Anta Sports International Acquisition Battle: From Nothing to Something and From Small to Big Metamorphosis

Abstract

Under the impact of the three-year epidemic, China's total retail sales of consumer goods declined and consumers' propensity to consume continued to weaken, but sales in the sporting goods industry continued to grow steadily, with growth rates exceeding those of total retail sales of consumer goods. Chinese consumers are more resilient in their consumption of sporting goods, and after China's opening up, the proportion of Chinese people participating in outdoor sports has increased dramatically, creating greater demand in the market. In this context, the high-end outdoor sports brand beginning of the fire. However, in this the biggest winner is behind the Anta, a local Chinese brand acquired Finland's high-end sporting goods brand Amer Sports, and successfully turned a loss into profit. As matter of fact, such an opportunity Anta not only seized once, this paper focuses on the analysis of Anta's acquisition of FILA and Anta's acquisition of Amer Sports two classic cases, explored Anta through cross-border mergers and acquisitions to achieve the metamorphosis from scratch, from small to large, for other popular clothing brands to reshape the product grade, expand the share of the international market to provide experience and reference.