Analysis on ANTA's Brand Competitiveness Based on Its Current Marketing Status

Abstract

Nowadays, Chinese sports brands are booming. Anta has become one of the most competitive sports brands in China. This paper aims to analyze Anta's current marketing strategies and existing problems and provide some suggestions for Anta's future development. Literature analysis is used in this case study. The research summarizes Anta's brand image and marketing strategy, namely innovation and vertical integration operation mode. The vertically integrated operation mode has helped Anta cut off redundant trading links and transaction costs and also helped it achieve a balance between production and sales. Anta's ability to innovate enables its products to constantly apply new technologies and become more competitive with other sports brands. However, Anta still lacks competitiveness in the international market, which is reflected in fuzzy product positioning and low consumer loyalty. The study suggests Anta should cultivate more competitive core technologies. In addition, Anta should also build closer ties with consumers through social media platforms such as Bilibili and TikTok.