这个首次亮相的"马踏庭院"新年快闪空间，如同一个精心设计的剧场。舞台中央是艺术家席敏创作的艺 术品，四周则是由产品、场景和消费行为构成的真实商业世界。从艺术品到商品，从文化表达到消费行 为，距离被有意拉近——这不仅是节日营销，更标志着百丽（BELLE）为深化其"时尚休闲"赛道布局， 选择在此具风向标意义的商业空间进行集中呈现，其升级意图不言而喻。 一匹艺术马的隐喻：从"时尚"到"时尚休闲" 与设计师、艺术家合作解构传统生肖，百丽的新年叙事已进入第二个年头。从2025年的"石来运转"到今 年的"跃步加马"，变化的不仅是主题，更是叙事的深度。艺术家席敏将制鞋的皮革、织物等材料作 为"颜料"与"笔触"，通过解构与重组，赋予传统生肖以当代艺术的表达。这种创作手法本身，就暗含着 品牌转型的隐喻：对经典元素和自身基因进行创造性重构，以契合新的时代语境。 "马踏庭院"的空间概念，则进一步将这种隐喻场景化。庭院的静与骏马的动，构成一种张力与平衡。这 既精准对应了百丽拓展"时尚休闲"赛道的核心精神：在精致与松弛之间，在都市节奏与自我舒适之间， 找到平衡点。这也向消费者传递了品牌的转变——从单一的时尚产品拓展至更广阔的时尚休闲领 ...

在深圳万象天地——这座一线品牌云集、引领消费趋势的商业地标，一匹特别的"马"成了这个冬天的新 晋打卡点。它由数百片多彩的皮革与织物，以精巧的拼贴手法塑造而成，姿态稳健轻盈。许多年轻人围 绕着它拍照，而几步之外，陈列架上与装置有着同款设计语言的休闲鞋款，正被频频拿起试穿。 两条产品线家族的诞生，并非百丽的孤军深入。事实上，整个中国鞋服行业正集体面临一场"场景革 命"：通勤与休闲的界限模糊，轻运动成为都市生活标配。根据iiMedia Research的数据，2025年中国消 费者偏好的服饰风格中，休闲风以36.93%的占比位居首位。百丽选择用"家族化"产品线深耕，本质是将 散点的市场响应，凝聚为可持续的增长点。此举使其休闲产品营收占比已提升至近50%。 "吐司家族"温暖而日常。它紧扣"全天候舒适"，围绕亚洲脚型进行系统性研发，旨在覆盖家庭成员的多 种穿着场景。该系列累计超150万双的销量，是市场用脚投票的结果。这不仅是产品的成功，更意味着 品牌对大众化舒适需求的深刻洞察，已通过研发与供应链，转化为了规模化共鸣。 "跑道家族"则轻盈而外拓。它瞄准"都市轻运动"的融合趋势，用复古设计包裹轻量化科技，满足从通 勤、慢跑 ...

Core Insights - BELLE has successfully captured the trend of "relaxation" becoming a new consumer necessity, transitioning from "fashion" to "fashion leisure" and achieving significant growth in online sales, with a 41% year-on-year increase during the recent Tmall Super Brand Day [1] - The brand's innovative marketing strategies and product offerings have resonated with young consumers, leading to multiple best-selling items and a strong presence on social media platforms [2][3] Sales Performance - BELLE's online sales during the 618 shopping festival surged by 79% year-on-year, securing top positions in both the men's and women's shoe categories [1] - The "跑道赛车鞋" (Racing Shoes) became a top-selling item, with a staggering 537% increase in sales on its first day of online availability [1] Brand Strategy - BELLE has redefined its brand identity through continuous product innovation and marketing, aligning with the trend of casual fashion and appealing to younger consumers [1][2] - The brand's "跑道" (Runway) visual symbol, introduced in collaboration with spokesperson Zhang Linghe, encapsulates the lifestyle philosophy of "soft comfort, continuous exploration, and confidence" [2] Consumer Engagement - The brand has effectively utilized social media to create buzz, with topics related to Zhang Linghe's advertisements gaining over 50 million views on platforms like Weibo and Xiaohongshu [3] - BELLE's immersive offline experiences, such as pop-up events and interactive installations, have enhanced consumer engagement and emotional connection with the brand [3][4] Product Innovation - BELLE has successfully launched iconic products like the "吐司家族" (Toast Family) shoes, which have sold over 1.5 million pairs, combining comfort with unique design [5] - Collaborations with brands like Smiley have infused emotional value into products, appealing to both individual and family consumers [5][6] Market Trends - The current consumer market shows a strong preference for casual styles, with 36.93% of consumers favoring leisure wear, reflecting a demand for comfort and social expression [7] - BELLE's strategy integrates "fashion leisure" with "comfortable social" needs, creating a unique brand differentiation [7] Group Support - The platform advantages of Belle Fashion Group have provided robust support for BELLE's transformation, allowing the brand to leverage shared resources across the supply chain and retail [8] - The group's coordinated approach during major events has facilitated multi-brand synergy, enhancing BELLE's market presence and innovation capabilities [8]