Anta: Only Half A Year To Shorten Product Planning Cycle

Based on the data model, an enterprise analyzes the styles of goods that consumers will buy, and then Goods Processing, this is a traditional enterprise has been using the way. But now in the Internet age, businesses can quickly upgrade their styles and upgrade materials according to the consumers' reaction after the products are launched. The spanformation of this product mode will be a powerful weapon for enterprises to compete in the electricity supplier market.

" Anta The electricity supplier has already started this kind of attempt, the data center will export the hot sale commodity information, simultaneously will communicate with the consumer, enables the product to further improve. Peng Ao revealed that in the future Anta electric business will shorten the product planning time from 15 months to 6 months, and then provide consumers with more new product experience opportunities.

In addition, Peng Ao pointed out that the traditional enterprise and user communication ideas also need to change. "Before the traditional enterprise's attitude towards consumers is estranged, that is, buying, buying, buying or selling. This way of forcing consumers to accept is wrong. In the Internet age, traditional enterprises should adopt different strategies for different consumers. For example, a product is not good enough to sell in Tmall, but it does well in vip.com's new products, because the users of the two channels are different.

In the electricity supplier channel, commodity Picture is an important basis for users to choose and purchase, and also an important means for enterprises and users to communicate with their products. But Peng Ao did not approve of the excessive pursuit of visualization. "We have photographed very beautiful merchandise pictures, but the return rate has increased a lot. In the future, Anta will focus on functional display, not exaggerating visual effects. "

About the way of marketing of electric business, Peng Ao believes that traditional enterprises need not blindly put all kinds of advertisements on the market. "Anta electric business promotion costs accounted for 3.5%, we will focus on product description. We almost never put in drilling and exhibition. When new products are launched, they will put in through trains, but they will gradually slow down the amount of investment and gradually increase the natural search volume of goods, and then drive them. product The depth of sales and store home page browsing.