以下文章来源于36氪财经 ，作者谢芸子 郑怀舟 36氪财经 . 36氪旗下官方账号。洞见市场，比99%的投资者更聪明。 文 ｜ 谢芸子 编辑 ｜ 郑怀舟 来源｜ 36氪财经（ID：krfinance） 封面来源 ｜ 品牌官方微 博 因为一场收购，一个国产瑜伽品牌获得了市场的更多关注。 2023年10月，安踏体育发布公告称，公司旗下的一家附属公司，已成功收购MAIA ACTIVE（玛伊娅，以下简称MAIA）75.13%的股份。 MAIA成立于2016年，是专为亚洲女性设计瑜伽服装的国产品牌。在此前的报道中，2022年，MAIA主打产品"腰精裤"的销量就突破了30万条；另据此前官 方预测，在这一年度，MAIA的全平台的销售额约5亿元。 然而，在线上线下融合的过程中，MAIA遇到瓶颈，选择拥抱安踏获得更全面的发展。 2023年12月，MAIA创始人在朋友圈发文称，"将在未来一个月卸任MAIA的实际工作，但会继续作为股东与创始人支持MAIA。" 次年5月，原安踏集团零售副总裁赵光勋被任命为MAIA ACTIVE的品牌总裁，直接向安踏集团专业运动群首席执行官、安踏主品牌负责人CEO徐阳汇报。 而在安踏体育2024年的半 ...

Core Insights - Anta Sports has successfully acquired 75.13% of MAIA ACTIVE, a domestic yoga apparel brand focused on Asian women, enhancing its presence in the women's segment of the market [1][3] - MAIA's sales reached approximately 500 million yuan in 2022, with its flagship product, "waist-optimized pants," selling over 300,000 units [1] - The transition of MAIA's control to Anta is seen as a strategic move to overcome challenges in the online-to-offline integration process [2][3] Company Strategy - MAIA's new president, Zhao Guangxun, aims to maintain the brand's original tone while implementing strategic adjustments to focus on the mid-to-high-end market [5][13] - The brand has streamlined its product line by eliminating 10%-15% of non-core SKUs and is now concentrating on yoga-related products [13][19] - MAIA plans to expand its store count from approximately 45 to around 55, focusing on larger experiential stores [18][19] Market Positioning - MAIA aims to become the leading yoga brand in China and Asia, competing directly with established brands like Lululemon [8][26] - The brand's strategy includes a focus on product innovation tailored to the needs of Asian women, differentiating itself from Western brands [29][30] - MAIA's marketing efforts are bolstered by the appointment of new brand ambassador, Yu Shuxin, to embody the brand's "high-energy, high-emotional value, and high-deserving" image [8][33] Financial Performance - MAIA's revenue distribution has shifted from 100% online to a more balanced approach, with current estimates at 40% online and 60% offline, indicating a significant growth in offline sales [38][41] - Membership numbers have doubled since Zhao's appointment, reflecting successful community engagement strategies [35] Operational Efficiency - Anta's acquisition has led to more systematic management practices, enhancing logistics, supply chain control, and resource allocation [41][42] - The integration of the original team with new management has been smooth, fostering a collaborative work environment [42]