Anta -and -Tebu- Invest- In- Overseas Sports

- Apr 08, 2019-


Anta and Tebu invest in overseas sports brands and bet on tens of billions of outdoor markets


Hundreds of cross-country runners wiped their hands and waited to conquer 30 kilometers and climb nearly two kilometers of mountain road in the early morning of Zhejiang Province. Reporters took part in a cross-country race in December last year, feeling the heat of the current domestic outdoor sports. When the temperature is less than 10 degrees, we only wear compression trousers, water bags and cross-country running shoes and other compulsory equipment. The total price of a seemingly streamlined equipment can easily exceed 5,000 yuan.




On March 21, a white-collar worker in Shanghai who likes outdoor sports told reporters that he began to try cross-country running in June last year. By the end of last year, he had completed eight cross-country races and two half-marathons, and spent nearly 20,000 yuan on equipment.




Outdoor sports, including cross-country running, are very "money-burning". Some netizens roughly calculated the cost of basic equipment for cross-country running. The most economical cost is more than 2,000 yuan (the same below), the middle-level 5,000, and local heroes often buy more than 10,000 equipment. The three-stage consumption of basic marathon equipment is more than 500, 2,000 and 4,000. The seemingly astonishing early investment is to ensure safety. Some people once joked that the marathon's tactic is to keep the target pace, while the cross-country running's tactic is to "come back alive".




Rapid growth of outdoor market in China Capital has always had a keen sense of smell, and now local giants have taken a fancy to this segment of the market. After more than half a year, Anta finally wants to win the Finnish Amafen Sports (Amer Sports, hereinafter referred to as "Amafen") for a total purchase price of 4.6 billion euros. Amafen's main revenue comes from very "money-burning" outdoor sports goods. Its brands include Canadian luxury outdoor equipment brand Arc'teryx (Archaeopteryx) and French mountain outdoor brand Salomon (Salomon).




On March 12, Anta announced that a consortium of Anta Sports, Fangyuan Capital, Anamered Investments and Tencent had successfully completed an open offer to voluntarily propose cash acquisition of all Amafen's issued and issued shares, and that payment was expected to be completed before or after March 29.




Coincidentally, another local giant recently announced a plan to introduce overseas brands. On March 4, Typhoon announced the establishment of a joint venture with Wolverine World Wide (WWW US) to design, market and distribute the two major brands of Merrell and Saucony in mainland China, Hong Kong and Macao. The former is the main American outdoor brand for hiking shoes, and the latter is the American running shoes brand. Both sides will invest 155 million yuan (310 million yuan) respectively.




"We have made relevant estimates that China's outdoor market is expected to grow to 40-50 billion yuan by 2025. This market has two characteristics: high growth and double-digit growth rate in the next few years; extreme decentralization; on the one hand, the operation status of local brands is not satisfactory; on the other hand, foreign brands are not dominant in the Chinese market, accounting for about 9-10%. ” Chen Ke, Senior Partner and Vice President of Greater China, Roland Berger Management Consulting Company, told the 21st Century Economic Report on March 13.