Business Model Innovation and Evolution of Sporting Goods Industry: A Case of Anta Company

This study explores the development process of brand companies through literature analysis and analysis methods integrated with data collection, and analyzes the theoretical structure of the “customer value proposition-key resources-key processes-profit formula” of the business model, in order to understand individual companies from the start-up business model development, strategy selection, and future development trends during the innovation period to the expansion period. First, this study found that the case company was driven by key resources and processes to drive the development of its business model during the start-up period; secondly, during the innovation period, it created and maintained high profits through rapid profit-oriented planning, rapid growth, and innovation. Nowadays, in the expansion period, individual companies place the most emphasis on customer value proposition, and through the integration of factories, move forward with the goals of cost comanagement and profit sharing.