告别“全民通吃”，运动品牌如何穿越分化周期？

Core Insights - The Chinese sports consumption market is characterized by rapid emotional fluctuations, with trends rising and falling quickly, reflecting a paradox where demand is growing but consumer segments are increasingly polarized [1][2] - The overall market size for sports consumption in China is projected to reach approximately 1.5 trillion yuan in 2023, with expectations to grow to 2.8 trillion yuan by 2025, indicating a continuous expansion despite brand challenges [2][3] - Brands targeting elite consumers face significant challenges due to the limited base of this demographic and their strong emphasis on perceived value, which goes beyond mere functionality to encompass cultural meanings associated with sports [3][5] Market Dynamics - The market is experiencing a deepening divide, with some consumers pursuing low prices and instant gratification, while others view sports equipment as an extension of their lifestyle and identity [2][3] - Brands like Descente have adopted a more structured approach to market entry, focusing on high-density locations that align with the lifestyles of their target elite consumers rather than broad market coverage [6][8] Brand Strategy - Descente's strategy emphasizes understanding the lifestyle of elite consumers, ensuring that their stores are located in areas frequented by this demographic, thus enhancing visibility and trust [6][8] - The brand does not aim for mass appeal but instead focuses on serving consumers who know exactly what they want, establishing a strong connection with specific sports scenes like skiing and golf [10][12] Consumer Engagement - Descente fosters long-term relationships with consumers through continuous engagement in their sports journeys, offering training camps and events that integrate the brand into their lifestyle [12][14] - The brand's partnerships with high-profile sports events and teams enhance its credibility and trust among elite consumers, reinforcing its professional image [14][16] Long-term Vision - Descente's approach is not about fleeting trends but about embedding itself into the daily lives of its target consumers, creating a sustainable relationship that can withstand market fluctuations [18][19] - The brand's long-term strategy is built on a foundation of trust and understanding, positioning it as a leader in a market where the ability to maintain consumer loyalty is increasingly valuable [19]