首次由粤港澳三地主办的全国运动会刚刚落下帷幕，瑞士运动品牌On昂跑11月21日于广州 天环广场，正式揭幕其大湾区最大门店。新店以"你好，廣州！"为主题，融合岭南自然意象 与品牌设计美学，打造连接城市自然与运动生活方式的体验式空间。 活动当日，一场富有广府特色的舞狮表演为门店启幕注入在地文化活力。此次在广州天环广场揭幕的大 湾区最大门店，是On昂跑持续深耕中国市场、强化本地社群联结的战略性举措。On昂跑大中华区线下 业务高级总监李美娜表示："2019年首次到访天环时，这里蓬勃的年轻氛围就让我期待在此开设门店。 如今这家凝聚创新设计的门店正式启幕，我们希望它不仅为跑者提供专业装备，更能融入本地年轻社 群，与广州的运动爱好者共同开启On昂跑的新篇章。" 门店设计从天河公园跑步路线中汲取灵感，天花以现代藻井结构模拟林荫大道的指引，灯光下的金属格 栅映出粼粼波光，灰绿与陶土色调则呼应着沿途树影与土壤。为庆祝新店的盛大开业，店铺以放大鞋带 精心重构的蝴蝶结为视觉主题，打造充满节日氛围的陈设，通过跨品类搭配推荐，展现从功能细节到生 活美学的巧妙融合。同时，店内同步呈现On昂跑 x Sky High Farm goods首款 ...

Core Insights - HOKA, a key brand under Deckers Brands, is experiencing a slowdown in growth despite maintaining double-digit increases in sales and net profit, attributed to market saturation and increased competition [1][3][9] Financial Performance - For the second quarter of fiscal year 2026, Deckers Brands reported net sales of $1.431 billion, a year-over-year increase of 9.1%, and net profit of $268 million, up 10.74% [3] - HOKA's net sales reached $634 million, growing 11% year-over-year, while UGG's sales were $759 million, up 10.1% [3] - The overall sales forecast for Deckers Brands in fiscal year 2026 is approximately $5.35 billion, with HOKA's growth expected to be in the low double-digit range of 10%-15% [3] Brand Development - HOKA's sales growth has been impressive over the past few years, with a 23.6% increase in fiscal year 2025, reaching $2.233 billion, and a 27.9% increase in fiscal year 2024 [4] - HOKA currently contributes 45% to Deckers Brands' total sales, closely following UGG's 51% share [5] Market Trends - The running shoe market is becoming increasingly competitive, with brands like Nike, Adidas, and domestic brands such as Anta and Xtep entering the mid-to-high-end segment [10][12] - The demand for professional running shoes has surged due to the growth of mass participation events like marathons and trail running [9][11] Consumer Behavior - The rise of HOKA and similar brands in China is linked to consumer upgrades and the growing popularity of sports lifestyles, appealing to urban consumers who prioritize health and quality of life [8][9] - HOKA's marketing strategy focuses on product innovation and leveraging social media to build a high-end brand image [8] Competitive Landscape - The running shoe sector is described as a "red ocean," with numerous brands competing for market share, leading to increased pressure on HOKA and similar brands [10][12] - As HOKA's market presence grows, maintaining high growth rates becomes more challenging due to market saturation and heightened competition [12][13]

Core Insights - HOKA, a key brand under Deckers Brands, is experiencing a slowdown in growth despite maintaining double-digit increases in sales and net profit, attributed to market saturation and increased competition [1][2][8] Financial Performance - For Q2 of fiscal year 2026, Deckers Brands reported net sales of $1.431 billion, a year-over-year increase of 9.1%, and net profit of $268 million, up 10.74% [2] - HOKA's net sales reached $634 million in Q2, reflecting an 11% year-over-year growth, while UGG's sales were $759 million, growing by 10.1% [2] - The overall sales forecast for Deckers Brands in fiscal year 2026 is approximately $5.35 billion, with HOKA's growth expected to be in the low double digits of 10%-15% [2][3] Brand Development - HOKA's net sales grew by 23.6% in fiscal year 2025, reaching $2.233 billion, and had previously seen growth rates exceeding 55% in earlier years [3] - HOKA contributes 45% to Deckers Brands' total sales, closely following UGG, which accounts for 51% [3] Market Trends - The growth of HOKA and similar brands is driven by consumer spending upgrades and the expansion of professional sports into the mass market, appealing to a broader consumer base [4] - The running shoe market in China is rapidly expanding, with significant increases in sales and participation in running events, indicating a growing demand for specialized running shoes [6][9] Competitive Landscape - The running shoe market is becoming increasingly competitive, with both international brands like Nike and Adidas and domestic brands like Anta and Xtep intensifying their presence [9][10] - HOKA faces challenges from traditional brands launching similar products and a potential consumer fatigue regarding the "thick sole" trend [10] Strategic Recommendations - To sustain growth, HOKA needs to enhance brand positioning towards high-end consumers, focus on product innovation, and embrace digital transformation to improve customer experience [10]

