Research On The Motivation,Path And Performance Of Sports Goods Industry Digital Transformation

With the development of digital technology,various industries have made positive attempts to transform their business model,organizational structure and operation process with the help of digital power.As a traditional retail industry,the sports goods industry has gradually developed from the traditional retail model to the new retail model.The industrial characteristics of "human goods yard" that it attaches importance to determine that the digital transformation is the only way to continue its development.There are different transformation ways for the digital transformation of sports goods enterprises.Anta adopts a DTC(Direct to customer)transformation approach,which is very similar to the industry leader Nike.This paper analyzes the internal and external motivation,transformation path and measures of Anta’s digital transformation,as well as the impact of the transformation on its corporate performance,which effectively fills the gap in the research on the digital transformation of the sports goods industry and hopes to bring some enlightenment to other enterprises in the industry.This paper mainly uses the method of case study,and finds that the motivation for Anta’s digital transformation can be divided into external motivation and internal motivation.The external motivation is supported by national policies,and Nike,the industry leader,has completed the digital transformation with remarkable results.Anta has carried out digital transformation by transforming dealer stores into directly operated stores,continuously increasing the size of traditional e-commerce platforms,and investing in emerging live streaming e-commerce platforms and building enterprise private domain networks.This paper also analyzes Anta’s corporate performance after its digital transformation.One of the features of Anta’s digital transformation based on DTC mode is the recovery of a large number of stores and inventory from dealers.The occupied funds and increased inventory caused a decline in Anta’s short-term debt paying ability and inventory turnover.After starting the digital transformation,Anta’s online income keeps increasing,so its profitability is steadily improving.Meanwhile,because the profit margin of online sales is higher,Anta’s overall net profit growth rate is very high.From the perspective of growth ability,the digital transformation strategy is also beneficial to Anta.In terms of non-financial indicators,after the digital transformation,Anta’s market share has increased significantly,its innovation ability has been continuously enhanced and its management has also been adjusted.This paper also uses the event study method to analyze the market’s attitude towards Anta’s decision of digital transformation,and finds that CAR shows that the market has a pessimistic attitude towards Anta’s decision.Through the study of Anta’s digital transformation,it is believed that the impact of the company’s transformation is generally positive,but in the short term,the operating capacity and stock price will fluctuate to some extent.On this basis,this paper summarizes the enlightenment to other sports goods enterprises digital transformation.(1)Enterprises can increase the proportion of direct sales and reduce intermediate links during the transformation.(2)We should grasp the opportunities of online e-commerce,work on multiple platforms simultaneously,and build a mature digital operation system.(3)Enterprises should improve the digitalization ability of staff in every position.