Perspective Anta: Sales System and Channel Construction

Anta listed successfully, in addition to gamble on the Olympic concept, the most important thing is to rely on its channel control. In the industry's "light asset" model in the right way, Anta is certainly affected, although the absorption of "light assets" model of some of the advantages, but more concerned about their own channel experience, full implementation of the channel strategy, and actively create "sales network empire"! The author will discuss the construction of its sales system and analyze its "winning" approach.

For the construction of the channel network system, Anta has different strategies and priorities in different periods. According to Gapson, it can be divided into four stages. The first stage is the “flower blossom” type of agency era; the second stage is the era of “network intensive farming” sales system innovation; the third stage is the era of self-constructed network system of specialty stores; the fourth stage is the sports culture. Store times.

Agency era

The first stage is the eight-year period from 1991 to 1999. It can be called the "extensive net building" stage, and it is called the "flower blossoming" type of agency era; this is the only way for the development of local sports brand channels. Anta's early channel development is the same as that of local sibling brands. There are even no well-developed sibling brands. After several years of painstaking efforts, it has expanded more than 2,000 franchised outlets and the density of outlets for franchise stores is quite large. In 1999, Anta’s sales increased by 35%, winning a large market, especially in North China, Northwest China, and Guangdong. To lay a solid foundation for brand building in 1999. However, the overall development of the channel seems to encounter a bottleneck, and the enthusiasm of dealers is increasingly sluggish. Channel distributors called for the brand's voice to push the market more than a wave.

Sales system innovation era

The second stage is the period from the end of 2000 to the end of 2003, and the implementation of the "network intensive cultivation" era of sales system innovation. There are two aspects to the strategy of promoting the innovation of the sales system: one is to upgrade hard terminals; the other is to introduce the “order certificate” system to improve the quality of channels. Specific analysis is as follows:

1, hard terminal upgrade movement

At the beginning of 2001, the entire sales system was comprehensively improved and a new round of sales system innovation was promoted.

The first is the rapid transition from circulation to wholesale, counters to agents and franchise operations, and cooperation in a tiered mode of operation. Good channel quality provides a solid foundation for the promotion of the monopoly model;

The second is to eliminate a group of unscrupulous specialty stores, rectify single-frontage shops for double facades, three facades of stores, a strong promotion of network image and enhanced network layout;

The third is to strengthen the multi-store business layout in the main commercial street, making it a boutique, professional route.

2. Launched the "Order Certificate" system to improve channel quality

At the end of 1999, Anta launched the "order certificate" system. The order certificate is for distributors to issue agency qualification certificates and set up a “threshold” for dealers to run Anta. The "order certificate" system puts pressure on dealers and assumes certain purchase risks. Anta promised to the channel business partners: the dealers make money is ANTA to make money, the dealer's inventory is ANTA's inventory. Because for a long time, the domestic brand awareness of dealers is still out of the fuzzy state, the contradiction between their own vested interests and brand management there are many cross the hurdle, therefore, the dealer's behavior often affects the will of the company. In the past, although Anta had a package of regulations on market management, it did not bring much restriction to dealers. However, the establishment of this threshold enabled Anta to win certain initiatives in the game with dealers, which laid a foundation for future channel rectification and improvement of channel quality. Resolve this risk through the success of the brand. The advertising effect of Kong Linghui’s endorsement made the purchase risk almost non-existent. "Order Certificate" not only enhances the cohesion of dealers, but also enhances the development speed of channels and the high quality of channels.

Direct era

The third stage is the end of 2003 to the end of 2005, the "channel repurchase" action, enter the self-built network system stores direct era. There are two main aspects: