一年吸金330亿，低调跑鞋卖爆中国

Core Insights - ASICS has successfully expanded its brand audience from elite runners to a broader consumer base, including families, in the Chinese market, achieving nearly 5 billion RMB in sales for the fiscal year 2024 [4][16] - The company emphasizes a professional and mid-to-high-end brand image, focusing on comfort and technology in its products, which has contributed to its rapid growth in China [4][7] Product Strategy - ASICS offers a diverse product range tailored to different consumer needs, including professional running shoes, sports shoes, and lifestyle products, with professional running shoes accounting for a significant portion of revenue [5][9] - The GEL cushioning technology is a key feature of ASICS products, enhancing comfort and performance, and is recommended by orthopedic doctors [7][10] Market Position - China has become ASICS's fourth-largest market, following Europe, Japan, and North America, reflecting the brand's successful penetration and adaptation to local consumer preferences [4][16] - The company's revenue in China has seen a substantial increase, with net sales rising from 62.4 billion yen to approximately 100.5 billion yen from fiscal year 2022 to 2024 [16] Local Adaptation - ASICS has established a research and development center in Shanghai to customize products based on local consumer preferences, including color and design [13][15] - The company has launched city image stores in major cities, enhancing customer experience with scientific equipment for running posture analysis and other services [15][20] Community Engagement - ASICS has formed its own running community, RUN+型动社, to connect with consumers through events and training sessions, fostering direct feedback and engagement [18][20] - The brand sponsors significant running events in China, such as the Shanghai 10K Elite Race and the Chengdu World Heritage Marathon, to enhance its visibility and connection with serious runners [16][18]