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探店|“男版lululemon”长啥样?Vuori北京首店落地,中国的中产不够用了
Mei Ri Jing Ji Xin Wen· 2025-10-11 01:12
很多人以为飞奥力只做"男生版的瑜伽裤",其实不是这样,飞奥力在2018年就上线了女装;并且在中国 市场,飞奥力有意淡化"男性专属"的标签,其男女装销售额占比已趋于平衡,各占约50%。 伴随着国内新中产崛起,单品定价在千元线左右的瑜伽裤等功能性单品,经社交媒体传播,升级为"中 产三宝"中的常驻嘉宾,也吸引了国外不少"网红"运动生活方式品牌布局中国。Lululemon最早进入中 国,并已在中国赚得盆满钵满;其"头号竞争对手",诞生于比弗利山庄的运动品牌Alo被报道称打算正 式进军中国市场,今年已在上海选址。飞奥力此次抢滩中国市场,也是看中了国内中产这块大蛋糕。 飞奥力创始人 Joe在练习瑜伽后发现,市面上的运动品牌几乎都忽视了男性瑜伽爱好者的需求。飞奥力 因此于2015年诞生。2024年,飞奥力宣布获得8.25亿美元融资,投资方之一为泛大西洋投资集团,此次 融资之后,该品牌估值达到了400亿元人民币。 然而这块蛋糕已经被先到者瓜分,飞奥力想要分得一块,还要看如何在品牌差异化、供应链本土化和消 费群体培育上交出答卷。 每经记者|王紫薇 北京报道 每经编辑|王紫薇 飞奥力的市场在扩展,其后方供应链能力如何?飞奥力的一 ...
昂跑和lululemon打响中国激战
Hu Xiu· 2025-06-15 07:28
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]
HOKA和On昂跑们,正在撕掉「中产」标签
3 6 Ke· 2025-05-19 08:30
一批运动品牌,创立于2010年前后,在传统巨头粗放式扫荡市场与消费细分需求尚未完全启蒙的间隙,如种子萌芽般探寻自己的生存空间。 时代的机遇裹挟着阳光和雨水,浇灌到了他们头上。通过对运动内核的重新定义,对产品价值的多重赋予,甚至对大众审美的颠覆塑造,改变了这个市场 延续数十年的竞争格局,将优质消费群体的注意力牢牢绑定,带动自身营收和品牌影响力的跃升。 消费市场给了这些品牌一个略显刺痛却又贴切的标签:「中产」。 图源:On昂跑 以先后两年、同样诞生于阿尔卑斯山脉地区的HOKA和On昂跑为例。根据两家品牌最新发布的财报,HOKA在2025财年Q3(截至2024年12月31日)净销 售额同比增长23.7%至5.309亿美元,On昂跑则在2025财年Q1(截至2025年3月31日)净销售额同比增长43%至7.266亿瑞士法郎,增速均超出预期。 聚焦中国市场,这两个品牌今年也在几乎同一时间窗口,推进了自身旗舰门店的开店步伐——先是On昂跑中国首家旗舰店4月26日在成都太古里开幕,不 到两周HOKA就在上海新天地揭幕了全球首家品牌体验中心。 通过这两家门店,我们也能够清晰看到品牌日益加注中国市场、倾注专业运动的运营思路。 ...