中产新晋“丑鞋王”，杀疯了

Core Insights - The article discusses the rising popularity of creek shoes, highlighting a significant increase in sales and consumer interest over the past few years, particularly in the context of outdoor activities [4][15][27]. Sales Performance - Creek shoes have seen a sales growth of over 50% for two consecutive years, with sales reaching 330 million yuan in the first half of this year, marking a 53.4% year-on-year increase [4][6]. - The average price of creek shoes has risen from 209.4 yuan to 267.7 yuan over the past three years, indicating a trend towards higher-priced products [6]. Market Dynamics - KEEN leads the market share in the creek shoe category, while the brand "Leading Camel" has the highest sales volume [8]. - Creek shoes can be categorized into three price segments: 1. Budget brands (100-350 yuan): Leading Camel, Decathlon, and Pathfinder 2. Mid-range brands (351-700 yuan): Merrell, Asics, and Columbia 3. High-end brands (701-1050 yuan): KEEN, Salomon, and HOKA [9][10]. Consumer Behavior - The target demographic for creek shoes is predominantly male, with over 70% of consumers aged between 31 and 50 years [12]. - The increasing popularity of creek shoes is attributed to the rise in outdoor activities, particularly during summer months, as consumers seek practical and stylish footwear for water-related activities [15][18]. Social Media Influence - Social media platforms, especially Xiaohongshu, have played a crucial role in driving discussions and interest in creek shoes, with a notable increase in online mentions and engagement [6][15]. - Consumers often compare creek shoes with other types of footwear, such as sandals and traditional water shoes, finding creek shoes to be more practical and suitable for specific outdoor scenarios [18][20]. Fashion and Functionality - Creek shoes are not only seen as functional outdoor gear but also as fashionable items that can be worn in various settings, including casual outings and urban environments [24][27]. - The trend of professional outdoor gear becoming more mainstream and stylish is evident, with brands leveraging social media and diverse sales channels to enhance their appeal [25][27].