ANALYSIS OF ANTA’S MERGER AND ACQUISITION PATH IN THE CONTEXT OF MULTI - BRAND STRATEGY

In recent years, with the support of the state and the attention of the public, China's sports and related industries have developed rapidly. The sports shoes and apparel industry has witnessed rapid growth and intensified competition. After the 2008 Beijing Olympic Games, sports shoes and apparel enterprises faced an inventory crisis and achieved transformation and expansion through mergers and acquisitions. Under the guidance of the multi - brand strategy, consecutive mergers and acquisitions have become an important means for enterprises to seize the market and expand their scale. Some enterprises have successfully transformed and developed well by taking advantage of this. In this context, this paper focuses on the performance analysis of Anta Sports' consecutive mergers and acquisitions, providing reference for the strategic transformation of enterprises in the industry. The article will sort out and analyze domestic and international literature on mergers and acquisitions and restructuring, summarize the key theories of mergers and acquisitions and the concept of consecutive mergers and acquisitions. Taking Anta's consecutive mergers and acquisitions as the core, it elaborates on the research background and significance, reviews relevant literature, and explains the concepts of multi - brand strategy, consecutive mergers and acquisitions, and their performance. Subsequently, based on brand strategy theory, synergy effect theory, etc., it deeply analyzes the characteristics and driving factors of Anta's consecutive mergers and acquisitions.