2024年至2025年，中国运动户外服饰市场被两大并行趋势重塑： 一方是国际新锐卷起的垂类浪潮：Alo Yoga、Malbon等10余家聚焦瑜伽、高尔夫、越野跑等垂直场景的品牌强势进击，Hoka One One、On Running等先行 者也加速发力，加剧了本就激烈的细分争夺； 另一方是巨头云集的顶流之战：面临新老夹击的本土与国际运动品牌仓促应战，2025年截止目前便有至少45位娱乐明星密集官宣代言，创近十年峰值。肖 战、成毅等国民顶流，柳智敏、宁艺卓等韩流巨星纷纷落定各阵营。 为何娱乐明星成为运动品牌争抢的"标配"？ 首先，年轻化破圈迫在眉睫。 从安踏王一博到迪桑特吴磊，从北面李昀锐到鸿星尔克于适，以专业基因立足或面向大众市场的品牌们需要通过明星快速 触达Z世代。 其次，决胜女性市场成为关键。 从始祖鸟刘雯到哥伦比亚张婧仪，从骆驼迪丽热巴到萨洛蒙赵今麦，女明星成为抢占消费者心智和运动增长的核心引 擎。 并且，品牌集体向生活方式转向。 从New Balance张元英到Puma朴彩英，从可隆胡歌到安德玛户外谢霆锋。传统运动和新户外品牌借韩流或品质感艺人， 诠释多元生活场景，重塑调性内涵。 | 品牌名 | 所属 ...

首先，年轻化破圈迫在眉睫。从安踏王一博到迪桑特吴磊，从北面李昀锐到鸿星尔克于适，以专业基因立足或面向大众市场的品牌们需要通过明星快速触达 Z世代。 其次，决胜女性市场成为关键。从始祖鸟刘雯到哥伦比亚张婧仪，从骆驼迪丽热巴到萨洛蒙赵今麦，女明星成为抢占消费者心智和运动增长的核心引擎。 文 | 娱乐资本论 祥子 2024年至2025年，中国运动户外服饰市场被两大并行趋势重塑： 一方是国际新锐卷起的垂类浪潮：Alo Yoga、Malbon等10余家聚焦瑜伽、高尔夫、越野跑等垂直场景的品牌强势进击，Hoka One One、On Running等先行者 也加速发力，加剧了本就激烈的细分争夺； 另一方是巨头云集的顶流之战：面临新老夹击的本土与国际运动品牌仓促应战，2025年截止目前便有至少45位娱乐明星密集官宣代言，创近十年峰值。肖 战、成毅等国民顶流，柳智敏、宁艺卓等韩流巨星纷纷落定各阵营。 并且，品牌集体向生活方式转向。从New Balance张元英到Puma朴彩英，从可隆胡歌到安德玛户外谢霆锋。传统运动和新户外品牌借韩流或品质感艺人，诠 释多元生活场景，重塑调性内涵。 为何娱乐明星成为运动品牌争抢的"标配"？ | ...

Core Insights - The 2025 Double 11 shopping festival has started earlier than previous years, with stable promotional efforts across platforms [1] - Discounts for sports and outdoor products range from 50% to 70% [2] - Pre-sale performance for sports and outdoor categories has been strong, with significant sales growth across major platforms [3][4] Group 1: Promotional Activities - The promotional period for the 2025 Double 11 has been advanced, with platforms like Tmall, JD, Pinduoduo, and Kuaishou starting their sales earlier by 1 to 5 days [1] - Tmall maintains a discount strategy of "spend 300 get 50 off" and additional category coupons for sports and outdoor products [2] Group 2: Sales Performance - Tmall reported that in the first hour of pre-sales, 35 brands achieved over 100 million in sales, with brands like Fila, Adidas, and Nike leading the performance [3] - JD's sales figures show over 5.2 million brands with a year-on-year growth exceeding 300%, particularly in apparel and sports categories [3] - Douyin saw over 16,000 brands doubling their sales during the Double 11 period, with a 74% increase in search sales [4]

很多牌子活着，但他们已经死了；很多品牌没了，却像是活着。 @Gosha Rubchinskiy就是这样一个品牌。 2018年，@Gosha Rubchinskiy在其品牌正处巅峰的时候，选择急流勇退，称每个想法都有其时代性，他想表达的，都表达完了。 关闭7年后，这个曾以苏联青年文化为主题，影响世界潮流的俄罗斯品牌@Gosha Rubchinskiy在上周低调宣布自己的回归： "为了迎接 ГOШA PYБЧИHCKИЙ 品牌的大规模国际重启，我们揭开了新篇章的序幕。这个新篇章将以一系列文化活动和一套首发基本制服系列 为亮点。这些制服不仅体现了品牌焕然一新的愿景，还深深植根于身份认同与时代精神，并与这个不断变化的世界展开对话。" 即便将此前的恋童指控，以及目前俄乌冲突等诸多理由考虑其中，诸多西方媒体对这拥有非凡历史地位设计师复出避而不谈的状况，还是让人感受到了去时 遮云闭月，归时干戈寥落的悲凉之感。 不过，这并不是一个伤仲永的故事，而是关于"时尚沙皇"在国家局势骤变后想要做点什么的开始。 从2018年关闭以来@Gosha Rubchinskiy的含金量在不断上升。 它是青年文化的符号。 在流行文化产品里@Gosh ...

