중국 스포츠 패션 산업의 멀티 브랜드 전략 탐구: Anta, Li-Ning 및 Xtep의 사례 연구 = Exploring Multi-Brand Strategies in China’s Sports Fashion Industry: A Case Study of Anta, Li-Ning, and Xtep

다국어 초록 (Multilingual Abstract)

This paper explored multi-brand strategies of China's leading sports fashion companies—Anta, Li-Ning, and Xtep—and analyzed impact of multi-brand strategy on positioning and financial performance of these companies. Factors leading to successful multi-brand strategy in the sportswear industry were also examined. Anta has adopted a "Single Focus, Multi-brand, Globalization" strategy, diversifying its portfolio to include high-performance sportswear, children’s sportswear, and premium outdoor gear, aiming to enhance corporate sales and brand differentiation. Li-Ning, pursuing a "single brand, multi-channel" strategy, focuses on category expansion and brand premiumization, although it faces challenges in brand distinction, particularly post-COVID-19. Xtep has positioned itself as a provider of cost-effective sports apparel while expanding into high-end markets. It struggles with brand positioning and profitability amidst expanding its brand portfolio. These findings suggest that a well-executed multi-brand strategy not only fosters brand growth and diversification, but also enhances competitive advantage in the rapidly evolving sportswear industry.