The Research On Financial Analysis Of ANTA Sports Company Based On The Harvard Framework

With the continuous improvement of people’s living standards and the change of consumption concept,China’s sporting goods industry is gradually recovering.People pay more attention to their own health and strengthen physical exercise.Therefore,the competition in the sporting goods market has become increasingly fierce.Many fashion brands also try to adopt the concept of healthy sports.In the middle of a piece of cake,such as ZARA,H&Metc.have launched sports series products,the more depressed local fashion brands are looking for new growth points through the concept of sports,the sports goods market has begun to be challenged by the casual wear market,consumers are gradually confused Sporting goods and fashion concept.The problems of homogenization and unclear market positioning in the early stage of China’s sporting goods industry have become more and more obvious.At the same time,international brands such as Nike and Adidas have accelerated their penetration into third-and fourth-tier cities,making the situation of domestic sportswear and apparel enterprises more and more difficult.A problem that enterprises cannot avoid.This paper takes Harvard framework as the analysis tool,ANTA company as the analysis object,analyzes the relevant strategic and financial indicators from 2013 to 2017 in combination with qualitative and quantitative analysis.Firstly,the ANTA company is briefly introduced.Based on the research of financial analysis and the relevant theories of Harvard framework,the feasibility and necessity analysis of the current ANTA company’s reference to the Harvard framework is carried out to establish the Harvard analysis framework.Secondly,it analyzes the financial status of ANTA through four aspects: strategic analysis,accounting analysis,financial analysis and prospect analysis.Starting from the industry overview andcompany profile,the two analysis methods are analyzed by Porter’s five-force model and SWOT analysis.Accounting analysis analyzes the company’s main accounting policies and estimates,and then analyzes the company’s inventory,fixed assets,accounts receivable.Financial analysis starts with trend analysis and ratio analysis,and analyzes the financial statements of ANTA.Finally,I found the problems of ANTA company and put forward corresponding comprehensive evaluation and countermeasures.I hope that the research in this paper can be used as a reference for improving the financial management level of sporting goods companies.