Research On The Development Strategy Of Anta Group

As a leading brand in China's sporting goods industry,Anta Group has a market value of more than 100 billion yuan,ranking among the best listed clothing enterprises nationwide and second only to Nike and ADIDAS in the global sporting goods enterprises.As a famous domestic sports brand,the development strategy of Anta Group has a high reference value for the development and construction of other domestic sports goods brand enterprises.As of the end of 2019,the Anta Group had 12,943 stores under the Anta,Fila,Descente,Kolon,Sprandi,Kingkow and other brands.In 2019,the annual revenue was 33.93 billion yuan,the gross profit was 18.86 billion yuan,the gross profit rate was 55%,the net profit was 8.69 billion yuan,and the net profit rate was 25.6%.However,the current development of Anta Group has the following two problems:(1)In addition to Anta,FILA brands,other brands are small in scale,operating capacity is obviously insufficient.(2)The main brand Anta adopts the distributor business model,and the distributors fight for themselves,resulting in many contradictions.The reasons for the above two problems are mainly as follows:(1)In addition to the main brand Anta,the rest of the brands are acquired and the foundation is weak.The acquired brand is not acclimated to the environment,the company's own operation is unable to support,and the market expansion speed is slow.(3)Anta Group lacks DTC(Direct to Customer)experience.Through PEST analysis and Porter's five forces analysis,this paper makes a macro and micro analysis of the external environment of Anta Group.It can be seen that the external development environment of Anta Group has both opportunities and threats.Secondly,the internal environment of Anta Group is analyzed from the perspectives of enterprise resources,operation ability and core competitiveness,and the advantages and disadvantages of Anta Group are analyzed.After the above analysis,the SWOT analysis method is used to summarize the internal and external environment of Anta Group as well as the strengths and weaknesses of Anta Group itself.It is concluded that Anta Group should adopt the development-oriented strategy,seize the market opportunities,combine with its own advantages,and seek sustainable business.Anta aims to become a world-class company with a turnover of 200 billion yuan by 2025.In terms of specific strategy implementation,the author suggests that the brand should be clearly positioned in brand building to achieve full coverage of the consumer market;In terms of business,change the business model to meet the changes of The Times,from distribution to direct sales;At the same time seize the policy dividend to achieve brand sales breakthrough;In terms of channel construction,we will continue to strengthen the construction of e-commerce channels and create a new driving engine for business growth.At the same time,we should improve the personnel training system,adopt digital retail technology,strengthen research and innovation,and improve the membership system to ensure the smooth implementation of the development strategy.