Anta, 27, Is 69 Years Younger Than ADI.

The recent Anta can be described as "Crazy", since entering 2018, the big moves continue.

It seems to be very strong. This kind of bottom should be seen at the moment.

In the first half of 2018, Anta group

But in the interim data, FILA's performance overshadowed Anta's main brand. At the press conference, the official did not disclose FILA's data performance, but announced that FILA grew by more than 85% this year.

According to the data in 2017, the revenue of mid term FILA is close to 30% of Anta's total revenue. Last year Anta's revenue was 7 billion 320 million, 30% was 2 billion 196 million.

According to the growth rate of 85%, FILA's half year performance has been approaching the scale of 4 billion.

Although FILA is not a local brand, FILA lost a lot of money in 2009. In 2009, Anta bought FILA's trademark rights and operation rights in China from 332 million yuan.

Through differentiated positioning, early distinction between Nike and Adi, focusing on fashion sports style, early established the image in the minds of consumers. Through 10 years, FILA has become the iconic brand of its high-end product line. This is enough to show that Anta has read "protracted war", and the scale of the other 4 billion can not be achieved by many listed companies.

After all, the image of the main brand Anta has been deeply rooted in China. The three or four tier city is the main battleground, and it is difficult to go up. If we want to compete with the Nike and Adidas who are rooted in the second line, it is imperative to build a high-end product line. Anta has seen hope through the acquisition of FILA.

So it's no surprise to gamble on half of the business.

Last month

The company intends to acquire all the shares of Finland sporting goods company Amer Sports in cash at the price of 40 euros per share. It has a well-known outdoor brand, such as eBird, and deals about 37 billion 100 million yuan, which is equivalent to half of Anta's current market value. However, there is one detail, which is that the joint venture with Anta is also the source of capital of the Asian private equity fund.

In contrast, when buying FILA in 2009, Anta's mood was not always full of confidence. FILA, which had been losing money for many years, was not sold by BELLE.

And this bold takeover of Amer Sports is different from Anta's experience in the operation of high-end brands, but it is not known whether this experience will help the road after the success of the acquisition.

Since the first trading day of the four quarter of October 2nd, Anta sports shares have been down 6 days, which is directly related to the announcement of the acquisition of Amer Sports. Investors are worried that Anta sports will turn from a net cash position to a high debt ratio. After all, it is 37 billion 100 million Yuan RMB. At present, Anta's annual net profit is about 3 billion 800 million -45 billion yuan. According to this figure, investors' concerns are justified. Cash flow is very important for listed companies.

In the NBA business sponsorship, Anta's courage is not small, according to lazy bear sports reports, Nike and NBA all star player Hayward's contract expires at the end of September, although Hayward this season is fracture and big injury back, but the two sides' contract negotiations have been smooth before, and also heard the news about the signing of the contract, until Anta went out.

The price of Anta's contract to Hayward is less than $2 million a year.

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Like Clay Thompson, who had signed the Jinzhou warriors before Anta, Thompson also won many NBA Championships. The commercial value of Anta is evident. Anta also spares no effort in marketing. A group of more than 40 people in Anta group is composed of the brand department, the sports marketing department, the commodity department and the retail department. The center of the whole team is Thompson.

Nike and Adidas occupy an important position in China's sports market. Under their influence, China's competition system has already formed.

After Adidas and Nike, Anta, Lining, and 361 are also growing stronger.

We do not deny that there are still defects in China's sports brand, especially in the image, design and development, but most of the world's sporting goods are produced in China. Close your eyes and smell, we must bring some flavor to the world. This should be possible.

In recent years, the government has constantly promoted sports, and the middle class in China is also growing rapidly. The international brand is indeed very strong. We enter with our own brand.

It is also very difficult. At this point, M & A is like a shortcut. Smart, after all, Nike is 46 years old, Adidas is 69 years old, Anta is only 27 years old, and it is just young.