INTERNATIONALIZATION OF CHINESE GARMENT ENTERPRISES: A CASE STUDY BASED ON ANTA CLOTHING
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With China’s accession to the WTO, more and more world-renowned sports products have flooded into the Chinese market, and fierce competition has been launched with domestic sports goods brands. Due to the lack of significant brands in China’s domestic sporting goods, and many problems in their own products, many old-fashioned sporting goods companies have been eliminated in the increasingly fierce market competition. Therefore, it is urgent for Chinese sporting goods companies to build a strong and orderly sportswear Brand system in order to cope with the impact of international famous sports brands entering the country, and enter the international market, make it full of international competitiveness, and enhance the strength of domestic brands to compete with international giants.
With the rapid development of China’s sports industry and the promotion of the Beijing Olympic Games, coupled with the country’s encouragement of national sports and fitness boom, the development of domestic brands such as Li Ning, Peak, and Anta in China has intensified. The development of these sports goods industries is facing unprecedented opportunities and challenges, huge space for development in the future, increasingly showing excellent development potential.
Based on this consideration, the researcher provides a theoretical reference for other domestic sporting goods brands to enhance their international competitiveness through the research on the development history and internationalization of Anta Clothing. There is a set of strategies to deal with the competition problem.
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