迪桑特盯上了精致白领的脚

Core Viewpoint - Descente, an outdoor sports brand originally focused on skiing, is launching a new cushioning running shoe named "DYNAMIC FLUID 3.0" to target the growing market of casual runners in China [1][9]. Market Overview - Running has become the most participated sport in China, surpassing activities like walking and badminton, with over 500 million users engaging in running as their primary form of exercise [4]. - The majority of these runners are not professional marathon participants, indicating a significant market for casual running shoes [3][4]. Consumer Insights - The demand for cushioning running shoes is driven by a broad user base, including beginners and casual fitness enthusiasts, rather than elite marathon runners [3][4]. - There is a notable gap between the needs of elite runners and the diverse requirements of the general running population, leading brands to adapt their product strategies [6][10]. Competitive Landscape - Domestic brands are closing the gap with international brands in the professional running shoe market, with four Chinese brands appearing in the top ten for marathon runners [6][10]. - The popularity of domestic brands among casual runners is increasing, with a balanced preference for both domestic and international brands in the general consumer market [6][10]. Product Strategy - Descente is expanding its product line to include running shoes, despite not being a primary category for the brand, to capture the growing casual running market [9][10]. - The company aims to enhance its brand presence in the running category, which is essential for maintaining growth as interest in skiing declines [10][11]. Future Plans - Descente plans to launch new running shoes in 2025, including a competitive racing shoe and an updated cushioning model, to strengthen its market position [11]. - The brand is focusing on targeted sponsorships and community activities to engage with its core urban mid-to-high-end customer base [11].