Fine Spanformation Of Shoes And Clothing Industry In Quanzhou To Achieve Healthy Spanition

Sample 1 Anta (Anta store): comprehensive strategic spanformation

In the sporting goods industry, Anta has always been a model of spanformation. In the most difficult times of the industry, it still sticks to its industry and takes the lead in reforming the industry chain and business mode. In August 6th, Anta Sports Products Limited announced the first half results announcement in 2014, with double growth in turnover and profit, which once again announced that Anta's spanformation was the first to achieve results.

　 Startup channel reform

In 2012, when the industry entered the cold winter, Ding Shizhong, chairman and CEO of Anta's board of directors, suggested that Anta should shift from "brand wholesale" to "brand retailing". Since then, Anta has begun a radical reform of supply chain and brand strategy.

Anta focused on the sustainable development of the retail network, and carried out a series of actions to optimize and upgrade its stores. "The quality of the store, including location, size and interior decoration, is more important than the number of shops." Ding Shizhong thinks that the adjustment of shops based on improving store efficiency and improving profitability is of great significance. The goal of Anta retail spanformation strategy is to improve the profitability of Anta and dealers.

In terms of the distribution structure, Anta is further streamlined, its organizational structure more flat, closely monitoring the retailer's sales performance and store inventory, collecting real-time data by ERP system, providing accurate ordering guidance for retailers, and being more competitive in retail discount policy than in past performance. The reason is that "in the long run, it can enhance the competitiveness and profitability of dealers". In supply chain management, Anta has strengthened the elastic supply chain management, optimized the elasticity and efficiency of replenishment, in order to meet the needs of product differentiation and market demand for the main products of the season.

After two years of promotion, the retail spanformation strategy began to take effect. With the improvement of dealer's retail operation level, Anta began to go out of the trough.

　　 Build the core advantage

In terms of brand, Anta uses its dedicated marketing strategy to enhance brand value, continuously enhances brand value by combining influential sports resources and publicity strategies, and cooperates closely with the Chinese Olympic Committee and the Chinese sports delegation. At the same time, it cooperated with the water sports management center, the winter movement management center and the boxing Taekwondo management center. Recently, it also reached a comprehensive strategic cooperation with the gymnastics management center to further strengthen the image representing the essence of Chinese sports.

At the same time, Anta also focuses on providing the most cost-effective professional sports products for the vast majority of ordinary consumers. At the end of 2013 (2013 franchised stores), Anta launched the "strength and invaluable" basketball strategy, launched the national basketball shoes of 399 yuan, broke the industry practice through high cost performance, and also made clear the positioning of its own products, and realized the differential competition with international brands.

As an important link in the implementation of spanformation, Anta also insisted on increasing investment in research, breaking the stalemate of product homogenization and enhancing the competitiveness of commodities in the downturn of the industry. Anta's sports science laboratory is the only state-level enterprise technology center in the domestic sporting goods industry. In the first half of 2014, Anta's investment in scientific research was 4.2% of the cost of sales, which was close to 95 million yuan.

"Anta's recovery does not mean the recovery of the industry as a whole." Ding Shizhong believes that not all enterprises can come out of the trough. "There is no recovery or no recovery in the domestic sporting goods market. It has been growing. For sporting goods companies, the key is to identify the right position and seize their own market share."

　 Sample 2 sun sea: deep tillage subdivision field

As a sporting goods company, the name of sun Hai can be said to be unknown in the brand shoes and shoes industry of Quanzhou. But this is also consistent with the characteristics of the enterprise itself, which is specially designed for overseas famous sports brands, and now exports several hundred million a year. In recent years, the overall situation of the industry is not optimistic. Sun Hai has also made a market segmentation in the field of foundry, specializing in the production of special products such as football clothes, running clothes and riding apparel for the major international brands. In particular, in the two functional categories of running apparel and riding apparel, sun Hai has made some achievements and has built up its own brand to become a successful enterprise in the sporting goods industry.

Focus on Subdivision

Ding Siquan, chairman of sun Hai, was born in Jinjiang, Chen Dai, from the children's clothing industry to international OEM. "At that time, almost everywhere in Jinjiang shoes and clothes were OEM, and the competition pressure was very intense. So the company began to pick up some relatively small orders. Gradually, I found that some European and American markets were growing more and more in special clothing such as running and riding, so they decided to do this in spanition. It is precisely because of this positioning that in recent years, when outdoor sports began to erupt in large numbers, especially in the riding market, the sun sea has become a beneficiary.

In the past decade of doing foundry, Sunhai has accumulated very good production experience. Many of the major international professional runners, cycling and football equipment are placed under the sun sea. "The brands that can be said have basically worked with us." Ding Siquan said that the costumes and fans of Costa Rica national team were made by them. The cooperation between sun Hai and Honduras national team sponsors has been more than ten years, and this time they joined the Costa Rican national team through the sponsor. "At the height of the peak, our world cup takes six or seven Team Jersey orders. In addition to football clothes, sun Hai has been the authorized manufacturer of top brands in riding apparel and running apparel.

Brand strategy

While stabilizing the foundry industry, Ding Siquan has also launched his own brand "strength", the main field of running clothing and riding apparel and other professional equipment. In the short span of two or three years, the force has opened up a market and its sales volume has doubled every year, especially running apparel has become the top three brand in the field of professional running equipment in China.

Ding Siquan is not aggressive in developing the brand of "becoming a" brand. He did not promote brand awareness in a short period of time through large-scale licensing, nor opened stores, but gradually penetrated into the target consumer group through the forum. At present, there are tens of thousands of registered members in the "running community club", and sponsored hundreds of cycling teams and some large running clubs throughout the country. Although the "force" running suit is priced at more than 200 yuan and riding apparel is as high as eight hundred or nine hundred yuan, the sales volume is doubling every year.