Research On Multi Brand Strategy Of Anta Company’s Overseas M&A

Along with the process of economic globalisation,enterprises have started to develop overseas expansion strategies that suit their development in order to improve their international competitiveness and seek long-term development.In order to achieve the transformation and upgrading of enterprises,value chain climbing and other purposes,more and more enterprises choose to carry out cross-border M&A activities.Mergers and acquisitions can optimise and upgrade an enterprise’s resource allocation and market structure within a short period of time,thereby enhancing brand value,expanding market scale and quickly adapting to the competitive environment of a globalised market.As branding has become increasingly important to the international competitiveness of enterprises,enhancing brand value and strengthening brand building has become an important task for many enterprises,and competition between enterprises has gradually shifted to brand competition.However,when a single brand can no longer meet the market demand and under the influence of foreign competitors and domestic homogeneous competition,companies have transformed into multi-brand strategies in order to stand out.Anta,with its multi-brand expansion strategy,turned the tide and became the number one company in the domestic sporting goods industry,achieving corporate growth.This paper takes Anta as the subject of study,and analyses when it is optimal to adopt a multi-brand strategy and explores the feasibility of a multi-brand strategy in the context of overseas mergers and acquisitions(M&A)by using the "Ansoff matrix" method.The analysis of Anta’s multi-brand strategy and overseas M&A is followed by a short-term performance analysis of Anta’s three key overseas M&A events,namely the acquisition of Disante,Kolon Sports and Amafin Sports,a long-term financial performance analysis of Anta’s business activities from 2012 to 2021,and a quantitative Interbrand brand value assessment based on financial indicators.The long-term financial performance analysis of Anta’s business activities from 2012 to 2021 and the Interbrand brand value assessment method based on quantitative financial indicators were conducted to study and evaluate the corporate performance of Anta’s multi-brand strategy implementation under overseas M&A.Finally,the above findings are summarised and reasonable countermeasures are proposed.The main results obtained through the study of Anta’s overseas M&A multi-brand strategy are:(1)it takes a long process to build a successful brand matrix,Anta chose to implement a multi-brand strategy and build a unique brand matrix with good prospects;(2)the impact of overseas M&A on the financial performance of enterprises is more obvious and the risks undertaken are greater,enterprises must choose the overseas M&A brand means in accordance with their own situation and achieve precise M&A in order to maximize the benefits;(3)brand value and brand management should be paid attention to by enterprises,good brand building and management can enhance the brand influence of enterprises and move towards brand internationalisation.