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noxyz_文学城博客

noxyz_文学城博客
wenxuecity.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from wenxuecity.com Daily Mail and Mail on Sunday newspapers.

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安踏VS李宁VS特步，国货之光还有哪些困窘？- DoNews专栏

2014年，FILA成功实现转亏为盈，也就是从这一年开始，安踏保持双位数增长；2015年，安踏营收突破百亿元门槛，达到当时国内体育用品公司业绩的最高点。
2019年，安踏首次在报表中单独披露FILA的业绩，FILA的收入为147.7亿，占比43.5%。到2020年，FILA的收入占比继续提高至49.14%。
（数据来源：安踏2020年度财报）
（数据来源：安踏2020年度财报）
在安踏深度绑定FILA之下，实际上透着两大隐忧：
不管是之前的百丽还是现在的安踏，他们买的都是FILA在大中华区的业务。就像华晨宝马、上海大众一样，华晨、上汽们买的不是这个品牌，而是这个品牌在中国的经营权。
所以，安踏的FILA只是中国的FILA。FILA的布局只是在中国的布局。很显然，安踏没有权限将FILA打造成一个全球性品牌，去和耐克、阿迪达斯竞争。
第二，主品牌定位尴尬� ....

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左手学安踏右手仿李宁，被高瓴盯上的特步，新价值在哪？_公司

左手学安踏右手仿李宁，被高瓴盯上的特步，新价值在哪？_公司
sohu.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from sohu.com Daily Mail and Mail on Sunday newspapers.

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