With revenue of 10 billion yuan, private domain turnover will account for more than 20%. How does Anta plan its private domain?

As the cost of public domain traffic continues to rise, coupled with the huge impact of the epidemic on the physical retail industry, many large-scale footwear and apparel companies have begun to pay attention to the construction of private domain traffic. This article will explain to you how Anta has laid out its private domain. Let's take a look.

Anta is a representative example. It has more than 12,000 offline stores and has suffered a huge crisis due to the impact of the epidemic. Against this background, Anta chose to operate private domain transformation to save itself.

Since 2020, we have begun to develop private domain businesses, turning to online with all our strength, and launching the "All-Staff Retail" campaign, in which every employee serves as a touchpoint to achieve brand traffic and repeat purchases.

In 2021, the GMV of Anta's mini program exceeded 100 million yuan, and in the first half of 2022, it increased by 137% compared with the same period last year. The proportion of online business in total revenue increased to 28.9%, the total number of members increased by more than 20%, and the contribution of member turnover steadily increased.

A research report released by Founder Securities mentioned: By 2025, Anta's private domain turnover will account for more than 20%, the number of effective members will reach 120 million, and the member repurchase rate will be 40%.

So how does Anta develop its private domain? Let’s analyze it for you.

01 Case Background

1. Brand Introduction

Anta Group is a comprehensive, multi-brand sporting goods group specializing in the design, production and sales of sports shoes, apparel, accessories and other sports equipment.

On August 23, 2022, Anta Sports released its 2022 interim performance report. The report showed that the company achieved revenue of 25.965 billion yuan in the first half of the year, a year-on-year increase of 13.8%. Among them, the Anta brand grew by 26.3% to 13.36 billion yuan, ranking first in the industry in terms of growth rate.

2. Market size

my country has a large population, and the sports footwear market is vast and growing rapidly. Data shows that from 2007 to 2019, the retail scale of my country's sports footwear industry has increased from 97 billion yuan to 316.6 billion yuan. The future development prospects of sports brands are broad, and it is expected that the scale of China's sports footwear market will reach 598.9 billion yuan in 2025.

3. User portrait

Data shows that users of China's sports footwear and apparel market are mainly young people aged 22-35, among which the proportion of women is slightly higher than that of men, accounting for about 50.6%.

02 Traffic Channel Analysis

1. Offline stores

ANTA's main traffic-generating method is to attract customers through offline store shopping guides. The main brand ANTA has 6,660 stores around the world. When users enter a store, the shopping guide will guide them to register as a member of the mini program.

Currently, nearly 50% of Anta’s members come from offline stores.

2. Official Account

Traffic diversion path: Click [Win a 99-yuan free order] in the [Member Benefits] menu bar of the official account, jump to the relevant page, scan the code to add the company’s WeChat account [ANTA Push Officer-Xiaoxian], and be added to the group through the company’s WeChat account.

3. Mini Programs

Traffic flow path 1: On the homepage of the mini program, set up the community entry. Click on "Get a gift for joining the group" to jump to the community poster page, and scan the code to add the company WeChat account. After adding successfully, the company WeChat account will automatically send a QR code to join the group, and you can scan the code to enter the community.

Traffic diversion path 2: The mini program broadcasts live at 18:00 every day. There is a QR code of the company’s WeChat in the live broadcast screen, guiding users to scan the code to add the company’s WeChat [Welfare Officer-Xiao TA].

Traffic flow path 3: On the group buying page of the mini program, guide users to scan the code to add the corporate WeChat of the group buying expert.

4. Video Account

Traffic flow path: Set up the WeChat account adding entrance on the video account homepage, click [Add WeChat] to jump to the corresponding page, and add the WeChat account [Welfare Officer-Xiao TA]. After adding successfully, the WeChat account will automatically send a community invitation QR code, and you can enter the community by scanning the code.

5. TikTok

Anta's main account on Douyin, [Anta Sports], has 6.85 million followers, and its sub-brand account, [Anta Official Flagship Store], has 1.21 million followers. The homepage has store and fan group entrances, and you can jump to the corresponding page by clicking.

The content of the main account mainly includes product introduction, welfare activity introduction, and live broadcast promotion.

The account will start live broadcast every day, during which users will be guided to click on the membership entrance above to join the membership and enjoy discounts. The account will also introduce product information verbally and guide users to place orders to purchase products.

6. Weibo

Anta's main account on Weibo has 1.86 million followers. Weibo mainly publishes content such as brand promotion, event promotion, and product promotion. There is a fan group entry on the homepage, and you can join the community without review by clicking on it. In addition, Weibo will guide users to WeChat through activities.

03 Analysis of the character IP

Anta stratifies users in the IP link, and uses different corporate WeChat accounts to communicate with users added through different channels.

