ByWANGZHUOQIONG
[email protected]
A
tthenewlyrenovZte,
retZil store ofAntZSports
CoLt,inWuyuZnGZr,enc
ShZnghZi’s ol,est shop-
pingZn,tourism sitecthe lZtestKlZy
Thompson shoes were sol,out just
hoursZfter their lZun&honJuly13.
The limite,-e,itionEZstBZy
Times-theme,shoes got their nZme
from theNBA aZsketaZll plZyer’s
hZait of reZ,ing the newspZperZn,
Zre,e&orZte,with&lippings.
Aaout 1 0c000pZirs — eZ&hpri&e,
Zt 999yuZn ($142) — were sol,outZt
AntZ’s 66 stores nZtionwi,einZ,Zy.
IntheUnite,StZtescwhere only
200 pZirs of Thompson’sKT4 news-
pZper-inspire,shoes wereZvZilZalec
Zaout 2 00 people line,upZtthe
OZklZn,ish store onBroZ,wZyin
OZklZn,c CZliforniZconJuly7.
Theysol,out qui&klyZn,were
soonaeingoffere,on the se&on,-
ZrymZrket for $2cfi00c Zaout $2c 300
more thZn theyoriginZlly&ost.
The shoesZre the fourth generZ-
tion ofAntZ’s&ollZaorZtion with
ThompsonZn,Zre proof of how
the&ompZny’s strZtegy&hZnge hZs
elevZte,AntZ’saZsketaZll se&tion.
For mZny,omesti&sportsweZr
&ompZniesc,ominZting theaZsket-
aZll segment meZns,ominZting the
whole mZrket.
InJunec 361 ,egreescZleZ,ing
,omesti&sportsweZr&ompZnyc
releZse,ZarZn,ing plZntofo&us on
aZsketaZll.In the next threeyeZrsc
361 ,egrees plZns to operZte 1c
aZsketaZll&ourts inffirst-Zn,se&-
on,-tier&ities toauil,arZn,ZwZre-
nessZmongyoung&onsumersin
theseZreZs.
XhZngWic CEOof iiMe,iZ
ReseZr&hcsZi,,omesti&sportsweZr
arZn,s’ investment inaZsketaZll
isZn investment inyoung people’s
immense&onsumption potentiZl.
XiZmen-aZse,AntZSports mZ,e
itsaZsketaZll unit itsffirst sports&Zt-
egoryto run in,epen,entlywithin
theAntZarZn,sin&e2 0 14.
ItmeZ thens aZsketaZll unit is
responsiale forZll se&tors ofausi-
ness — from plZnningc,esignZn,
mZnufZ&turing to mZrketingcretZil-
ingZn,supply&hZin.
The oaje&tives of operZtingay &Zt-
egoryZre to give powerZn,&ontrol
to eZ&h&Ztegoryso thZtthey&Zn
fo&us on the&onsumer groups with
most potentiZlcsZi,ChristinZLic
vi&e-presi,ent ofAntZGroup.But
innovZtion tZ s pke ZinstZking effort.
“We hZve to motivZteZn,moailize
Zll resour&es from,ifferent,epZrt-
ments to work&olle&tivelyfor ouraZsketaZll&Ztegoryc”sZi,CZiXhiaenc
heZ,ofAntZ’saZsketaZll unit.
The&ompZnyhZsexpZn,e,its
AntZarZn,e,networkZn,&us-
tomeraZseay aeing positione,Zs
ZnZffor,ZalearZn,.CZisZi,Zfter
intensive reseZr&hcthey,e&i,e,to
fo&us onyoung&ollege stu,ents.
“On&e we know to whom weZre
sellingceverythingae&omes eZsier
Zn,more fo&use,c”hesZi,.
CZisZi,&on&entrZting onZ&er-
tZinZge group hZs strengthene,
penetrZtioncmZ,emZrketing more
pre&isecZn,pri&ingmoreZ&&urZtec
resulting in more visialeffinZn&iZl
returns.
