综训鞋服市场再起混战，谁能从健身新格局中受益

Core Insights - The domestic fitness industry in 2025 shows positive signs of growth, with companies like LeKe proposing new strategies and expanding their store count to over 2000 [1] - The rise of comprehensive training methods is transforming the fitness landscape, moving from niche to mainstream, as evidenced by the growth of events like HYROX [1][2] - A significant shift in the exercise mindset among younger generations is driving this growth, with Gen Z showing a preference for competitive training and quantifiable performance [2] Group 1: Industry Trends - Comprehensive training is becoming a bridge between professional sports and everyday fitness, with brands like lululemon and alo blurring the lines between workout and casual wear [7] - Market segmentation is accelerating, with major brands targeting hardcore players through event IPs, while smaller brands focus on specific communities [7] - Brand competition is evolving beyond products to encompass the entire experience, including equipment, content, and community engagement [8] Group 2: Company Strategies - Adidas is actively engaging in the fitness market by partnering with major events and signing prominent athletes to establish authority in the professional domain [4] - Puma is focusing on the emerging HYROX event, planning to expand its presence in China and solidifying its position in the comprehensive training sector [4] - Nike maintains a subtle yet effective strategy, with its Mecton series products gaining traction in comprehensive training venues [4] Group 3: Market Dynamics - Li Ning reported that running, basketball, and comprehensive training contributed to 64% of its revenue, highlighting the importance of these categories [5] - Smaller brands are finding niches in the market, with collaborations and targeted products catering to specific audiences, indicating a diversification in the comprehensive training market [5] - The competitive landscape is characterized by a mix of established brands and emerging players, each vying for a share of the growing comprehensive training market [9]