Who Is The Target Of Anta'S Acquisition Will Be PUMA?

In the first half of 2014, Anta performance conference, Anta group CEO Ding Shizhong said, Future Ltd still focuses on the Chinese market, but it will consider learning from Lenovo's acquisition of IBM part of the business, so that enterprises can "go out" through the way of mergers and acquisitions.

He disclosed that the company is looking for suitable opportunities in the past two years, and has already acquired the target. However, there are still many uncertainties in the acquisition and merger.

In the 2014 annual performance report, Anta group CEO Ding Shizhong once again said that after acquiring FILA, it still has the ability to acquire other international brands. At present, several brands are being approached.

In the course of Anta's operation, several paction acquisitions have been carried out successively, and the layout of its supply chain and products has been perfected.

In 2008, Anta sold Shanghai frontline, gave up its international brand agency business, and focused on Anta's development.

Business, with the launch of Anta children and Anta sports life.

In 2009, Anta launched its acquisition of FILA China (including Hongkong and Macao) trademarks and ancillary businesses from Baisheng international at a cost of HK $600 million.

After the acquisition of FILA, Anta completed the high-end coverage of sports consumers.

In 2012, Anta held 55% of the proportion of Quanzhou global, 100% holding Quan Feng (Fujian) shoes material Co., Ltd. and Quanzhou East Light Industry Development Co., Ltd.

After the acquisition of these three manufacturing enterprises, the proportion of Anta's shoes and clothing increased further, and the order response was more agile.

First, no need to compete in the world, the world's top fifth is difficult to decide.

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Around 2008, Anta put forward a five year plan, making it the first in the world in 2015 and fifth in the world.

Today, Anta ranks the leading position in domestic sporting goods enterprises, and its profit level ranks third in the world, but its revenue is approaching fifth in the world.

From the camp, Nike and Adidas ranked the top two, while PUMA, UnderArmour, NewBalance and ASICS were four companies competing fiercely for the third place in the industry.

Revenue in the first half of PUMA2015 was 1 billion 594 million euros, UnderArmour (Andrea) revenue in the first half of 2015 was $1 billion 589 million, NewBalance's revenue was also around $1 billion 700 million, ASICS's revenue was also around 9 billion yuan, and four were ahead of Anta.

Anta's performance in the first half of 2015 was close to that of the Japanese brand MIZUNO, that is to say, Anta.

To enter the world's top five, we must compete with the five companies of NewBalance, PUMA, UnderArmour, ASICS and MIZUNO.

In the domestic market, Anta's market share is between 15~20%. It has already ranked first in the world. It is an inevitable choice for overseas companies to expand overseas.

The acquisition of mature brands with a high profile in overseas markets is more effective than directly using Anta brand to attack overseas markets.

Then, what brand of sporting goods is worth buying by Anta? Let's have a guess first.

PUMA is highly likely.

In 2007, Kering (Kai Yun) held Puma, and made many adjustments to Puma, such as integrating product lines, strengthening marketing, strengthening fashion elements, positioning functional equipment, but by Nike, Adidas and other brand extrusion of the market, Puma's performance was not outstanding, and its profit was lower than that of other brands of Kering group, which is the main luxury brand.

Stripping Puma has become an important choice for Kering management to improve return on assets.

The media is also rumor that the news that Puma will be sold, though denied by Kering, can also be interpreted as selling a good price.

At present, Puma has a market capitalization of about 2 billion 100 million euros, and Anta has a market value of about 47 billion Hong Kong dollars.

After the acquisition of Puma, Anta's experience in supply chain management will ensure that the profitability of Puma will be improved, and the sales of both Puma and Anta will increase, and Anta's revenues and profits will be among the top three in the world.

MIZUNO: possibility

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MIZUNO is a famous sports brand in Japan, its baseball and golf.

The product has a high reputation.

Products are also available all over the world, but about 60% of their performance comes from local sales in Japan. The acquisition of MIZUNO is more like the occupation of the Japanese market.

This does not mean much to Anta's overseas expansion.

NewBalance: possibility

Newbalance enjoys a high reputation in the world. Its running shoes are loved by politicians all over the world because of its running shoes, but NewBalance has no advantage in other categories.

If Anta purchases NewBalance, it will not be able to complete the global layout of integrated products in the short term.

In addition, Newbalance's performance has been rising in recent years, and shareholders may not have the idea of selling.

UnderArmour: low possibility.

UnderArmour is a representative of emerging sports brands and is loved by emerging consumer groups.

However, its market value of nearly 20 billion dollars is more than 2 times the market value of Anta, and Anta has no mobile phone.

Other brands: low possibility

Looking at the global sporting goods brand, the four most popular sports brands of Italy (FILA, Diadora, Lotto and Kappa), the right to operate are sold or licensed to different enterprises. They have no acquisition value, while the brand in the subdivision is not the main target of Anta acquisition. Only a Japanese sporting goods company has Japanese ASICS.

ASICS has deep technical accumulation in sports shoes, especially in running shoes, and has a very high reputation overseas. At the beginning of Nike's business, it was its agent in the United States.

However, ASICS's shareholding is very dispersed, and the acquisition is difficult and the operability is not strong.

Who is the next?

Sports is becoming a new growth point of sports industry.

This year, Wanda acquired the sports media layout sports culture, XTEP joined the Chi Mei layout sports +, the precious bird (603555) hand in hand tiger, launched the sports industry fund, I believe there are more latecomers, Anta may acquire a sports industry related enterprises, the layout of sports ecological chain can not be ~ ~