Anta'S Takeover Moves One After Another While Playing "Hat Trick"?

Circle of friends reported that recently Anta was preparing to acquire FILA brand management rights in three regions of South Korea, Thailand and Taiwan. FILA was first introduced into China by Hongkong Lian Ya. In 2007, BELLE international joined the operation right of FILA in China. In 2009, Anta took over the operation right of China brand from BELLE international to FILA brand (including Hongkong and Macao). After several years of operation, in the middle of 2015, FILA opened 544 stores in the 123 level market of China, and successfully cut a cake of its own in the high-end market of sports and fashion. At the same time, it also made efforts to fashion the fashion field, and declined with the earlier Kappa.

Over the years, Anta has been concentrating on the domestic market. Although it has established a market share in Southeast Asia and Russia, Anta has been keeping a low profile. In 2009, Li Ning Co deployed the US market and Southeast Asia to test overseas markets, but the results were not optimistic. Since then, PEAK has deployed overseas markets, and has opened up many overseas agents. But sales of products are not high. In 2014, overseas revenue was only 290 million yuan, and the success was too early. When local brands go overseas, it is necessary to clarify core competitiveness, whether they are product awareness, product quality or cost-effective. Obviously, the most important solution is popularity. This means that the first thing to solve overseas is the overseas fame of products. Lining and PEAK have chosen the sponsorship of overseas sports stars sports groups to solve this problem. Anta has chosen another way to oversea and acquire famous brands that have already been well-known in overseas markets. Overseas strategy, Anta, Lining and PEAK three rely on each other.

Recently, friends in the circle reported that Anta is preparing for the acquisition of outdoor brand Descente (Desanto). Descente is a professional sportswear brand in Japan. It enjoys a world-wide reputation in skiing and skating. Descente has rich technology accumulation in functional fabrics, waterproof and thermal insulation technology. It also emphasizes the comfort of sports and excellent sports protection.

Among the outdoor sports brands, there are two schools, namely, professional outdoor schools and leisure outdoor schools. Professional outdoor main technology and professional outdoor equipment. Consumer With outdoor enthusiasts as the main products and high price, professional outdoor equipment with high domestic market share is dominated by international brands. Leisure outdoors mainly locates the entry-level products. Consumers occasionally travel outdoors once, but the demand for equipment is not high, but they emphasize more on the fashion and trend of products, and the pricing of products is low. Domestic outdoor brands are basically concentrated in this field. If Anta is successful in acquiring Descente, domestic enterprises are expected to have a place in professional outdoor sports equipment. Another friend said that after Anta's acquisition of Descente, the operation rights of Descente brand will be allocated to the experienced FILA brand operation team operated by high-end commodities.

To complete the acquisition of FILA brand's South Korea, Thailand and Taiwan management rights and complete the acquisition of Sprandi and Descente, Anta will have the high-end layout of the children's sports, high-end sports products and outdoor sports in the sports industry. In the domestic market, through the Sprandi and Descente vigorously seize the outdoor market, and use Anta's main brand, FILA, Sprandi and Descente four brands tied to the sea, to force the international market. When a market is not mature, Anta will not attack easily, but once it is launched, it will yield. In 2015, intelligent hardware and Internet were in full swing. Many friends took the lead in the layout. Many analysts were watching the timing of Anta's launch. The author judged that 2016 will be the start of Anta's sports hardware, and the layout of the Internet sports industry.

Recently, Anta's friends confirmed that Anta has completed the multi rounds of Market Research on Sprandi (Sprang Di) brand, and sold it in some factory stores, and Anta's news about buying Sprandi brand is solid. Sprandi is an outdoor leisure and mountaineering brand founded by Indian Dinesh Shahani. It is well known in Europe, Russia, South Africa, Hongkong and Mainland China.

In the past ten years, Outdoor brand Rapid growth in the domestic market has led to the emergence of well-known local brands such as Pathfinder, high flute and camel outdoor. In 2013, Li Ning Co authorized the Lining outdoor brand LI-NING ADVENTURE to the team of former Lining Hu Nan. At that time, there were rumors from Anta's friends about Anta's layout of outdoor products. stay Anta In the main brand, there are some outdoor products. Because of the small number of products, they can not give consumers a rich choice, nor can they create a professional outdoor image. So Anta did not vigorously expand outdoor products, but chose to wait. In 2015, Anta's outdoor layout of this low card finally showed up, the acquisition of Sprandi brand, the overall strength of the outdoor market. According to people familiar with the matter, the Sprandi brand will be positioned in the low-end market, and run by Anta's main brand operation team, which specializes in the operation of cost-effective products.