Strategy Analysis for Transforming Low Loyalty and Spurious Loyalty Consumers: A Case Study of ANTA

Abstract

In the context of the thriving sports sector, ANTA has made a notable impact on consumers by generously sponsoring the Olympic Games. Nevertheless, the primary focus of customers lies on the Chinese delegation rather than the ANTA brand itself, resulting in a diminished and misleading sense of devotion towards the company. The study aimed to investigate strategies for converting consumers with low and deceptive loyalty into highly loyal ones, focusing on the ANTA brand as a case study. Hence, the present study aims to accomplish the below objectives: To begin with, the objective is to examine the causes and attributes of consumer low and deceptive loyalty behaviors. Furthermore, a comprehensive examination of the brand image of ANTA is necessary to ascertain the crucial elements that contribute to the augmentation of client loyalty. To enhance customer loyalty towards the ANTA brand, it is necessary to devise and execute a range of marketing strategies and initiatives, such as brand promotion, product innovation, user experience, and long-term development. This will also involve offering recommendations for ANTA and other sports companies.