Anta's overseas brand layout is a multi-level - Brand's overseas PR broadcasting leader

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Anta’s overseas brand layout is a multi-level

xinsoucomcn
8 7 月, 2024
5 Min Read

Anta’s overseas brand layout is a multi-level, multi-brand strategy aimed at achieving its global goals. Here’s an analysis of Anta’s internationalization path, including its acquisition of Amer Sports, the challenges it faces, the achievements it has made, and the market occupation in different regions around the world. Finally, we’ll discuss the professional competitors Nike and Adidas, compare Anta’s strengths and weaknesses, and analyze the results and challenges of Anta’s capital layout and brand globalization.

Anta’s Acquisition of Amer Sports

In 2018, Anta Sports acquired Amer Sports, the parent company of Arc’teryx, marking a significant strategic move that allowed Anta to enter the high-end outdoor sports market. With Amer Sports’ portfolio of premium brands such as Arc’teryx, Salomon, and Wilson, Anta accelerated its internationalization efforts.

Challenges on Anta’s Path to Internationalization

Despite the acquisition of Amer Sports, Anta’s path to internationalization has not been smooth sailing. The challenges it faces include:

Brand Recognition: In overseas markets, especially in Europe and America, Anta’s brand recognition is still far behind that of Nike and Adidas.
Cultural Differences: Consumers in different regions have different cultural identifications and preferences for sports brands, and Anta needs to overcome cultural differences to establish brand identity.
Market Competition: Facing fierce competition from internationally renowned brands like Adidas and Nike, Anta needs to differentiate itself in product innovation, brand marketing, and other aspects.

Actions Taken by Anta for Global Layout

To achieve a global layout, Anta has taken the following actions:

Multi-brand Strategy: Through acquisitions and operations of multiple brands, it covers different market segments and consumer groups.
Market Expansion: Accelerate the pace of opening stores in Southeast Asia, North America, and other regions to expand market coverage.
Product Innovation: Increase investment in research and development to enhance the technological content and professionalism of products.
Brand Marketing: Enhance brand awareness and image through social media and sponsorships of sports events.

Achievements Made by Anta

Anta’s global layout has achieved some remarkable results:

Performance Growth: Amer Sports’ revenue grew from $2.446 billion in 2020 to $3.549 billion in 2022, with a revenue of $3.053 billion in the first three quarters of 2023, a year-on-year increase of 29.9%.
Market Share: In the Chinese market, Anta’s revenue has surpassed Adidas and is approaching Nike, changing the market landscape.
Brand Influence: Through sponsorships of major events such as the Beijing Winter Olympics, Anta has enhanced its brand influence.

Market Occupation in Different Regions by Anta

Greater China Region: Amer Sports’ revenue in the Greater China region has significantly increased, with the Arc’teryx brand being particularly successful in the area.
Southeast Asia: Anta has accelerated expansion in the Southeast Asian market, with rapid growth in market share through store openings and e-commerce platform sales.
North America: Amer Sports has a certain level of brand recognition in the North American market, and Anta plans to further penetrate the North American market through Amer Sports.

Comparison with Nike and Adidas

Facing professional competitors like Nike and Adidas, Anta has the following strengths and weaknesses:

Strengths:

Domestic Market: In the Chinese market, Anta has a deeper understanding of consumers and can better meet the needs of local consumers.
Multi-brand Operation: Through acquisitions, Anta has multiple brands that can cover different market segments.
Cost Control: As a domestic brand, Anta has certain advantages in cost control.

Weaknesses:

Brand Internationalization: Compared to Nike and Adidas, Anta’s international brand influence is weaker.
Product Professionalism: In some market segments, such as high-end outdoor sports, Anta’s product professionalism may not be as strong as its competitors.
Market Penetration: In mature markets like Europe and America, Anta’s market penetration rate is relatively low.

Capital Layout and Brand Globalization Results and Challenges

Anta’s capital layout, especially the acquisition of Amer Sports, has provided strong support for its brand globalization. However, the challenges remain:

Cultural Adaptation: It is necessary to formulate cultural adaptation and localization strategies in different regions.
Brand Building: Continuously invest resources in brand building and market education to enhance brand awareness in international markets.
Continuous Innovation: Innovate continuously in products and marketing to cope with competitive pressures in international markets.

Overall, Anta’s globalization layout is a long-term and complex process that requires continuous efforts in brand building, market expansion, product innovation, and other aspects. Despite the challenges, Anta has achieved certain results in many regions, showing the potential and prospects of its globalization strategy.