告别“全民通吃”，运动品牌如何穿越分化周期？

Core Viewpoint - The article discusses the rapid changes in the Chinese sports consumption market, highlighting the paradox of growing demand alongside increasing differentiation among consumer groups. Brands must find their niche to survive in this competitive landscape [1][2]. Market Dynamics - The sports consumption market in China is experiencing significant fluctuations, with trends rising and falling quickly. For instance, camping and trail running have seen brief periods of popularity [2]. - The overall market size is expanding, with the sports consumption market expected to reach approximately 1.5 trillion yuan in 2023 and grow to 2.8 trillion yuan by 2025. Online consumption in outdoor sports has surpassed 300 billion yuan, with over 200 million participants [2][3]. Consumer Segmentation - The market is increasingly stratified, with one segment of consumers focused on low prices and immediate gratification, while another segment views sports equipment as an extension of their lifestyle and identity [3][4]. - Brands targeting elite consumers face unique challenges due to the limited size of this demographic and their strong emphasis on perceived value and cultural significance associated with sports [4][6]. Brand Strategy - Descente is highlighted as a brand that understands the differentiated market landscape. Instead of pursuing mass visibility, it focuses on a structured approach to engage with its target audience through high-density touchpoints in their daily lives [8][9]. - The brand's store locations are strategically chosen in areas with high concentrations of affluent consumers, emphasizing alignment with their daily routines rather than sheer foot traffic [9][11]. Product and Service Integration - Descente's product strategy is not about catering to everyone but rather serving those who know exactly what they want. The brand has established a connection with elite sports lifestyles through specialized offerings in skiing, triathlons, and golf [12][14]. - The brand enhances its presence through membership services and events, creating a deeper integration into consumers' lives by being present throughout their sports journey [18][20]. Long-term Relationship Building - Descente's approach emphasizes long-term relationships with consumers, focusing on consistent engagement through training camps, events, and professional partnerships in high-level competitions [20][22]. - The brand's commitment to quality service and attention to detail, such as offering equipment care and temperature matching guidance, builds trust among elite consumers who expect high standards [22][24]. Conclusion - The article concludes that in a fragmented sports consumption market, the key to success lies not in speed but in understanding and embedding oneself into the established lifestyles of target consumers. Descente exemplifies this approach by fostering sustainable trust rather than chasing fleeting trends [26][27].