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从Labubu和撕拉片看,品牌如何抓住明星 “野生流量”?
3 6 Ke· 2025-05-21 11:32
Core Insights - The rise of Labubu and similar products is significantly influenced by celebrity endorsements and social media presence, showcasing a shift in marketing strategies from traditional endorsements to more organic, lifestyle-driven promotions [1][5][11] - The popularity of "撕拉片" (instant film) has surged, with prices skyrocketing from 70 yuan to 3000 yuan, indicating a strong consumer demand driven by celebrity usage [3][5] - Brands are increasingly focusing on interactive and emotional connections with consumers through limited edition products and direct engagement with fans, rather than relying solely on traditional advertising methods [6][8][12] Marketing Evolution - The traditional model of celebrity endorsements is evolving, with brands now seeking deeper interactions and emotional connections with their audience, moving beyond mere promotional appearances [11][21] - The effectiveness of celebrity endorsements is being re-evaluated, with a noted increase in the number of brand collaborations with celebrities, but with mixed results in terms of actual sales impact [6][8][10] - The concept of "sharing" and "realness" in celebrity marketing is becoming more prominent, as consumers are drawn to authentic representations of products in celebrities' daily lives [10][19][21] Consumer Behavior - Consumers are increasingly attracted to products that celebrities genuinely use, leading to a rise in demand for items that are perceived as authentic and relatable [10][12][19] - The phenomenon of "明星同款" (celebrity matching items) is gaining traction, as it allows consumers to feel a connection to their favorite stars while also fulfilling their desire for authenticity [10][11][19] - The engagement of celebrities in everyday activities, such as vlogs and social media interactions, is proving to be an effective way to build brand loyalty and consumer interest [19][28] Brand Strategies - Brands are adopting innovative strategies, such as inviting celebrities to participate in interactive events, to create a more personal connection with consumers [23][26] - The integration of celebrity lifestyles into brand narratives is becoming a key strategy for enhancing brand visibility and consumer engagement [21][23] - Collaborative product lines that reflect both the celebrity's persona and the brand's identity are being developed to deepen emotional connections with consumers [21][26]
“李宁伯伯”的奥运赌局,被一张合影搅局了?
3 6 Ke· 2025-05-21 11:26
对于接下来的市场营销打法,在洛杉矶奥运周期重新牵手中国奥委会的李宁,或许要更上心了。 李宁品牌因为一张合影,再一次陷入了舆论风波。 时隔20年从竞争对手安踏手中抢回中国奥委会的赞助合同,本应是李宁品牌重新出发的绝佳传播集会。但这个传播热点,却全是全红婵粉丝对李宁的不 满。 这一切的舆论,源自于李宁先生与中国奥委会官宣签约的一张合影。5月6日,中国奥委会与李宁品牌在国家体育总局共同举行合作发布仪式,正式宣布李 宁成为2025-2028年中国奥委会体育服装合作伙伴。 在仪式最后,李宁品牌与中国奥委会有关负责人以及跳水奥运冠军组合陈芋汐、全红婵以及乒乓球奥运金牌得主陈梦、马龙等优秀运动员一同合影留念。 而处于合影运动员C位的两位,站在国家体育总局局长高志丹旁边的,是奥运"六金王"马龙。而站在李宁品牌创始人、集团董事长李宁先生旁边的,是巴 黎和东京奥运会跳水女子双人10米台金牌得主陈芋汐。 由于自己喜欢的偶像未能站这次重磅官宣中站在合影的C位,不少全红婵的粉丝"炸锅"了,并将情绪发泄的出口,对准了李宁品牌。 全红婵被李宁伯伯"冷落"? 许多粉丝给出的所谓"理由",是李宁品牌因为全红婵近期的状态和成绩不佳,导致未能在本 ...
