Author(s)

Huiran Hu

Corresponding Author

Huiran Hu

ABSTRACT

Taking Anta Sports as an example, this article explores the impact of its transformation on company performance through empirical analysis using DuPont analysis. In order to compare the performance changes of Anta Sports before and after the strategic transformation, the research selected companies in the same industry, Li Ning and Xtep Sports, to compare with Anta Sports, and conducted a horizontal comparison of their main indicators, in order to provide reference suggestions for China's sports brand diversification strategy.

KEYWORDS

Strategic transformation, Anta, Dupont analysis method