What Does Anta Sports Hold Billions Of Strokes?

Near the end of the year, Quanzhou sports brand can be described as a big move.

After the announcement of privatization of sports, another sports equipment company in the city last week.

Sports also applied to the Shanghai Stock Exchange to issue Renminbi denominated bonds issued in China, which is known as "panda debt" by the industry, not exceeding RMB 3 billion 600 million yuan.

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Behind the big moves, they all point to a common direction -- multi brand strategy.

What are the big strokes of holding billions of hands?

In November 22nd, Anta sports announced that it had submitted an application to the Shanghai Stock Exchange to issue publicly traded corporate bonds with a total value of not more than 3 billion 600 million yuan to mainland qualified investors.

The announcement indicates that the proceeds from corporate bonds issued are intended to include, but are not limited to, repayment of loans and general working capital as a group.

Overseas institutions issuing Renminbi denominated bonds in China are called "panda debt".

In the past 10 years in China, the credit rating standard of corporate debt actors has been improved.

Since 2015, "panda debt" has become an increasingly popular means of financing overseas.

Public information shows that issuing bonds is a way for enterprises to raise funds.

As of June 30, 2016, Anta had more than 5 billion 400 million yuan in cash and cash equivalents.

Plus the 3 billion 600 million yuan issued, there will be a total of 9 billion yuan in cash and equivalents.

Some analysts said that in view of Anta's frequent acquisition of foreign sports brand, the issue of bonds is also for the re acquisition of "food and grass".

When Anta introduced the "panda debt" recruitment book, it introduced the outdoor brand Sprandi for the first time when it introduced the Group subsidiary.

At present, Sprandi has just started its operation, and has opened flagship store in Tmall.

Through a series of acquisitions, Anta's multi brand strategy has surfaced.

The "panda debt" fundraising will provide strong financial support for Anta's multi brand strategy and promotion.

The surge of multi brand strategy

In fact, Anta's multi brand and internationalization strategy has already started its layout.

At the end of 2015, Anta acquired FILA, which has brought a lot of achievements to Anta group in the high-end market.

At the end of 2015, Anta completed the acquisition of the outdoor leisure and mountaineering brand Sprandi. The industry believes that the main purpose of the acquisition is to expand the low-end sports shoes market.

In April of this year, Anta spent 150 million yuan to acquire the qualification of Japanese high-end brand Descente to operate exclusively in mainland China and engage in the design, sales and distribution business of all kinds of products with "Descente" brand.

Descente is mainly based on skiing and outdoor series, which will help Anta enter the outdoor ski market and prepare for the 2022 Beijing Winter Olympic Games.

In addition, last year, the industry has repeatedly reported Anta's attempt to acquire Puma.

"To meet the needs of consumers and to gain greater market share in the rapidly changing distribution network, we are committed to promoting single focus, multi brand and all channel strategy.

On the one hand, we will improve the level of retail management in street shops, shopping malls, department stores, Oteri J and e-commerce.

On the other hand, we are covered by Anta, Anta children, FILA, FILA KIDS and NBA brand from the public to the high-end market, from functional to fashion sports products, and from adults to children of different consumers.

Ding Shizhong described Anta's brand layout in the 2016 China Daily.

In fact, it is not just Anta that sounded the branding of the merger and acquisition of market branding. Once Lining, a former domestic sports brand "boss", was finally surpassed by Anta when he was surpassed by Anta.

Among them, it is an important signal to announce the re start of the "Danskin" in the United States.

On the 18 day of last month, Lining signed an official contract with Willy Brkhart, an international business president of the international company. According to industry media reports, the contract paction was about 100 million yuan.

Li Ning Co will operate exclusively in Danskin and China in Macao and Mainland China.

In the US women's tights consumption list, the Danskin brand has long been the top.

According to data from lazy bear sports, Danskin's global revenue in 2015 was about $1 billion.

An upsurge in building multi brand market is being lifted in sports brands.

Observers say that the current sports are not just Anta and Lining's "dragon play". As early as last month, AND1 announced the acquisition of the US basketball equipment brand, and PEAK, who had successfully privatized Hong Kong stocks earlier this month, also announced that it would promote multi brand strategy and build its own multi brand phalanx in the future.

In October 11th, the AND1 announced the acquisition of the exclusive trademark operation rights of the basketball equipment brand "AND1" in the Greater China region (including Mainland China, Hongkong, Taiwan and Macao) in the next 31 years.

According to the agreement, the bird will pay the minimum authorized amount of $2 million 200 thousand before June 30, 2022, and will pay the minimum authorized margin for a different period of 5 years in the next 25 years.

The total cost of the paction amounted to at least 26 million dollars.

After the successful completion of PEAK sports privatization, the company CEO Xu Zhihua announced that PEAK will implement a multi brand strategy and improve the strategic layout of sports equipment internationalization.

Xu Zhihua said, "in the future, through the acquisition and investment of excellent sports equipment companies in the international sports industry, we will implement the multi brand strategy and gradually complete the strategic layout of multi class and multi-level equipment in basketball, soccer, tennis, marathon and other mass sports.

At the same time, PEAK will make full use of its existing capital partners and sports partners' resources and resources to build PEAK sports industry ecosystem.

In the changeable market environment, the acquisition of sports brand is becoming more and more intense, and there is no trend of relaxation. The competition between brands and acquisitions will survive. If the liquidity in the market is still abundant, the mergers and acquisitions craze will continue.