Anta's Acquisition of Arc'teryx: Analysis of High-end Outdoor Market Expansion and Brand Integration Strategy

Abstract

As global consumers’ pursuit of a healthy lifestyle continues to grow, the outdoor equipment market is also expanding, especially in China, where sales have reached US$4.464 billion. Anta, as a leading sporting goods company in China, occupies 15% of the market share and has further expanded its high-end outdoor market by acquiring the high-end brand Arc’teryx. This study explores Anta’s strategies and challenges in brand positioning, product innovation, marketing strategy, channel integration and supply chain management through SWOT analysis. The study points out that Anta has improved Arc’teryx’s market competitiveness and high-end positioning through brand integration, channel optimization and the application of AI technology, but it still faces challenges in insufficient brand recognition, pricing and market expansion. In this regard, this paper suggests several strategies to improve supply chain efficiency and brand loyalty. These include differentiated brand marketing, customized customer experiences, and the use of mechanical intelligence in supply chain management. Such measures aim to meet the market demand for high-performance outdoor equipment and further strengthen Arc'teryx’s position in the global high-end market.