Deckers(US:DECK) Mei Ri Jing Ji Xin Wen·2025-05-13 08:36Core Insights - The sports footwear and apparel industry is experiencing a slowdown in growth, with the growth rate declining from 20% to approximately 10%, making deep engagement with existing users crucial for success [1][3] - Brands are seeking differentiated strategies to break the industry stagnation, with HOKA focusing on "experience economy" to replace traditional retail models [1][2] Industry Trends - The Chinese outdoor market is undergoing unprecedented growth, with projections indicating that the sports apparel market will exceed 600 billion yuan by 2025, maintaining a growth rate of over 10% year-on-year [2] - The rise of experience economy and deepening community value are two significant trends in the sports footwear and apparel sector, as consumers shift from functional needs to emotional recognition [3] Company Strategies - HOKA has opened its first global brand experience center in Shanghai, featuring immersive spaces and community culture areas, aiming to transform retail into a cultural "utopia" [2][3] - HOKA's sales performance has been impressive, with net sales growth of 27.9% in the fiscal year 2024, reaching approximately 1.81 billion dollars [4][5] Market Position - HOKA is recognized as the fastest-growing brand under Deckers Brands, with significant sales increases in recent quarters, indicating strong market acceptance of its experiential approach [4] - The Shanghai experience center is strategically located in a high-end commercial area, targeting affluent consumers and aiming to enhance brand visibility and community engagement [5]