On October 16th, Anta electric general manager Peng Ao disclosed that Anta's participation in the double 11 principle is to maximize business under the premise of ensuring brand tonality.

It is understood that Anta This year double 11 of the amount of stock (according to the tag price) has reached the level of 100 million. These products that are heavily promoted are made up of futures and online special contributions on the same line. These two parts account for 80% of the active products. In addition, there are some stocks in the 2014 Q1 quarter and the Q4 quarter of 2013, which account for only 20% of the active goods. Peng Ao pointed out: "Anta's operating condition is very good, so there is not much inventory."

Reporters learned that this year Anta preferred basketball shoes, shoes and other categories of discount sales promotion, will also select some running shoes to participate in activities. On the day of double 11, all goods on the shelves of Anta flagship store will participate in big promotion. During double 11 warm-up and formal sales, Anta will launch multiple shopping scenes. "During the activity, we will set the scene according to the dimensions of product mix, consumption area (North and South required products)." Peng Ao introduced.

For the purpose of participating in double 11, Peng Ao pointed out that Anta not only focused on sales. "At the price tag of 50 percent off, we have no profit margin. But we will get the benefits of increasing brand penetration, increasing repeat customers, and enhancing interaction with users. "

Peng Ao did not reveal much about Anta's marketing during the double 11 period. strategy But it points out that the emphasis of this marketing is to enhance user's sense of experience, participation and individuation of service. During the severe fog and haze period in Beijing, Anta flagship store has given masks to orders sent to Beijing. Peng Ao believes that this gift will give Beijing users a sense of importance, and may also learn from the double 11 period.

It is worth mentioning that Anta did not open the O2O project during the double 11 period. Peng Ao believes that the sale of online products in double 11 period is 50 percent off. If the O2O project is opened, it will affect part of the businesses who do not want to discount, and it is difficult to reconcile the interests distribution.

Peng Ao said, Anta has 7000 stores in China, and the penetration rate is very high, so the offline business is very important for Anta.

It is reported that Anta business has also made important adjustments this year. For maintenance brand Image, Anta has eliminated a number of online distributors who do not meet the requirements. It has returned the dominant power of online business to Anta's proprietary business, and started to build super large stores, 100 million stores and tens of millions of large stores. The double 11 will give full play to the leading role of Brand Company's resource integration.