• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2026 > Volume 14 Number 3 (2026) >
JOEBM 2026 Vol.14(3): 207-211
DOI: 10.18178/joebm.2026.14.3.940

Research on the Impact of Marketing Strategy Differences between ANTA and Nike on Consumers’ Purchase Intentions

Yitong Wu
Yitong Wu
School of Economics and Management, Tianjin University of Science and Technology, Tianjin, China
Email: wu.yitong@outlook.com

Manuscript received May 2, 2026; accepted July 29, 2026; published September 9, 2026.

Abstract—The global sportswear market shows a trend of integrating globalization and localization. International brands such as Nike dominate the high-end market with a mature global marketing system, while local brands such as ANTA achieve rapid growth through local operations. This paper focuses on the marketing strategies of ANTA and Nike in the Chinese market. It uses the comparative analysis method to conduct a comparative analysis from four dimensions: advertising communication, brand layout, channel operation, and endorsement strategy, to explore the influence mechanism of different marketing strategies on the purchase intention of different consumer groups in China. The research indicated that Nike successfully enhanced the purchase intention of affluent consumers via its premium positioning, emotional marketing, and global celebrity endorsements; however, its brand premium and the prevalence of counterfeit products also influenced consumer purchasing decisions to a degree. In contrast, ANTA has addressed the practical needs of the mass consumer demographic through its multi-brand strategy, direct-to-consumer channel transformation, and cost-performance positioning, thereby earning consumer trust through its authentic product assurance and channel control advantages. This study supplements an empirical study comparing marketing strategies of domestic and international sportswear brands, providing a theoretical reference for marketing innovation in the sportswear industry.
 
Keywords—Marketing strategy, Purchase intention, ANTA, Nike, Brand comparison

Cite: Yitong Wu, "Research on the Impact of Marketing Strategy Differences between ANTA and Nike on Consumers’ Purchase Intentions," Journal of Economics, Business and Management, vol. 14, no. 3, pp. 207-211, 2026.

Copyright © 2026 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).


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