Group 1: Biotechnology Breeding Industry - The article highlights the implementation of the "14th Five-Year Plan" for modern seed industry development, with the Ministry of Agriculture and Rural Affairs issuing guidelines to accelerate the modernization of seed industry bases [1] - Local governments are responding to national plans by introducing detailed policies that support the full-chain development of biotechnology breeding, creating regional development characteristics [1] - Regions like Hunan and Zhejiang emphasize the role of smart breeding technologies, such as AI selection and big data-assisted breeding, in improving efficiency and precision [2] - Companies involved in biotechnology breeding technologies include gene editing and molecular marker-assisted breeding firms, such as Longping High-Tech and Qianyuan High-Tech [3] - Leading agricultural seed companies possess comprehensive capabilities in research and development, production, and promotion, with a recommendation to focus on local state-owned enterprises [3] Group 2: Automotive Industry - Tesla's 2024 sales are projected at 1.79 million units, a 2% year-on-year decline, with expectations of a 20%-30% growth in 2025 through new model launches [4] - Xiaopeng's Q4 2024 sales are expected to grow significantly by 52%/97%, with an annual target of 380,000 units, driven by new models and extended-range vehicles [4] - Leap Motor anticipates 2024 sales of 294,000 units, a 104% year-on-year increase, with plans to launch three models priced between 100,000-150,000 yuan in 2025, targeting 500,000 units in sales [4] - Li Auto expects 2024 sales of 500,000 units, a 33% increase, with new models I8 and I6 planned for 2025, aiming for 700,000 units in sales, a 40% growth [4] - In Q4 2024, Xiaopeng's gross margin is projected at 14.4%, with reduced losses per vehicle; Leap Motor's gross margin is expected at 13%, marking its first profitability; Xiaomi's gross margin is anticipated at 20% [4] Group 3: Debt Market - The market is sensitive to changes in central bank operations, particularly regarding the marginal easing of funding and the alleviation of bank liability pressures, which limits the upward space for yields [5] - The central bank has adjusted the MLF bidding method, which is expected to lower bank liability costs and ease net interest margin pressures, without signaling a rate cut [5] - The central bank has denied rumors of interest rate cuts, emphasizing its goal to lower costs and stabilize the bond market, indicating no imminent reversal of the interest rate cycle [5] - Starting in April, some consumer loan products will see annual interest rates raised to no less than 3%, reflecting the central bank's control over the decline in bank asset yields to avoid financial risks [5] - Economic pressures may lead to a revision of economic expectations in Q2, particularly as the real estate sector's recovery weakens, highlighting potential demand issues [5] Group 4: Sportswear Sector - In 2024, four Hong Kong-listed sportswear companies (Anta, Fila, Xtep, 361 Degrees) are projected to achieve a combined revenue growth of 9%, reaching 123.2 billion yuan, with a net profit growth of 36.21%, totaling 21 billion yuan [6] - Excluding one-time gains from Anta's Amer listing and capital increase, the combined net profit of the four companies is expected to grow by 12%, reaching 17.33 billion yuan, indicating steady growth in a volatile consumer environment [6] - By the end of 2024, the inventory turnover cycle for the four companies is expected to remain between 4-5 months, maintaining healthy inventory levels that lay the foundation for growth in 2025 [6] - The stock prices of the sportswear sector are anticipated to fluctuate in 2024, with potential increases in 2025 as market sentiment improves and domestic consumption stabilizes [6] Group 5: Performance and Investment Focus - As the earnings season approaches, the performance of listed companies is crucial, especially for large-cap blue-chip stocks amid increasing risks for small and mid-cap stocks [7] - Market expectations for reserve requirement ratio cuts and interest rate reductions are still pending, with economic data disclosures becoming a focal point for policy actions [7] - The potential increase in U.S. tariff policies on April 2 is a significant external factor that may impact global economic conditions and market sentiment [7] - The overall market trend shows large-cap stocks outperforming small-cap stocks, with a preference for low-valuation stocks over high-valuation ones, indicating a strong preference for short-term certainty [8] - Historically, low-valuation sectors tend to perform well in April, suggesting that low-valuation blue-chip stocks may outperform the market in the short term, particularly those with high dividend yields [8]

全域深度协同 加速业务增长 618 期间，约150万个产业带中小商家在这里达成交易。 6 月 21 日，"抖音商城 618 好物节" 消费数据报告发布，呈现 618 期间平台全域经营情况及大众消 费趋势。 今年 618 大促活动中，抖音电商投入流量资源和消费券，鼓励商家、达人双向经营货架场景和内容 场景，不断激活消费市场。 报告显示，5 月 24 日至 6 月 18 日，平台直播累计时长达 1.49 亿小时，超 19 万名作者到货成交额 同比增长 300%，头部达人稳定发挥影响力，拉动交易增量。抖音电商整体动销商品数较去年同期 提升 50%，动销商家数量较去年同期增长 35%，平均每天有超 150 万个产业带中小商家在平台达成 交易。 在货架场，超值购频道颇受欢迎，成交额同比增长 150%，万人团活动订单量环比 4 月增长 101%。 活力 28、猫人、三只松鼠、真维斯、韩束五大品牌领跑抖音商城热销品牌榜。 在助力消费提质扩容的同时，抖音电商也注重购物体验，从品控质检、发货时效、物流体验、售后 服务等方面加强专属保障，联合商家为用户提供家电 "以旧换新"、生鲜鲜花 "坏了包退" 等服务权 益。抖音超市在全国 ...