In previous commercial articles, we introduced the growth history of Columbia, an American outdoor leisure brand. This company from a small workshop-type company to achieve today's industry giants, can not be said to be a business legend. In the outdoor field, the Colombian brand is mainly aimed at low prices and leisure, but in contrast it is the archaeopteryx with high performance and high performance.
Today, the business district will introduce Archaeopteryx and AMERSPORTS behind it.
AMERSPORTS is a brand whose original name and Chinese name deviate significantly. However, whatever its name, its subordinated superbrands will make you ignore these details: Arc'teryx, Salo. SALOMON, ATOMIC, Wilson, MAVIC, Suunto···· These are the top brands in all fields, whether it is Amarfin or Amer in front of them, they are absolutely shocking. .
Giant Sportsman behind Archaeopteryx: Evolution from Tobacco Traders to Sports Manufacturers
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Perhaps a circle friend is not familiar with a certain brand here, and I'll give you a few words.
The Archaeopteryx doesn't have to say much about it. It is called a luxury item in the outdoor field. The person who loves it is not full of beauty. The people who don't love it also have nothing wrong with its professionalism; Salomon is the top brand of skiing sports. It was once a large part of the Adidas Group; ATOMIC, the almost unnoticed brand of the double-board skiing industry, represents the highest level in this field.
The Wilson brand should be understood by many people. Many international tennis major events can see its brand and products; MAVIC, the world's top wheel brand, the desire of all mountain bikers and road racing enthusiasts; Suunto is the highest Synonymous with diving watches and mountaineering watches, has been at the forefront of outdoor sports equipment technology. In addition to these brands, Amarfin Sports also has fitness equipment, baseball bats, and fitness app APPs. These brands, together with Salomon and others, built Yamahafen's sports brand empire.
Compared with so many star brands, Amer or Yamam Fen may not be known for its brand name, but looking at its historical development trajectory, the company's vision can be quite unique.
Established in 1950, Amarfin was originally a tobacco company that manufactures and sells American tobacco products in Finland. This description is unremarkable, but it is interesting to talk about the creation process of this company.
The company was founded by four educational-oriented organizations: the Finnish Bachelor of Engineers Association, the Finnish Association for Economics and Business Administration Graduates, the Land and Water Technology Foundation, and the Helsinki School of Economics and Business Administration Students' Union. Is it feeling fresh and refined? Four education organizations set up a tobacco company, which eventually became a sports brand giant. In fact, the original intention of these four education organizations to set up Amer was to use the company's operating profits to fund Finnish education and research projects.
After Amer was founded and began operations, Boston-branded American Virginia blend tobacco cigarettes were introduced, which brought a steady stream of profits to the company. Afterwards, Amer reached an agreement with the Philip Morris brand to manufacture and distribute this brand of cigarettes in Finland. This move has allowed the company's sales to further expand and become a dominant tobacco company in Finland.
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The tobacco business brought huge profits. By the mid-1960s, Ammarve’s profits had far exceeded the demand for education and research programs. In order to make better use of the extra funds, the company purchased three ships and opened up a new business of shipping. However, with the rise of air transportation, the profits that shipping companies can bring are getting less and less, and Amarfin begins to plan to withdraw from the shipping market and look for new investment projects.
In the 1970s, Yamatake made several acquisitions and entered new business areas. In 1970, the company acquired one of Finland's largest textbook and encyclopedia publishers, Weilin+G??s, which together with Time/System International, a personal calendar maker acquired in 1987, formed the company's publishing and printing department. .
Amarfin also established the paper industry after the acquisition of paper manufacturer Hyppöl in 1979. In the 1970s, the company entered the field of sporting goods for the first time. First was Koho-Tuote Oy, a manufacturer of hockey equipment in 1974. Later, it purchased the Koho branded US distributor in 1978. In 1979, it acquired Hockey Canadien, an ice hockey stick manufacturer based in Québec. . Then in the 1980s, Yamam Fen entered the automotive business, plastics manufacturing and sales business and textile business.
