对话刘畊宏夫妇：重返服饰赛道，打造VIVICYCLE拟开百店

Core Insights - Liu Genghong and his wife Wang Wanfei have launched a light sports lifestyle brand, VIVICYCLE, with the first flagship store opening in Hangzhou and plans to expand to 100 stores nationwide by the end of 2026 [1][6] Company Overview - VIVICYCLE is co-managed by Zhejiang Ruxing Brand Management Co., Ltd., which also develops other celebrity IP brands [6] - The brand focuses on light sports lifestyle needs, targeting Generation Z and women over 25, with product lines including yoga wear, dance workout clothes, and outdoor sports outfits [6] Market Strategy - The core price range for VIVICYCLE products is set between 99 to 399 yuan, emphasizing high cost-performance [6] - The flagship store in Hangzhou is a direct store, with plans for additional locations already signed in cities like Beijing, Xi'an, and Wuhan [6] Sales Performance - The Hangzhou store has generated approximately 500,000 yuan in sales within its first month of operation, while online sales have exceeded 10 million yuan monthly [6] Competitive Landscape - The sportswear market is highly competitive, with established brands like Anta, Li Ning, and Lululemon actively expanding their offerings [6] - The establishment of physical stores by internet influencers like Liu Genghong represents a new retail model, although the sustainability of new brands in a crowded market remains uncertain [6]