Currently, there are three corporate WeChat accounts: Anta Push Officer-Xiaoxian/Welfare Officer-XiaoTA/Tanlian. The operation actions are basically the same. The following is an analysis of the Welfare Officer-XiaoTA as an example:

1. Personality IP creation

Nickname : Welfare Officer-Little TA

Avatar : Image of a sporty girl wearing a headband

Role : Welfare Officer

Automatic welcome message : After adding the company WeChat, the company WeChat will automatically send a welcome message to introduce the account's location. Send a QR code to join the group to guide users to join the community. Users can scan the code to join the [Trendy Play CLUB] community or [Live Broadcast Benefits] community

2. Moments content

Content frequency : Post 2 Moments of Friends content every day

Release time : 18:00~20:00 every day

Contents of Moments : mainly publish brand promotions, welfare activity promotions, live broadcast promotions, product introductions, etc.

04 Community Operation Analysis

Communities are the most effective and common scenario for promoting activity in the private domain. Therefore, Anta establishes communities of different natures based on users' interests and hobbies to narrow the distance between the brand and users and achieve refined operations.

Below is a breakdown of Anta’s community, taking a community I added as an example.

1. Community positioning

Group nickname : Anta member live welfare group 38

Group positioning : welfare activity group

Community value : simultaneous live broadcast promotion, product recommendation, small interaction promotion, etc.

2. Welcome message

After a user joins the group, an automatic welcome message will be triggered immediately, introducing the community welfare activities and community rules. In addition, a lucky draw link will be automatically sent to guide users to participate in the lucky draw.

3. Community Content

There is a fixed schedule for the content sent every day in the community. Take the community Wednesday sop as an example:

1. At 12:00 noon, the live broadcast notice will be released in the form of text + live broadcast link;
2. At 16:00, the list of winners of [Hardcore Fan Gift] will be announced. The form of publication is: text + mini program link
3. At 18:00 in the afternoon, promote the community exclusive event [Lucky Shake], release format: text + event link;

4. Community stratification

ANTA has carried out refined and layered operations on the community, mainly dividing it into three types: interest groups, welfare groups and live broadcast groups according to user needs:

• Interest groups: such as [ANTA Fashion Club 5], where group members mainly share sports tutorials, experiences, and answer questions;
• Welfare groups: such as [ANTA Member Community], [ANTA Fan Official Welfare Group], etc., mainly share the latest welfare activities and community activities;
• Live broadcast group: such as [ANTA Member Live Broadcast Benefit Group], which mainly introduces live broadcast benefits and guides users to make appointments for live broadcasts or watch live broadcasts.

05 Membership System Analysis

Anta's membership systems on Tmall, mini programs, offline stores and other channels are interconnected. According to statistics, there are 30 million members after deduplication.

The following analysis takes the membership system in WeChat Mini Program as an example, which is mainly a growth-oriented membership + points system.

1. Growth Members

ANTA's growth membership is divided into 5 levels:

• New members: Register and complete personal information to become a member. Level is permanent.
• Bronze Member: Cumulative spending of RMB 388 or above in 365 days. If spending ≥ 1 time in 365 days, the member will be relegated to the next level, otherwise, the member will be downgraded.
• Silver Member: Cumulative consumption of RMB 1,088 or more in 365 days. If the number of consumptions in 365 days is ≥ 1, the member will be retained, otherwise he/she will be downgraded.
• Gold Member: Cumulative spending of RMB 2,888 or more in 365 days. If spending ≥ 1 time in 365 days, you will be relegated, otherwise you will be downgraded.
• Black Gold Member: Cumulative consumption of RMB 5,888 or above in 365 days. If the number of consumptions in 365 days is ≥ 3 times, the member will be retained, otherwise he/she will be downgraded.

According to the different levels of membership, ANTA members enjoy corresponding rights and benefits, including member birthday discounts, member points redemption, member points discount, member-exclusive discounts, member-exclusive activities, member brand activities, member-exclusive services, etc.

2. Points system

Users earn points by spending and completing daily tasks. For Silver members and below, 1 yuan = 1 point, 1 yuan = 1.1 points for Gold members, and 1 yuan = 1.2 points for Black Gold members.

Points can be used to redeem coupons, exchange products, and use points as cash in the [Points Mall].

summary

Finally, let’s summarize Anta’s highlights and suggestions:

1. Refined operations

ANTA's communities are divided into welfare groups, live broadcast groups, interest groups, etc. Different communities use different operation strategies to publish content within the community to increase user activity and promote conversion and repurchase.

2. Insufficient IP operation

ANTA has set up many corporate WeChat IPs. Using different corporate WeChat accounts to target users from different channels and then inviting them to different communities would make it look complicated and bloated. Moreover, the operation of each corporate WeChat IP is basically the same, and the content in the WeChat Moments is all product-related advertising content, lacking some "humanized" content.

It is recommended to design a unified employee IP image to increase users’ awareness of the IP image and enhance user trust.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"