RESEARCH ON MARKETING STRATEGY OF ANTA SPORTS SHOES PRODUCTS IN NORTHWEST CHINA ENVIRONMENT

Abstract

This article aims to explore the marketing strategies of Anta products in the northwest region, elaborating on market analysis, target market selection, product positioning, price strategy, channel strategy, promotion strategy, brand building, and other aspects. The northwest region has a broad market prospect for sports goods, and consumers' awareness and demand for sports brands are increasing year by year. Anta's sales performance in the northwest region has achieved significant growth in the past few years, but it still needs to further expand its market share in market competition. By analyzing the competitive landscape, market size, consumer demand, and other aspects, provide basic data for subsequent marketing strategies. Based on market analysis, clarify the target market for Anta products. Geographically, targeting major cities in the northwest region, including but not limited to cities such as Xi'an, Lanzhou, and Yinchuan. In terms of population, urban white-collar workers, students, and sports enthusiasts aged 20-45 are the main consumer groups. These groups have a high-income level, education level, and brand awareness, and have a relatively strong demand and purchasing power for sports goods. Based on the characteristics of the target market, the positioning and pricing strategy of Anta products will focus more on quality, cost-effectiveness, and brand image. Through research on competitors, develop competitive pricing strategies for Anta products to meet the needs of the target market. Anta products have the advantages of high quality, cost-effectiveness, and good brand image. By analyzing the characteristics of Anta products, it is recommended to position them as "providing high-quality and competitive sports goods to meet the sports needs of consumers in the northwest region". In terms of product differentiation, Anta should focus on developing products with innovative technologies to enhance brand awareness and loyalty. The pricing strategy of Anta products should fully consider pricing objectives, pricing system, and promotional prices. Firstly, the pricing goal should focus on maximizing corporate profits while taking into account consumer demand and market competitiveness.