安踏“少帅”的考题：MAIA ACTIVE如何穿越“专业”的窄门？

Core Insights - MAIA ACTIVE, a women's sports brand under Anta Group, is undergoing significant structural changes, with operations now reporting directly to Ding Shaoxiang, son of Anta's chairman, indicating a strategic shift towards more aggressive brand transformation [1][8] - Anta acquired 75.1% control of MAIA ACTIVE in October 2023, aiming to fill a gap in the high-end women's sports market, particularly in yoga apparel, amidst a growing consumer trend influenced by brands like Lululemon [2][3] - The brand is refocusing on yoga, implementing a "three no" principle: no male market, no down-market expansion, and no non-yoga activities, with plans to eliminate 10%-15% of non-core product lines [3][5] Company Strategy - Under the leadership of Zhao Guangxun, appointed in May 2024, MAIA ACTIVE aims to become the leading yoga apparel brand in China and Asia, with a target of achieving a 50%-60% annual compound growth rate over the next five years [2][5] - The brand's marketing strategy has shifted from grassroots, diverse representation to celebrity endorsements, with the announcement of a new brand ambassador, Yu Shuxin, in May 2025, reflecting a more performance-driven approach [5][16] - MAIA ACTIVE's store count has increased from 36 to nearly 60, primarily in high-end shopping malls in first-tier cities, with an average store size doubling, indicating a strong expansion strategy [3][5] Market Positioning - MAIA ACTIVE's revenue grew approximately 30% year-on-year in 2024, but this growth is not considered outstanding within Anta Group, highlighting the need for further brand development [5][7] - The brand's identity has shifted from a focus on empowering women to a more performance-oriented narrative, which has led to criticism from some consumers regarding its alignment with original brand values [16][17] - The competitive landscape for yoga apparel is intensifying, with brands like Lululemon and local competitors improving their offerings, raising questions about MAIA ACTIVE's ability to maintain a strong market position solely by focusing on yoga [18][20] Leadership and Future Directions - Ding Shaoxiang's involvement signifies a strategic upgrade for Anta in the high-end women's sports segment, drawing on his successful experience with the Descente brand in China [8][9] - The challenge for MAIA ACTIVE is to redefine its value proposition beyond being a mere alternative to Lululemon, aiming to establish itself as an independent brand with a unique identity in the high-end market [20] - Future adjustments may involve a deeper exploration of what high-end yoga means for women, potentially expanding the brand's narrative to encompass lifestyle elements beyond just apparel [20]