跑步零售新物种：ektos如何重新定义运动消费？

Core Insights - The article highlights the unique collaboration between the British running brand Soar and Ektos, a running ecosystem brand under the Tabo Group, which aims to explore running culture beyond just performance metrics [4][10]. Brand and Product Overview - Soar, founded in 2015 by Tim Soar, integrates high fashion design with innovative materials for professional running gear, exemplified by its graphene technology racing vest that helps maintain optimal core temperature during marathons [4][20]. - Ektos has positioned itself as a hub for premium running brands, featuring exclusive offerings from Soar, Norda™, Ciele, and CHANCE, while also curating products from well-known brands [13][19]. Consumer Engagement and Experience - Ektos aims to create a unique in-store experience, where consumers can explore products and engage in community activities, such as running clubs and themed events, enhancing the overall running culture [10][14]. - The store's location on Yuyuan Road was strategically chosen for its proximity to popular running routes and community amenities, fostering a vibrant running culture [10][19]. Sales Performance and Strategy - Ektos reports strong sales performance with a competitive average transaction value, as customers often purchase complete outfits rather than single items [15][20]. - The brand focuses on maintaining a dynamic inventory with around 300 SKUs, ensuring regular updates to attract consumers who are interested in exploring new products [13][15]. Market Position and Future Outlook - Ektos aims to bridge the gap between hardcore running gear and mainstream consumer awareness, addressing the current nascent understanding of running equipment among Chinese consumers [21][20]. - The company is cautious about expanding to other cities, considering local running communities and online brand performance before replicating its model [21][20].