On昂跑CEO马丁·霍夫曼：当一个跑圈硬核品牌，意外成为「中产标配」｜New Look专访

Core Viewpoint - The article discusses the rise of On, a Swiss running shoe brand, emphasizing its innovative approach, market strategies, and growth potential, particularly in the Chinese market. Group 1: Company Overview - On was founded in 2009 by three individuals in Switzerland, aiming to create a unique running shoe that was initially rejected by major brands like Nike and Adidas [4][7]. - The brand has grown significantly, selling over 10 million pairs of shoes in 2021 and achieving a global market share of 2% [5]. Group 2: Market Strategy - On aims to achieve CHF 3.5 billion in revenue by 2026, with a focus on the US and China as key markets [5][11]. - The company plans to increase its market share in China to 10% and expand its product range beyond running shoes to include training and tennis [12][30]. Group 3: Innovation and Technology - On's unique selling proposition includes its patented CloudTec technology, which offers a lightweight and comfortable running experience [15][18]. - The introduction of LightSpray™ technology allows for automated shoe production, significantly reducing manufacturing time and enhancing design flexibility [17][19]. Group 4: Retail and Consumer Engagement - On has shifted from relying on distributors to establishing its own retail network, with plans to increase store numbers in China from 58 to 80 by the end of 2024 [31][28]. - The brand is leveraging digital experiences in stores to enhance customer engagement, such as virtual try-ons through interactive screens [21][22]. Group 5: Future Outlook - On aims to double its net sales to at least CHF 3.55 billion by 2026, with a gross margin target of over 60% [27]. - The company recognizes the growing middle class as a significant driver for its growth, aiming to maintain its high-performance brand image while appealing to a broader consumer base [34].