2.9亿美元抄底！安踏为何盯上这个德国老牌？

金融界2025-04-22

在全球运动品牌竞争愈发激烈的背景下，安踏体育再次出手，以2.9亿美元收购德国户外品牌狼爪（Jack Wolfskin）。这一举动不仅引发了市场的广泛关注，也让人不禁思考：安踏的是否能让狼爪再次翻红？狼爪成立于1981年，曾是德国户外市场的佼佼者，凭借其优质的产品和创新的技术，迅速在全球范围内获得了一定的市场份额。然而，随着市场竞争的加剧，狼爪的表现逐渐下滑，门店数量从巅峰时期的700家减少到如今的...

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Why is Anta eyeing this veteran German brand?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"82020":0.6,"02020":1,"ANPDY":0.6},"content_text":"在全球运动品牌竞争愈发激烈的背景下，安踏体育再次出手，以2.9亿美元收购德国户外品牌狼爪（Jack Wolfskin）。这一举动不仅引发了市场的广泛关注，也让人不禁思考：安踏的是否能让狼爪再次翻红？狼爪成立于1981年，曾是德国户外市场的佼佼者，凭借其优质的产品和创新的技术，迅速在全球范围内获得了一定的市场份额。然而，随着市场竞争的加剧，狼爪的表现逐渐下滑，门店数量从巅峰时期的700家减少到如今的495家，品牌的光辉似乎逐渐褪色。安踏是中国市场占有率第一、全球第三大的综合性体育用品集团，安踏的成功并非偶然。早在2009年，安踏便通过收购FILA实现了品牌的华丽转身。通过明确的市场定位和渠道改革，FILA不仅扭亏为盈，更成为安踏的“利润奶牛”。此次收购狼爪，安踏是否能复制这一成功模式，值得期待。迎合市场需求的战略布局安踏的收购狼爪，显然是为了补足其在大众户外市场的空白。狼爪的产品定位相对亲民，核心品类包括冲锋衣、登山鞋等，价格区间明显低于始祖鸟等高端品牌。这一策略不仅能够吸引更多的消费者，也符合当前市场对性价比的追求。在安踏的公告中提到，狼爪的加入将完善其现有的品牌矩阵，进一步拓展户外运动板块。这一布局不仅是对市场需求的精准把握，更是安踏全球化战略的重要一步。通过整合狼爪的技术与供应链资源，安踏有望提升在国际市场的竞争力。品牌复兴的挑战与机遇尽管安踏在品牌运营方面积累了丰富的经验，但狼爪的复兴之路并非一帆风顺。品牌的重塑需要时间与耐心，尤其是在市场竞争激烈的情况下，如何快速提升品牌知名度和市场占有率，将是安踏面临的重大挑战。此外，狼爪的成功与否还取决于其在中国市场的表现。近年来，中国的户外运动市场迅速崛起，消费者对户外活动的热情日益高涨。在这一背景下，安踏的收购狼爪不仅是对品牌的投资，更是对未来市场的战略布局。随着消费者需求的多样化，品牌的细分与定位将成为关键。\n\n\r\n            责任编辑：栎树","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2529319215","isCrawlerRequest":true}