It can be said that in the 70's and 80's, Yamatake did not find a suitable direction for development. At this time, Amalfe is backed by the cash cow, a tobacco industry that can bring huge profits. He will extend his reach into various industries and conduct continuous trial and error with extensive investments until he can find a place to replace tobacco in the future. Business supports the company's survival and development of new businesses.
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The facts also prove that Yamahafen did it.
After finding a new core business, Amazing gradually withdrew from the pioneering new business:
Completed the withdrawal of shipping business in 1981,
Quit the ice hockey business completely in 1986,
Completely withdrew from the plastics business in 1990,
In 1991, we completely withdrew from the textile business.
Completed the paper business in 1994,
Completed the automotive business in 1996,
In 1997 completely withdrew from the publishing business.
In 1986, after quitting the ice hockey business, Amphiffin established the Sports Department in the same year and acquired 80% of the shares of MacGregor Golf Company from the world famous golf player Jack Nicklaus. However, this acquisition did not bring the expectation to the company. The profits of this golf company were also stripped in 1997. The newly established sports department did not show considerable profitability until the company acquired Welsh Sports Products in 1989.
In 1989, Yamam Fen acquired Wilson, a Chicago-based company, for US$200 million. Welshwin is the world’s leading manufacturer of ball sports equipment. This acquisition has allowed Yamafami to see the potential of the sporting goods market and its future development. direction.
In 1994, Amargin acquired Austrian winter sports equipment manufacturer Atomic.
In 1999, the group acquired Suunto, an outdoor and diving instrument manufacturer.
In 2000, Wilson acquired DeMarini, a maker of baseball and softball equipment.
Before entering the new century, Amer completed the Group's business restructuring, divested the previously involved non-sports businesses, and continued to expand the size of the sports sector. The potential for sports brands represented by Wilson has become the focus of the company's future development. . In 2001, Amer Group launched a new marketing name AmerSports. New eras, new names, new directions, and new opportunities for Amarfin Sports.
In 2002, the Amarfin Group acquired Precor, a leading brand of American fitness equipment, to enter the fitness equipment market. In 2003, Atomic acquired Volant, a high-end ski brand from the United States, and Wilson acquired ATEC, a leading manufacturer of baseball and softball pitching machines. In 2004, Precor acquired FPI, a maker of fitness products and a private video network provider for clubs and fitness facilities.
Also in 2004, Amer Group changed its official name to AmerSports Corporation. During the year, as Philip Morris agreed to acquire the exclusive rights to operate in Finland owned by Amer Tobacco, Ammarfin completely withdrew from the tobacco business.
Beginning in 1950 and ending in 2004, Amarfin Sports has been operating the tobacco business for more than half a century and brought huge profits to the company. Even before it was stripped in 2004, this business can still be Amalgam Sports. Bring considerable profits. But its historic mission has come to an end, and Amarfin Sports, which focuses on sporting goods manufacturing, has begun a new era.
In 2005, Amarfin Sports acquired Salomon, Archaeopteryx, Mavic, Bonfire and Cliché from Adidas. The acquisition expanded the company's outdoor business while opening up new bicycle parts markets and specialized outdoor apparel markets.
In the ensuing period, Yamahafen also made several acquisitions and also stripped off some unprofitable projects. This situation has continued to this day and is likely to continue. At this point, Amarfin Sports has shown its appearance today, and has completed gorgeous transformations with leading brands in various fields.
Giant Sportsman behind Archaeopteryx: Evolution from Tobacco Traders to Sports Manufacturers
List of M&A events since the establishment of Amarfin Source: AmerSports official website
In the course of the development of Amarfin Sports, we can see an exploration, an ultimate search for the direction of business development. This company has a clear understanding of the future development, from the beginning of the tobacco business to the current sports manufacturing business, all embody the clear positioning of Amarfin. In the middle decades of exploration, the various businesses involved in Amargin can actually bring profits to the company, but this is only a transition in the process of finding new directions. They are looking for promising prospects for growth and can take up The company's future industry, in the end they completed this goal through brand acquisition.
Today, with the vigorous development of the Chinese sports industry, numerous new companies have sprung up. A large part of these companies will be eliminated, but there will still be some companies that stand out.
We hope that these companies have a clear understanding of the direction of development, and eventually become leaders in the sports industry, as is Amphiven Sports.
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