安踏集团董事局主席丁世忠就明确，双方将保持各自业务运营上的独立性、纪律性和战略清晰。 今天我们就来聊下，安踏为何敢于豪掷上百亿元只为入局彪马？ 大家好，我是小贺，欢迎收看本期消费参考。 21世纪经济报道记者贺泓源 安踏的全球化进程，正在步入深水区。 这次，安踏集团以15亿欧元（约合124.8亿元人民币）收购彪马所属公司PUMA SE 29.06%的股权，成为 了单一最大股东。 但要看到，就算拿下最大股东位置，对彪马的控制权依旧相对有限。安踏并没有进入董事会，而是拥有 监事会席位。 首先，安踏看上彪马的原因是，这个品牌太诱人了。短跑之神博尔特脚下的跑鞋是彪马，球王贝利马拉 多纳的战靴也是彪马。去年3月，彪马还拿下2025/26赛季英超官方用球赞助。从2025-26赛季开始，彪 马将为英超联赛提供官方用球。 某种程度上，挺进彪马，就能拿下全球足球市场的入场券。况且，彪马还在F1赛场上的赛车鞋和专业 服饰上占据了极高市场份额。 2025年前三季度，彪马约80%的销售额来自于EMEA（欧洲、中东、非洲）地区和美洲。这些都等跟安 踏形成互补。 此前，丁世忠就提到，要收购具有强品牌价值和基因的品牌，通过战略重塑实现价值跃 ...

但要看到，就算拿下最大股东位置，对彪马的控制权依旧相对有限。安踏并没有进入董事会，而是拥有监事会席位。 安踏集团董事局主席丁世忠就明确，双方将保持各自业务运营上的独立性、纪律性和战略清晰。 今天我们就来聊下，安踏为何敢于豪掷上百亿元只为入局彪马？ 21世纪经济报道记者贺泓源 安踏的全球化进程，正在步入深水区。 这次，安踏集团以15亿欧元(约合124.8亿元人民币)收购彪马所属公司PUMA SE29.06%的股权，成为了单一最大股东。 大家好，我是小贺，欢迎收看本期消费参考。 首先，安踏看上彪马的原因是，这个品牌太诱人了。短跑之神博尔特脚下的跑鞋是彪马，球王贝利马拉多纳的战靴也是彪马。 去年3月，彪马还拿下2025/26赛季英超官方用球赞助。从2025-26赛季开始，彪马将为英超联赛提供官方用球。 某种程度上，挺进彪马，就能拿下全球足球市场的入场券。况且，彪马还在F1赛场上的赛车鞋和专业服饰上占据了极高市场份 额。 2025年前三季度，彪马约80%的销售额来自于EMEA(欧洲、中东、非洲)地区和美洲。这些都等跟安踏形成互补。 此前，丁世忠就提到，要收购具有强品牌价值和基因的品牌，通过战略重塑实现价值跃升。彪马显 ...

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].