Why Did Anta Choose To Buy Sprandi?

Recently, according to industry sources,

To prepare tens of millions of dollars for the acquisition of outdoor and mountaineering sporting goods brand Sprandi (Sprang Di), and has completed several rounds of market research and trial sale in some factory stores.

As early as early 2013, a "rain and shine" outdoor product poster displayed by the flagship of Anta store headquarters has caused many conjecture. Why do we choose Sprandi after being silent for nearly three years?

Although the information has not been confirmed by Anta, it has the ability to acquire brand in capital.

And there are still some clues that the acquisition has been completed.

In mid December, netizens claiming to be Anta employees sold Sprandi on the forum.

It is said that after the acquisition of Anta, some products will be dealt with at a low price.

At the same time, Sprandi provides three contact ways of telephone, address, and mail on the official website, and the postfix name of the mail has been changed to anta-sport.ru.

Reasons 1: brand internationalization and stable Eastern European market

Sprandi is the top sporting goods brand in Russia, Poland and other markets. The total sales in the Russian market in the 2008 to 2009 fiscal year are about 100 million dollars.

Sprandi mainly includes three product lines: Sprandi, Earth Gear (outdoor and extreme sports) and ACE (for entry-level sports facilities in hypermarkets).

Russia is one of Anta's largest export markets. With the accumulation of brand position and distribution network over the years, Sprandi will be of great benefit to Anta's future internationalization strategy.

Reason two: improve brand groups for the low-end market

Sprandi brand positioning itself in the low-end market. If Anta is willing to buy, Sprandi can fill the low end market with an average price of around 200 yuan, and the high-end brand Fila, which has an average price of about 700 yuan, and Anta, with a median price of 400 yuan, will form a complete brand cluster of high, medium and low prices.

It is not hard to see that Anta hopes that Sprandi will be the same as XTEP and 361 degrees in the future as the low-end sporting goods brand of Jinjiang department.

Reason three: cut into the outdoor market by "collecting" and "building".

Outdoor sports from a small crowd to the public, showing a good momentum of development, the state is also issuing relevant incentive policies, the major shoe clothing brand launched its own outdoor products.

However, due to the unique industry attributes of outdoor industry, it is not easy to get familiar with sports brands that are used to sponsor sports events and advertising bombing.

As the first sports brand in China, Anta has launched an outdoor series a few years ago, but it has not been vigorously promoted abroad.

Now, Anta did not turn outdoor series into a sub brand, but chose to acquire mature outdoor brand.

It is reported that Anta is also preparing for the acquisition of outdoor brand Descente (Desanto).

The establishment of sub brands is difficult to change the consumer's impression of Anta.

You can get twice the result with half the effort.