文|天下网商

1yue4ri，yamafentiyuzhengshixiangmeiguozhengquanjiaoyiweiyuanhuidijiaof-1zhaogushu，jihuayi“as”weigupiaodaimashenqingipo。jubaodao，yamafenguzhigaoda100yimeiyuan（yuehe700yirenminbi）。ruruoshangshichenggong，antazuoweizuidagudong，jiangchengweicicishangshidezuidayingjia。

zheibujinshiantadeshengli，gengshiantadailingde“caituanchengyuan”deshengli。2019nian，anta 、fangyuanziben、anamered investments（lululemonchuangshirenchip wilsondegerentouzigongsi）jitengxun，chizi46yiouyuan（yueherenminbi360yiyuan）wanchengduiyamafendeshougou，cijuyebeichengwei“zhongguotiyuyongpinxingyeshishangzuidadeyicikuaguoshougouan”。genju1yue22rigengxindezhaogushuxianshi，rujinantazhangu44.5%，tengxunzhan4.5%。

dangnianzheichanghaoduzaiyeneibingbubeiquanrankanhao，antadongshijuzhuxijianceodingshizhongyejiangqikanzuoshi“chuangyedaojintian，suozuodefenliangzuizhongdeyicijueding”。buguoshougouhoudeyamafenyilufanhua，sandazhupinpaishizuniao、saluomeng、weierxunjiezaixunmengzengzhang。youqizaizhongguoshichang，shixialiuxingde“zhongchansanbao”zhong，yamafenzhanjuerwei（shizuniao、saluomeng）。qianbujiu，zhongchanzuchengdeduiwugengshi“maikong”leshizuniao——qiyikuanshoujia8200yuandelongnianchongfengyiyiduchaozhi12000yuan，zaidewushangbiaodaole16000yuan。

zheishijifeile、disangtehou，antayangchengdejige“xingui”，yeshiantazhuanxing“danjujiao、duopinpai、quanqiuhua”xincelvehoudechengguo。

zai 2023 niandehurunbaifuzhongguofuhaopaixingbangshang，duoweiantaguanlizheruxuan，qizhongdingshizhong/dingshijiaxiongdizaicichengweiquanzhoushoufu。tongguo“maimaimai”，quanzhoushoufuyeyuelaiyuekaojincengtichude“2025nianqianyiyingshou”demubiao。

从烟草大王到运动大鳄

yourenpingjiayamafendelishi，gengxiangshiyijianshanyushangyeyunzuode“touzigongsi”。

ziliaoxianshi，chengliyu1950niandeyamafenyoufenlansijiajiaoyujigoulianshouchuangban，tadeqianshenshiyijianyancaogongsi。tamendemudeshitongguoyamafenzhuanqudelirunweifenlandejiaoyuyanjiu“gongxue”。zaibuduanzhuanqulirunhou，yamafenzaierhoushijinianluxujinjunchuanyun、chubanhezaozhiye，zhidao20shijiqishiniandai，tamaixiabingqiuqiugunhebaohuzhuangbeishengchanshangkoho-tuote，jinrutiyulingyu。

yiru“timen”shensihai，yamafenyouluxushougouweierxun、saluomeng、shizuniaodengyundong、huwaipinpai，congyancaoshangchengzhangweiguojitiyujutou。2004nian，taqiegediaoqitayewuzhuanzhutiyu，binggengmingwei“amer sports”。

2000nianzuoyou，yamafentongguodailishangjinruzhongguo，zaizhongguoshichangcong0dao1，zhuyaoguigongyusangejiaose：dailishang、yamafenzhongguoyijianta。zai2011niandao2018niande8nianjian，yamafenzaizhongguoshichangdeyingyeshouruzengjiale10bei，dajianledicengjichu，zhidao2019nianbeiantashourunangzhong。

yamafenjiangyewufenchengsankuai：jishufuwu、huwaibiaoyanheqiu、qiupaiyundong，meikuaidouyoudaibiaopinpai：shizuniao、saluomengheweierxun，sankuaiyewudebeihoushiyamafenduixingye、renqundejujiao。

juzhaogushu，weilejinxinghelihuadepinpaizuhe，yamafenzhanlvexingfangqilebufenpinpai，biru2019niantamenbolilemavic，2021nianhe2022nianxiangjibolileprecorhesuunto。