Core Insights - Vuori, known as the "male version of Lululemon," has opened its first store in Beijing's Sanlitun, attracting a large number of fitness enthusiasts [1] - The brand aims to expand its presence in China, which is expected to become its largest market outside of its home country [1] - Vuori's valuation reached 40 billion RMB after securing $825 million in funding, with one of the investors being the Atlantic Pacific Group [1] Company Overview - Vuori was founded in 2015 after its creator Joe identified a gap in the market for men's yoga apparel [1] - The brand launched women's clothing in 2018 and aims to reduce the "male-exclusive" label in China, with sales of men's and women's apparel now approximately equal at 50% each [1] - Vuori currently does not have its own factories in China and relies on partnerships with OEMs for production [1] Market Context - The rise of the new middle class in China has led to increased demand for high-priced functional items like yoga pants, which have become staples among this demographic [2] - Competitors such as Lululemon and Alo are already established in the Chinese market, with Alo planning to formally enter this year [2] - Vuori's entry into the Chinese market is motivated by the potential of the middle-class consumer segment, but it faces challenges in brand differentiation, local supply chain integration, and consumer education [2]

Core Insights - The competition between On and Lululemon in the Chinese market is intensifying, with On showing significant growth and Lululemon facing challenges [2][4][20] - On's recent quarterly report indicates a strong performance in the Asia-Pacific region, with a 130.1% year-on-year revenue increase, while Lululemon's first-quarter net profit has declined for the first time in four years [4][9] - Both companies are expanding their store presence in China, with On planning to reach 100 stores by 2026 and Lululemon aiming for 220 stores [6][8] Company Performance - On's revenue in the Asia-Pacific region accounted for 16.6% of its total, with expectations of reaching approximately 4.17 billion USD in the Chinese market by 2026 [4][5] - Lululemon's international revenue grew by 19%, with a 21% increase in mainland China, although growth has slowed compared to previous quarters [4][6] - On's net sales are projected to grow by at least 28% for the year, while Lululemon has lowered its annual performance guidance [10][9] Market Strategy - On is focusing on direct store expansion, with a strategy to increase the proportion of direct stores and enhance online channels [5][6] - Lululemon is balancing its expansion in lower-tier cities while maintaining its high-end brand positioning, with plans to open 30 new stores in third-tier cities [8][17] - Both companies are leveraging community engagement through fitness activities and online platforms to attract consumers [11][20] Product Development - On is recognized for its innovative running shoe technology, while Lululemon is still developing its footwear line, primarily targeting female consumers [12][13] - On's apparel segment is growing rapidly, with a 93.1% increase in sales, indicating a shift in focus towards diversifying its product offerings [15][20] - Lululemon's men's apparel segment is expanding, but it still relies heavily on female consumers for sales [17][20] Competitive Landscape - The competition is not limited to On and Lululemon, as other brands like Nike and Adidas are also vying for market share in China [20][21] - The Chinese sportswear market is expected to grow at an annual rate of 11.62% from 2021 to 2025, but growth may slow after 2024 [21][22] - Both companies face the challenge of maintaining brand identity while expanding their product categories [22][23]

Core Insights - A new wave of sports brands, emerging around 2010, has successfully carved out a niche in the market by redefining the essence of sports and reshaping consumer aesthetics, thereby altering the competitive landscape that has persisted for decades [1] - The labels "middle class" have been applied to these brands, reflecting their appeal to a quality consumer base [1] Group 1: Brand Performance - HOKA reported a 23.7% year-on-year increase in net sales to $530.9 million for Q3 of fiscal year 2025, while On reported a 43% increase to 726.6 million Swiss francs for Q1 of fiscal year 2025, both exceeding expectations [3] - Both brands have accelerated their flagship store openings in China, with On opening its first flagship store in Chengdu on April 26 and HOKA following with its global flagship experience center in Shanghai shortly thereafter [3][4] Group 2: Store Strategy - The trend of sports brands establishing flagship stores in prime urban locations is driven by the dual considerations of brand upgrading and community engagement, enhancing brand image and consumer interaction [4] - On's flagship store in Chengdu, covering over 500 square meters, showcases its core product lines and aims to increase apparel sales from 4.5% to 10% of total revenue by 2024 [6][20] - HOKA's global flagship experience center in Shanghai spans 1,600 square meters and serves as a platform for brand culture and consumer engagement, emphasizing the importance of experiential retail [9][11] Group 3: Service and Community Engagement - The competition in the sports consumer market has shifted from product-centric to service-oriented, with brands focusing on creating differentiated service systems to meet the real needs of runners [12][19] - HOKA's "Flying Run Lab" offers comprehensive athletic assessments and is open to the public, reflecting a commitment to democratizing elite-level services [14][15] - On has established a running base in Shanghai, providing unique services such as shoe rentals and pet charging stations, reinforcing its identity as a "runner's home" [17][19] Group 4: Market Dynamics - The Chinese sports brand market is becoming increasingly competitive, with both international and local brands intensifying their strategies [20] - HOKA and On, while smaller than lululemon, are showing strong growth potential in China, with On targeting 10% of global revenue from the Chinese market by 2026 [20][22] - HOKA is focusing on local endorsements and community engagement to deepen its market presence, while On is leveraging global collaborations to enhance brand recognition [22][24]