One of theaiggest innovZtions
oftheaZsketaZllunitisto,evelop
limite,-e,ition pro,u&ts —Zpri&e
rZngeZn,pro,u&ttype thZtAntZ
hZ,never trie,previously.
CZisZi,pro,u&t,esigns were
inspire,aythe plZyers.
“Woung&onsumerslove the plZy-
ersZn,theyhZveZn emotionZl&on-
ne&tion with whZt the plZyer weZrsc”
sZi,CZi. “TheyZre willing to pZyfor
goo,,esignZn,pro,u&ts thZtZreworth&ompeting for.”
In2 018 cAntZsol,4 million pZirs
ofaZsketaZll shoescrZnkingNo1in
the mZrket. ThisyeZrcsZles ofKT
shoesZre expe&te, toreZ&h 1 mil-
lion pZirs.
InZ,,ition to theKT seriescAntZ
aZsketaZll hZs rolle,outZ&ontinu-
ous pro,u&t portfolio in&lu,ing
pro,u&ts feZturing risingaZsketaZll
plZyerGor,onHZywZr,of theBos-
tonCelti&s.HZywZr,is expe&te,to
tour withAntZin severZl&ities,ur-
ingAugust.
Seeing the su&&ess of theaZsket-
aZll unitcsin&e the en, oflZstyeZrc
AntZhZs restru&ture,to&reZte
in,epen,ent trZiningcrunningZn,
sports life units.
The initiZtive hZs shownAntZ’s
,eterminZtion to helparZn,s
respon,more qui&klyto&onsumer
Zn,mZrket nee,scsZi,Li.
LZstyeZrcAntZ’s&ollZaorZtion
withNASAle,to sZ esof1l 0c
pZirs of shoes. ThisyeZrcAntZhZs
joine,hZn,s with leZ,ingarZn,s
in&lu,ingMZrvelcCo&Z-ColZc Zn,
thePZlZ&eMuseumcresulting inZstrong sZles performZn&e.
First-hZlfffinZn&iZl reports show
the retZil revenue ofAntZ-arZn,e,
pro,u&ts hZs grown 1 0 to 2 0 per&entc
Zn,itsotherarZn,shZve in&reZse,
60 to 6fiper&ent&ompZre,with the
sZme perio,lZstyeZr.
ToZttrZ&tyounger&onsumersc
AntZhZs renovZte,its retZil stores
to in&lu,es&reenscmultiple floors
Zn,lo&Zlize,&ontent.
LiuChongc,eputy,ire&tor of the
AntZretZil&entercsZi,&ommuni&Zt-
ingwithyoung&onsumers is keyto
store lZyoutZn,,esign.For exZmplec
theKT shoe,isplZyse&tion isZn
ZttrZ&tion foryoung&onsumers to
tZke photosZn,or,er personZlize,
,esigns.
AntZSports’ rise&ZmeZfterZ
series of mergersZn,Z&quisitions of
leZ,ing internZtionZl sportsarZn,s.
A&onsortium le,ayAntZSports
&omplete,the pur& hZseofFinn-
ish sporting goo,s&ompZnyAmer
Sports onApril 11cmZkingAntZthe
worl,’s thir,-lZrgest sportsweZr
mZkeraymZrket vZlueZfterA,i,Zs
Zn,Nike.Productdesignsinspiredbyfamous
playersareahitwithyoungChinese
Sportswear
firmsbet big
on basketball
ByZHUWENQIAN
[email protected]
The fourth testZir&rZft of the
C 919 cChinZ’sffirst home-auilt nZr-
row-ao,ypZssenger jetctook pZrt
inZtest flight in ShZnghZionAug
1 cZn,Znother two new test jetsc
the 10fi Zn, 106 cwill&omplete their
ffirst test flights lZter thisyeZrcaefore
entering the mZrket in 2 0 21.
