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Anzhi shares make the world fall in love with Chinese brands
An outdoor commuter brand leader, recognized by more than 4 million users worldwide
Successful seller business card
FBA INTRODUCTION
In 2015, Anzhi Co., Ltd. entered Amazon as a foreign trade company, sailed into the export channel for cross-border e-commerce, founded the outdoor sportswear brand Wantdo, and developed various product lines such as jackets, ski suits, cotton jackets, swimwear, and children's clothing. The brand covers 11 sites in Europe and America, sells tens of thousands of products online, and has been recognized by more than 4 million users around the world.
Unlike the “professional outdoor” positioning, Anzhi uses “commuter outdoor” as its unique brand position and competes misplaced with big names. The brand image of continuous fabric innovation and challenge year after year has created a brand value other than use value for consumers — reliable, trustworthy, and embracing challenges.
Goals and challenges
GOALS AND CHALLENGES
In the field of professional outdoor activities, there are already too many well-known overseas brands that have taken over the minds of users, and young brands like Anzhi want to lay down 3 acres of land in it, and urgently need to solve the following problems:
How can new brands differentiate themselves when entering mature fields?
After confirming the positioning, how to focus on specific scenarios, explore real needs, and then guide product development?
After creating products that meet the needs, how can brand value be further created?
Seller experience sharing
EXPERIENCE SHARING
Differentiated brand positioning, misplaced competition with big names
At first, Anzhi Co., Ltd. focused on the “professional outdoor apparel” field, but it was quickly discovered that there are many mature brands on this track that have been deeply cultivated for decades and have occupied the minds of European and American users. As an emerging brand that lacks depth, Anzhi will not be able to directly compete with traditional big names in the short term. An Zhi began to think about how to differentiate: on the one hand, avoid the main features promoted by mature brands, and on the other hand, understand the clothing needs of non-professional outdoor users based on usage scenarios.
In 2017, Anzhi proposed a new brand positioning: commuting outdoors. At the same time, the brand slogan (slogan) was changed from the original “If you want to do it, do it now” to “Rain or shine, grab and go” (no matter the wind or rain, pick it up and go).
Lay out product development around the “commuter outdoor” scene
With the change in brand positioning, Anzhi's brand Wantdo no longer focuses on hardcore outdoor scenes, but instead focuses on changing weather scenarios to manufacture waterproof, comfortable, warm, stain-resistant, and quick-drying clothing and accessories for everyday work and life. Wantdo's best product, the jacket, has a waterproof water pressure index of over 10,000, which means that in a moderately rainy environment, people wearing Wantdo jackets won't get their skin wet even if it rains for 2 hours. However, the water pressure index of an ordinary waterproof outdoor jacket is generally only around 3000. Soon, products that accurately meet the needs of diverse groups were recognized by consumers. This jacket has been favored by over 200,000 consumers, and in the comments section, some customers commented “I'm looking forward to another rain”.
Start with the product, don't stop at the product
The nature of the clothing category determines that it is very difficult to make disruptive products, so Anzhi is very committed to polishing the ultimate products. However, Tan Tie, founder of Anzhi Co., Ltd., believes that in the future, business methods will tend to be balanced, and everyone is fighting for the brand. How to create brand value beyond product value is the core of truly building competitive barriers. From optimizing product packaging to enhance the package unpacking experience; to selling old products and continuously optimizing fabric, process, and functional details; from establishing VOV (Voice of Customer) listening mechanisms; to sub-brands with layouts adapted to different age groups and segments. All of the above efforts have created brand value other than usage value for consumers: “reliable, trustworthy, and embracing challenges”.
Results display
Seller experience and summary
THINKING AND CONCLUSION
We've been wondering, what exactly can settle down after so many years, is the customer?Is it a product?Is it a brand?Is it the supply chain and the team?Don't do what you haven't settled in, and don't just chase the dividends. If a company can survive for 50 or 100 years, it will become a brand and influence generations. Don't do anything that harms your brand; there are some bottom lines you can't touch. Many fast things are addictive, and long-term valuable things are relatively slow. We'd rather slow it down.
——Tan Tie, CEO of Anzhi Co., Ltd.
From products going overseas to brands going overseas, from professional outdoor activities to commuting outdoors, Anzhi Co., Ltd. has steadily established brand value and created a brand moat.
* The above content is the opinion of a third party seller, for reference only, and does not represent Amazon's opinion or suggestion
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