| In recent years,digital technology represented by the "Dave Cloud District" has developed rapidly,and the digital economy empowered by digital technology has become the driving force for reshaping the market system.With the deepening of digital industrialization and industrial digitization,digital technology empowers the development of enterprises,promotes their transformation and upgrading,and thus has an impact on their performance.The sporting goods manufacturing industry uses digital technology to improve and upgrade its production and manufacturing to meet the needs of personalized and intelligent development of sporting goods.Driven by the digital economy,studying the Digital transformation of the sporting goods manufacturing industry is conducive to achieving high-quality development of enterprises..This paper uses the case analysis method,taking ANTA as the research object,analyzes the motivation and path of ANTA’s Digital transformation,makes a horizontal and vertical comparison of corporate performance in combination with financial indicators and non-financial indicators,and deeply explores the impact of ANTA’s Digital transformation on corporate performance.The research finds that:(1)factors such as national policy support,modern supply and demand matching,competition between brands,and rising labor costs jointly drive ANTA’s Digital transformation;(2)ANTA has promoted Digital transformation through three paths: digital retail system,digital supply chain and logistics system,and digital management decision-making.It has independently researched and developed a retail middle office system,established an intelligent factory,and realized the integration of online and offline channels;(3)Digital transformation has promoted ANTA’s performance.In terms of financial performance,Digital transformation has stabilized the solvency of enterprises and improved profitability and operating ability;In terms of non-financial performance,Digital transformation promotes the expansion of enterprise market share,the promotion of brand value and the enhancement of the company’s innovation ability.Therefore,enterprises can jointly promote Digital transformation from digital platform,supply chain logistics,online and offline integration,innovative R&D investment and other aspects according to the actual situation to achieve high-quality development of enterprises.This paper not only enriches the theoretical research on Digital transformation of sports goods industry,but also provides case support for Digital transformation of sports goods manufacturing enterprises in China. |
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