连续三季度超30%增长之后，On昂跑创始人说品牌需要“自律”｜New Look专访

Core Viewpoint - The article discusses the growth and strategic positioning of On, a high-end sports brand, emphasizing its unique market approach and innovative technologies that differentiate it from traditional competitors [6][8][12]. Group 1: Brand Positioning and Strategy - On has positioned itself as a high-end brand, maintaining pricing power and avoiding discounting strategies, which is reflected in its gross margin consistently above 60% [8][9]. - The brand does not offer "downgraded" versions of its shoes, focusing instead on maintaining a premium product line that appeals to both elite athletes and everyday consumers [9][10]. - On's apparel segment has seen significant growth, with a 100.2% increase in sales, indicating successful market penetration and the attraction of new consumer demographics [12][13]. Group 2: Market Performance and Growth - Over the past three quarters, On's global revenue has increased by over 30%, with the Asia-Pacific region experiencing growth exceeding 100% [6][8]. - The company aims for a revenue target of 3.5 billion Swiss francs by 2026, with China identified as a crucial market for achieving this goal [8][12]. - On's strategy includes a controlled expansion of retail locations, with plans to open only 20 to 25 new stores globally in the coming year, reflecting a cautious yet confident growth approach [8][12]. Group 3: Innovation and Technology - On's innovative technologies, such as the LightSpray™ manufacturing process, allow for efficient production and high-quality products, enhancing its competitive edge [10][18]. - The brand's commitment to athlete feedback and product innovation is central to its growth strategy, ensuring that products meet the needs of both elite and casual runners [17][19]. - The introduction of new products, like the Cloudmonster Hyper, showcases On's focus on expanding its technology application across different shoe categories [10][12].