Li Ning went to the next city
Another blockbuster news came that the Li Ning family announced the acquisition of a 100-year-old outdoor high-end brand in EuropeHagl FS matchsticks
On December 20, it was reported that the global private equity firm Lane Capital has agreed to acquire 100% of the shares of the Nordic outdoor brand matchstick (Hagl FS AB) from ASICS.
Lane Capital did not disclose the exact transaction value of the acquisition. However, it is estimated that the cost of the acquisition should exceed $100 million.
In addition to the large amount of money, there is another important reason why the acquisition has attracted attention from the outside world - Li Ning, the domestic sports brand behind Lane Capital.
On June 19, 2019, Lane Capital announced the establishment of Lane Capital Partnership** with Li Ning***, focusing on private equity investment in the consumer goods and sports sectors, with Li Ning as the non-executive chairman.
HAGL FS Matchsticks are the top outdoor brand in Northern Europe
The outdoor high-end brand hagl fs (Chinese name match stick) was founded in 1914 by Victor Haglof in the town of Dalarna, Sweden, and was mainly engaged in the production of backpacks at the beginning of its establishment.
As a century-old outdoor brand in Europe, HAGL FS matchsticks have grown to become the top outdoor brand in Sweden and the largest manufacturer and provider of outdoor products in the Nordic region. It has a full line of outdoor equipment and is divided into three categories: clothing, footwear and accessories.
In addition to backpacks and other accessories, HAGL FS sells functional clothing, outerwear, hiking boots, sleeping bags, gloves and other essentials for skiers, hikers and other outdoor enthusiasts in 28 countries around the world.
In October 2011, HAGL FS officially entered China through the authorization to Sanfo Outdoor, and its China *** settled in Beijing Zhuozhan Shopping Center.
During the operation of the brand, HAGL FS matchsticks have gained a group of fans who advocate outdoor sports at home and abroad, and have a certain consumer base.
After the acquisition of HAGL FS, it also means that the Li Ning family has ushered in another new brand in addition to Li Ning, its own light luxury fashion brand LNG, as well as Hong Kong clothing brand Bossini, Italy's century-old luxury brand Tishoni, and British century-old footwear brand Clarks.
In November 2020, Lane Capital acquired a majority stake in Clarks, a century-old British footwear brand, for £100 million.
Two years later, Viva Lingyue (formerly "Viva China"), which has a close relationship with Li Ning, held an extraordinary general meeting to formally approve the acquisition of Clarks, a century-old British footwear brand.
The relationship between Viva Lingyue and Li Ning is very close: Viva Lingyue is not only an associate company of Li Ning, but also the largest shareholder of Li Ning. At present, Extraordinary Lingyue holds 27.1 billion shares, accounting for 1030%。At the same time, Li Ning is also the largest customer of Extraordinary Lingyue.
The acquisition of Clarks is a new attempt by Li Ning based on the strategy of "single brand, multi-category and multi-channel".
At the beginning, Li Ning announced the acquisition of the British shoe brand Clarks was not very optimistic about many people, and now Clarks has become a cash cow for Extraordinary Lingyue, recording revenue of 46 in the first half of this yearHK$700 million, accounting for 85% of the Group's revenue.
#ANTA, it is not the ANTA you thought it would be.
According to Anta's latest financial report, revenue in the first half of 2023 reached a new high, approaching the 30 billion mark, doubling from the same period in 2019.
In the mid-year examination of 2023, Anta once again handed in a brilliant answer, and its revenue volume has far surpassed Adidas China, and is slightly ahead of Nike China.
Anta has continuously surpassed adidas and Nike in the Chinese market, and has been far behind other domestic brands, first of all, thanks to its ability to "buy".
Since 2009, ANTA has successively acquired FILA, Descente, Kolon and Amalfen, thus building an international brand matrix.
In 2009, when Anta started with 3When the 3.2 billion yuan acquisition of Fila's trademark use and operation rights in China, the brand had only 50 stores in China, and it was still in a loss-making state.
Today, Fila has become the "trump card" of Anta's main fashion sports, and in the first half of 2023, the "three tops" strategy has achieved high-quality growth, and the brand's revenue has increased by 135% to 122300 million yuan.
Since the acquisition of Fila, Anta has gone more unhesitating on the road of "buyer".
In 2015, ANTA acquired Sprandi, an athleisure brand in Russia and Eastern Europe, followed by a 1. investment in 2016500 million yuan established a joint venture with Descente Subsidiary and Itochu Corporation.
psIt should be noted here that ANTA does not own the entire Descente, but only acquires the exclusive operation, product design, sales and distribution of Descente in China.
In 2017, Anta acquired Kolon, a South Korean high-end outdoor brand founded in 1973, and also established a joint venture to operate and sell the Chinese market.
Looking at today, Desana and Kolon have created 32With an income of 500 million yuan, the operating profit margin reached an astonishing 303%。
In order to deepen the "multi-brand" strategy in the children's wear market, Anta also acquired the children's wear casual brand Kingkow.
Since then, Anta has not been satisfied with the acquisition of a single brand.
In 2019, Anta made a big move that caused a sensation in the entire industry. Anta (5795%), United FountainInvestors (214%, including Tencent 56%) and anamered invetments (20.)65%) formed a joint venture to complete the acquisition of American Sports for 4.6 billion euros (about 36 billion yuan).
American Sports is definitely one of the world's top sporting goods companies, it is a global sporting goods company based in Finland, and owns two well-known outdoor brands - ARC Teryx and Salomon Salomon.
With the acquisition of many brands, ANTA is now gradually achieving high-end and diversification, covering different consumer groups and sports scenarios, and gradually building and improving the ANTA brand matrix, truly embarking on a road of its own sports empire.
According to the development plan of ANTA Group for the next three years (2024-2026), the Group will continue to adhere to the development strategy of "single focus, multi-brand and globalization", cultivate three growth curves of professional sports brand group, fashion sports brand group and outdoor sports brand group, and is expected to achieve the largest market share in China by 2025.
1. Achieve the strategic goal of global leadership by 2030.
#Competing Archaeopteryx
The middle class has the Three Treasures, Ralph Lauren, lululemon, and Archaeopteryx.
In the outdoor sports market, Arc'teryx has always been known for its high prices, and can even benchmark luxury brands such as Hermès and LV, and the middle class uses it as a status signal.
It is estimated that by 2035, the market size of outdoor sports in China will exceed 100 billion.
In the past, after Anta acquired outdoor brands such as Arc'teryx, FILA, Descente, and Salomon, it continued to deliver profits to the group
This time, the Li Ning family's acquisition of Sweden's century-old outdoor brand matchsticks can't help but make people think that the acquisition of HAGLFS is a bet by Li Ning on the burgeoning outdoor track!