用定价权抵消关税不确定性,始祖鸟母公司上调今年收入预期
Di Yi Cai Jing· 2025-05-21 08:39
Core Viewpoint - Amer Sports is effectively managing the impact of rising import tariffs through a combination of pricing strategies, supplier negotiations, and supply chain optimization, allowing the company to maintain a positive growth trajectory despite macroeconomic uncertainties [1][2]. Financial Performance - In Q1 2025, Amer Sports reported a revenue increase of 23% year-over-year, reaching $1.473 billion, with adjusted net profit rising significantly to $150 million from approximately $50.2 million in the same period last year [1]. - The company has raised its full-year revenue growth forecast to 15%-17%, despite the ongoing 30% tariffs on imports from China, indicating confidence in its operational and financial momentum [2]. Market Position and Growth - The Greater China region is currently the second-largest market for Amer Sports but is experiencing the fastest growth, with a 43% year-over-year increase in Q1, amounting to $446 million [2]. - The Americas and EMEA regions also showed steady growth, with revenues of $465 million and $405 million respectively, both achieving a 12% increase [2]. - The Asia-Pacific region reported a remarkable 49% year-over-year growth, reaching $157 million [2]. Stock Market Reaction - Following the earnings release, Amer Sports' stock surged, reaching a peak of $37.99 per share, marking a new high for the year, and closing at $37.37, which represents an increase of over 19% [3]. - The company's market capitalization surpassed $20 billion, nearly doubling since its IPO [3]. Industry Trends - The outdoor sports market is benefiting from a cultural shift among young consumers in China, with 43.6% of this demographic viewing outdoor activities as social currency, leading to a long-term consumption trend [3]. - The average annual spending on outdoor sports activities in China ranges from 2,000 to 5,000 yuan, with top international brands averaging around 1,000 yuan per item [3].
港股体育用品板块走强,安踏体育(02020.HK)涨超6%,宝胜国际(03813.HK)涨超4%,李宁(02331.HK)、特步国际(01368.HK)等跟涨。
news flash· 2025-05-21 05:43
Group 1 - The Hong Kong stock market's sportswear sector has shown strength, with Anta Sports (02020.HK) rising over 6% [1] - Bosideng International (03813.HK) increased by more than 4% [1] - Other companies such as Li Ning (02331.HK) and Xtep International (01368.HK) also experienced gains [1]
港股体育用品板块走强 安踏体育涨超6%
news flash· 2025-05-21 05:43
Group 1 - The Hong Kong stock market's sportswear sector is experiencing a strong performance, with Anta Sports rising over 6%, and Bosideng International increasing by more than 4%, while Li Ning and Xtep International also saw gains [1] - The overall positive trend in the sportswear sector indicates growing investor confidence and potential for further growth in this industry [1] Group 2 - A-share accounts can now facilitate T+0 trading for Hong Kong stocks without the need for the Hong Kong Stock Connect, potentially increasing accessibility for investors [2] - This development may lead to increased trading volume and liquidity in the Hong Kong stock market, particularly for stocks in the sportswear sector [2]
萨洛蒙板块一季度营业利润率提升990个基点,亚玛芬上调业绩预期
2 1 Shi Ji Jing Ji Bao Dao· 2025-05-21 05:40
Core Viewpoint - Amer Sports reported strong Q1 2025 results, with a revenue increase of 23% year-over-year, leading to a stock price surge of over 19% on the earnings release day [1] Group 1: Financial Performance - Q1 2025 revenue reached $1.473 billion, with a 26% increase when adjusted for fixed exchange rates [1] - Adjusted gross margin improved by 330 basis points to 58.0%, and adjusted operating margin increased by 490 basis points to 15.8% [1] - Adjusted net profit was $148 million, with diluted earnings per share of $0.27 [1] Group 2: Segment Performance - The Technical Apparel segment, led by Arc'teryx, generated $664 million in revenue, a 28% increase, with all regions and channels showing growth [2] - The Outdoor Performance segment, centered on Salomon, achieved $502 million in revenue, up 25%, driven by strong sales in non-durable goods and winter sports equipment [2] - The Ball & Racquet Sports segment saw a stable revenue growth of 12%, reaching $306 million, with an operating margin increase of 270 basis points to 6.6% [3] Group 3: Regional Growth - Significant growth in the Greater China and Asia-Pacific regions, with revenue increases of 43% and 49%, respectively, reaching $446 million and $157 million [4] - The Americas and EMEA regions also experienced double-digit growth, with revenues of $465 million and $405 million, both up 12% year-over-year [4] Group 4: Store Expansion - Continued store expansion, with the Outdoor Performance segment adding 104 stores, bringing the total to 243, and the Ball & Racquet Sports segment increasing by 36 stores to 55 [5] - Salomon added 22 stores in Greater China during Q1, with plans to increase the total to nearly 300 [5] Group 5: Updated Guidance - Based on Q1 performance, Amer Sports raised its full-year revenue growth forecast to 15-17%, up from 13-15% [6] - Adjusted diluted earnings per share guidance increased to $0.67–0.72, from a previous forecast of $0.64–0.69 [6] - Revenue growth expectations for the Outdoor Performance segment were raised to mid-double digits, while the Technical Apparel segment's growth forecast was adjusted to 20%-22% [6] Group 6: Tariff Impact Considerations - Concerns regarding the sustainability of growth amid U.S. tariff uncertainties were addressed, with the CEO expressing confidence in the company's pricing power and long-term growth trends [7] - Even with potential higher tariffs, the estimated impact on earnings per share for 2025 is projected to be minimal, at approximately $0.05 [7]
