Core Viewpoint - The acquisition of MAIA ACTIVE by Anta Sports highlights the company's commitment to expanding in the female segment of the market, particularly in yoga apparel [5][8]. Group 1: Acquisition and Market Position - In October 2023, Anta Sports announced the acquisition of 75.13% of MAIA ACTIVE, a brand focused on yoga apparel for Asian women [5]. - MAIA's sales reached approximately 500 million yuan in 2022, with its flagship product, "waist-optimized pants," selling over 300,000 units [5]. - The acquisition is seen as a strategic move to enhance MAIA's growth and market presence, especially as it faced challenges in integrating online and offline sales [6][8]. Group 2: Leadership and Brand Strategy - Zhao Guangxun, the new president of MAIA, aims to maintain the brand's original tone while implementing strategic adjustments [10][19]. - MAIA has undergone significant changes under Zhao's leadership, including a focus on the mid-to-high-end market and a reduction of 10%-15% in non-core SKUs [21][29]. - The brand has expanded its store count from 36 to approximately 45, with plans to reach around 55 stores by the end of the year [22][28]. Group 3: Product Development and Market Strategy - MAIA's product strategy emphasizes yoga-centric offerings, with yoga pants and bras accounting for about 50% of sales and 30% of SKUs [29]. - The brand has introduced a "Yoga 360" strategy to develop a full range of products tailored to yoga activities, while also maintaining a low SKU ratio for non-core items like down jackets [30][41]. - MAIA's competitive edge lies in its focus on the specific needs of Asian women, including fit and fabric technology, differentiating it from Western brands [41][44]. Group 4: Marketing and Community Engagement - MAIA has significantly increased its community engagement, hosting around 300 events last year and collaborating with PURE Yoga to develop a product line [47]. - The brand's membership has doubled, and its social media presence has also seen substantial growth [48]. - MAIA's new brand ambassador, actress Yu Shuxin, embodies the brand's "three high" concept, promoting a positive and authentic image for women [46][50]. Group 5: Future Outlook - MAIA aims to become the leading yoga apparel brand in China and Asia, with a focus on enhancing product quality and brand positioning [58][60]. - The integration with Anta has provided MAIA with systematic management improvements, including better logistics and supply chain control [56].