Research On The Strategy Of International Operation Of Chinese Sporting Goods Enterprises

China is a big exporter of sporting goods,and the sporting industry is China’s sunrise industry.The 14 th Five-Year Plan for Sports Development formulated by National Sports Administration,creating a favorable policy background for the further development of the sports industry.In 2021,the total global export of sporting goods will be US$154,098 million,and the total export of Chinese sporting goods will be US$56,975 million,accounting for about 37% of the global export of sporting goods enterprises.China’s total exports of sporting goods are on a grand scale.At the same time,China’s sporting goods enterprises have many shortcomings,such as heavy dependence on the domestic market,barriers to entry in the international market,single way to enter the international market,large impact of changes in the international market,and low international competitiveness of independent brands.There are obstacles to international operation,and few sporting goods enterprises can become international well-known brands.The rise of global trade protectionism,the impact of the global COVID-19,and the global pursuit of international markets by international brands have also posed multiple obstacles to the internationalization of Chinese sporting goods companies.Even under this background,as the head enterprise of China’s sporting goods,Anta Group’s international market share is still growing year by year,improving its international reputation and brand influence,and the road to international operation is becoming wider and wider.In addition,Anta Group sponsored the Beijing 2022 Olympic Games,which effectively improved its international and domestic popularity.As a local sporting goods company,Anta Group’s international business strategy is worthy of reference by other Chinese sporting goods companies.On the basis of analysis of the current situation and existing problems of internationalization of Chinese sporting goods enterprises,this paper takes Anta Group as a case to study its international business strategy and business performance.First of all,it analyzes its international competitive environment and process,and elaborates its international business strategy,including brand internationalization strategy,international market rapid response strategy,international marketing mix strategy,supply chain internationalization Strategy,and R&D internationalization strategy.Secondly,it analyzes the operation performance of Anta Group through factor analysis to measure the effect of its international operation strategy.Through horizontal and vertical comparative analysis,it is found that Anta Group has a good business performance and is in a leading position compared with other sporting goods enterprises in the same industry.However,its international development is still in its infancy and there is considerable room for development.Finally,the main conclusions are drawn,and the countermeasures and suggestions for the international operation of Anta Group and Chinese sporting goods enterprises are put forward.The study found that Anta Group’s international business model of cross-border merger and acquisition of multiple brands has realized the growth of business income scale,the promotion of brand value,the international operation of capital,and the diversification of the market,and enhanced the international popularity,recognition,and reputation of the brand.At the same time,including Anta Group,there are deficiencies in the international operation of Chinese sporting goods enterprises,which urgently need to increase investment in scientific and technological research and development and strengthen the construction of independent brands;Building a diversified international market and reducing risks in the international market;Improve the ability of cross-cultural integration and enhance the adaptability of the international market;Take advantage of China’s digital development advantages to realize digital transformation;Build international human resource management and cultivate international human resource management talents.Propose corresponding countermeasures and suggestions with the aim of improving the international operating capacity of Chinese sporting goods enterprises.