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向井蓝 番号:这些运动有助于缓解
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向井蓝 番号:这些运动有助于缓解

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热点栏目自选股数据中心行情中心资金流向模拟交易客户端

  收购一家体量适中品牌然后将其做大,已经成为基操,安踏体育这次瞄准了狼爪。

  作者/王为芳

  编辑/武岩

  收购再下一城。

  4月10日,安踏体育(02020)发布公告,公司将出资2.9亿美元收购CallawayGermanyHoldcoGmbH的100%股权。该公司是户外品牌JackWolfskin(狼爪)的运营主体。

  发布收购公告的同一天,安踏体育发布一季度运营情况。主品牌安踏和另一核心品牌FILA的零售金额(按零售价值计算),同比都取得了高单位数增长。包括DESCENTE等品牌在内的所有其他品牌,取得了65-70%的增长。

  截至4月15日,安踏体育的市值在2500亿港元左右。

  FILA盈利衰退

  《财中社》发现,安踏和FILA的增长面临越来越大的挑战。FILA是安踏体育早在2009年收购而来,彼时公司出资3.3亿元收购其在中国区业务。从安踏体育公布的年报看,2022年成为FILA增长的分水岭。

  这之前的三年,FILA的收入从2019年的147.7亿元增长至2021年的218.2亿元,年增速达到了73.9%、18.1%和25.1%,每年都保持了较快的增长。

  2022-2024年,FILA的收入分别为215.2亿元、251亿元和266.3亿元,同比增长分别为-1.4%、16.6%和6.1%。此前三年,FILA的收入增加了逾70亿元,最近三年增加了50亿元出头。

  根据公开报道,2025年1月,FILA大中华区总裁姚伟雄“退居二线”。自2010年出任FILA大中华区总裁一职以来,姚伟雄在任上一干就是15年。安踏当时的回应是,因已届退休年龄,姚伟雄将不再担任时尚运动品牌群CEO,未来他将继续担任集团副总裁。

  FILA的收入还能保持增长,业绩已经开始下滑。年报显示,2024年FILA部分除税前溢利67.4亿元,同比下降2.6%。继2022年除税前溢利出现下降后,2024年再次下降。

  始祖鸟不解近渴

  安踏品牌是安踏体育营收的基本盘。2023年和2024年安踏品牌收入为303.1亿元和335.2亿元,同比增长9.3%和10.5%,连续两年收入增长在一成左右,在此之前的2021年和2022年,安踏品牌收入增长了52.5%和15.5%。

  2025年一季度,安踏品牌零售金额(按零售价值计算)同比取得了高单位数增长,继续维持现状。

  当前,安踏体育旗下最火热的品牌莫过于始祖鸟。始祖鸟的运营方亚玛芬体育(AS)已经在美上市。2024年,亚玛芬体育营收51.8亿美元,同比增长18%;公司应占净利润7260万美元,同比增长135%(上年为亏损2.09亿美元)。

  上市后,安踏体育持有亚玛芬的股份为39.54%,是其第一大股东。但是安踏体育无法将亚玛芬体育合并在公司收入报表中,只能按照持股比例享受其利润份额。

  将联营合营企业收益、亚玛芬体育上市及配售带来的收益计入在内,2024年安踏体育股东应佔溢利大幅增加52.4%至156亿元。将此扣除,安踏体育股东应佔溢利增加7.1%至117.3亿元。

  始祖鸟运营方亚玛芬体育的收入足够大,2024年其收入规模超过了安踏主品牌,更是将FILA远远甩在身后,且已经开始盈利。不过,由于无法并表,安踏体育无法将这超过370亿元的收入纳入自己的统计范围。

  除了安踏主品牌和FILA外,安踏体育还有DESCENTE、KOLONSPORT及MAIAACTIVE等多个品牌。2024年,“所有其他品牌”收入破百亿达到106.8亿元,营收连续两年增长超过五成。

  多个品牌组合在一起营收过了百亿,即便如此,这也难以匹及安踏主品牌和FILA的收入。

  这一次,安踏体育花费超20亿元全资买下狼爪,就可以纳入自己的统计报表了。

  能否复制成功路径

  TheNorthFace(北面)、Columbia(哥伦比亚)和JackWolfskin(狼爪)是市场较为熟悉的三大户外品牌,前两者属于美国,狼爪属于德国。

  根据TopgolfCallawayBrands在安踏收购前官网发布的狼爪品牌指引,2025财年收入估计约为3.25亿欧元,经调整后的息税折旧摊销前利润为1200万欧元。

  国信证券指出,2024财年公司营收3亿欧元,其中欧洲、中国分别占72%、28%。中国渠道方面,直营店共有41家,其中28家正价店,13家奥莱店;250-260个批发零售网点。

  国信证券预计收购于2025年第二季末或第三季初完成。安踏收购后,一方面并表时间存在不确定性,另一方面存在管理及运营思路的调整,以及收购业务重组等一次性费用发生,最终计入报表收入及利润与此前指引存在差异。

  2020年亚玛芬收入不足160亿元,2024年已经超370亿元;2018年FILA营收尚不到85亿元,2024年已经增长至近270亿元。两次重要收购,安踏体育选择的都是有潜力而非已经成熟的品牌。

  狼爪目前的收入更小,体量相对适中,公司产品定位户外中端,价格面向更广大的市场,狼爪能参照安踏体育收购的其他品牌发展路径,实现快速增长吗?

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