or Anta Tmall flagship store for customized purchases from now on. At that time, professional customer service staff will solve problems. Online terminal stores, Anta in Beijing The first body store, Jinjiang flagship store, etc. opened the ANTAUNI business. On March 12th, Anta will hold the first ANTAUNI conference in Hangzhou Yintai. It hopes to use the experience store and flash shop to drain offline consumers to the online and realize the integration of online and offline.

Strengthen supply chain management and promote industrial transformation and upgrading

"Consumer-oriented is the root of Anta's strategy to meet the needs of different consumers. In the future, Anta will establish a consumer big data platform, establish a consumer research center, and comprehensively upgrade the consumer experience." In Zhu's agile view, Consumer-oriented not only allows each brand to meet the needs of different positioning consumers, but also allows consumers to have a better consumer experience.

From the traditional one-way "design-production-sales" model to the "exploiting consumer demand--conforming consumers to design-production-distribution" innovation mode, Anta is gradually realizing commodities. C2B mode.

The person in charge of Anta's supply chain said that it seems to be a huge challenge. Customization needs to complete the informatization docking from the front-end sales e-commerce to the back-end manufacturing, so that the pipeline workers can see the personalized orders through the IT system. Design data and detailed requirements. In addition, on the production side, custom-made shoes must be prepared and produced in pairs. The manufacturer must also flexibly adapt the supply chain to adapt to this small batch of rapid production. “In the end, we have overcome all of this and can fully meet the needs of our consumers.”

With the official launch of ANTAUNI, the customized business will enhance consumer awareness and expectations of the product. Consumers will not only pursue functionality, but also have higher requirements for the fashion and personalization of the appearance of the product, which will also push the industry to more tap the needs of consumers and achieve self-change.

Ding Shizhong, Chairman and CEO of Anta Board of Directors, publicly proposed the “Anta Way” at the 2016 Annual Meeting of ANTA Group, from “customer-oriented, market-oriented, contributor-oriented, innovation-based survival. "The four dimensions interpret the ideological connotation of Anta's way to guide Anta Group to achieve the goal of 100 billion. "ANTAUNI" is not only a beginning, but also Anta is practicing "customer-oriented". "A company that does not care about consumers has no future," said Ding Shizhong, chairman and CEO of Anta.

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