Author(s)

Sun Xiaoyu ¹, Liao Jin ², Li Yuan ², Wang Zhaoxi ²

Affiliation(s)

¹ School of Business, Beijing Institute of Fashion Technology, Beijing, China
² School of Fashion Arts and Engineering, Beijing Institute of Fashion Technology, Beijing, China

Corresponding Author

Sun Xiaoyu

ABSTRACT

After years of development, China's sportswear brands have progressively grown, with the intensification of market competition and the enhancement of brand strength, China's sportswear brands have begun to seek international development. This paper will take Anta as an example to discuss the internationalization path of China's sportswear brands in the post-Olympic context. The specific ideas are: from the discussion of the characteristics of sportswear brands, analyze the basis and current situation of the internationalization development of Anta brand, so as to put forward a feasible plan for the next stage of internationalization strategy layout for Anta brand.

KEYWORDS

Post-Olympic Era; Sportswear Brands; Brand Internalisation; ANTA

CITE THIS PAPER

Sun Xiaoyu, Liao Jin, Li Yuan, Wang Zhaoxi, Study on the Internationalization Path of China's Sportswear Brands in the Post-Olympic Era—Taking ANTA as an Example. Information Systems and Economics (2023) Vol. 4: 156-166. DOI: http://dx.doi.org/10.23977/infse.2023.040920.

REFERENCES

[1] Chen J.(2023) A Strategic Study on the Internationalisation of Chinese Sporting Goods Enterprises. Jilin University.
[2] Dai J. (2023) Explore the characteristics and development trend of sportswear design. China Dyeing & Finishing, 1, 90-91.
[3] Xu Y. (2017) Research on the Internationalisation and Development of China's Independent Sports Brands. Donghua University.
[4] Zhang H. (2023) Research on the Internationalisation of ANTA Sportswear Brand. Capital University of Economics and Business.
[5] Ratten V. (2011) Practical implications and future research directions for international sports management. Thunderbird International Business Review, 53, 763-770. 
[6] Zou Y. (2013) Reflections on the Internationalisation of Chinese Sports Brands Based on SWOT Analysis. Journal of Physical Education and Adult Education, 2, 48-50.
[7] Xiao B. (2018) Research on the internationalisation strategy of sportswear brands in China. Modernisation of shopping malls, 24, 52-54.  
[8] Lu X. (2022) Research on the International Business Strategy of Chinese Sportswear Brands. Beijing Institute of Fashion Technology.
[9] Wang J. (2021) Study on Financial Analysis and Internationalisation of Domestic Sports Brands. National Circulation Economy, 36, 24-26.

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