海澜之家开始构建自己的生态圈了

Core Viewpoint - The collaboration between HLA (海澜之家) and Adidas is evolving into a deeper partnership aimed at creating a "Sports+" ecosystem, with HLA focusing on internationalization and Adidas emphasizing local market penetration [2][3]. Group 1: Partnership Development - HLA and Adidas have been collaborating for over two years, with hundreds of Adidas FCC stores established, marking a significant growth in their partnership [6]. - The partnership is characterized by HLA's control over product procurement through its subsidiary, Spobz, which allows for local marketing and pricing strategies [7]. - The "Sports+" ecosystem aims to integrate various dimensions such as event operations, product co-creation, public welfare actions, and cultural dissemination, with sports as the core value [9]. Group 2: Market Insights - The running sports segment is rapidly growing, with a projected annual consumer spending of 16.8 billion yuan in 2024, reflecting a 26% increase from 2023 [10]. - In the direct spending of runners, apparel and wearable professional gear account for nearly 60% of expenditures, indicating a strong market for sports apparel [11]. - Adidas has identified running shoes as a key growth driver in its revenue from the Chinese market, while HLA has been strategically positioning itself in the running segment [11]. Group 3: Community Engagement and Events - HLA is launching the "Lan Running Study Society" to provide a platform for runners, with its flagship event, the HLA POW "King of Challenge" competition, attracting over 10,000 participants from 22 provinces [12][14]. - HLA has sponsored various marathons and sports events, contributing to the development of community sports and promoting a culture of fitness [14]. - The partnership with Adidas will enhance the "Lan Running Study Society" and expand collaboration in popular running events, aiming to provide professional support to Chinese runners [14]. Group 4: Product Innovation and Social Responsibility - HLA and Adidas have introduced a commemorative sweatshirt that blends Eastern aesthetics with sports design, symbolizing cultural confidence and vitality [17]. - The collaboration also focuses on social responsibility, with initiatives aimed at supporting sports in underprivileged areas, building on HLA's long-standing public welfare project [17]. - The partnership reflects a shared commitment to "commercial benevolence," aiming to create a more vibrant sports ecosystem for consumers [17].