The 2025 HBR Management Annual Conference and New Growth Summit was held on October 31. Chen Ke, Chief Operating Officer of ANTA Sports, stated in his speech that in its global expansion strategy, ANTA has categorized global markets into three dynamically adjusted segments based on four criteria: destination barriers, market potential, competitive environment, and core competency alignment. Southeast Asia serves as the "bridgehead for overseas expansion," with plans to establish 1,000 stores in three years to solidify industry positioning. The Middle East and Africa are prioritized regions for multi-brand synergy, while developed economies like North America and Europe are adjusting strategies to focus on brand elevation and diversified expansion approaches.

ANTA's globalization follows a three-step approach: First, localizing international brand value in China through a "brand + retail" model, ensuring its international brands achieve significantly higher market value in China than in other economies. Second, leveraging China's refined operational efficiency to empower global markets, enhancing overseas operational performance and customer experience. Third, gaining global recognition for ANTA's open and inclusive corporate culture.

Chen Ke emphasized that in digital transformation, ANTA adopts a "practicality-driven" approach, implementing AI applications in phases. Initial efforts focus on mature scenarios and models, such as digital livestreaming, AI product selection, and AI inventory replenishment, to quickly deliver value. The company also builds an open platform with "protection mechanisms"—no budget cuts, no staff reductions, and no added KPIs—to foster organizational vitality and encourage employees to experiment boldly.

In practice, AI has helped ANTA's retail operations reduce workload and improve efficiency. Store managers save one hour daily on administrative tasks, while sales associates gain a cumulative 10,000 hours to focus on customer service and performance enhancement. For back-office operations, AI optimizes customer service response times, logistics allocation accuracy, and handles over 40,000 policy-related inquiries annually in 17 languages, significantly boosting overall operational efficiency.