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as the concept of "cross-border" has become the core driving force for development, many companies have begun to cross existing industry boundaries. commercial real estate has attracted more and more attention with its unique charm and unlimited potential, and has become a "cross-border partner" of various major industries.

in this cross-border trend, there are retail giants such as ikea and wal-mart, which rely on their strong brand influence and rich retail experience to create unique shopping experience spaces in commercial real estate; there is also the leading company in the home furnishing industry, red star mackay long and juran home combine home aesthetics with the diverse formats of commercial real estate to create a one-stop place for consumers to enjoy life.

recently, some well-known sports and apparel brands have also taken notice of the trend and have invested in commercial real estate. the latest crossover is the anta group, which has recently made a splash in the field of sportswear.

compared with retail companies that have "field" operating experience, anta group's cross-border commercial real estate will be more curious. how should this retail format space be combined with the main business, especially the anta brand?

anta invests 4 billion to re-deploy business

on september 13, anta group announced a cooperation with xiamen international sports complex wuyuan sports park. it is understood that anta group plans to invest 4 billion yuan to build the xiamen anta sports park, which integrates operation offices, innovative research and development, and sports and cultural experiences. it is expected to integrate multiple functional formats such as sports, commerce, hotels, and offices. anta group plans to move some office functions to the sports park.in addition to building gymnasiums, swimming pools and cultural centers, anta group also plans to buildcreate a sports commercial district similar to taikoo li in chengdu to improve regional commercial facilities.

from the perspective of project positioning, this project has distinct characteristics of a large-scale sports comprehensive project of government-enterprise cooperation. this kind of project is centered on the local government's urban regional planning needs, and its main function is to provide sports venues for citizens. but at the same time, it also hopes to integrate and extend the sports industry chain, and form diversified revenue channels by introducing composite formats such as leisure and entertainment, hotel accommodation, business offices, conferences and exhibitions, and commercial retail.

in fact, this is not the first time anta group has been involved in commercial real estate projects.as early as 2018, anta spent 804 million yuan to acquire a commercial plot on the north side of panzhong road, xihongqiao, qingpu district, shanghai. construction of the land officially started in july 2020 and is scheduled to be completed in the second half of 2024. it will be built as the global retail headquarters of anta group, covering a total area of ​​35,000 square meters. it is a multi-functional integrated park composed of 5 buildings, with functions such as office, retail, hotel and sports center.

the main plan of the park covers anta group's modern office area, r&d and design center, international conference area, sports activity center, brand flagship store, staff restaurant, multi-functional exhibition hall, serviced apartments and other supporting commercial service facilities, and will accommodate 4,000 people. -5,000 people work, including the anta sports theme park, which will also be open to the public.although the name is the global retail headquarters of anta group, judging from its business planning and construction purposes, it is already a standard commercial complex.

in addition, anta has also created a retail space called "anta 982 creative space" at its headquarters in jinjiang, quanzhou. there are multiple exhibition halls in the space, displaying anta's latest products and technological innovations. in order to enhance consumers' sense of participation and experience, anta 982 creative space also provides free membership experience projects such as rock climbing, skiing, basketball, etc., allowing customers to enjoy the fun of sports while also feeling the charm of the anta brand.

close the distance with offline consumers

for sports brand giant anta, xiamen anta sports park is not just a simple offline business, it is an important reinforcement and upgrade of the offline retail system in the company's strategic layout.

in the process of successfully building a huge brand matrix through a series of large-scale mergers and acquisitions strategies, and gradually becoming the sports brand with the highest revenue in china, anta is also facing the dual challenges of intensified "involution" and "hand-to-hand" competition. . in order to continue to consolidate its market position and lead the development of the industry, anta urgently needs to deepen its market penetration, get closer to offline consumer groups, establish deep and personalized connections with a wide range of diverse customer groups, and meet the needs of consumers at different levels. diverse needs.

therefore, anta has taken a series of innovative measures to deepen the connection between the brand and consumers. from deepening store experience, precise market positioning to strengthening interactive services, we will comprehensively upgrade the way the brand connects with consumers.

in the past few years, anta has attached great importance to the dtc (direct-to-consumer) model. this strategic transformation is not only reflected in accelerating the integration of relationships with dealers, optimizing channel layout to reach consumers more directly, but also engaging in the wave of self-built large-scale offline experience stores and concept stores.

the construction of a commercial complex this time is an important milestone for anta on the road to brand upgrade. this is not only an expansion of a physical space, but also a reflection of the deep integration of anta's brand philosophy, product experience and consumer lifestyles. through the construction of commercial complexes, anta will provide consumers with a diversified consumption scene integrating shopping, leisure and entertainment, further shortening the distance between the brand and consumers.

not only anta, in today's increasingly competitive retail market, well-known clothing brands such as jiangnan buyi and youngor have also set their sights on commercial real estate. the layout of commercial real estate provides these brands with a broader and more flexible display platform, allowing them to create uniquely charming brand flagship stores, experience stores or theme parks based on their own brand characteristics and market needs.

