这届冬奥会不是中国主场，但"中国元素"随处可见。漫步赛场内外，诸多中国品牌见证着中国体育事业 的发展，向世界展示着中国的创新活力与文化自信。 中国冰雪装备备受青睐。在激烈的越野滑雪比赛中，运动员手中的碳纤维雪杖，逾七成出自福建企业彼 尔纤维，以重量更轻、强度更高、风阻更小吸引多国运动员"用脚投票"；上海悠途、杭州体拓等企业的 产品远销美国、英国等多个国家和地区；来自山东潍坊青州市的企业坦博尔不仅服务中国体育代表团的 一些队伍，还为奥地利单板滑雪国家队提供比赛服和训练服；开幕式上，安踏、李宁、匹克等中国运动 品牌纷纷登场，在社交媒体上引发"围观"和点赞…… 专业竞技中，胜负往往决于毫厘。过去，高端冰雪装备市场长期被外国品牌垄断。近年来，中国企业屡 有突破，从提高复合材料的精微与韧性，到研发"黑科技"保暖面料，凭借优良的工艺水准和供应链韧 性，成为专业赛事的信赖之选，展示着中国制造从"量"到"质"的蜕变。 从基础硬件到转播技术、交通调度，中国企业提供的不仅是设备，更是一整套高效、智能的解决方案， 为百年奥运注入了创新活力。 "云端"之外，我们还在见证科技赋能、绿色发展的智慧。 最令人感慨的景象，出现在米兰大教堂附 ...

Industry Environment - The rise of Lao Pu Gold has attracted attention from luxury goods giants, with single-store sales exceeding Cartier and Van Cleef & Arpels, and a gross margin of 40% achieved through high-end mall locations and traditional craftsmanship [2][3] - Star Creation Group targets high myopia consumers with a new sports eyewear brand, NSVE, addressing the needs of individuals with over 450 degrees of myopia in sports scenarios, while transitioning stores to focus on professional services [4] - Luxury brands face challenges from the second-hand luxury market and emerging local brands, with sales declines for brands like Michael Kors and Coach, although some have seen recovery through product innovation and marketing adjustments [5] - Domestic sports brands are gaining market share, with Anta leading with revenue of 70.826 billion yuan and a net profit of 15.6 billion yuan, while Nike and other international brands experience slower growth [6][7] - High-end brands struggle as mid-range consumers flock to affordable options, with supermarkets like Sam's Club and Costco seeing high sales of budget down jackets, while premium brands face declining sales due to high prices and quality concerns [8][10] Key Trends - StockX's report indicates a significant increase in sales for nearly 200 brands, with Nike and Jordan leading, while emerging brands like MIZUNO show notable growth [9] - The popularity of affordable down jackets among middle-class consumers reflects a shift towards value-driven purchasing, with brands like Bosideng facing challenges as they move towards higher-end products [10][12] - The outdoor backpack market is evolving, with brands like Salomon and KAILAS capitalizing on the growing trend of trail running, indicating a shift in consumer preferences towards functional and stylish outdoor gear [11] Brand Dynamics - Pop Mart's Labubu IP saw a rapid rise and subsequent market crash, highlighting the volatility of collectible markets and the need for new growth points [13][14] - Li Ning's participation in Milan Fashion Week showcases a blend of high-quality design and sports technology, aiming to resonate with urban consumers [15] - High-end outdoor brands are focusing on immersive experiences to connect with consumers, as seen in the launch of KAILAS's new line that emphasizes natural aesthetics and sustainable materials [16] - Seven Wolves is showcasing a blend of Eastern wisdom and technology at international exhibitions, emphasizing the shift from scale to value in the Chinese apparel industry [17][18] - China Duty Free Group's acquisition of DFS's Hong Kong and Macau stores aims to enhance its global footprint, despite recent fluctuations in performance [19] - Deckers Brands is streamlining its portfolio by closing underperforming brands to focus on more profitable ones like Hoka and UGG [20] - Aokang's AI fashion show represents a new marketing paradigm in the footwear industry, emphasizing digital transformation and consumer engagement [21][22] - Dongfang Tang is launching a pop-up store featuring traditional craftsmanship, aiming to modernize heritage techniques and expand into urban and international markets [23]

