FILA，线下门店或需“系统性升级”

Core Viewpoint - FILA has publicly apologized to consumers following an incident where a store employee improperly noted customer information, which sparked widespread attention. The company has taken corrective actions against the involved staff and is engaging in communication with the affected consumer [1]. Group 1: Company Response - FILA acknowledged the inappropriate actions of its employees, stating that it severely violated the company's employee conduct guidelines [1]. - The brand is actively communicating with the affected consumer to alleviate any distress caused by the incident [1]. - FILA's official service account expressed regret for the unpleasant experience and confirmed that the involved employee has faced serious criticism [1]. Group 2: Store Experience Upgrade - FILA is currently upgrading its store experience, with approximately 30% coverage of the new V6 store image in the first half of the year, which has significantly boosted store efficiency [2]. - The brand has opened its first FILA KIDS art museum store in May and launched a new 3.5 store type "Master Club" for FILA GOLF in August [2]. Group 3: Market Pressure - The market is facing pressure, as evidenced by Peak's chairman mentioning significant losses in their direct sales segment, totaling over 130 million yuan from January to July [3]. - Anta Sports reported low single-digit positive growth in retail sales for its brand products in Q3 2025, while FILA also experienced low single-digit positive growth in the same period, indicating a stark contrast to previous years [3]. - Li Ning has reported a decline in sales, with a mid-single-digit decrease in retail revenue for Q3 [3]. Group 4: Importance of Service and Online Market - In the current market environment, enhancing service quality is crucial for FILA [4]. - FILA has found growth in the online market, ranking first in the Tmall sales chart for sports and outdoor products during this year's Double Eleven shopping festival [4]. - However, the online market is characterized by low profit margins due to intense price competition, making the offline market essential for FILA [4]. - The company may need to reorganize its offline service system to adapt to current market demands [4].