伊利联合头部企业成立“可持续社会价值生态圈” 推动多方协作共促可持续发展
Huan Qiu Wang· 2025-05-21 04:14
Core Points - The event "WISH2030 Beautiful Conference and Sustainable Social Value Forum" was held by Yili Group, focusing on sustainable development and social value innovation for the third consecutive year [1] - A "Sustainable Social Value Ecosystem" was established in collaboration with various enterprises and social organizations, advocating for the "WISH2030 Beautiful Declaration" to promote sustainable development across economic, social, and environmental dimensions [1][12] - The conference highlighted the dual role of enterprises in creating both commercial and social value, emphasizing the integration of these values for sustainable development [3][5] Group 1 - Yili Group's Vice President Xu Ke stated that companies are transitioning from merely fulfilling social responsibilities to actively creating social value, identifying points of resonance with social value as key to driving sustainable development [5][8] - The "Sustainable Social Value Ecosystem" marks a new phase of cross-sector collaboration in ecological co-construction, following the previous releases of the "WISH2030 Beautiful Declaration" [8][12] - The conference gathered leaders from various sectors to share experiences and insights on sustainable development, with Yili being the first in China's food industry to join the UN Global Compact [12][14] Group 2 - The forum addressed the integration of commercial and social values, exploring new paths for this fusion, particularly in relation to the elderly and children [14][17] - Yili's initiatives include research on nutrition for the elderly and a 1.6 billion yuan subsidy plan to support families with multiple children, demonstrating its commitment to social value creation [17][22] - The "Sustainable Social Value Ecosystem" proposed establishing May 20 as "Corporate Philanthropy Day" to encourage more enterprises to join in the mission of co-creating and sharing social value [22]
民营经济必将走向更加广阔的舞台 ——写在民营经济促进法施行之际
Ren Min Ri Bao· 2025-05-20 21:40
Core Viewpoint - The implementation of the Private Economy Promotion Law starting May 20, 2025, marks a significant milestone in the development of China's private economy, establishing its legal status and emphasizing the government's commitment to its sustainable and high-quality growth [1][10][19]. Group 1: Background and Significance - The Private Economy Promotion Law is a response to the substantial scale and importance of the private economy in China, which has evolved significantly over the past 40 years [2]. - The law reflects the government's unwavering support for the private sector, as highlighted by President Xi Jinping's consistent emphasis on the importance of private enterprises [10][19]. Group 2: Role of Private Enterprises - Private enterprises play a crucial role in the real economy, contributing significantly to employment and tax revenue, with over 92% of all enterprises in China being private [4]. - The number of private enterprises has increased from 10.857 million in 2012 to over 57 million currently, showcasing their growing importance in the economy [4]. Group 3: Innovation and Global Competitiveness - Private enterprises are increasingly recognized for their innovation capabilities, with many leading in sectors such as artificial intelligence and robotics [7]. - The private sector has become a vital player in international markets, with private enterprises accounting for over 56% of China's total import and export volume [9]. Group 4: Government Support and Policy Measures - The government has established various communication channels to support private enterprises, ensuring their concerns are addressed and fostering a conducive business environment [11][12]. - Recent policy measures have aimed to reduce barriers to market entry and enhance the operational environment for private enterprises, including significant adjustments to the market access negative list [12][13]. Group 5: Future Prospects - The Private Economy Promotion Law is expected to instill greater confidence among private enterprises, enabling them to navigate challenges and seize new opportunities in a complex economic landscape [14][15][19]. - The law aims to create a stable and predictable environment for private enterprises, encouraging them to focus on long-term development and innovation [15][19].
