Core Viewpoint - The article discusses the rise of Chinese companies, particularly Anta, as key players in the global sports and outdoor market through strategic acquisitions of international brands, positioning them as a "third pole" in the industry, alongside Nike and Adidas [5][40]. Group 1: Market Dynamics - In recent years, international brands have been selling stakes to Chinese companies like Anta and Li Ning, indicating a trend of Chinese firms acquiring global sports brands [3][2]. - The global sports and outdoor market is undergoing significant changes, with Chinese companies leveraging efficient supply chains and marketing capabilities to integrate international brands [5][39]. - The Chinese sportswear market is projected to exceed 500 billion yuan in 2024, with segments like outdoor and professional sports growing over 30% [14]. Group 2: Acquisition Strategies - Anta has been a pioneer in acquiring various brands, leading to a projected revenue of over 100 billion yuan in 2024, making it the third-largest player in the global sportswear market [3][5]. - Other Chinese companies like Xtep and Li Ning are also pursuing integration strategies, with notable successes such as Xtep's acquisition of Saucony, which has seen revenue growth [4][39]. - The article outlines three main acquisition strategies employed by Chinese firms: full acquisition, regional trademark buyouts, and joint ventures [16][34]. Group 3: European Market Challenges - European sports brands are facing stagnation and declining sales, prompting many to seek partnerships with Chinese companies for financial support and market access [8][11]. - The article notes that approximately 60% of the brands acquired by Chinese companies originated in Europe, highlighting the region's challenges in growth [7][8]. - The COVID-19 pandemic has exacerbated the financial struggles of European brands, leading to a need for capital and strategic partnerships [9][10]. Group 4: Competitive Landscape - Nike and Adidas have maintained a dominant position in the market but have not engaged in the recent wave of brand acquisitions, focusing instead on core brand innovation [18][19]. - The strategic focus of Nike and Adidas contrasts with that of Chinese companies, which emphasize regional market adaptation and operational efficiency [22][23]. - The article suggests that the competitive landscape is evolving towards a "three-legged" structure, with Chinese companies solidifying their position as a significant force in the market [40].