安踏全球化战略解析：海外扩张如何影响国内市场？
安踏全球化战略解析：海外扩张如何影响国内市场？
ANTA's Globalization Strategy: How Overseas Expansion Impacts Domestic Market?
随着中国运动品牌在全球市场的崛起，安踏作为行业领军者正加速其全球化布局。最新人事任命显示，安踏已任命肖泳担任专业运动群国际事业部负责人，标志着其国际化战略进入新阶段。
According to the latest personnel appointment, ANTA has appointed Xiao Yong as the head of the Professional Sports Group International Business Department, marking a new phase in its globalization strategy.
全球化进程加速
Accelerating Globalization
2023年，安踏主品牌正式进入新加坡、泰国等东南亚市场；2024年更在美国成功上市亚玛芬体育，并推出欧文一代篮球鞋。中期报告显示，安踏已在多个海外核心商圈建立直营零售网络，东南亚市场扩张步伐明显加快。
In 2023, ANTA's main brand officially entered Southeast Asian markets including Singapore and Thailand. In 2024, Amer Sports was successfully listed in the U.S., accompanied by the launch of the Kyrie 1 basketball shoes. The interim report shows ANTA has established direct retail networks in multiple overseas core business districts, with accelerated expansion in Southeast Asia.
双轨出海策略
Dual-track Overseas Strategy
目前中国运动品牌出海主要采取两种模式：
- 收购国际品牌（如安踏收购FILA）
- 原生品牌直接出海
安踏通过收购+优化策略已取得显著成效，亚玛芬体育2024年2月在美国成功上市。然而原生品牌出海仍面临品牌认知度等挑战。
Chinese sportswear brands currently adopt two main overseas expansion models: acquiring international brands (like ANTA's acquisition of FILA) and direct export of native brands. ANTA has achieved remarkable results through its "acquisition+optimization" strategy, with Amer Sports successfully listed in the U.S. in February 2024. However, exporting native brands still faces challenges like brand recognition.
全球化挑战与机遇
Globalization Challenges and Opportunities
专家分析指出，欧美市场虽然消费潜力巨大，但存在文化差异、品牌认知等壁垒。安踏年报强调将战略性布局全球重要市场，但要实现"世界安踏"的愿景，仍需解决品牌本地化等核心问题。
Industry experts note that while European and American markets offer huge consumption potential, they also present barriers like cultural differences and brand recognition. ANTA's annual report emphasizes strategic deployment in key global markets, but achieving the vision of "ANTA Worldwide" still requires solving core issues like brand localization.
在国内市场方面，安踏表示全球化战略将与国内业务形成协同效应，通过国际经验反哺本土创新，持续巩固其在中国运动用品市场的领导地位。
Regarding the domestic market, ANTA states its globalization strategy will create synergies with local operations, using international experience to feed domestic innovation and maintain its leadership in China's sportswear market.
