Analysis on Multi-Brand Strategy of ANTA Sports

With the acceleration of economic globalization process, the development of Chinese garment enterprises also ushered in new opportunities. In order to occupy a higher market share, more and more clothing enterprises have opened a multi-brand development road. This paper takes ANTA Sports, a famous Chinese clothing enterprise, as an example, first introduces the brand types of ANTA Sports, and then analyzes the current situation of multi-brand strategy development of ANTA Sports from the aspects of appropriate brand extension, acquisition of superior brands and joint venture of strong brands, and then expounds the implementation of multi brand strategy to ANTA Sports from three aspects: profitability, asset management ability and debt paying ability. Finally, some suggestions are put forward for the implementation of the multi-brand strategy of other Chinese garment enterprises from the aspects of positioning the development stage, defining the target brand and integrating the brand resources.