Reaserch On Developing Strategy Of Anta Co.,Ltd

Sport industry, as a booming industry in China, has unlimited development potential. The government comes out lots of policies to support and promote the develop China’s sport industry and this makes massive numbers of opportunities for the companies in sport industry.In the last decade, there were lots of sport brands in China. ANTA, as one of the earliest brands in china has risen the public attention all the times. ANTA’s development had become an example for other companies in sport industry.In this paper, we use different analysis method like PEST analysis, Porter’s five forces model, EFE and IFE analysis model to analyze ANTA’s external environment and internal environment. We also analyzed ANTA’s strength and weakness.After that, the paper analyzed ANTA’s development strategy path by SWOT analysis. The result is ANTA should expand the donation sources to enforce the brand influence. Enforce the company’s liquidity and expand the productivity. Optimize the product framework and build unique product series. Take the policy advantage. Upgrade the technology and promote the product creativity. Build ANTA’s own marketing policy. Enforce the brand influence in China. Remake the pricing system for domestic market.In the specific strategies, this paper provide ANTA a possible solution:For the brand development, ANTA should enforce existing brand influence and try to expand it to build customers’loyalty. For the company’s operation, promote the capital management and take the advantage of national policies. For the innovation, ANTA should make efforts in the product innovation and marketing innovation. As for the product designing and product framework, ANTA should build its own brand individuality and make its products price-efficient.