安踏，正在崛起。Upping the Anta
从一家小小的家庭式制鞋作坊，到如今的中国第一、世界第三，创立于1991年的中国运动服装品牌安踏用了不到30年的时间创造了一个奇迹。
安踏究竟是如何取得如今的成就的，未来能够顺利走出国门，成为享誉世界的运动鞋服行业的王者吗？
雄心勃勃的中国运动鞋服品牌安踏所采取的奇妙策略
Anta, an ambitious Chinese sportswear firm, does some fancy footwork
安踏（全球市值第三的运动鞋服品牌）创始人兼CEO丁世忠不愿让新冠肺炎影响到公司业绩。
Ding Shizhong, the founder and boss of Anta, the world’s third-biggest sportswear firm by market capitalisation, refused to let the covid-19 pandemic interfere with sales.
今年2月，随着新冠肺炎疫情的爆发，安踏多家门店被迫歇业，丁世忠给他的3万名员工安排了一项新的任务：在即时通讯平台微信朋友圈里卖衣服和鞋子。这种保住业绩的决心令人钦佩，但也反映出了他的危机感。
In early February, as the virus forced shops to close, Mr Ding gave each of his 30,000 employees a new assignment: hawk Anta’s apparel and shoes to personal contacts on WeChat, a messaging platform. Such resolve to protect revenues is admirable. Yet it reflects insecurity.
在过去两年间，安踏的年营收增长率超过了40%，是全行业增长率的两倍。2019年，安踏的经营溢利达87亿元（约合12亿美元）。
Revenues grew by over 40% in each of the past two years, double the rate of the industry. Operating profit hit 8.7bn yuan ($1.2bn) in 2019.
安踏的目标是打造成为“一个享誉世界的中国品牌”。在西方，它最为人所知的可能是作为NBA金州勇士队球星克莱·汤普森以及菲律宾拳击手曼尼·帕奎奥的球鞋赞助商。
Anta’s aim is to become “a Chinese brand that stands out in the world”. It is perhaps best known in the West as the shoe sponsor for Klay Thompson, a star player with the Golden State Warriors basketball team, and Manny Pacquiao, a Filipino boxer.
丁世忠的全员出动策略以及安踏的目标客户群能够保证公司免于在新冠肺炎疫情中遭受最严重的打击。随着中国在2月下旬重新开放，安踏主攻城市的居民可能不像更富裕地区的居民那么在意保持社交距离。
Mr Ding’s all-hands-on-deck strategy and Anta’s clientele may have insulated the firm from the worst of covid-19’s ravages. As China began to re-open in late February, residents of cities where Anta is strong may have been less fastidious about social distancing than counterparts in richer locales.
丁世忠最近谈到——
安踏立志要实现从“买得起”到“想要买”的品牌飞跃。
Mr Ding recently wrote that Anta aspires to make the leap from an “affordable brand” to a “desirable” one.
他手中还有多个高端品牌商标可以启用。2009年，安踏收购了意大利服装品牌斐乐的中国区业务。去年，安踏又以52亿美元的价格收购了芬兰公司亚玛芬体育的多数股权，亚玛芬体育旗下拥有包括威尔逊网球拍和所罗门滑雪板等众多品牌。
He has some more upmarket trademarks at his disposal. In 2009 Anta acquired the Chinese operation of Fila, a sportswear firm with Italian roots. Last year, in a $5.2bn deal, the firm bought a majority stake in Amer Sports, a Finnish outfit with assets including Wilson tennis rackets and Salomon skis.
本文节选自微信公众号《经济学人Economist》
2020年7月3日报道
