Research On The Asset-light Operation Mode Of Anta

As the market for sporting goods is becoming increasingly fierce,the profit space of sporting goods enterprises is gradually shrinking.The traditional extensive production and management mode is no longer able to meet the development needs of sporting goods enterprises.The Nike Company in US has firstly adopted asset-light operation mode with remarkable success,and sporting goods enterprises in our country has begun to adopt asset-light operation mode.The asset structure of the asset-light operation mode tends to be “light”.The asset-light operation mode refers to the use of light assets accumulated by the enterprise as a lever to make a profit and to maximize the profits with minimum investment,then to enable enterprises to acquire stronger profit acquisition ability.The paper selects Anta as research object and analyzes its asset-light operation mode and competitive advantages.This paper analyzes the effect of asset-light operation mode of Anta through EVA.The asset-light operation mode of Anta mainly has the following features: focus on brand marketing management,retail-oriented distribution network management and supply chain management.The advantages of Anta's asset-light operation mode are: multi-brand combination makes strong market competitiveness,high turnover of funds and high cash reserves,high technology content makes large profit space and efficient asset management.This paper provides certain reference to the development of other sporting goods enterprises in China through the analysis on Anta's asset-light operation mode and competitive advantages.