On November 21, 2016, Beijing Sanfo Outdoor Products Co., Ltd. held a press conference in Beijing, announcing that Suqian Sanfo Jinding Investment Management Center (Limited Partnership) had invested RMB 10.15 million in cash through a capital increase into Beijing Lejia Jiaye Sports Development Co., Ltd., and signed an investment agreement. Suqian Sanfo Jinding Investment Management Center is a M&A investment fund jointly established by Beijing Sanfo Outdoor Products Co., Ltd. and Beijing Fangyuan Jinding Investment Management Co., Ltd. After this investment, Sanfo Jinding Investment will hold a 17.50% stake in Lejia Sports. This marks the first enterprise invested in by the M&A fund since its establishment, demonstrating the strong confidence of both Sanfo Outdoor and Lejia Sports in the development of orienteering in China.
“Sanfo Outdoor’s investment in Lejia Sports is based on alignment at two levels. First, there is alignment in core business—both parties share a high degree of synergy and potential for continued collaboration in areas such as the construction of comprehensive outdoor camps and professional orienteering parks, the organization of international and domestic orienteering events and competitions, and youth outdoor experience training. Second, there is a strong alignment in team style—the focused, professional, and pragmatic approach of the Lejia Sports team resonates perfectly with Sanfo Outdoor’s professional commitment in the industry.” The founder and chairman of Sanfo Outdoor stated at the press conference, “Since going public, Sanfo Outdoor has been deeply engaged in online and offline retail platforms, sports events and adventure travel activities, the design, construction, and operation of comprehensive outdoor camps, as well as youth outdoor camp education. We will work together with Lejia Sports to help both companies achieve better development.”
Orienteering originated in Europe and is internationally known as the sport that combines “chess and marathon.” It is a fashionable outdoor activity that integrates innovative sports tourism, leisure fitness, and youth education, and has seen vigorous growth in China in recent years.
Lejia Sports is a leading domestic orienteering company, serving as a comprehensive organization integrating event promotion, base construction, and base operations. It is also a comprehensive strategic partner of the Orienteering Association of China under the General Administration of Sport of China. It has organized and hosted a series of major domestic and international orienteering events and competitions, including the National Orienteering Championship, China Orienteering Open, and World Orienteering Elite Tour. Tan Xiaoping, founder of Lejia Sports, said, “We hope that the partnership between Sanfo Outdoor and Lejia Sports will accelerate the standardization and regularization of our team-building process, upgrade our existing orienteering parks into comprehensive outdoor camps as soon as possible, integrate outdoor philosophy courses into the current educational curriculum, and work with Sanfo Outdoor to contribute to the popularization and promotion of outdoor and orienteering sports.”
“Today is not only a great day for Sanfo Outdoor and Lejia Sports, but also for orienteering. We look forward to the strong collaboration between Sanfo Outdoor and Lejia Sports pushing orienteering to new heights of development,” said Ms. Qi Chunying, Chairwoman of the Beijing Haidian District Orienteering Association, at the press conference.
“As an investment institution, Suqian Sanfo Jinding Investment Management Center hopes that through the efforts of financial capital, and with the resource support from Sanfo Outdoor and joint cooperation, Lejia Sports can become an industry leader, while also maximizing the value of Sanfo Outdoor as a listed company, making a modest contribution to the development of orienteering in China,” said Wang Yijie, Partner at Beijing Fangyuan Jinding Investment Management Co., Ltd., during his speech at the press conference.
It is understood that this investment is one of the key plans for Sanfo Outdoor’s comprehensive development in the field of outdoor sports, which can promote complementary resources between the two parties and drive industrial growth. After the investment, both parties will jointly develop comprehensive outdoor sports camps and orienteering-themed parks, host various levels of domestic and international orienteering competitions, and collaborate on launching youth outdoor education and experience programs.
With strong support from national sports industry policies, the collaboration between Sanfo Outdoor and Lejia Sports will have a positive and far-reaching impact, and will surely promote the faster and better development of orienteering in China.
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