【#李宁人民日报撰文#】#李宁说冬奥让更多人走进冰场雪场#2月9日，人民日报刊登李宁署名文章《让 世界看见中国运动员风采》，全文如下：作为一名曾在奥运赛场上追逐梦想的运动员，我退役后，目光 始终未离开拼搏在赛场的中国健儿。在冰雪赛场，一代代追梦者的身影让我动容。他们的执着与拼搏， 让中国冰雪运动从默默无闻逐渐站上世界舞台，让更多人感受到冰雪运动的魅力。体育的真谛在于突破 自我、追求卓越，这也是奥林匹克精神的动人内核。2022年北京冬奥会的成功举办，不仅让冰雪运动走 进寻常百姓家，更让世界看到了中国对奥林匹克精神的践行与传承。如今米兰冬奥会的大幕已经拉开， 中国冰雪健儿正全力拼搏。我深知，每一次站上赛场都是对日复一日训练的检验，每一次奋力冲刺都承 载着执着的梦想。期待他们在米兰冬奥会上，既能展现个人竞技体育实力，更传递中国运动员自信从 容、坚韧不拔的精神风貌，让世界看见中国体育的力量。奥林匹克赛场从来不是孤军奋战的舞台。运动 员在聚光灯下的每一次闪耀，背后都凝聚着专业训练的积淀、科技保障的支撑与器材研发的精进。从初 登冬奥赛场至今，中国运动员的参赛装备发生了翻天覆地的变化——功能设计更贴合运动需求，技术研 发更 ...

李宁 作为一名曾在奥运赛场上追逐梦想的运动员，我退役后，目光始终未离开拼搏在赛场的中国健儿。在冰 雪赛场，一代代追梦者的身影让我动容。他们的执着与拼搏，让中国冰雪运动从默默无闻逐渐站上世界 舞台，让更多人感受到冰雪运动的魅力。 体育的真谛在于突破自我、追求卓越，这也是奥林匹克精神的动人内核。2022年北京冬奥会的成功举 办，不仅让冰雪运动走进寻常百姓家，更让世界看到了中国对奥林匹克精神的践行与传承。如今米兰冬 奥会的大幕已经拉开，中国冰雪健儿正全力拼搏。我深知，每一次站上赛场都是对日复一日训练的检 验，每一次奋力冲刺都承载着执着的梦想。期待他们在米兰冬奥会上，既能展现个人竞技体育实力，更 传递中国运动员自信从容、坚韧不拔的精神风貌，让世界看见中国体育的力量。 奥林匹克赛场从来不是孤军奋战的舞台。运动员在聚光灯下的每一次闪耀，背后都凝聚着专业训练的积 淀、科技保障的支撑与器材研发的精进。从初登冬奥赛场至今，中国运动员的参赛装备发生了翻天覆地 的变化——功能设计更贴合运动需求，技术研发更凸显科技赋能。这不仅是体育产业的成长，更是国家 综合实力的彰显。我们一直是中国体育坚定的参与者、支持者和践行者，持续贡献自己的力 ...

Investment Rating - The report maintains a positive outlook on the textile and apparel industry, indicating a "Look Favorably" investment rating [2]. Core Insights - The textile and apparel sector outperformed the market, with the SW textile and apparel index rising by 1.3% from February 2 to February 6, 2026, surpassing the SW All A index by 2.9 percentage points [3][4]. - The report highlights the impact of the Milan Winter Olympics on the sportswear market, suggesting that the event will catalyze interest in winter sports and boost sales for brands involved in the Olympics [10][11]. Summary by Sections Industry Performance - The SW apparel and home textiles index increased by 2.2%, outperforming the SW All A index by 3.8 percentage points, while the SW textile manufacturing index also rose by 2.2%, exceeding the SW All A index by 3.7 percentage points [3][4]. Recent Industry Data - Retail sales in China for the year reached 50.12 trillion yuan, a year-on-year increase of 3.7% [28]. - In December, textile and apparel exports amounted to $25.99 billion, reflecting a year-on-year decline of 7.4% [34]. - Cotton prices showed a slight decrease, with the national cotton price B index at 15,908 yuan per ton, down 0.2% [39]. Textile Insights - The report expresses confidence in the long-term cycle of Australian wool prices, which stabilized at 1,177 cents per kilogram, with a year-on-year increase of 54.9% [10][41]. - Supply constraints are evident, with a projected 10.3% decrease in the Australian sheep population for the 2025/26 season [10]. Apparel Insights - The opening of the Milan Winter Olympics is expected to enhance marketing opportunities for sports brands, with notable partnerships such as Li Ning and Anta providing official gear for their respective national teams [11][12]. - The report recommends focusing on brands like Li Ning, Anta, and 361 Degrees, which are expected to benefit from increased consumer interest in winter sports [11]. Market Trends - The report anticipates a gradual recovery in domestic demand throughout 2026, with a focus on high-performance outdoor apparel and discount retail [14]. - The competitive landscape is evolving, with brands seeking innovation in channels and products to adapt to changing consumer preferences [14][15].

