Research on the Marketing Strategy of Domestic Sports Brands under the Patriotic Upsurge —— Taking Anta as an Example

Abstract

Some special events in the past two years have made the patriotic enthusiasm of the Chinese people unprecedentedly high, which has provided a valuable opportunity for the development of domestic sports brands. Under such circumstances, Anta took advantage of the heat of these events and the people’s enthusiasm to carry out successful marketing campaigns. This paper mainly uses survey, interview, and literature research in terms of methods. The study found that many domestic sports brands have developed under the patriotic upsurge, and patriotic sentiment greatly impacts consumer behavior. Anta’s marketing strategies during this period, like launching China-Chic products, signing star spokespeople and sponsoring sports events, have helped it optimize its brand image. However, there are also some problems, such as decision-making deviation, which leads to some categories entering the market late. Studying Anta’s marketing strategies under the patriotic upsurge can make Anta more clearly aware of its strengths and weaknesses and provide confidence and reference for other domestic brands. In addition, it is also worth thinking about how domestic sports brands will continue to develop after the enthusiasm fades and consumers return to rationality.