Amer Sports(AS) - 2025 Q1 - Earnings Call Transcript
2025-05-20 13:00
Financial Data and Key Metrics Changes - Amherst Sports reported a 23% sales growth in Q1 2025, or 26% when excluding currency effects, with adjusted operating margin expanding by nearly 500 basis points to 15.8% [5][31][34] - Adjusted net income increased to $148 million from $50 million in the prior year, with adjusted diluted EPS rising to $0.27 from $0.11 [36][34] - Adjusted gross margin improved by 330 basis points to 58% due to favorable channel, geographic, and product mix [33][34] Business Line Data and Key Metrics Changes - Technical Apparel revenues increased by 28% to $664 million, driven by strong D2C growth and a 19% omni-channel comp [36][37] - Outdoor Performance segment saw revenues rise by 25% to $502 million, with D2C channel growth of 68% [38][39] - Ball and Racket segment revenue increased by 12% to $306 million, supported by strong performance in soft goods and racket sports [42][43] Market Data and Key Metrics Changes - Asia Pacific led regional growth with a 49% increase, followed by China at 43%, while EMEA and The Americas both grew by 12% [31][32] - Solomon sneakers surpassed $1 billion in sales but still represent a small share of the $180 billion global sneaker market [21][80] - Direct-to-consumer sales grew by 39%, indicating strong consumer engagement and brand momentum [31][34] Company Strategy and Development Direction - The company aims to optimize its store network, focusing on high-quality locations rather than rapid expansion, particularly in Greater China [12][13] - Emphasis on premium brands with pricing power and technical innovation to capture growth in the outdoor and sports segments [7][8] - Plans to open approximately 25 net new Arcterix stores globally in 2025, while also closing less productive locations [12][13] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in navigating macro uncertainties related to U.S. tariffs, citing a strong brand portfolio and pricing power [6][30] - The company raised its full-year revenue growth expectations from 13% to 15%-17%, reflecting strong Q1 performance and ongoing momentum [47][51] - Management highlighted the potential for Solomon sneakers to double sales over the next five years, supported by strong product and market positioning [80] Other Important Information - The company ended the quarter with $515 million in net debt, down from $591 million, indicating improved financial health [44] - Operating cash flow for Q1 was $164 million, with expectations for solid growth throughout 2025 [45] - The company is maintaining its adjusted gross margin expectations at 56.5% to 57% for the full year [53] Q&A Session Summary Question: Can you elaborate on the competitive advantages and momentum at Solomon? - Management highlighted the unique portfolio of brands and strong demand for Solomon's modern outdoor sneakers, particularly among younger female consumers [60][62] Question: Is the growth momentum at Solomon sustainable? - Management expressed confidence in the sustainability of growth, raising guidance for the full year and noting strong performance in key regions [72][75] Question: What is the strategy behind closing partner stores in China? - The strategy focuses on elevating brand execution by moving to better locations that represent the premium nature of the brand, expanding square footage [96]
康力源: 2024年年度权益分派实施公告
Zheng Quan Zhi Xing· 2025-05-20 12:06
本公司及董事会全体成员保证信息披露的内容真实、准确、完整,没有虚假 记载、误导性陈述或重大遗漏。 本次权益分派股权登记日为:2025 年 5 月 27 日,除权除息日为:2025 年 5 月 28 日。 四、权益分派对象 证券代码:301287 证券简称:康力源 公告编号:2025-027 江苏康力源体育科技股份有限公司 江苏康力源体育科技股份有限公司(以下简称"公司"或"本公司")2024 年年度权益分派方案已获2025年5月13日召开的2024年年度股东大会审议通过。 现将权益分派事宜公告如下: 一、股东大会审议通过权益分派方案情况 权益分派方案,2024年年度权益分派方案的具体内容为:以公司现有总股本 共计派发现金红利33,335,000.00元(含税),其余未分配利润结转下年;不送红 股,也不进行资本公积金转增。在利润分配预案实施前,公司总股本如发生变动, 将按照分配总额不变的原则对分配比例进行调整。 配方案一致。 二、本次实施的权益分派方案 本公司 2024 年年度权益分派方案为:以公司现有总股本 66,670,000 股为基 数,向全体股东每 10 股派 5.000000 元人民币现金(含税;扣税 ...