姚剑“改造”狼爪：关闭小红书旗舰店只是开始丨消费一线

Core Viewpoint - Anta Group is initiating a transformation of the Jack Wolfskin brand, which includes closing its Little Red Book flagship store by December 31, 2025, due to a strategic operational adjustment [2][15]. Group 1: Acquisition and Management Changes - On April 10, Anta Group announced a full acquisition of Jack Wolfskin for a base price of $290 million [2]. - On June 18, Anta appointed Yao Jian as the president of Jack Wolfskin, effective July 1, to oversee global operations [6]. - Yao Jian has a successful track record, having previously driven significant revenue growth for the Arc'teryx brand in the Greater China region [7]. Group 2: Brand Positioning and Strategy - Jack Wolfskin is positioned as a mass-market outdoor brand, differentiating itself from Anta's existing high-end outdoor brands [5]. - The acquisition aims to fill a gap in the mid-range market and create a complete outdoor brand portfolio alongside brands like Arc'teryx and Salomon [10]. - Anta's strategy emphasizes a multi-brand approach to address global uncertainties and consumer demands [5][16]. Group 3: Market Context and Challenges - Jack Wolfskin had a successful period in China after its entry in 2007 but faced challenges due to a lack of localization and operational capabilities, leading to its marginalization [10]. - The current market environment is challenging, with major competitors like Nike and Li Ning experiencing revenue declines [13][14]. - Anta's adjustments to Jack Wolfskin, including the closure of the flagship store, indicate a cautious and detailed approach to the brand's transformation [15]. Group 4: Future Growth and Global Strategy - Anta is considering further acquisitions, including a potential bid for Puma, while maintaining its focus on a multi-brand strategy [16]. - The company reported a 13.6% revenue growth to 70.83 billion yuan in 2024, with significant contributions from its acquired brands [20]. - Anta's globalization strategy is accelerating, with a nearly doubling of revenue in Southeast Asia and expansion into new markets [21].