刘畊宏从最初的歌手、演员、主持人到如今的健身主播，给人印象最深刻的还是跳操，也因此获得数千万粉丝，而期间也经历过起伏和风波，如今刘畊宏与 妻子王婉霏（ViVi）又多了一个身份——轻运动生活方式品牌VIVICYCLE的创始人。 日前，VIVICYCLE全国首家旗舰店在杭州in77开业，刘畊宏夫妇接受第一财经记者专访，透露了从艺人到创业者的转型想法。而VIVICYCLE品牌运营方则 表示，到2026年底，VIVICYCLE在全国将扩张到100家门店。 初创服饰品牌失败，如今卷土重来 "我对ViVi说，我们绝对不要做服装生意了。"坐在第一财经记者对面，刘畊宏身着一袭纯白色的运动服，说了句与众不同的开场白，"我们在很多年前做过 嘻哈风格的服装品牌，一开始觉得做服装有什么难的，最高峰的时候还开设了约10家门店。但后来才发现根本不是我们想的这么简单，而且嘻哈风格的服装 比较小众化，所以客群也不广，种种挑战之下，最后因为资金周转等原因，这个嘻哈风格的服装品牌生意也就难以维系了。我那时候就说，我们以后绝对不 要做服装生意了。" 刘畊宏与妻子王婉霏创立的轻运动生活方式品牌VIVICYCLE在杭州开设了全国首家旗舰店，计划到20 ...

Core Insights - VIVICYCLE, a new light sports lifestyle brand founded by Liu Genghong and Wang Wanfei, has opened its first flagship store in Hangzhou, marking its entry into the sports consumer goods market during a pivotal time for domestic sports consumption [1][3] - The brand focuses on affordable pricing, with an average product price below 200 yuan and a maximum of 400 yuan, targeting the growing demand for domestic brands as international brand appeal diminishes [1][6] Company Strategy - VIVICYCLE aims to implement a "100 cities, 100 stores" strategy, with plans to open 100 direct and franchise stores by 2025, contributing 35%-40% of annual revenue from offline channels [3][6] - The brand's positioning is to find a balance between the brand perception of Lululemon and the cost-effectiveness of Taobao private labels, targeting the light sports needs of women aged 25 and above [6][8] Market Dynamics - The opening of VIVICYCLE's flagship store coincides with a shift in the domestic sports consumption landscape, where consumers are becoming more rational and seeking value in local brands [1][3] - The brand has tailored its product offerings to local preferences, developing region-specific SKUs that cater to the climate and culture of cities like Hangzhou [8] Growth Potential - VIVICYCLE's growth is supported by a strong online presence and the viral success of Liu Genghong's fitness livestreams, which have significantly increased engagement and brand visibility [5][6] - The brand's strategy includes leveraging content, products, and experiential marketing to establish itself as a leading light sports lifestyle brand in China [8]