Integration of culture

The internationalization of Anta has been fueled by the large number of people in senior management with prior experience in multinational companies. Half of the people who are director-level or higher have worked in multinational outfits.

Christina Li, vice-president of Anta Group, said she is proud of having Anta as the peak of her career after two decades working at Fortune Global 500 multinational firms such as Walmart and Pepsi.

"As a Chinese, I am very proud to be part of the internationalization drive of this Chinese company. I am very willing to contribute the rest of my career to a Chinese brand," said Li, who joined Anta in 2017.

Li has witnessed the increasing integration and success of overseas employees in the country, with many of them playing a major role in the progress of the company in recent years.

She said the self-evolving culture of this family business-turned corporation centered by inclusiveness and openness is major incentive in keeping the international staff.

Since 2017, the Xiamen-based sportswear maker has started to transform into a global player, challenging sportswear giants Nike and Adidas.

"The fact that Ding Shizhong, the founder, chairman of the board and CEO of Anta Group, is able to update the mindsets and management models to connect constantly with the market dynamics, that the running of the company has been offered to more professional executives rather than just family successors, has made professionals feel accepted and trusted, as well as empowered," Li said.

She said what impressed her most is how Anta is capable of clearly setting up goals each month, strictly following the execution of each goal and targets with timely adjustments based on market trends and supply chain dynamics.

It is a different way of doing things compared with the lengthy decision making process of multinational corporations which requires approvals from headquarters in the United States or Europe, she said.

"That's how Anta can win and win it fast," she said.

On the integration of Amer Sports, which Anta acquired in 2019, Li said mutual respect has characterized the working relationship of each side. There is recognition from Amer of Anta's quality growth concepts without interfering in the management of their firm.