对话刘畊宏夫妇：首店开业！明年有这些目标→

Core Viewpoint - Liu Genghong and his wife Wang Wanfei have launched a light sports lifestyle brand, VIVICYCLE, which opened its first flagship store in Hangzhou and plans to expand to 100 stores nationwide by the end of 2026 [2][9]. Group 1: Brand Development - VIVICYCLE focuses on light sports lifestyle needs, targeting Generation Z and women over 25, with a product line that includes yoga wear, dance workout clothes, and outdoor sports outfits [9]. - The core price range for VIVICYCLE products is set between 99 to 399 yuan, emphasizing high cost-performance [9]. - The brand's flagship store in Hangzhou is a direct store, and the company has already signed agreements for locations in cities such as Beijing, Xi'an, Harbin, and others [9]. Group 2: Market Strategy - The brand aims to enhance customer experience through physical stores, allowing for product try-ons and hosting interactive events with Liu Genghong and his wife [9]. - VIVICYCLE's online sales have surpassed 10 million yuan monthly, indicating a strong digital presence alongside its physical expansion [9]. - The entry into physical retail by internet influencers like Liu Genghong is seen as a new retail business model, although the competition in the sportswear market is intense with established brands like Anta, Li Ning, and Lululemon [9]. Group 3: Background and Transition - Liu Genghong previously ventured into the fashion industry with a hip-hop clothing brand but faced challenges that led to its closure, which shaped his perspective on the clothing business [5]. - The couple's rise to fame as fitness influencers has significantly increased their social media following, with Liu Genghong's Douyin account gaining over 60 million followers [5][6].