安踏品牌加速全球化战略：前Gap中国CEO加盟推动海外扩张
中国领先运动品牌安踏近日宣布重要人事任命，前Gap中国CEO肖泳将出任安踏体育专业运动群国际事业部负责人，全面负责安踏品牌的全球市场拓展工作。
ANTA, China's leading sportswear brand, recently announced a key executive appointment. Former Gap China CEO Xiao Yong will serve as the head of ANTA Sports' Professional Sports Group International Business Department, overseeing the brand's global market expansion.
这一任命标志着安踏品牌国际化战略进入新阶段。2024年早些时候，安踏集团专业运动群首席执行官徐阳在接受采访时表示："国际化是改变（安踏）版图的事情。"
This appointment marks a new phase in ANTA's internationalization strategy. Earlier in 2024, Xu Yang, CEO of ANTA Group's Professional Sports Group, stated in an interview: "Internationalization is about changing (ANTA's) landscape."
肖泳的行业背景将为安踏带来丰富的国际经验。在加入安踏前，她曾担任宝尊电商收购Gap中国后的首任大中华区CEO，还曾领导赫基集团旗下的Miss Sixty全球业务，并在耐克、VF集团和优衣库等国际品牌任职。
Xiao Yong's industry background will bring rich international experience to ANTA. Prior to joining ANTA, she served as the first Greater China CEO of Gap China after its acquisition by Baozun, led the global business of Miss Sixty under Trendy Group, and held positions at international brands like Nike, VF Corporation, and Uniqlo.
安踏的全球化布局始于2021年，当时集团将"全球化"取代"全渠道"作为核心战略。2023年，安踏主品牌率先进入新加坡、泰国等东南亚市场。2024年3月，通过与NBA球星凯里·欧文合作的首款签名鞋"KAI I"，安踏正式进军美国市场。
ANTA's global expansion began in 2021 when the group replaced "omnichannel" with "globalization" as its core strategy. In 2023, the ANTA main brand entered Southeast Asian markets like Singapore and Thailand. In March 2024, with the launch of its first signature shoe "KAI I" in collaboration with NBA star Kyrie Irving, ANTA officially entered the US market.
徐阳在采访中透露："我们现在要把在东南亚和美国的经验变成在全球可行的一套模型。安踏正在从一家中国的体育用品公司变成一个国际性的品牌管理公司。"
Xu Yang revealed in an interview: "We are now turning our experiences in Southeast Asia and the US into a globally viable model. ANTA is transforming from a Chinese sporting goods company into an international brand management company."
美国市场突破是安踏国际化的重要里程碑。从2024年3月通过潮流买手店首发，到9月进入Foot Locker和DSG等主流渠道，安踏仅用6个月就实现了渠道升级。同时，安踏美国独立站已成为品牌在美最大收入来源。
The breakthrough in the US market is a significant milestone in ANTA's internationalization. From its March 2024 launch in trendy boutiques to entering mainstream channels like Foot Locker and DSG in September, ANTA achieved channel upgrades in just six months. Meanwhile, ANTA's US independent website has become the brand's largest revenue source in America.
徐阳强调："海外也是增量，而且这个增量有可能很大。做的好的话，是一百亿的增量。"安踏计划2025年在美国洛杉矶、达拉斯和纽约开设实体店，进一步强化品牌国际影响力。
Xu Yang emphasized: "Overseas markets represent incremental growth, potentially very significant growth. If executed well, it could mean 10 billion yuan in additional revenue." ANTA plans to open physical stores in Los Angeles, Dallas, and New York in 2025 to further strengthen its international brand influence.
随着国际事业部负责人的到位，安踏主品牌将在2025年加速全球化步伐，特别是在以美国为代表的成熟运动市场。这一战略不仅将帮助安踏实现2026年600亿元营收目标，更将推动中国运动品牌真正走向世界舞台。
With the appointment of the International Business Department head, the ANTA main brand will accelerate its globalization in 2025, particularly in mature sports markets like the US. This strategy will not only help ANTA achieve its 2026 revenue target of 60 billion yuan but also propel Chinese sportswear brands onto the global stage.
