Year: 2025
Type: article
Abstract: As the largest sports goods group in China and the third largest sports brand in the world, Anta has made remarkable achievements through its unique brand development strategy and overseas mergers and acquisitions. Through the acquisition of internationally renowned brands such as FILA, Salomon, and Arc'teryx, Anta has built a complete brand matrix covering mass professional sports, high-end fashion sports, and outdoor markets. However, compared with international giants such as Nike and Adidas in the expansion of overseas markets, Anta still faces challenges such as a lack of local brand awareness, complex multi-brand management, and insufficient innovation ability. To solve these problems, Anta should enhance brand exposure through event sponsorship and social media, clarify the market positioning of each brand, and strengthen research and development capabilities. By improving its acquisition strategy, Anta can strengthen the influence of unknown brands, and with the current growth momentum, Anta is expected to further narrow the gap with leading international brands and rebuild the competitive landscape of the global sporting goods industry.
Author: Yilin Chen
Institution: Newcastle University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410475500