Research on Suggestions for Internationalized Business Strategy and Management of Chinese

Povzetek

The sports industry is China’s “sunrise industry” and my country is a major exporter of sports products. The promulgation of the "14th Five-Year Plan for Sports Development" has created favorable conditions for the healthy development of my country's sports industry. Among them, the export volume of China's sports products reached 56.975 billion US dollars, accounting for about 37% of the export volume of major companies in the world. It is China's largest export market. At the same time, China's sporting goods companies are highly dependent on the domestic market. The barriers to entry in the international market are high and the entry channels are relatively single. They are greatly affected by changes in the international market. The international competitiveness of independent brands is not strong. Therefore, International operations are subject to certain restrictions, and few sporting goods companies can grow into world-famous brands. Affected by factors such as the rise of global trade protectionism, the impact of the global COVID-19 epidemic, and the competition of world-renowned brands to enter the international market, the internationalization process of Chinese sporting goods companies is facing many obstacles. Despite this, Anta Group, the leading company in China's sporting goods industry, has continued to increase its global share, its international reputation and brand influence have also continued to increase, and its internationalization path has also continued to expand. In addition, Anta has further increased its international and domestic visibility through its sponsorship of the 2022 Beijing Double Olympics. Anta is a local sports brand, and its internationalization strategy has a good reference value for Chinese sports brands.