执业编号：S1500524120004 邮箱：jiangwenqiang@cindasc.com 刘田田 纺织服饰行业分析师 执业编号：S1500525120001 邮箱：liutiantian@cindasc.com 公司研究 [Table_ReportType] 公司点评报告 [特Ta步bl国e_际Sto(c1k3A6n8d.RaHnKk)] 渠道与运营：DTC 转型推进，电商与出海展现活力。公司持续优化渠道结 构与运营模式。DTC 转型稳步推进，2025Q4 已回收约 200 家门店，公司 预计 2026 年将再回收 300-400 家，这将有助于增强终端控制力、提升运营 效率及市场反应速度。线下方面，重点发展金标领跑店及奥莱大店的策略清 晰，旨在提升店效与客群覆盖。线上业务中，主品牌电商增速领先，直播渠 道表现突出；跨境电商流水增长超 200%，出海业务以东南亚为重点顺利开 局，渠道多元化与国际化布局为增长打开空间。 展望：双主线发展清晰，把握体育大年机遇。公司确立了主品牌巩固大众市 场、索康尼发力高端的清晰双主线战略。公司对索康尼实现 2027 年收入翻 倍的中期目标充满信心，并预计其经营利润率将随 ...

[Table_ReportType] 公司点评报告 [特Ta步bl国e_际Sto(c1k3A6n8d.RaHnKk)] 执业编号：S1500524120004 邮箱：jiangwenqiang@cindasc.com 刘田田 纺织服饰行业分析师 执业编号：S1500525120001 邮箱：liutiantian@cindasc.com 公司研究 特步主品牌：核心跑步品类表现突出，冠军系列跑鞋销量翻倍，印证了其在 专业跑鞋领域的的产品力与市场认可度。同时，公司积极拓展户外赛道，产 品市场反应积极，有望培育新的增长点。四季度流水持平，但核心品类双位 数增长，结构优化。 索康尼：全年及四季度均录得超过 30%的高速增长，恢复势头强劲。其坚 持"百年跑鞋世家"及"双精英"定位的高端化策略成效显著，在重点马拉 松赛事穿着率跻身国际品牌前列，品牌影响力持续提升。公司计划线下启动 渠道升级并开设更大规模旗舰店，当前平均店效已约 45 万元/月，此举有望 进一步拉升品牌形象与单店产出。 渠道与运营：DTC 转型推进，电商与出海展现活力。公司持续优化渠道结 构与运营模式。DTC 转型稳步推进，2025Q4 已回收约 200 ...

Core Viewpoint - The cancellation of the health run project in the Shanghai Marathon has sparked significant reactions among running enthusiasts, highlighting the event's unique status and the challenges of managing a large number of participants [2][5][11]. Group 1: Shanghai Marathon's Special Status - The Shanghai Marathon, established for 28 years, is a prestigious event with a "pilgrimage" status among runners, akin to the lottery system for housing in Shanghai [5]. - This year, the total number of applicants for the full marathon and health run reached 356,589, with a full marathon acceptance rate of only 7.2% and a health run acceptance rate of 38.3% [7]. Group 2: Decision to Cancel Health Run - The decision to cancel the health run is seen as a "subtraction" aimed at enhancing the professional and international reputation of the marathon, as health runs accounted for 40% of the total 38,000 slots [11]. - The cancellation also includes the controversial charity run, which was perceived as a "money-grabbing" opportunity, conflicting with the spirit of professional competition [11]. Group 3: Shift Towards Professionalization - The decision reflects a shift towards professionalization and elitism in top-tier events, encouraging community and park runs to take on the role of promoting public fitness [13]. - The trend of professionalization in events parallels the evolution of running gear, with runners now seeking specialized equipment tailored to different running scenarios [13][17]. Group 4: Evolution of Running Gear - The running shoe market has seen a shift towards specialized footwear, with carbon plate shoes becoming standard for competitive runners, and various designs catering to different terrains and needs [17][21]. - The importance of selecting appropriate running shoes is emphasized, as improper footwear can lead to injuries, highlighting the need for shoes that provide cushioning, support, stability, and grip [19][21]. Group 5: Growth of Trail Running - Trail running has gained popularity, with numerous events taking place across the country, and a significant portion of participants aged between 22 and 55 [29][31]. - The choice of appropriate trail shoes is crucial for safety and performance, with specific designs catering to various terrains and conditions [35]. Group 6: Rise of Hiking Shoes - Hiking shoes have become a new choice for urban commuting, reflecting a shift in workplace attire towards comfort and practicality [41]. - The functionality of hiking shoes, including waterproof materials and slip-resistant soles, meets the demands of urban commuters while blending outdoor practicality with urban fashion [47]. Group 7: Market Trends and Consumer Behavior - The market for specialized footwear is expanding, with both international and domestic brands innovating to meet diverse consumer needs [52][56]. - The evolving consumer mindset reflects a deeper connection to lifestyle choices, where footwear represents not just functionality but also identity and lifestyle expression [61][63].