Analysis of Transformation from a Financial Perspective - Taking ANTA and Li-Ning as Examples

Abstract

With the rapid development of the Chinese market, the construction of digital infrastructure has been completed. Therefore, to improve market competitiveness, all the consumer-oriented brands are facing transformation and upgrading. Previous research has primarily focused on analyzing a company's transformation strategy or financial analysis alone, with few combining the two. However, it cannot be denied that the transformation dynamics of a company will have a direct impact on finance, and the financial performance will also have a direct reflection of whether the transformation succeeds. This research applies financial analysis and comparative analysis and utilizes some important financial data from the official financial statements, selecting ANTA as the main research object under the background of digitization and comparing ANTA with Li-Ning to analyze their brand transformation strategies and the impact on their finance performance. Further suggestions are also proposed for the transformation of Chinese sports brands and even sports clothing enterprises in the global economic context.