姚剑“改造”狼爪：关闭小红书旗舰店只是开始

Core Viewpoint - Anta Group is initiating a transformation of the Jack Wolfskin brand, which includes the closure of its Little Red Book flagship store by December 31, 2025, due to operational strategy adjustments [1][2]. Group 1: Brand Transformation - Jack Wolfskin announced the closure of its Little Red Book flagship store as part of a strategy adjustment, with operations winding down and sales ceasing by the end of December 2025 [1]. - Anta Group's acquisition of Jack Wolfskin was completed for a base cash price of $290 million, marking a significant investment in the outdoor apparel sector [3]. - The appointment of Yao Jian as the president of Jack Wolfskin indicates Anta's commitment to revitalizing the brand, with a focus on global operations starting July 1 [8][10]. Group 2: Market Positioning - Jack Wolfskin aims to position itself in the mass outdoor sports market, differentiating itself from Anta's existing high-end outdoor brands, thereby creating a multi-brand strategy to address global uncertainties [7]. - The brand previously enjoyed success in China, with over 700 stores at one point, but has since struggled due to a lack of localization and operational capabilities [12]. Group 3: Strategic Goals - Anta Group's strategy includes a focus on multi-brand operations to fill gaps in the mid-range market and to create a complete outdoor brand hierarchy [12]. - The company is exploring further acquisitions, including potential interest in Puma, while maintaining a focus on its core strategy of "single focus, multi-brand, globalization" [17][18]. - Anta's recent joint venture with South Korean fashion group MUSINSA aims to enhance its presence in the Chinese market, indicating a broader strategy to integrate fashion and sports [18]. Group 4: Financial Performance - Anta Group reported a revenue growth of 13.6% to 70.826 billion yuan in 2024, with its subsidiary Amer Sports also showing significant growth [20]. - The company's overseas business, particularly in Southeast Asia, has seen substantial growth, with a nearly doubling of revenue in the first half of 2025 [21].