Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 34 , 10 November 2023


Open Access | Article

Analysis on Anta’s Marketing Strategies in the 2022 Winter Olympics through Literature Analysis

Zhouyang Qi * 1
1 Oaks Christian School

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 34, 1-6
Published 10 November 2023. © 10 November 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zhouyang Qi. Analysis on Anta’s Marketing Strategies in the 2022 Winter Olympics through Literature Analysis. AEMPS (2023) Vol. 34: 1-6. DOI: 10.54254/2754-1169/34/20231664.

Abstract

In the 2022 Winter Olympic Games, Anta sports was seen everywhere. The shiny “Chinese Red” along with Anta’s logo on every single Chinese uniform, foreshadows Chinese players’ success and strengthens Anta’s brand identity as the Chinese national sports brand. This article focuses on Anta’s marketing strategies through a literature analysis of the 2022 Winter Olympics, which is the main factor in its success. This article analyzes Anta’s 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.

Keywords

Anta sports, marketing strategies, brand identity, social media

References

1. [1]Pinecone Finance, The Other Winter Olympics: How Anta came out on top, 21 Feb. 2022, https://36kr.com/p/1622961398313989, last accessed 2023/04/21.

2. [2]Ainsworth, B. E., Sallis, J. F.: The Beijing 2022 Winter Olympics: An opportunity to promote physical activity and winter sports in Chinese youth.” Journal of Sport and Health Science 11(1), 3-5 (2022).

3. [3]Luo, A. N.: Analysis on brand construction of China's Ice & Snow Sports under the background of 2022 Winter Olympics. Joint-stock Company HBS, 2023.

4. Zhao, Z.: Anta Youzan Mall Digital exploration under the epidemic. School of Business 0(5), 57-58(2020).

5. Lin, N. Research on brand marketing of Beijing Winter Olympic Games in the context of new media - taking Anta as an example. Modern Marketing (7), 47-49 (2022).

6. Wu, B.: Annual report on development of Ski industry in China. Social Science Literature Press, (2019).

7. Liu, Z.: Research on Anta's marketing strategy. Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pp. 1969–1978, (2023).

8. Zheng, T., Yi, G.: Research on the internet marketing of Anta brand in the era of big data. China Management Informatization 25(16), 98-100 (2022).

9. Anta formally introduced the United Thai technology 3D printing shoe mold equipment, Retrieved https://www.uniontech3d.cn/news/detail/1511, last accessed 2023/04/25.

10. Wang, Z.: An analysis of Anta’s key success factor. 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022). Atlantis Press, (2022).

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-089-9
ISBN (Online)
978-1-83558-090-5
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/34/20231664
Copyright
10 November 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated