Exploration and Deepening of the D2A Business Model under the Wave of the Metaverse - Taking the Upgrade Path of Anta’s Brand Marketing Strategy as an Example

With the rapid development of technology and the in-depth advancement of digitalization, the metaverse, as a new type of Internet application and social form with a high degree of integration of virtual and reality, is gradually becoming the focus of attention from all sectors of society. The rise of the metaverse brings new opportunities for brand marketing, and the transformation of marketing strategies of sports brands under this trend is of great significance. This article takes Anta as an example, deeply analyzes its exploration and deepening process of the D2A (Direct-to-Avatar) business model in the metaverse wave, discusses the technical obstacles and user acceptance challenges in the promotion of metaverse technology, analyzes the impact of the competitive landscape on Anta’s market performance, and expounds the future research directions and industry significance. It aims to analyze Anta’s brand marketing strategy and its upgrade path in the metaverse context, and provide a comprehensive theoretical and practical reference for the development of sports brands in the metaverse era.