以下文章来源于真故研究室 ，作者尹凯 真故研究室 . 真问题，更商业 萨洛蒙破圈时尚， 深陷口碑与定位困局。 文 ｜ 尹凯 编辑 ｜ 龚正 来源｜ 真故研究室(ID: zhengulab ) 封面来源 ｜ IC photo 从"硬核直男"群体中走出的法国鞋履品牌——萨洛蒙，近两年频频想要在女性群体中破圈。去年启用演员赵今麦担任"风尚代言人"来，部分系列鞋子色彩 越来越靓，营销上也越来越有 Miu Miu 味儿，还造了一个营销新词，叫"萨门少女"。 然而，当本来更适合越野、徒步的萨洛蒙，被更多穿进都市、写字楼、咖啡馆，来自新拓群体的吐槽和抱怨也多了起来，"磨脚、很闷、美鞋变成了美丽 刑具。"场景破圈变成了场景错位。老粉也不满意，认为"那个从前的你变了"。 萨门招生： 有人入教，有人出逃 00 后月月堪称萨洛蒙"蜈蚣精"。入坑两年，各种鞋型买了十多双。足底筋膜炎，让她对鞋的要求近乎苛刻，货比 N 家后，她认准了萨洛蒙的足弓支撑 ——舒服得恰到好处。这也是很多扁平足共同推荐萨洛蒙的理由。 但穿着穿着，怨念越来越大："总共花一万多块买的漂亮鞋，全烂掉啦！" XA 系列，穿一个月，脚后跟必烂； XT 系列，左右脚趾处必 ...

从"硬核直男"群体中走出的法国鞋履品牌——萨洛蒙，近两年频频想要在女性群体中破圈。去年启用演员赵今麦担任"风尚代言 人"来，部分系列鞋子色彩越来越靓，营销上也越来越有Miu Miu味儿，还造了一个营销新词，叫"萨门少女"。 然而，当本来更适合越野、徒步的萨洛蒙，被更多穿进都市、写字楼、咖啡馆，来自新拓群体的吐槽和抱怨也多了起来，"磨 脚、很闷、美鞋变成了美丽刑具。"场景破圈变成了场景错位。老粉也不满意，认为"那个从前的你变了"。 萨门招生：有人入教，有人出逃 00后月月堪称萨洛蒙"蜈蚣精"。入坑两年，各种鞋型买了十多双。足底筋膜炎，让她对鞋的要求近乎苛刻，货比N家后，她认 准了萨洛蒙的足弓支撑——舒服得恰到好处。这也是很多扁平足共同推荐萨洛蒙的理由。 但穿着穿着，怨念越来越大："总共花一万多块买的漂亮鞋，全烂掉啦！" XA系列，穿一个月，脚后跟必烂；XT系列，左右脚趾处必破。月月苦口婆心劝诫"萨门"门口的排队者：千万别网购，一定要 去实体店，好歹三包期内还能换新。 对她来说，萨洛蒙就像是"美丽的废物"——好看是真好看，坏也是真容易坏。 无独有偶，95后歪歪入手一双Salomonboa滑雪鞋，樱花粉，少女心爆棚 ...

Core Insights - HOKA has become a frequent presence in the shoe cabinets of Chinese middle-class consumers, experiencing rapid growth since being acquired by Deckers Brands in 2013 [1] - The company reported its best-ever quarterly performance for HOKA, but the growth rate is showing signs of decline [1][4] Financial Performance - Deckers Brands achieved revenue of $965 million in Q1 2026, a year-over-year increase of 16.9%, with a gross margin of 55.8% [2] - HOKA's net sales grew by 19.8% to $653.1 million, compared to $545.2 million in the same period last year [2] - UGG also performed well, with net sales increasing by 18.9% to $265.1 million [2] Regional Growth - The EMEA region was a key growth driver, with record replenishment volumes in wholesale and steady growth in DTC channels [3] - The APAC region showed impressive growth, with HOKA expanding its market presence through partnerships and self-operated retail stores in China [3] Growth Rate Decline - HOKA's growth rate has slowed, dropping from 29.7% in Q1 2025 to 19.8% in Q1 2026, indicating a nearly 10 percentage point decline [4] - Overall net sales growth for Deckers Brands also decreased from 22.1% to 16.9% in the same timeframe [4] Competitive Landscape - HOKA faces intensified competition in the high-performance running shoe market, particularly from Brooks in the U.S. and local competitor Kailas in China [5] - Brooks reported a 15% increase in global revenue, while HOKA's growth in the U.S. is slowing [5] - Kailas dominates the domestic market with a 34.8% share in trail running shoes, while HOKA holds 24.6% [5] Future Outlook - For Q2 2026, Deckers Brands expects net sales between $1.38 billion and $1.42 billion, with diluted earnings per share projected between $1.50 and $1.55 [6] - The outlook is contingent on the stability of business conditions and potential macroeconomic uncertainties [6]