People-friendly consumption! Independent brand Anta price is close to the people. With the positioning of "grassroots basketball" and the number of offline stores, the product price range is concentrated between 120-500. Unlike Li Ning, Anta has a special historical accumulation, and the value of a single brand is limited. Therefore, we choose the strategy of "multi-brand", and the sub-brand Feile focuses on the high-end positioning of "fashion sports", and the price range is concentrated between 300- 1000 yuan.

♂? Promotion: Anta carries out brand marketing by deeply binding the Olympic Games and related sports events, and enhances its influence in the field of brand specialty by signing international top athletes-Gu Ailing, ZhangJike and Thompson. On 202 1, Anta signed China's top stars Yibo and Bai Jingting, and through their strong influence, especially in the Z generation, they jointly transmitted positive energy and helped the brand to be younger.

♂? Channel: 202 1, the epidemic continues to recur, and the economy is complex and changeable. Under the challenge of delivery time, quality and cost, Anta has made great efforts to develop DTC mode-distribution to direct sales through e-commerce and offline stores. The proportion of income rose from 9.3% to 35.6%, ranking first among the three modes. At the same time, the proportion of traditional wholesale mode has declined.