qusherangyamafenhuodelebucuodeyejibiaoxian。bijiao2020nianhe2022nian，yamafendeshourucong24yimeiyuanzengjiadao35yimeiyuan，fuhenianzengzhanglvwei20.4%，maolilvcong47.0%zengjiadao49.7%。zaizuixindezhaogushuomingshuzhong，yamafenpilule2023nianyingshouchao43.5yimeiyuan，tongbizengzhangyue23%。

shangzhangdeyejiquxianli，sandahexinpinpaizaiqunianqiansanjiduyingshouzhanbichaojiucheng。chengliyu1989niandeshizuniaochengweilesandapinpailizengzhangshitouzuimengdeneige，jiezhi2023nian9yue30ridejiugeyue，shizuniaodanpinpaideyingshoucong5.7yimeiyuanshangshengzhi9.41yimeiyuan，zhangfuda65%。

buguo，zaiyingshoushang，shizuniaobingfeiyamafende“yige”，chengliyu1947niandesaluomengshiyamafende“xiaoguan”，qiquniansanjiduyingshouwei9.49yimeiyuan，tongbizengzhangyue34%，zhanzongshouruchaosancheng。

buguo，yamafenmuqianrengweinengyingli。2020-2022nian，yamafendejingkuisunfenbiewei2.37yimeiyuan、1.26yimeiyuan、2.53yimeiyuan，sanniangongkuisun6.16yimeiyuan。duicizhaogushushangtidao，dabufenzhangmiankuisunlaiziyuboliqitazipinpaidaozhideguzhikuisun，yinweizi2018niankaishi，yamafenjujiaohexinpinpaibingjingjianlechanpinzuhe。

借势中国“户外爆发”风口

yaoshuoqunianshenmezuire，chongfengyihehuwaiyidingbangshangyouming。

zheijinianhuwaiyundongfengchaochixushengwen，chongfengyishizheigexingyezhongfushidedianxingdaibiao，shinengzhixia，toubupinpaishichangzengzhang。beichengwei“zhongniannanrensanbaozhiyi”deshizuniao，zhengzaijinruzhongchanrenqundeshenghuozhong，bujiuqian，weidaxunshenzheshizuniaochongfengyizaidianshiju《woderenjianyanhuo》liangxiang，wangyouxiaotan：“chongfengyizhenshinanrenzuihaode‘pifu’。”

shizuniaozaizhongguoshichangdezhimingdubiaozhang，bufendeyiyuantayunyingnengli。

“womenxiangxin，suizheyamafenpinpaijixushoudaozhongguoxiaofeizhederenke，womenzhengchuyuzhuazhuzhongguoshichangzengzhangjihuidechujijieduan。”zhaogushuzhong，yamafenbiaoshi。bingruantahuixiahou，yamafendeyidadongzuobianshibuduanjiasupinpaizaizhongguoshichangdeshentou，ladongyejidechixuzengzhang。

shujuxianshi，yamafenzaidazhonghuaqucong2020niande2.023yimeiyuanzengzhangdao2022niande5.238yimeiyuan，fuhenianzengzhanglvwei60.9%，gaidiqudeyingyelirunlvchaoguolezhengtiyewulirunlv。

erhexindezengzhanghaishilaizishizuniao。yamafenqingxiliechulezijidesandaguanjianshichang，qizhongbaokuoyishizuniaoweishoudebeimeihedazhonghuaqu，yisaluomengweishoudeouzhou，yijiyiweierxunweidaibiaodebeimei。qunianqiansanjidu，shizuniaodazhonghuaquyingshouwei4.53yimeiyuan，gongxianlejinbachengyingshou。

zhaogushuzhongfanfutidaoleyigeguanjiancishimendian，qishangdianweizhishishiyongxiangxishujufenxixuanzede，yamafenzhuanzhuyuyouhuashangdianguimo、tishengshengchanli、xiaolv，bingjiangmeigemendiandoushejichengnengbiaodapinpaidiaoxingdemoyang。

