{"id":3038,"date":"2026-09-14T11:01:34","date_gmt":"2026-09-14T09:01:34","guid":{"rendered":"https:\/\/www.dragontactics.com\/2026\/09\/14\/anta-the-chinese-sportswear-brand-taking-on-the-western-market\/"},"modified":"2026-09-14T11:01:34","modified_gmt":"2026-09-14T09:01:34","slug":"anta-the-chinese-sportswear-brand-taking-on-the-western-market","status":"publish","type":"post","link":"https:\/\/www.dragontactics.com\/zh-hans\/2026\/09\/14\/anta-the-chinese-sportswear-brand-taking-on-the-western-market\/","title":{"rendered":"Anta, the Chinese sportswear brand taking on the Western market."},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1677\" height=\"738\" src=\"https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited.png\" alt=\"\" class=\"wp-image-2914\" srcset=\"https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited.png 1677w, https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited-800x352.png 800w, https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited-1400x616.png 1400w, https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited-768x338.png 768w, https:\/\/www.dragontactics.com\/wp-content\/uploads\/2026\/09\/9bad0004-a3e7-442e-a3a2-6a6d3c6831ce-edited-1536x676.png 1536w\" sizes=\"auto, (max-width: 1677px) 100vw, 1677px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">For a long time, the Chinese group Anta Sports focused on low-cost footwear, but it has since radically transformed its business model. By acquiring international brands such as Fila, Wilson, Salomon, and Arc\u2019teryx, the company has gradually built a portfolio capable of competing with the world\u2019s leading players in the industry.<\/p>\n\n<p class=\"wp-block-paragraph\">This strategy goes hand in hand with a major shift in consumer habits in China. Sandrine Zerbib, former head of Adidas in China, explains that the role of sport has changed in the country. Once seen mainly as something associated with school or as a secondary activity, sport is now considered a real investment in health and well-being. Since the Covid-19 pandemic, participation in sports has increased significantly, particularly in China\u2019s major cities.   <\/p>\n\n<p class=\"wp-block-paragraph\">Consumer expectations have also evolved. General sports brands are facing increasing competition from specialized and technical brands, particularly in trail running, hiking, and outdoor sports. Brands such as Arc\u2019teryx and Salomon are benefiting from this growing demand for technical products, which have also become a way for some Chinese consumers to express their identity and social status.  <\/p>\n\n<h3 class=\"wp-block-heading\">An acquisition strategy rather than direct expansion<\/h3>\n\n<p class=\"wp-block-paragraph\">Sandrine Zerbib herself contributed to Anta\u2019s strategic planning. In 2010, after leaving Adidas and setting up her own consulting firm, Ding Shizhong, co-founder of the Chinese group, asked her to conduct a study on the brand\u2019s opportunities for expansion in the United States. Her assessment was cautious: the U.S. market was already highly competitive, and entering it directly carried a significant risk of failure.  <\/p>\n\n<p class=\"wp-block-paragraph\">Anta therefore chose to focus on acquisitions. Rather than trying to establish a Chinese brand that was still relatively unknown internationally, the group acquired companies that already had a strong reputation in Europe or North America. It then sought to position them more firmly in the premium segment by focusing on technical products, more selective distribution, and higher prices.  <\/p>\n\n<h3 class=\"wp-block-heading\">Preserving the identity of acquired brands<\/h3>\n\n<p class=\"wp-block-paragraph\">According to Sandrine Zerbib, the success of this strategy also depends on Anta\u2019s ability to preserve the authenticity of the companies it acquires. Acquiring a brand does not necessarily mean relocating all of its activities to China. In Salomon\u2019s case, for example, the design teams have remained in Annecy.  <\/p>\n\n<p class=\"wp-block-paragraph\"><br\/>According to her, a complete relocation could have harmed the brand\u2019s credibility and identity, precisely the elements Anta had invested in. Mass production is still largely carried out in Asia, but certain areas of expertise, design activities, and technical skills remain associated with the brands\u2019 countries of origin.<\/p>\n\n<p class=\"wp-block-paragraph\">Anta\u2019s strategy is therefore based on a balance: taking advantage of the strength of the Chinese market and the group\u2019s efficiency while preserving the heritage of the international brands it has acquired. This approach has enabled the group to achieve strong growth, although its efforts to move its own Anta brand upmarket are still facing some challenges.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For a long time, the Chinese group Anta Sports focused &#8230;<\/p>\n","protected":false},"author":2,"featured_media":2914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[79,43,1],"tags":[],"class_list":["post-3038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-en-2","category-press-release","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Anta, the Chinese sportswear brand taking on the Western market. - Dragon Tactics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dragontactics.com\/2026\/09\/14\/anta-the-chinese-sportswear-brand-taking-on-the-western-market\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Anta, the Chinese sportswear brand taking on the Western market. - 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