安踏的零售之道

2018-11-19 09:39:25来源:北京商报  

在过去的两年间,零售的概念层出不穷,从新零售到智慧零售,再到无界零售,但在安踏看来:零售的核心永远没变——带给消费者真正的价值,从“买得起”到“想要买”。

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“ZAOSHANG5DIANDUOJIULAIPAIDUILE,ZHONGYUSHANGJIAOLE,HAOKANMA?”YIWEIGANGGANGMAIDAOANTAYUKIKSKUAJIETUICHUDELA RunnerLAODIEXIEDENVGUKEXINGFENDIHANDAO。JIBIANDIDOUDESHENQIULIANGYIZHENZHEN,DANHAISHIWUFAZUDANG“XIEGOU”MENCONGHUANGCHENGGENERDEGEGEJIAOLUOQIJUBEIJINGSANLITUN“HONGHONGHUOHUO”DIPAIQIZHANGDUI,QIAOSHOUQIPANJIJIANGFASHOUDEANTA x KIKSDINGZHIKUANQIUXIE。

ZAIGUOQUDELIANGNIANJIAN,LINGSHOUDEGAINIANCENGCHUBUQIONG,CONGXINLINGSHOUDAOZHIHUILINGSHOU,ZAIDAOWUJIELINGSHOU,DANZAIANTAKANLAI:LINGSHOUDEHEXINYONGYUANMEIBIAN——DAIJIXIAOFEIZHEZHENZHENGDEJIAZHI,CONG“MAIDEQI”DAO“XIANGYAOMAI”。ANTABAZHEIYANGDELINGSHOUDINGYIWEI“JIAZHILINGSHOU”,JIAZHILINGSHOUDESIGEWEIDU——SHUJUJIAZHI、RONGHEJIAZHI、TIYANJIAZHI、WENHUAYUTUANDUIJIAZHIGOUCHENGLEANTADELINGSHOUZHIDAO。ANTAJITUANDONGSHIJUZHUXIJIANCEODINGSHIZHONGCENGBIAOSHI:“ZUOHAODECHANPINTAIJIANDANLE,ZUODUIDECHANPINTAINANLE。”SUOWEI“DUIDECHANPIN”,JIUSHIYAOCONGXIAOFEIZHEDEJIAODUCHUFA,WEIXIAOFEIZHECHUANGZAOFUHETAMENXUQIUDESHANGPINJIAZHIYUTIYANJIAZHI。

数据价值:客户洞察、数据转化、效率提升

GUOQINGQIJIAN,ANTAZHIHUIMENDIANQUANXINKAIYE。ZAIYUANLAIBADAIXINGXIANGDIANDEJICHUSHANG,ZENGJIALEYUNHUOJIA、YAGANHUDONGPING、ANTAYOUMallHEYIQICEXIEDENGSIGE“ZHIHUIGONGNENG”,CONGGUANG、KAN、SHI、JIESIGEWEIDUBUJINDAIJIXIAOFEIZHEGENGWEIRENXINGHUAHEZHIHUIHUADETIYAN,TONGSHIYERANGANTAJIYUDASHUJUJISHIGAISHANYONGHUXIANXIATIYAN,TISHENGGUANLIXIAOLV,DADAOGENGJINGZHUNDIWEIXIAOFEIZHEFUWU。

“BIRUSHUOYAGANHUDONGPING,DANGXIAOFEIZHECONGXIEQIANGSHANGNAQIYIKUANCHANPINSHI,GAICHANPINDE股票配资 JIUHUITOUSHEDAOXIANSHIPINGSHANG,YIFANGMIANXIAOFEIZHENENGGENGXUNSUERZHIGUANDILEJIECHANPINGONGNENG,LINGYIFANGMIANWOMENNENGZAIHOUTAICAIJIDAOZHEIKUANXIEDE‘NAJILV’,ZAIJIEHESHIJISHOUCHUDESHUJUZUOFENXI,JIWEILAIYOUHUASHANGPINSHEJIHEYANFATIGONG股票配资 ZHICHENG。”ANTALINGSHOUSHUJUZHONGXINZONGJIANGUOYANJIESHAODAO,“LIRU,YIKUANXIEZIDE‘NAJILV’FEICHANGGAO,DANSHICHENGJIAOLIANGQUEDIYUPINGJUNSHUIPING,ZHEIFANYINGDEWENTIHENYOUKENENGJIUSHIXIEZIDESHEJIHENXIYINREN,DANSHISHANGJIAODESHUSHIDUMEIYOUDABIAO,WOMENDECHANPINKAIFATUANDUIJIUHUIXUNSUYOUHUA”。

