三十四载，行者正当时

Core Viewpoint - Anta Group has successfully transformed itself into a global sports brand through strategic acquisitions and a focus on multi-brand management, particularly highlighted by the turnaround of the Italian brand FILA, which has become a significant revenue driver for the company [2][4][10]. Group 1: Acquisition and Transformation - In 2009, Anta acquired the rights to operate FILA in Greater China for 332 million yuan, a move that was initially met with skepticism due to the declining sportswear market [2][4]. - By 2024, FILA's revenue is projected to reach approximately 26.63 billion yuan, accounting for over one-third of Anta's total revenue, showcasing the success of the acquisition [2][4]. - The transformation of FILA involved repositioning the brand, rebuilding the team, and enhancing the retail and supply chain systems, emphasizing the importance of brand culture [4][6]. Group 2: Multi-Brand Strategy - Anta has built a portfolio of 16 brands, including Descente and Kolon Sport, through a series of strategic acquisitions, with a focus on managing complexity rather than merely increasing the number of brands [8][10]. - The multi-brand strategy allows each brand to maintain its unique identity while benefiting from shared resources and strategic collaboration [10][14]. - Anta's approach contrasts with the single-brand strategy of competitors like Nike and Adidas, focusing on differentiated positioning for each brand [10][14]. Group 3: Global Expansion - Anta's globalization strategy is executed in three phases: establishing international brands in China, managing global brands, and promoting the Anta brand internationally [19][20]. - The acquisition of Amer Sports in 2019 marked a significant step in becoming a global player, with Amer Sports achieving a revenue of $5.183 billion in 2024, reflecting an 18% year-on-year growth [20][22]. - Anta aims to expand its brand presence in Southeast Asia and the Middle East, leveraging cultural similarities and consumer acceptance of Chinese products [24][25]. Group 4: Leadership and Organizational Culture - Lai Shixian, as a key figure in Anta's strategic direction, emphasizes the importance of risk management and strategic decision-making in his role as co-CEO [28][29]. - Anta's "winning culture" focuses on results-oriented strategies that align organizational efforts towards core business objectives [29][30]. - The company prioritizes a flexible organizational structure that allows for both centralized oversight and decentralized brand management, fostering innovation and responsiveness [30][32].