1 thought on “Choosing is more important than hard work.”

  1. There are three options for strategy:

    In the entire strategic selection process, there may be four dimensions that need to be considered, that is, all corporate operations have the concept of boundary. We have to set our own boundaries to play the biggest advantage within this boundary.

    During the formulation of vision, the company must comprehensively consider the boundaries of these four dimensions:

    , how do Anta choose?

    Anta’s single -focus strategy is based on category dimensions and focuses on sports shoes and clothing; our regional boundary is China before, and now it has become a global. We are multi -brand companies, so consumers will buy corresponding products in different sports scenarios; from the perspective of value chain and supply chain, we may also play a large -scale advantage and gain the best cost -effective.

    Thete -focus strategy, Anta’s strategic thinking has several dimensions.
    (1) Large track

    In the policy level, the state hopes that the Chinese sports industry will reach 5 trillion by 2025, and even the confidence is close to 7 trillion. The Chinese sports industry will have a great booming in 2025.

    Secondly, let’s look at the proportion of the sports industry in GDP in other countries. In developed countries, it is generally 3 to 4 percentage points, and China is only 1%.

    The third angle we look at the main track sports supplies selected by Anta, which exceeded 300 billion yuan in 2019. In the next 5 years, it is almost 2025. The growth rate of 10%or even about 12%per year can be guaranteed.

    (2) The growth rate is fast

    The first, China was more than 4 minutes more than the per capita leisure time in 2019 in 2019.

    don’t underestimate these 4 minutes. What will people do if there is more casual time? Will go to consumption, pay attention to your body and spiritual joy. In the past, due to the rapid development of China, the penetration rate of sports population that can exercise regularly twice a week can only account for 30%. In some high GDP countries, usually more than half of the sports population, so our penetration rate will increase rapidly from 30%to 50%in the future.

    . The popularity of various sports is also promoting everyone to consume higher frequency, more scenes, and more sports goods.

    . For example, the official registration staff who participated in the marathon in 2019 reached 7.12 million. Many people run the marathon, not only to exercise, but also what clothes I want to wear? What equipment do you do?

    The market is becoming more and more subdivided, so that the entire sports goods industry has the potential to have a volume.

    (3) Anta’s ability long board

    The market is large enough and the growth rate is fast enough. Can you really be determined on this expressway? One of the core factor is to watch yourself.

    Anta is also in the province. What are we long and short boards?

    Can all the short boards make up? Sometimes we usually feel that all aspects are better, but when you are all good, the results are not good. Enterprises always have the constraints of resources. Under limited resources, how to make the best strategic choices?

    What are the lengths for Anta?

    Is we will find that relative competitors, first of all, we are a Chinese company, better understand the channels of the Chinese market, especially the channels for sinking the market.

    Wh in the Chinese sports goods industry, who is the brand with the highest sales volume for many years? It’s Anta.

    What does the first sales of sales mean? It means that more scale advantages can be obtained from the perspective of supply chain production.

    In addition to this, Anta also has a high standard of targeting culture inside.

    P. First, compare it with the brother units, and continue to be proportional to the benchmarking enterprise in the consumer industry. Under such a high -standard benchmarking culture, every brand, every functional department, and even every employee have developed the best work habits in all aspects.

    A as a Chinese brand, Anta can provide professional sports products that are more in line with the needs of the public. It may not be very expensive, so that mass consumers can afford it and enjoy some fun in the process of professional sports. This is the positioning of Anta for a standard.

    . As a single focus strategy, it is necessary to recognize the general trend and the trend of strategic choices under the situation of resource constraints to achieve strategic determination and force to produce a wonderful effect.

    Speaking of multiple brands, the topic that everyone may be interested in Anta is File.

    After the acquisition of Feile in 2009, we were thinking about one thing at that time, Felile’s positioning was professional. Anta is a professional, Nike is a professional, many brands are professional, why can Felle professional be successful?

    The choice is more important than hard work. Can you find a small blue ocean in the large industry of sporting supplies and re -position Felle?

    The exercise is also divided into several segments. From the perspective of price, in the middle of professional sports and leisure sports, there is actually a small blue ocean called sports fashion. For example, LACOSTE, Tommy, these casual brands, you can do sports or write buildings in wearing it. This blue ocean field is called sports fashion, re -positioning where File will go in the future.

    In the track of sports fashion, how can the brand present fashion and elegance?

    The presence from three aspects.

    The first when we chose the spokesperson, he was emphasizing. He could represent the elegance and fashion of Feile.

    The second, what kind of product represents elegance? In general consumer cognition, we believe that tennis, golf, and yoga represent elegance. If the high quality of these categories of products is pushed out by rhythm, everyone will think that the brand represents elegance in terms of products.

    The third is the channel. Felile’s potential customers are relatively high -end enjoyment people. Where he will go, where will he contact such marketing information, where he will buy related products? This is what brand companies need to think.

    . In the process of expansion of the Ferle brand, they insist on in the core business district shopping mall of the first -tier and second -tier and second -tier and second -line lines, and it will not sink quickly and grow relatively.

    It the problem of solving the three dimensions of brand, commodity, and channels, can it be on the road? In fact, there is a small problem that has not been resolved.

    The best teams on the car, the most outstanding people in their respective fields, how can they play their synergy efficiency to reach 1 1 1 greater than 3?

    has three points in the core.

    The first is the common trust and determination of what we insist on.

    The second, we need to know what the height we will reach in the future. From the perspective of rational analysis, it can be executed.

    Third, the core of the condensed team is that we must continue to fight for a small victory.

