基于品牌高端化的后发企业跨国并购路径研究

Research on the Path of Cross-border Mergers and Acquisitions of Latecomer Enterprises Based on Brand Premiumization

摘要

本文以安踏跨国并购亚玛芬体育为研究对象，研究背景为国内运动消费高端化、国产体育品牌竞争加剧且需全球化突破，同时亚玛芬虽拥始祖鸟、等高端品牌却业绩下滑、在华布局薄弱。文章通过梳理并购双方概况、2018-2019年并购过程，安踏凭借此跨国并购推进全球化、完善品牌矩阵、挖掘中国市场的动因，阐述其通过品牌定位升级、渠道改革等实现品牌高端化的路径，揭示安踏加速向世界级多品牌集团转型的逻辑，该研究可为国产体育品牌通过跨国并购实现战略升级提供参考借鉴。

Abstract

This paper takes Anta’s cross-border acquisition of Yamafen Sports as the research object. The research background is the high-end development of domestic sports consumption, intensified competition among domestic sports brands, and the need for global breakthroughs. Meanwhile, although Yamafen owns high-end brands such as Arc’teryx, its performance has declined and its presence in China is weak. The article reviews the profiles of both parties involved in the acquisition and the merger process from 2018 to 2019. It elaborates on the motivations behind Anta’s use of this cross-border acquisition to promote globalization, improve its brand matrix, and tap into the China market. The paper also explains the path of brand premiumization achieved through brand positioning upgrades and channel reforms, revealing the logic behind Anta’s accelerated transformation into a world-class multi-brand group. This study can provide reference for domestic sports brands to achieve strategic upgrades through cross-border acquisitions.

关键词

安踏 / 亚玛芬 / 跨国并购 / 品牌高端化

Key words

Anta / Yama Fen / cross-border mergers and acquisitions / brand premiumization

参考文献

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