ANTAYUNHUOJIASHIANTADULIKAIFAYUNYINGDEXIANSHANGGOUWUXITONG,XIAOFEIZHEKEYIZAIYUNHUOJIASHANGTIAOXUANDIANPUMEIYOUDESHANGPIN,BINGZHIJIESONGHUODAOJIA,RANGGOUWUTIYANGENGQINGSONG。“YIQICEXIEQU”ZENENGDUQUDAOMOUYIKUANSHANGPINDESHICHUANLV,BANGZHUANTALEJIECHANPINDESHICHUANLVZAI黄金配资 SHOUQINGLV,WEIXIAOFEIZHEYOUHUACHANPINSHEJITIGONGZHICHI。ERANTAYOUmallZESHIYU期货配资 YOUXIUDEHULIANWANGJUTOUHEZUO,ZAIDIANNEISHEZHIDUOGEGAOQINGSHEXIANGTOU,YIBIANJISHILEJIEHEZHIXIMEIYIWEIXIAOFEIZHEDEGOUWULUXIANHEGUIJI,RANHOUTONGGUODUIZHEIXIELUXIANDEFENXI,LAIJISHIDIAOZHENGCHANPINCHENLIEDEQUYU,GAISHANDIANPU“SIJIAO”QUYU。

渠道融合价值:从5×24到2×24

“KELAI·TANGPUSENYIDANCHANG14GESANFENQIUDEBIAOXIANDAPOLENBADANCHANGSANFENQIUJILU,NIJUEDEANTAFASHOUDEKT4YINGGAIZAIXIANSHANGSHOUFAHAISHIXIANXIASHOUFA?”ANTADIANSHANGSHIYEBUZONGJIANZHANGBINGYISHANGLAIJIUPAOCHULEYIGEWENTI。

美尔雅“YAOHUIDAZHEIGEWENTI,JIUXUYAOLIJIE‘5×24YU2×24’LILUN。ZHOUYIDAOZHOUWUJIBENSHIXIANSHANGSHIJIAN, 70HOU、80HOU、90HOUMEITIANKANSHOUJIGAODA5GEXIAOSHIZUOYOU,ZHOUYIDAOZHOUWUXIANSHANGSHICHENGJIUXIAOFEIZHELIULIANGDEGUANJIANPINGTAI。ZHOULIU、ZHOUTIANSHISHEJIAORI,YEHUIDAIXIAOPENGYOUCHUMEN,ZIRANERRANJIUHUIHUIGUIDAOXIANXIADEZHENDI。ANTAXUYAOLIYONG5×24YU2×24JIAOTI,FAHUIQUANQUDAORONGHEDEJIAZHI,MANZUDAZHONGXIAOFEIZHEDEXUQIU。”ZHANGBINGYISHUO。

YIKT4ZHEIKUANANTAMINGXINGXILIECHANPINWEILI,ZAIJINGGUOQIANSANDAIDEJILEIHOU,YONGHUYIJINGHUIZHUDONGDIFENXIANGCHUANZHEGANSHOU,SHOUZANGQUANXILIECHANPIN,SHENZHISHOUCIZAIGUOCHANYUNDONGPINPAIZHONGCHUXIANLE“ERJISHICHANG”,YEJIUSHI“CHAOXIE”。JIYUCI,ANTAXUANZEXIANYOUDE20WANKTXILIECHANPINDETIEFENJINXINGXIANSHANGSHOUFA,RANGZHEIXIEZHONGSHIYONGHUGANDAOYIZHONGBEIZUNZHONGDERONGYUGAN,ZAIJIEZHUTAMENDEKOUBEIZAIGENGGUANGKUODEFANWEINEIJINXINGTUIGUANG,ZHEIYUYUANLAIMEIYOUZHONGDIANDEXIANSHANGXIANXIATONGSHIFASHOUYOUHENDADEBUTONG,ERKT4DEBAOKUANXIAOLIANGYEZHENGMINGLEZHEIZHONGDAFADEZHENGQUEXING。

体验价值:让每一位消费者记住

美尔雅WULUNSHICONGQUDAO、DIANPUJIANSHEHAISHIHUOPINCHENLIE,ANTADESHENGJIDOUSHIJIYUDUIPINPAIXIAOFEIRENQUNDESHENRUDONGCHA。MUQIAN,ANTAZUIXINDEBADAIXINGXIANGDIANZHANBIJIEJIN50%,BINGSHIXIANTONGDIANYEWUZENGZHANG22%YISHANG。ZAIQUDAOSHANG,ANTAYEZAIBUDUANJIADAYIERXIANSHICHANGHEGOUWUZHONGXINJISHANGCHANGDEQUDAOBUJU,MUQIANSHANGCHANGDIANZHANBICHAO33%,YIERXIANCHENGSHIZHANBI40%YISHANG。ANTAZAISHENGJICHUANTONGJIEPUDIANDETONGSHI,ZOUXIANGXIAOFEIZHEXIAIDESHANGCHANGJIGOUWUZHONGXIN。

