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ANTA Group SWOT & PESTLE Analysis

ID : 52869353| Apr 2021| 16 pages

COMPANY PROFILE -ANTA Sports

Business Sector :Sportswear Company

Operating Geography :Xiamen, China, Asia

About ANTA Sports :

ANTA Sports is a Chinese group of multi-brand sportswear company which specializes in the design, production, marketing and operation of sportswear, accessories and other sporting goods. It provides value for money products for the masses and also delivers fashionable and professional requirements of the customers. The company was founded in 1991 and has its headquarters in Jinjiang, Fujian, China. ANTA pursues a "single focus, multi brand and omni channel" development strategy. The group owns many well-known Chinese and international sports brands such as Fila, Descente, sprandi and kolon Sport to meet the diverse demands of consumers. In March 2019, ANTA Sports and other investors' investment consortium completed the acquisition of Amer Sports, a Finnish sportswear group selling internationally popular brands including Salomon, Arc’teryx, Peak Performance, Atomic, Suunto and Wilson etc. Post this acquisition, ANTA became a global company owning more than 25 sub-brands, including Arc'teryx.. Nurturing an ambition for rapid growth, Anta Group aims to strengthen its operational efficiency, allowing it to optimize its supply chain and capture additional sales.
Anta Sports Products Limited’s USP or unique selling proposition lies in being the world's third-largest sportswear company by revenue. Anta Sports mission statement reads “Our mission is to integrate the sports spirit of "Going beyond oneself" into everyone's daily life.”

ANTA Sports Revenue :


33927 RMB million – FY ending 31st December, 2019
24100 RMB million – FY ending 31st December, 2018

Competitive Analysis of ANTA Sports

SWOT
PESTLE

The SWOT analysis for ANTA Sports is presented below in a matrix followed by the detailed analysis report

Strengths
Weaknesses
1. Strong Brand Portfolio constituting market leading brands
2. Excellent marketing and sponsorship strategies
3. Strong Merger & Acquisition for better global reach
4. Technological expertise develops a steady flow of innovative, high-quality products.
5. Extensive retail network and personalized retail experience
1. Need for diverse channels of funding to cover the debts.
2. Reliance on third parties to transport goods
3. Production safety hazards due to flammable raw materials usage
Opportunities
Threats
1. Capturing deeper markets for ANTA kids.
2. Growing demand for fitness products and healthy lifestyle
3. Change in consumption and economic status post pandemic era
4. Leading “New Retail” with globalization and digitalization strategies
1. Increasing risks from Counterfeit Brands.
2. Price wars and technology competition in sportswear industry
3. Unavailability of Talented employees and Loss of Talent for specialized work
4. Foreign currency exchange rates fluctuations
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of ANTA Sports

Strength

1. Strong Brand Portfolio constituting market leading brands: Anta has an exceptional all-round brand portfolio such as FILA, DESCENTE, SPRANDI, KINGKOW, and KOLON SPORTS which have a strong market presence. FILA is the most known brand which is recognized globally and enjoys a good market share in the international market as well. Through brand diversity it aims to cater to the masses as well as tap into the luxurious sportswear market. Anta mitigates risk through its multi-brand strategies. Demand for customised products is ever increasing and evolving in the sportswear industry. To deliver according to the expectations of the customers ANTA reformed the business structure by introducing 3 segments namely: performance sports, fashion sports and outdoor sports. The new market framework reflects the most appropriate grouping of business divisons and brands and helps accelerate synergy and incubation cycles, retail value and globalisation. ANTA became the official sporting partner of 2022 Olympic and Paralympic winter games. ANTA is laser-focused towards winter sports products and launched a series of winter product line in late fiscal 2020.

2. Excellent marketing and sponsorship strategies: ANTA has excellent marketing strategies through promoting products by professional athletes and Chinese celebrities. It has partnered with brands like Coca Cola for celebrating Coca Cola’s 133rd birthday. It produced and distributed special products for this occasion along with other crossover products like NASA, Marvel, Dragon Ball Super, etc. This initiative received an overwhelming response from the customers with large sales through ANTA Tmall’s flagship stores and other offline stores available. ANTA was the official sports apparel partner of COC. ANTA supported 27 Chinese national teams in winter sports, boxing, taekwondo, weightlifting, wrestling, judo, surfing and many other such sports. ANTA has signed a contract for supplying International Olympic Committee (IOC) member’s and staff’s apparels till the end of 2022. The Chinese sportswear spartan has also collaborated with a number of basketball professional players, including Klay Thompson, Gordon Hayward, Luis Scola, etc to endorse ANTA’s basketball offerings and related products.

The remaining section under "Strength"is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threats

This section is available only in the 'Complete Report' on purchase.

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References used in ANTA Sports SWOT & PESTLE Analysis Report

1. ANTA Group's 2020 First-half Earnings: Nearly 14.7 Billion RMB In Revenue And A Record High Gross Profit Margin - https://www.prnewswire.com/news-releases/anta-groups-2020-first-half-earnings-nearly-14-7-billion-rmb-in-revenue-and-a-record-high-gross-profit-margin-301117693.html
2 Selective Survey Finds Majority Of Small Businesses Lack Cyber Insurance Coverage - https://apnews.com/press-release/pr-newswire/business-technology-financial-services-coronavirus-pandemic-school-accreditation-f304c451b8b7e29af1c1ca1311983456
3. ANTA Group and World Wide Fund for Nature (WWF) Sign an International Partnership Agreement - https://www.prnewswire.com/news-releases/anta-group-and-world-wide-fund-for-nature-wwf-sign-an-international-partnership-agreement-301114689.html
4. Sustainable activewear: How your gym kit is going green - https://www.independent.co.uk/life-style/fashion/sustainable-activewear-gym-green-eco-friendly-carbon-footprint-a9287131.html
5. ANTA Group's 2019 Earnings: Revenue Up Over 40% To Nearly 34 Billion RMB, With Growth Rate Taking the Lead In The Sportswear Industry - https://www.prnewswire.com/news-releases/anta-groups-2019-earnings-revenue-up-over-40-to-nearly-34-billion-rmb-with-growth-rate-taking-the-lead-in-the-sportswear-industry-301028781.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). ANTA Group SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/anta-sports/ [Accessed 02 Aug, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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ANTA Sports SWOT and PESTLE Analysis has been conducted by Akash Jain and reviewed by senior analysts from Barakaat Consulting.

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