国际高尔夫品牌，排队进中国

Group 1 - The influx of overseas golf brands into China has begun, with Malbon establishing its headquarters in Shenzhen and Calyn launching operations in Shanghai, while Munsingwear and Piv'Vee are also expanding their presence in major urban areas [1][3][4] - The new trend in golf apparel is shifting from traditional outdoor functionality to a focus on social identity and lifestyle, appealing to younger consumers who may not actively play golf [3][10] - Malbon Golf, a streetwear-inspired brand, aims to redefine golf as a lifestyle choice for young people, moving away from its previous association with middle-aged male business culture [3][4][10] Group 2 - Munsingwear, a classic golf apparel brand, is revitalizing its image in China through a partnership with Lilang and Descente, targeting a younger audience while maintaining its traditional branding [6][10] - Piv'Vee is focusing on the female demographic, emphasizing fashion and lifestyle in its offerings, with plans for multiple store openings in major cities [7][10] - Major sports brands like FILA and lululemon are also entering the golf market, launching dedicated golf lines and collaborating with professional golfers to enhance their brand presence [9][10] Group 3 - The marketing strategies of new golf brands emphasize a "wear first, play later" approach, integrating golf apparel into everyday social settings rather than just on the golf course [10][13][22] - The rise of "Golfcore" as a cultural and fashion trend on social media is driving interest in golf apparel among non-players, making it a fashionable choice for daily wear [10][22] - The success of these brands in China will depend on their ability to create a lifestyle around golf that resonates with younger consumers, rather than solely focusing on the sport itself [10][25]