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传收购锐步 安踏海外市场要进入狂突时代?
经济观察报·2025-08-08 11:26

Core Viewpoint - Anta Group is reportedly planning to acquire the Reebok brand from Authentic Brands Group (ABG), which could significantly alter Anta's brand portfolio and enhance its global market presence [2][3][4]. Group 1: Acquisition Details - Anta Group has completed the funding for the acquisition of Reebok, although it has not officially commented on the market rumors [3][4]. - ABG has denied the acquisition in a memo sent to Reebok's authorized dealers, indicating uncertainty around the deal [4]. Group 2: Strategic Implications - If the acquisition is finalized, Reebok could serve as a strategic asset for Anta, allowing it to enhance its overseas market presence and achieve a dual-market strategy of "domestic + overseas" [5][16]. - The acquisition aligns with Anta's multi-brand strategy, which has successfully integrated brands like Fila and Descente into the Chinese market [6][16]. Group 3: Reebok's Market Position - Reebok, established in 1958, was once a leading global sports brand but has faced challenges in recent years, including a significant decline in market share after being acquired by Adidas in 2005 [9][10][11]. - In 2021, ABG purchased Reebok from Adidas for $2.5 billion, a significant drop from its previous acquisition price, reflecting Reebok's declining performance [11][12]. Group 4: Current Performance and Future Outlook - Reebok has struggled in the Chinese market, with a slow expansion rate and continuous losses reported by its current operator, Lianya Group [11][12]. - Despite its challenges, Reebok maintains a strong brand recognition in North America and Europe, which could be leveraged by Anta to enhance its global footprint [14][15][16]. - Anta's revenue for 2024 reached 70.826 billion yuan, marking a 13.6% increase, while its market share in China expanded to 23%, leading competitors like Nike and Li Ning [16][17].