Research on Competition Pattern and Response Strategies of Sporting Goods Brand Market—Take ANTA Brand as an Example

Abstract

In view of the large number of sporting goods brands that have emerged in recent years, there is an urgent need for brands to improve their brand competitiveness by analyzing the market competition landscape. Researching the market competition pattern can help companies understand market competition trends and competitors’ advantages and disadvantages in more detail and improve marketing strategies in a targeted manner. ANTA has successfully used its own strength to promote China’s charm and great Chinese spirit to the world through this Winter Olympics. Through the above three successful cases of Anta, the study studied the corresponding three marketing strategies from the two aspects of positive impact and negative impact, and through data collection and integration, compared Anta with Nike and Li Ning and obtained the differences between brands in marketing strategies. The research provides corresponding marketing strategies for the areas found to need improvement in Anta. Anta can gradually narrow the gap between itself and other brands in the market competition pattern by strengthening cooperation with international brands and increasing product innovation and product R&D investment. Anta Group has achieved customer coverage through the acquisition of foreign high-end and high-end brands and the acquired brand marketing investment. On the one hand, it has also appropriately compensated for This solves the problem of insufficient foreign marketing of the independent Anta flagship store brand. But this can become the future development direction of Anta’s independent brand.