Anta Sports Brand Marketing Strategy Optimization Analysis

Abstract

With the acceleration of globalization and the fierce competition in the sporting goods industry, Anta Sports, as a leading brand in Chinas sporting goods industry, is facing unprecedented market challenges. In order to maintain and enhance its market competitiveness, Anta Sports must constantly optimize its marketing strategy. This study aims to comprehensively evaluate the effectiveness of Anta’s existing marketing strategy literature survey method and case analysis method and make suggestions for improvement. There are also some shortcomings in its marketing strategy. First of all, Anta has made some achievements in product differentiation, but it still needs to further explore the brand value difference, especially to highlight the social and cultural characteristics and brand personality in the product design. Secondly, Anta’s channel expansion speed is too fast, resulting in insufficient penetration, which affects consumer’s loyalty to the brand. In order to solve these problems, it is suggested that Anta Sports should enhance the intensity of brand building, especially by adopting the differentiation strategy in the domestic and foreign markets. In addition, Anta should continue to optimize its digital marketing and face to consumers (DTC) model and improve the efficiency of channels and supply chains through digital transformation, while using big data and consumer insights to drive commodity operations now from automation to intelligent advance. Through these measures, Anta can better meet the changes in market and consumer demand, improve internal innovation and efficiency, so as to maintain the lead in the highly competitive sporting goods market.