ANTALINGSHOUBIAOZHUNZHONGXINZONGJIANDENGZHIWEIYITIANJINQIJIANDIANWEILI,WEILEJIXIAOFEIZHEGENGHAODETIYAN,LIANGCENGLOUDEDIANPUYINXIANGXITONGDOUANZHUANGLEBOSEYINXIANG,SHENZHICONGBOFANGDEGEQUXUANZEYESHIZHUANMENZHENDUIXIAOFEIZHEZUOLEYANJIUDE。HAIYOUDENGGUANGXITONG,ANTAYAOQIUFEILIPUSHEJILEZHUANSHUSEWEN。“SANNIANQIANWOJIDEWOZUODIANDESHIHOU,WOMENHUIZUOHENDUOSHOUYINTAI,SHENZHISHOUYINTAIYUEZUOYUEDA,RANGXIAOFEIZHEGANJUEHENYOUQISHI。2016NIANKAISHI,WOMENBAGENGDUODEWEIZHIRANGJILEXIAOFEIZHE,BAZUIHAODEDIFANGZUOCHENGLEXIUXIQU,ZHEISHIYIWANGSHANGYESHEJILIMIANJUEDUIBUHUICHUXIANDESHIQING,WOMENDESHIYIJIANYEHUIYUEZUOYUEDA,JIEXIALAIHUIYOUZHUANSHUNVXINGDESHIYIJIAN,XIAOFEIZHEZAISHIYIJIANLIMIANHUIYOUGENGDUODELEQU。ZHEIYILUNDEXIAOFEISHENGJI,BAOKUOLINGSHOUDEZHUANXING,YIQIEDOUSHIWEIRAOZHEYIXIAOFEIZHEWEIDAOXIANGZHEIGEGONGZUOQUKAIZHAN。”DENGZHIWEISHUODAO。

文化价值:安踏只有一个甲方,共同服务消费者

ZUOWEIJIAZHILINGSHOU,ZUIZHONGYUXIAOFEIZHEMIANDUIMIANDESHIMENDIANDEXIAOSHOURENYUAN。TAMENZUOWEIPINPAIDEWENHUACHENGZAIZHE,KENENGHUIJUEDINGXIAOFEIZHEYUANBUYUANYIMAIDAN。ANTADEJIAZHILINGSHOUZHONGBUKEHUOQUEDEGUANJIANDIANZHIYISHIANTADE“TUANDUIHEWENHUADEJIAZHI”ZAIZHONGDUANZUIZHONGLUODI。“TUANDUIYUWENHUADEJIAZHI”ZUIZHONGHUIZHUANHUAWEI“XIAOFEIZHEDEKOUBEIYUMANYIDU”,ZUIZHONGHUIYINGXIANGXIAOSHOU。

美尔雅“ANTACENGTICHUYIGEGAINIAN——‘ZHIYOUYIGEJIAFANG’,WOMENGENFENXIAOSHANG、XIAOFEIZHEBUSHIJIAYIBINGDEGUANXI,WOMENGENFENXIAOSHANGYOUGONGTONGDEJIAFANG,NEIJIUSHIXIAOFEIZHE。ZHEIRANGANTAYUFENXIAOSHANGBUZAISHIJIANDANDEHETONGMAIMAIGUANXI,TAMENBUZAIJINJINSHIWOMENDEDAKEHU,WOMENHEFENXIAOSHANGBIANCHENGGAODURONGHEDEMINGYUNGONGTONGTI。”ANTALINGSHOUWENHUAFUZONGJIANZHOUXIANGYUFENXIANGDAO,“WEILEJIANGZHEIYIDIANLUODI,ANTATICHULEWENHUAFUNENG、JIZHIFUNENGHERENCAIFUNENGSANGECELVE。”

美尔雅“WOMENZUOGUOTONGJI,YINIAN52ZHOU,YOU104TIANDEZHOUMO,WOMENFENXIAOSHANGGAOGUANRENJUNBAJIUSHITIANDOUSHIZAIDIANLIMIAN。WOMENYOUYIGEWENHUACHANGYIJIAO‘ZONGJINGLIDIANZHANGRI’,WOMENHUIZHUZHANGZONGJINGLIMEIRENYEHUAYITIANDESHIJIAN,DAODIANLIDANGDIANZHANG,BUSHIKANYIKAN,ERSHISHISHIZAIZAIZHAZHASHISHIDANGYITIANDIANZHANG,CONGKAIDIANDAOBIDIAN,TAMENKENENGYEHUIJIZIJISHEZHIXIANGYINGDEXIAOSHOUMUBIAO。HAIYOUYIZUSHUJU:ZAIANTALINGSHOUZHUANXINGDELIANGNIANSHIJIANLIMIAN,ANTAFENXIAOSHANGLIMIANDE106WEIGAOGUANZAIDIANLIMIANDANGLE2500TIANDEDIANZHANG,BEIJINGDEFENXIAOSHANGZONGJINGLILIANXUZAIBEIJINGDESHOUTIDIANZHUDIANSANTIAN,MEITIANGONGZUO12XIAOSHIYISHANG。”ZHOUXIANGYUSHUO。

责任编辑:hnmd003