Potential Analysis of International Development for Chinese Sportwear Companies

DOI

10.2991/aebmr.k.220405.351How to use a DOI?

Keywords

COVID-19; Supply Chain; Brand Internationalisation; Acquisition; Synergy effect

Abstract

This paper aims to evaluate the possibility of any Chinese sportswear brand that could become the international competitive company in the sportswear industry. This study explores the potential development of Chinese sportswear from aspects such as financial situation, supply chain, product range and prices, and brand internationalization. Listed the advantages and improvements that ANTA and Li-Ning could have adopted to become a trend and game-changer in the international market. It also illustrates the changes in brand positioning of ANTA, from the low-end and mid-end markets to entering high-end markets by acquisitions. The results indicate a high level of supply chain control is needed for any sudden outbreak of incidents, especially after the disruption caused by COVID-19. This paper also reveals customer preferences in the sportswear industry, which focuses on innovations in products and brand positioning in the market. In order to achieve further growth, brands could obtain brand awareness internationally through acquisition and benefits from its synergy effect.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Hoi Yi So
PY  - 2022
DA  - 2022/04/29
TI  - Potential Analysis of International Development for Chinese Sportwear Companies
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 2089
EP  - 2094
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.351
DO  - 10.2991/aebmr.k.220405.351
ID  - So2022
ER  -