Spend 270 Million Yuan To Buy Gestapo XTEP Want To Learn Anta?

After three years of reform, XTEP Group Chairman and CEO Ding Shuibo defined 2018 as "the beginning of a new era". Now, he has set a new direction for XTEP and is making full preparations.

In March 2019, XTEP announced the establishment of a joint venture with the footwear giant Wolverine, which is responsible for the operation of the two major brands of the latter's Merrell (Mai Le) and Saucony (Saint John's), and the layout of multi brand development. The two brands will focus on a second tier city, which will help him build a brand matrix with running category as the core and realize the network coverage of multi-level market.

It is reported that XTEP is about to conclude an agreement with the Korean clothing retailer's love and love group to acquire K-Swiss, the US tennis shoe brand.

The report also pointed out that the scale of the acquisition is about 300 billion won, or about 270 million US dollars.

XTEP's move is intended to enhance the competitiveness of its overseas markets.

Geesway is an international sporting goods company headquartered in the United States. It focuses on middle and high-end markets, mainly including sports, yoga, fitness, badminton and other related sporting goods.

San Kang is an internationally famous running shoes brand. Mai Le is aiming at the outdoor sports market. If we sum up the similarities between the three brands, that is high-end and professional.

From last year's domestic sports brand revenue, we can see that XTEP has more than 361 degrees and has become the third largest sports brand in China.

However, the Chinese Commercial Daily reporter found that compared with the first and second revenue of the domestic revenue - Anta and Lining's income structure, XTEP only sold shoes as its main business, and XTEP's footwear products accounted for more than 60% of the revenue last year.

Anta and Lining are mainly clothing sales.

According to Anta's earnings report, last year, Fiat sales reached 10 billion yuan, the growth rate was 80%, accounting for 10.7% of Anta's total sales. It was a brand that contributed much to Anta's growth.

For local sports brands, from last year to now, one of the major events in the industry is Anta's super merger.

In the evening of September 11, 2018, Anta announced that the board confirmed that the company, along with private equity investment fund, has issued a preliminary intention of binding Amer Sports to acquire all the shares of Amer Sports in cash at the price of 40 euros per share.

In the three months ended March 31st, XTEP's same store sales achieved double-digit growth compared to the same period last year, including retail sales growth over 20% under online and offline channels, and retail inventory turnover for about four months.

During the period, the retail discount level of XTEP was about 25% off.

The company explained that the intensity of the discount was mainly affected by the promotion during the Chinese New Year.

"Enter XTEP children's XTEP brand center