by arranging commercial real estate, these brands can build comprehensive spaces integrating shopping, leisure, and cultural experiences in prosperous areas or emerging business districts of cities, thereby more directly reaching and serving offline consumers. these spaces not only carry the function of selling products, but also become important places for brand culture communication and consumer interactive experience. by holding various events, exhibitions and salons in these spaces, brands are able to establish closer and deeper emotional connections with consumers.

more importantly, through the operation and management of commercial real estate, brands can gain a deeper understanding of market trends and consumer needs, providing important reference for product design and marketing strategy adjustments. this kind of flexible adjustment based on market feedback enables brands to better adapt to market changes and maintain competitive advantages.

this trend not only marks a new exploration of the business landscape by sports and apparel brands, but also indicates that the commercial real estate industry will usher in a more diversified, innovative and competitive landscape. as brands pay more and more attention to consumer experience and interaction, commercial real estate projects also need to continuously incorporate new elements to bring consumers new shopping experiences and lifestyles through innovative business models and diversified business combinations.

“can "sports + business" become the new favorite?

judging from foreign experience, it is not uncommon for large sports brands to use the sports space to increase interaction with consumers. adidas once joined hands with the china track and field street tour to create a track and field street experience space. many decathlon stores also reserve space for user experience and sports activities. but in general, they don't go "very far". the experience space is more of an added value of sports elements.

but in the shopping mall scenario, experience is the core, and shopping consumption is just an additional action to experience pleasure. therefore, anta's creation of a shopping mall with a sports park as its core is a challenge to its own brand appeal and operational capabilities.

of course, no matter how big the challenge is, this is indeed a move to please the lifestyle of young people.

with the improvement of living standards and the increase of leisure time, people's demand for sports fitness and leisure entertainment is also growing. especially young people, they pay more attention to the quality of life and health experience, and are willing to pay more for high-quality sports services and products. this market demand provides a strong impetus for the development of the "sports + business" model.

the essence of the "sports + business" model is to rely on large-scale commercial projects and take sports as a guide to deeply integrate and integrate catering, entertainment, shopping and other industries to form an offline consumption scenario that meets the comprehensive needs of the public. this model not only enhances the attractiveness and competitiveness of commercial projects, but also provides consumers with a richer and more diverse consumption experience.

a number of successful "sports + business" projects have emerged at home and abroad. singapore sports city is a comprehensive development project integrating sports, leisure entertainment and commerce. this project was upgraded and renovated on the basis of the original national stadium, and integrated into the kallang wave embedded shopping mall, achieving a two-wheel drive of sports and commerce.

the innovative mall+ super entertainment and sports center in the united states subverts the traditional shopping mall layout. entertainment formats dominate (55%), far exceeding retail formats (45%), and build a diversified function integrating shopping, entertainment, leisure, sports and other functions. a large-scale complex. one of the highlights is the big snow america indoor ski park, which has a 244-meter-high and 800-foot-long vertical ski slope, enabling uninterrupted skiing enjoyment 365 days a year, making it an excellent place to attract tourists.

sport society in dubai also cleverly combines sports and business elements. the first floor of the project is equipped with a multi-functional large-scale sports venue, while the third floor is transformed into a retail space integrating outlets and catering, showing the harmonious coexistence of sports and commercial activities.

in china, with the increasing competition in retail business and the significant increase in consumer acceptance of sportswear, the "sports +" theme has indeed become an important way for many businesses to improve their differentiated competitiveness. ningbo china sports city and huaxi live·wukesong are both successful cases under this trend. they provide consumers with a richer and more diversified consumption experience by integrating sports elements and commercial formats.

ningbo china sports city is one of the earliest projects in china to explore sports-themed shopping, leisure and cultural complexes. it has sports and fashion, lifestyle products, children's training, gourmet food, film and television entertainment and other formats, creating a comprehensive leisure and entertainment destination for citizens. this project not only focuses on the combination of business and sports, but is also committed to promoting the popularization and development of national fitness culture. ningbo china sports city often holds various sports events and cultural and sports activities. at the same time, in order to encourage more citizens to participate in national fitness activities, ningbo china sports city will regularly hold national fitness free open days. at that time, more venues and facilities will be open to the public for free. open.

beijing huaxi live·wukesong must be familiar to everyone, but it is not only the wukesong stadium that hosted basketball events in the 2008 beijing olympics, but also includes m space, hi-park basketball park and other parts. the current wukesong stadium has become a comprehensive venue integrating large-scale sports events, concerts and other entertainment activities. hi-park is a paradise for basketball lovers, providing multiple indoor and outdoor basketball courts.

as retail business competition intensifies, and as consumers pay more and more attention to health and exercise, in an environment where experiential consumption has become a new direction for differentiation in commercial entities, a model that integrates sports, catering, retail and other multiple functions, it is becoming the current new trend. the "sports+" theme has also become an important way for many businesses to enhance differentiation.(author | zhao chenhan, editor | fang yu)