Analysis on Antas Marketing Strategies in the 2022 Winter Olympics through Literature Analysis

Abstract

In the 2022 Winter Olympic Games, Anta sports was seen everywhere. The shiny Chinese Red along with Antas logo on every single Chinese uniform, foreshadows Chinese players success and strengthens Antas brand identity as the Chinese national sports brand. This article focuses on Antas marketing strategies through a literature analysis of the 2022 Winter Olympics, which is the main factor in its success. This article analyzes Antas marketing strategies, including digitalization, brand identity, and technology. This article is formatted in the way of marketing strategies analysis along with their problems and suggestions. Anta successfully expanded its business in the 2022 Winter Olympics but still has areas of improvement in its marketing strategies. Anta Sports needs to improve its self-innovation by developing new technologies that improve production efficiency and product quality. Anta can also use AI technology and social media to optimize user profiles and recommendation algorithms in order to improve user stickiness.