Anta'S Acquisition Of Finland Sports Giant Amersports Wants Internationalization

Anta sports products announced last week that it would complete the offer to Finland sporting goods group Amer Sports (Ya Mafen) before March 29th August 2009.

After the success of the acquisition, Amafen will operate independently, which will greatly retain Amafen's experience in the operation of the European and American markets.

In terms of China's market development, Anta has its own experience and channels to help the newly acquired brands develop in the domestic market.

The acquirer Amer Sports was founded in 1950 and is headquartered in Helsinki, Finland.

In the early years, it was an industrial company and began to pform its sports business in 1974. At present, it is a comprehensive sports goods production and marketing multinational company.

Amer Sports has a range of internationally renowned sports and outdoor brands.

The Anta brand was founded in 1991, and is the leading sporting goods company in China. It is mainly engaged in the design, development, manufacture and marketing of Anta brand sporting goods, including sports shoes, clothing and accessories.

In 2007, it was listed on the main board of Hongkong Stock Exchange (Stock Code: 2020). In 2017, Anta sports market value exceeded 100 billion Hong Kong dollars, becoming the domestic sports brand 100 billion market capitalization enterprise, and became the third largest sport brand in the world (after Nike and Adidas).

However, Anta, founded in Jinjiang, China 30 years ago, is just a low-cost manufacturer. Now it has become a leader in the sporting goods industry in China.

At present, Anta brand is still focused on the domestic market in Anta's brand. In recent years, the "KT series", which was endorsed by NBA player Clay Thompson, has tried to knock off the limited edition shoes market abroad.

In recent years, Anta has been committed to expanding overseas business and seeking to acquire mature global brands.

In 2009, it successfully acquired FILA's business in mainland China.

In 2015, Anta completed the acquisition of the British sports brand SPRANDI.

In 2016, Anta set up a joint venture to run Japan's high-end ski brand DESCENTE business in China.

A year later, Anta again bought the Korean mountaineering equipment brand KINGKOW and set up a joint venture to operate KOLON SPORT business in China.

The acquisition is highly consistent with the company strategy and has advantages in its sports subdivision area, and its management has the ability to manage the international market. Anta believes that this is a good breakthrough to open up the global strategy and is also the key entrance to open the growth ceiling.

"Enter Anta children's brand center