This survey is part of an academic research project investigating ANTA Sports' Direct-to-Consumer (DTC) marketing strategies. DTC refers to brands selling directly to consumers through their own channels (official website, app, physical stores) rather than through third-party retailers. Your responses will be kept anonymous and used only for research purposes. Thank you for your participation!
Q1. Which of the following ANTA DTC channels have you used in the past 12 months? (Select all that apply) A.ANTA official website (anta.com) B.ANTA mobile app C.ANTA physical stores (company-operated) D.ANTA WeChat mini-program E.ANTA Tmall/JD.com flagship stores (operated by ANTA)
Q2. Which ANTA DTC channel do you use MOST FREQUENTLY for purchasing products? A.Official website B.Mobile app C.Physical stores D.WeChat mini-program E.Tmall/JD.com flagship stores F.I do not purchase from ANTA
Q3. How did you FIRST learn about ANTA's DTC channels (official website, app, etc.)? A.In-store promotion B.Social media (WeChat, Xiaohongshu, Douyin) C.Online advertisement D.Friend/family recommendation E.Search engine (Baidu, etc.) F.Other (please specify）
Q4. Please rate your satisfaction with the following aspects of ANTA's DTC channels (1 = VeryDissatisfied, 5 = Very Satisfied)
Ease of navigation on website/app
Product availability/inventory
Price consistency across channels
Customer service responsiveness
In-store staff helpfulness (if applicable)
Q5.Have you experienced the following integrated online-offline (O2O) services with ANTA? (Select all that apply) A.Buy online, pick up in-store B.Buy online, return in-store C.Check in-store inventory online D.Scan in-store QR code to access online membership E.Use app while shopping in-store F.None of the above
Q6. Have you joined ANTA's membership program? A.Yes, and I use member benefits regularly B.Yes, but I rarely use member benefits C.No, but I am aware of it D.No, and I am not aware of it
Q7. If you are a member, how satisfied are you with the following membership benefits? (Skip ifnot a member)
Points accumulation/rewards
Early access to new products
Personalized recommendations
Q8. Compared to buying ANTA products through third-party retailers (e.g., department stores, sports retailers), how would you rate your experience with ANTA's DTC channels? A.Much bette B.Somewhat better C.About the same D.Somewhat worse E.Much worse F.I have not purchased through third-party retailers
Q9. How much do you agree or disagree with the following statements about ANTA's DTC channels?
DTC channels offer better product selection than third-party retailers DTC
DTC channels offer better prices/promotions DTC
I receive personalized recommendations based on my purchase history
The shopping experience is consistent across online and offline channels
I feel more connected to the ANTA brand through DTC channels
Q10. What improvements would you most like to see in ANTA's DTC channels? (Select up to 3) A.Better product availability B.More exclusive online products C.Faster delivery D.Easier returns/exchanges E.Better membership rewards F.More personalized recommendations G.Better integration between online and offline H.Improved website/app user interface I.More competitive pricing J.Other (please specify)