Anta is a world leading sports footwear maker located in the Jinjiang sports footwear industrial cluster. This case study tackles the success story of Anta, which went through three decades. Anta is able to rise above its competitors through a two-pronged approach to its corporate strategy, brand internalization, and technological innovation. The development of its corporate strategy, in turn, hinges critically on its proximity to an industrial cluster. With the support of industrial policy tailored by the local government, Anta is able to enjoy three benefits altogether within an ever-agglomerating industrial cluster. Taken together, these are exclusive advantages: internal economies of scale, external economies of scale, and economies of scope. The anatomy of this case study serves to illustrate how all such advantages can be put together.
KeywordsIndustrial PolicyEconomies of ScaleEconomies of Scope
Cui, W. B. (2011). Creating Consumer-Based Brand Equity in the Chinese Sports Shoes Market: Measurement, Challenges and Opportunities. Master Thesis, Aalborg University.
Defever, F., & Riaño, A. (2015). Gone for Good? Subsidies with Export Share Requirements in China: 2002-2013. The World Bank Economic Review, 29, 135-144. https://doi.org/10.1093/wber/lhv020
Defever, F., & Riaño, A. (2017). Subsidies with Export Requirements in China. Journal of Development Economics, 126, 33-51. https://doi.org/10.1016/j.jdeveco.2016.12.003
Huang, M. F. (2018). Research on the Internationalization Strategy of Chinese Famous Sports Goods Brands. Master Thesis, University of International Business and Economics.
Huang, X. Y. (2020). Financial Analysis of Anta Sports Based on Harvard Analysis Framework. Master Thesis, Huaqiao University.
Jin, C. (2020). Research on Evaluation of Sports Brand Value Based on Interbrand Model—Taking Anta Sports as an Example. Master Thesis, Jiangxi University of Finance and Economics.
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Prentice Hall.
Krugman, P. R., & Obstfeld, M. (2006). International Economics: Theory and Policy (7th ed.). Pearson Addison Wiley.
Kupchan, C. A. (2010). How Enemies Become Friends: The Sources of Stable Peace. Princeton University Press. https://doi.org/10.1515/9781400834419
Lai, P. Y. (2013). The Anatomy of Translation Problems: The Application of Minimal Deviation and the Proportionality Principle in the Translation of Economic Editorials. Chartridge Books Oxford.
Lai, P. Y. (2022). Export-Share Requirements vs. Production Taxes under Duopoly with Product Differentiation: A Conjecture Variational Approach. Theoretical Economics Letters, 12, 1845-1852. https://doi.org/10.4236/tel.2022.126099
Liu, M. X. (2014). Research on Development Strategy of Anta Co., Ltd. Master Thesis, Southwest Jiaotong University.
Liu, Q. (2019). A Discussion on the Upgrading and Transformation Path of China’s Sports Goods Manufacturing Industry Based on the Smile Curve Perspective. Master Thesis, Chengdu Sport University.
Lu, W. S., & Jin, Y. Q. (2019). Strategic Transformation Capabilities of Sports Goods Enterprises: A Case Study of Anta International Limited. Journal of Wuhan Institute of Physical Education, 53, 34-40.
Ma, H. (2016). Product Strategical Research on Internationalization of Chinese Sports Garment Brand. Master Thesis, Beijing Institute of Fashion Technology.
Niu, C. (2021). The Brand Internalization of Chinese Sportswear Companies: A Case Study of Anta and Li-Ning. In Advances in Social Science, Education and Humanities Research, Proceedings of the 7th International Conference on Humanities and Social Science Research (pp. 1110-1114). Atlantis Press. https://doi.org/10.2991/assehr.k.210519.220
Porter, M. E. (1998). Clusters and the New Economics of Competition. Harvard Business Review, 76, 77-90.
Schmitz, H. (1995). Collective Efficiency: Growth Path for Small-Scale Industry. The Journal of Development Studies, 31, 529-566. https://doi.org/10.1080/00220389508422377
Sok, P., & O’Cass, A. (2011). Achieving Superior Innovation-Based Performance Outcomes in SMEs through Innovation Resource: Capability Complementarity. Industrial Marketing Management: The International Journal for Industrial and High-Tech Firms, 40, 1285-1293. https://doi.org/10.1016/j.indmarman.2011.10.007
Su, Y. F. (2019). Research on the Strategy and Effects of Strategic Transformation of Chinese Sportswear Enterprises—Based on the Comparative Analysis of Guirenniao and Anta Sports. Master Thesis, Hebei University of Economics and Business.
Wang, H. Y. (2013). A Study on the Strategic Transformation of Anta Group. Master Thesis, Xiamen University.
Wang, S. F. (2012). Late-Mover Advantages: A Study of Sporting-Goods Industry. Master Thesis, Taiwan Sun Yat-sen University.
Wang, Z. (2022). A Study of Anta’s Key Success Factor. In Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (pp. 1055-1060). Atlantis Press. https://doi.org/10.2991/aebmr.k.220603.171
Wood, L. (2000). Brands and Brand Equity: Definition and Management. Management Decision, 38, 622-699. https://doi.org/10.1108/00251740010379100
Wu, Q. N. (2009). Research on Jinjiang Shoemaking Cluster Development Model and Counter Measures. Master Thesis, Xi’an University of Technology.
Yang, Y. (2022). Analysis of the Brand Image Transformation of Chinese Sportswear and Sports Shoes Brand—Based on the Cases of Li-Ning and Anta. Academic Journal of Business and Management, 4, 28-38. https://doi.org/10.25236/AJBM.2022.040905
Zhang, Q. Z. (2014). The Interaction between Industrial Clusters and Focal Firms—Based on the Investigation of Footwear Industrial Cluster in Jinjiang. Master Thesis, Huaqiao University.
Zheng, D. Y. (2018). A Comparative Research on Financial Condition and Strategy for Anta and Lining. Master Thesis, Xiamen University.