ruweiyushanghaihuaihaizhonglu、aimashizhengduimiandeshizuniaoquanqiuqijiandian，shigaipinpaiquanqiuzuidamendian，you700㎡kongjian，neihanlengjingwu、panyanqu、yuwu、bingwudengduogehuwaichangjing。ju36kr，antacaopanhou，shizuniaobiankaichucidian，antaduishizuniao、saluomengdengkaidiandeyaoqiushimendianyaoda、goumingliang，loucengyaojiangdi，dianyuanyaogouzhuanye。

zaiantadejingyingxia，shizuniaozhujianxianxianchuletadeguanjianci：shechipin、huwai、zhongchan，pinpaifuhaochenggongjianli。zuixindexiaoxicheng2yue15riqi，shizuniaoquanxianchanpinjiangzhangjia20%-30%。

keyishuo，yamafenzaizhongguoshichangdechubuchenggonghendachengdushangyushizuniaodezengzhangyouguan。fuzhishizuniaodejuben，saluomengyezoushangleyitiaoxiangsidelu，cong2021niandao2022nian，tazaigaiqudeshouruzengzhangle72%，xiaoshouzuihaodeshixielei，zaitianmaosaluomengqijiandianli，xiaoshoupaiqiandedoushixielei。

靠“买买买”，泉州首富意在“千亿”

haowuyiwen，antajiangshiciciipodezuidayingjia。

2022nian，antayingshou536.5yi，tongbizengzhang8.8%，rujinyouleyamafendejiachi，dingshizhongli“qianyimubiao”gengjinleyibu。tarenwei，yidangjinzhongguogongsidepinpaiyunyingnengli，xiangzai30nianneizuochuyigeshizuniao，kenengxingjihuweiling，“danshitongguoshougou，bingyizhongguoshichangweiqianzaizengzhangkongjian，jiukenengwanchengyicituotaihuangu。”

《tianxiawangshang》shulilezheixienianantadezhongdianshougoushijian：

2009nian，antacongbailiguojishouzhongmaixiafila（feile）dezhongguoyewu。dangshifilakuisunda3218wanyuan。15nianguoqu，antachenggong“zaisu”fila，zai2023nianzhongqicaibaozhong，filademaolilvdadao69.2%，chaoguoleantazhupinpai；

2016nian，antachizi1.5yiyuanshougouribenhuaxuepinpaidescente（disangte）zaizhongguoshichangdujiajingying、chanpinsheji、xiaoshoujifenxiaodeyewu；

2017nian，antashougoulehanguogaoduanhuwaipinpaikolon sport（kelong），fuzezhongguoshichangdeyunyinghexiaoshou。zi2020nianqi，feiledechengzhangkaishishoukun，bansuizhebingxueyundongdeshixing，disangtehekelongdanqizhongrenchengweileantadexindongneng；

2019nian，antalianheduojiazibenshougouyamafentiyu；

2023nian10yue，antazaiqibinggou，shougouyou“lululemonpingti”zhichengdeyujiafupinpaimaia active。

bunanfaxian，antazaoqideshougoubinggoudaduoyimaixiapinpaidezhongguoshichangjingyingquanweizhu，erduiyuyamafen，dingshizhongzeshiyijutunxiazhenggejituan，bujinzhongguoshichang，yamafenyingshouzhanbizuizhongdebeimeishichangyebeishourunangzhong。

yibianyouduogeguojibingxuehuwaipinpaizhicheng，yibiankaishirujuwangqiu、lanqiudengyundongfushi、qixie，tongguo“maimaimai”，antaxunsubuqilezishendeduanban。zheiyangyilai，tajiuyouleyunaikejuezhan“zijinzhidian”deyongqi。

leisidejuben，lvmhjituandelaobananuoteyenadaoguo，tayikao“maimaimai”，“mai”chengleshijieshoufu。zaishechipinquanshengmingqueqideanuoteyetongyangrenwei“yuqidazaoyigexinpinpai，burushougoulaidexunsu”。

“maimaimai”shiyimenxuyaotianshidilirenhedeshengyi，youshihoupindegengshichuangshirendeyunqihezhijue。zaizheifangmian，dingshizhongyoutademinruichujue。ruruoshunli，yamafenshangshidezhongshengjijiangqiaoxiang，erantayezaidakaixindekeneng。