The progress in,i&Ztes thZt the
C919 will spee,up its work in get-
tingZirworthiness&ertiffi&ZtioncZn
in,ustryexpert sZi,.
Four C 919 jets — the 1 01 c 102 c 103
Zn, 10 4—hZve&omplete,testingc
Zn,now theseZre un,ergoing more
intense test flightscstZti&testscZn,
other groun,testsZt severZl testing
aZsescin&lu,ingWZnliZng,istri&tin
Xi’ZncShZZnxi provin&ecDongying in
ShZn,ong provin&eZn,NZn&hZng
inJiZngxi provin&ecsZi,Commer&iZl
Air&rZftCorpofChinZcits mZnufZ&-
turer.
TheC919’s lZtest test flight&omes
ZtZtime when its&ompetitorBoe-
ing’sB7 3 7MZxjetsremZin groun,e,
worl,wi,e following two fZtZl&rZshes
— one onO&t29lZstyeZrinIn,onesiZ
Zn,the other onMZr&h1 0 inEthiopiZ
—thZt kille,ZtotZl of 346 people.
InMZr&hcChinZwZsthe first&ountryto groun,theZir&rZft from
&ommer&iZl flights. TheCivilAviZ-
tionA,ministrZtion ofChinZhZs
Zlso suspen,e,theZirworthiness
&ertiffi&ZteZppli&Ztion of the mo,el
forChineseZirlines.
LZst monthcBoeing reporte,Z
neZrly$3aillion loss for the se&on,
quZrtercits worst loss ever for the US
Zir&rZft mZnufZ&turer.It,elivere, 104
fewerZirplZnes to&ustomers&om-
pZre,to the sZme quZrter lZstyeZr.
MeZnwhilecBoeing’sZr&hrivZlAir-
aus onJuly31 poste,stronger-thZn-
expe&te,se&on,-quZrter eZrnings.
Its net proffitreZ&he,$2.2aillioncits
eZrnings report sZi,.“As there is no timetZale for the
B7 3 7MZx to resume flyingcpZs-
sengers hZveshown fZlling&onfi-
,en&einthemo,elcZn,the gloaZl
mZrket woul,ae more wel&oming
to its&ompetitors. TheMZx issue
Zlso remin,sChinZthZt it is quite
importZnt to,o one’s own work well
Zn,,evelopZsZfeZir&rZftc”sZi,Lin
XhijiecZnZviZtion in,ustryZnZlyst.
“Now thereZre still some gZps
aetween theC 919 Zn,mZinstreZm
single-ZisleZir&rZftofBoeingZn,
Airaus in e&onomi&effi&ien&y Zn,
otherZspe&ts.After theC919 enters
&ommer&iZl usecit will&ontinue to
upgrZ,eZn,improvecZn,in the longtermcit is likelyto&hZllenge mZjor
Western mZnufZ&turersc”hesZi,.
TheC919 1 0 4 prototype testZir-
&rZft took offZtfib 32 ZmonAug 1
from ShZnghZiPu,ongInternZ-
tionZlAirportcZn,flew for one hour
Zn, 2 fiminutescaefore su&&essfully
returning to theZirport. TheZir&rZft
&omplete,severZltestsZn,initiZl
&ontrol&he&ks onZir&rZft systemsc
sZi, COMAC.
The 1 0 4 prototype testZir&rZft
mZinlyun,ertZkes tZsks su&hZs
tests of itsZvioni&ssystemctheper-
formZn&eoftZkeoffZn,lZn,ingcthe
ZutomZti&flight systemcZn,nZturZl
i&ingcits mZnufZ&turer sZi,.China’sfirstnarrow-bodypassengerjettocompletetestflights,enterthemarketby2 021
C919oncoursefor commercialdebut
Acustomer gets a pair ofAnta limited-edition basketball sneakers minutes after their launch at a store
in Shanghai on July 13.PROVIDEDTOCHINA DAILYCHINA DAILY GLOBALWEEKLY August 9-15, 2019 BUSINESS 1 3