Investment Rating - The report does not explicitly provide an investment rating for the apparel industry Core Insights - The luxury jewelry market is seeing a rise in interest from high-net-worth individuals towards traditional gold jewelry, which has significantly higher sales per store compared to established luxury brands like Cartier and Van Cleef & Arpels, achieving a gross margin of 40% [1] - The second-hand luxury market and emerging local brands are putting pressure on affordable luxury brands, which are experiencing declining sales, although some brands like Coach and Ralph Lauren are showing signs of recovery through product innovation and marketing adjustments [4] - The domestic sportswear market is undergoing a transformation with local brands capturing 60% of the global market share, led by Anta and Li Ning, which are focusing on technological advancements and channel optimization to build competitive barriers [4] - The demand for affordable down jackets is surging among middle-class consumers, leading to a decline in sales for high-end brands, which are struggling with high pricing and quality concerns [5][7] - The outdoor gear market is evolving with the popularity of trail running, leading to increased interest in trail backpacks, which are expected to see significant market growth by 2030 [8] Industry Environment - The luxury jewelry market is being disrupted by traditional gold jewelry brands that are attracting high-net-worth consumers, leading to a shift in customer traffic away from established luxury brands [1] - The affordable luxury segment is facing challenges due to tightening consumer spending, with brands like Michael Kors and Coach reporting significant revenue declines in Asia, although some are beginning to recover [4] - The domestic sportswear market is witnessing a major shift with local brands like Anta and Li Ning leading in revenue and brand value, while international brands are experiencing slower growth [4] - The affordable down jacket market is thriving as consumers prioritize value, leading to a stark contrast in sales performance between high-end and budget brands [5][7] - The trail running trend is driving demand for specialized outdoor gear, particularly trail backpacks, which are becoming essential for outdoor enthusiasts [8] Top Brand News - Pop Mart's Labubu toy line experienced a significant market crash after initial success, highlighting the volatility of collectible markets [10] - Li Ning showcased its Honor Gold Label series at Milan Fashion Week, emphasizing a blend of high-quality design and sports technology [11] - Deckers Brands announced the closure of two niche brands to focus on more profitable core brands like Hoka and UGG [14] - Aokang held an AI fashion show to innovate marketing strategies in the footwear industry, showcasing a digital transformation approach [16]

北京时间2月7日凌晨三点，2026米兰科尔蒂纳冬奥会开幕式在圣西罗体育场举行。 19天内将有116个项目开展比赛；预计来自90多个国家奥委会的2800名运动员将在2026年米兰科尔蒂纳 比赛中亮相。 从品牌营销的角度来看，奥运舞台是不可多得的金矿。面对全球观众展示产品的科技感与设计，以奥运 舞台作为大型T台，品牌都在花心思交出自己的答卷。 最受关注的是中国代表团，中国代表团由286人组成，其中运动员126人，将参加7个大项15个分项91个 小项的比赛，创下中国代表团境外冬奥会参赛项目、运动员规模之最。 2月7日上午，"中国队蓝羽绒服好看"登上微博热搜，走进开幕式现场时中国队身着李宁品牌出场服。智 通财经了解到，该服装以"冰穹蓝"、"雪山白"为主色调，采用科技感光泽轻薄面料，整体设计融汇现代 冰雪意象，传递"破冰前行"的竞技精神。 国冬奥旗手/图片来源：张楚桐微博 从服装细节来看，双胜纹应用于拉链、袖口、充绒绗线及女款出场服腰带等细节部位。在"双胜纹"基础 上衍生出的"双胜雪花纹"，则运用于后幅"CHINA"字母纹饰，以复合工艺将反光材料融入印花，细腻的 材料勾勒出双胜雪花纹样交叠，在反光材料的映衬下渐次绽开。 ...

