Research On Financial Strategy Optimization Of Anta Sports Based On Financial Strategy Matrix

For the past few years,the development tendency of the domestic goods has become increasingly obvious.First,China Li Ning’s original design allowed the national tide to rise in2018.Later,the domestic makeup beauty represented by the PERFECT DIARY landed on US stocks in 2020,which set off a trend of domestic goods.The "Xinjiang Cotton" incident that occurred on March 25,2021 was an important turning point for the rise of domestic brands.At the same time,it also pushed consumers’ patriotic emotions to the highest point.In the short term,overseas brands will be impacted.Because of the supporting of the government sports policies,many domestic goods companies,especially local sports brands such as Li Ning and Anta,have gotten the opportunity to change the domestic sports market pattern.However,how to change it into the domestic goods companies is the problem that needs to solve urgently.Financial strategies are the unified planning of financial activities and an important part of the overall strategies.The scientific financial strategies can help enterprises achieve strategic transformation,thereby enhancing market competitiveness,and changing the market competitive landscape currently led by foreign brands.Hence,in order to achieving the corporate value growth and the sustainable development,domestic goods companies not only need to depend on the patriotic feelings of the Chinese,but also mostly need to relying on to the financial strategic management to improve the company’s own competitiveness.Therefore,in the context of the rise of domestic goods,this article chooses Anta Sports,a representative of domestic goods companies in the sports shoes and clothing industry as the object of study of this financial strategy case.Firstly,this article analyses the internal and external factors of Anta’s financial strategies,which is used to state the current situation of its financing strategies,investment strategies,and equity allocation strategies.Secondly,based on financial strategic analysis tools—the financial strategic matrix model,calculate and analyze Anta’s related financial data from 2017-2021.It states that Anta is basically located in the first quadrant of the financial strategic matrix,but this stage is in a state of development in which value is created and capital is shortaged.In addition,combined with the life cycle theory to analysis the financial strategy choosing,learned that Anta is currently belonging to the late growth stage and is suitable for the use of dilated financial strategies.Thirdly,compared with Anta’s current financial strategies,it is found that in terms of financing strategies,Anta has issues such as international acquisitions bring financial risks,do not making full use of interest-free liabilities,and do not matching the investment period of financing.In terms of investment strategies,there are some problems,for examples,Anta’s radical mergers and acquisitions has brought investment risks,the investment management capabilities of Anta need to be improved,and inventory investment strategy is not properly developed.In terms of equity allocation strategies,Anta has problems such as unstable dividend distribution,high dividend payment rate,and single distribution method.Finally,we put forward corresponding optimization suggestions for the problems and causes of different strategies to improve the current situation of Anta’s financial strategies,enhance the company’s financial competition advantages,and improve its sustainable development.In the meantime,it also provides good experiences for other domestic goods companies to re-formulate financial strategies.