    When Feller was acquired, from 2009 to 2012, he was always in a state of losing money.

    Anta at that time was a listed company that promised to return to shareholders, so the management team at that time faced tremendous pressure. Should I persist or stop loss in time?

    The most important thing at this time is the strategic determination. In order to adjust the strategy in order to make a sum of money, it is often a performance without strategic determination. Only when you know what this is for this thing can you have a strategic determination.

    Anzaed to gain confidence through small victory battles and go forward firmly. In 2012, when the team was running over and the product system came out, consumers had awareness in the process of gradually brand marketing, and the channel system was also built. In 2012, the Filile brand achieved a profit and loss balance. This is a very important moment. Since 2012, Feller has made great progress all the way. It reached 10 billion on December 11, 2018, close to 20 billion in 2020.

    . In the prosperity period, we must think more calmly for possible strategic myths or huge strategic risks, because strategic risks are often hidden behind prosperity.

    The first, where is the brand’s ceiling?

    . The second, Feile is a Italian brand over a century. In just five or six years, we have done what this brand has not done in the past 100 years. , Worth proud. But there is no risk of cliff -like decline? What will it be?

    Antan group was a team that was particularly good at summarizing and learning. At that time, I made relevant studies and put forward some measures.

    The first, horizontal brand expansion. So everyone will see Feile Kids now, and now it is also a billions of income; there are Feile tide cards, which is also billions of income scale; more sub -brands are hatched.

    second, small shop becomes a big shop. Because there are so many brands, the product line has been expanded, there can be more things, it requires more places to present, and one shopping can meet the whole family’s consumer needs in the whole scene.

    In the deconstruction of the case of Feile, we need to understand how multi -brand works.

    It first find positioning, because choosing is always more important than hard work.

    The second, the team. You have to find the leader of the core areas or functions, and you must always be forward -looking. You cannot just serve this year or next year.

    It is to maintain enough rationality. This is the role of enterprise leaders to play. We must be able to maintain adequate rationality at the same time at the time of carnival, identify the risks of possible ceiling and cliff -like decline in the company, and can break this question after recognition. After identifying risks, find a solution, and give Felle the possibility of secondary or even three times.

    The experience of Feller can also empower other brands of Anta. After that, Anta acquired Diste, acquired Kolong, and acquired Amafen in 2019. Diste took only 3 and a half years from 0 to 1 billion.

    This’s multi -brand strategy has achieved great success, so how can the main brand change and usher in secondary growth?

    The most important question is the answer. In the era of stock competition, how can they enter the mind of consumers? And how to improve operating efficiency and user experience.

    Who is the new consumer crowd?

    is a generation of Z, that is, people born after the millennium. They not only have a sense of economic security, but also more objective, and they will have a sense of self -exploring.

    This means that on the one hand, they will pursue personalization and will not be crowded.

    The second, they are the generation of growth under China’s rise. They have a strong sense of national pride and have a strong desire to buy.

    At the same time, Gen Z will pay much attention to sustainable development, more attention to environmental protection, and will pay attention to public welfare.

    Fourth, they can be regarded as holographic humans, there are no online and offline, and there is no division of public domains and private domains. At any time, any scenario, and any purchase link can be made at will. Therefore, improving operating efficiency and user experience are very important for occupying consumers’ minds.

    Staho has continued to do two things from the previous year to now, one is called DTC (face -to -face consumer) and the other is called digitalization. The goals of these two things are to improve efficiency and experience.

    DTC’s transformation starts from September last year, and it is planned to be completed in the second quarter of this year. After the transformation is completed, about 3,500 stores become DTC stores, which are direct -operated stores. All operating standards, goods systems, and service systems will remain consistent.

    What kind of challenge will be suffered during the change?

    The first question is, which should be DTC and which should not be done. Do you have to do DTC all?

    We’s choice is to restrain rationally. We can do the efficiency improvement and improvement of user experience. There are also some open joining, because if we control the fourth -tier and fifth -tier cities for brand companies, the efficiency will be lower than them. Without local dealers and franchisees, we will be able to control them.

    is also a digitalization, also known as the general trend. Future companies must be digital, but how to establish a digital system?

    The core is to increase three places.

    First, the refinement of user management. In the past, e -commerce is on the big platform, and who consumers are unclear. But now I want to know who the terminal consumers are, more finely matched.

    The second, the product management is refined. In the era of stock competition, the income of the wholesale product is over. Now, we need to understand how the entire distribution system is every day and every time every day, every time, so the intelligence of the product is also the core of the digitalization.

    Third, the current business competition environment is very dynamic and diverse, so we must ensure that technology guarantees efficiently. How to build our private domain? How to do an e -commerce strategy? What should all brand user portraits look like? Can our products be matched between all labels and users? What is the matching relationship between public and private domains? These are things that the group is solving.

    The Anta today is a global sports goods company with more than 40 billion US dollars. We started from 0 and spent 29 years. Our vision is to become a respected world -class multi -brand sporting goods company.

    This can achieve such achievements, on the one hand, from the dream and pattern of entrepreneurs.

    It, like the chairman of the Board of Anta Group, Ding Shizhong often said: I want to be Anta of the world, do not be Nike in China.

    On the other hand, it also conforms to the development of the industry and the rise of China.

    The future leading companies in China must be the world’s leading enterprises, which is the national movement of the rise of great powers in China.

    Is what should we do when the world’s leading company comes? What kind of attitude should be presented to the world? At this time, we need to have business to be good, altruistic behaviors, pay attention to every stakeholder, and pay attention to every user. What kind of contribution of this business organization is In the future, we need to continue to think about it.

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