随着米兰-科尔蒂纳冬奥会开幕，本届赛事"中国之家"也已向宾客敞开大门。作为中国奥委会官方合作 伙伴，李宁品牌此次也入驻"中国之家"，将全方位展示中国体育在尖端运动科技、东方美学设计、环保 实践等方面的实力。 图 "中国之家"自2010年温哥华冬奥会开始设立，既是中国奥委会为中国体育代表团参加国际综合性运动会 设立并运营的综合性保障平台，也是弘扬中华体育精神、展示中国传统文化、加强中外体育交往的平 台。此次"中国之家"选址设在米兰克莱里西庄园，园内不仅遍布国风装饰和马年节庆元素，还设有中国 体育文化展、中国非遗文化体验、传统冰雪运动互动区等，向外界展示中国体育和冰雪运动新貌，促进 中外交流和文明互鉴。 新华社供 此外，"体育科技"展区展示了中国专业运动品牌的科技创新实力，"守护中国文化"展区体现了李宁在推 动中国文化与设计融合方面的成就，"绿色体育"展区展现了中国专业运动品牌在环保领域的实践成 果，"时尚体育"展区的AI换装互动装置更是吸引了众多游客。 特展启动当晚，李宁品牌还以《中国荣耀，李宁同行》为主题，打造了一场精彩绝伦的沉浸式光影秀， 勾勒出品牌与中国体育四十载同行的历程。李宁品牌创始人、集团董事长李宁 ...

在开幕式举行前夕，米兰时间2月5日，2026年米兰冬奥会"中国之家"举办"李宁之夜"特别活动，并正式 开启李宁主题特展。国际奥委会执委李玲蔚，中国奥委会副秘书长兼中国奥委会市场开发部部长于建 勇，李宁品牌创始人、集团董事长李宁，乒乓球奥运冠军、李宁品牌代言人丁宁、许昕以及中国短道速 滑世界冠军、短道速滑国际滑联级裁判杨阳等嘉宾出席活动，深度体验"中国之家"以及李宁品牌特展。 "中国之家"是中国奥委会为中国体育代表团参加国际综合性运动会设立并运营的综合性服务设施，不仅 为中国体育代表团征战国际大赛提供了坚实保障，同时为弘扬中华体育精神、展示中华传统文化、加强 中外体育交往搭建了良好平台。 中经记者 孙吉正 北京报道 北京时间2月7日凌晨3点，2026年米兰-科尔蒂纳冬奥会开幕式将在意大利米兰圣西罗体育场举行。中国 体育代表团由286人组成，其中运动员126人，包括女运动员68人、男运动员58人，参加7个大项15个分 项91个小项的比赛。据悉，米兰冬奥会是我国境外参赛项目最多、运动员规模最大的一届冬奥会，参赛 率达到了78.4%。速度滑冰运动员宁忠岩、短道速滑运动员张楚桐将担任开幕式中国体育代表团旗手。 不仅如此 ...

每经记者｜孙宇婷 每经编辑｜董兴生 银装素裹的阿尔卑斯雪场还在静待冬奥烽火，中国运动品牌的"冰雪暗战"早已硝烟弥漫。 《每日经济新闻》记者（以下简称每经记者）在采访中了解到，2026年米兰—科尔蒂纳冬奥会，安踏、李宁等国产运动品牌，将从中国代表团延伸至意大利 等多个国家代表团的"战袍"之上。 如果说4年前的北京冬奥会是中国运动品牌的"主场亮相"，那么本届赛事俨然成为面向全球的"科技检阅"。从抵御寒湿气候，到突破速度极限，中国运动装 备正进入"毫秒必争"的硬核竞技时代。 与此同时，苏翊鸣等顶尖运动员也化身为赛场上最具价值的"移动广告牌"，在每一帧镜头中承载着品牌的精密布局。 竞技场上，较量在千分之一秒间展开；赛场之外，一场围绕技术、品牌与曝光的多维战争，也已全面铺开。 随着2026年米兰冬奥会临近，中国冰雪军团的运动装备版图已清晰呈现。本届冬奥会上，安踏集团凭借旗下三大品牌——安踏、斐乐（FILA）及迪桑特， 将为多达13支中国国家队提供专业比赛及训练装备。 其中，主品牌安踏将助力包括短道速滑、速度滑冰、钢架雪车等核心竞速项目在内的10支国家队。FILA品牌正为中国自由式滑雪空中技巧国家队提供装备 支持，持续助 ...