Core Insights - The competition between On Holding (On) and HOKA has intensified, with On showing a significant growth advantage over HOKA in recent financial results [1][3][5]. Financial Performance - On reported a revenue increase of 24.9% to 794.4 million Swiss Francs (approximately 7.09 billion RMB) for Q3, significantly exceeding market expectations [3]. - HOKA's parent company, Deckers Brands, reported a revenue growth of 9.1% to 1.431 billion USD (approximately 10.15 billion RMB) for Q2 of FY2026, with HOKA's growth slowing to 11.1% [5]. - On's gross margin increased to 65.7%, and net profit surged by 289.9% to 119 million Swiss Francs (approximately 1.06 billion RMB) [3]. Market Dynamics - On's Asia-Pacific market saw a remarkable revenue increase of 109.2%, becoming a key driver of overall performance [3]. - HOKA's international revenue declined by 29.3%, indicating challenges in its global market presence [5]. - Both brands entered the Chinese market around 2017-2018, with On currently operating 70 stores in China, while HOKA has 28 [6]. Brand Strategy and Positioning - On has diversified its product line beyond running shoes to include fitness, tennis, and outdoor categories, enhancing its market appeal [8]. - HOKA's strength lies in its cushioning technology, appealing to specific consumer segments, but it has faced challenges in product line innovation [8]. - The competitive landscape includes traditional giants like Nike and Adidas, as well as emerging domestic brands, intensifying the rivalry in the high-end running shoe market [10].

Core Viewpoint - 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 - Deckers Brands reported net sales of $1.431 billion for Q2 of fiscal year 2026, a year-on-year increase of 9.1%, with net profit reaching $268 million, up 10.74% [3]. - HOKA's net sales for the same period were $634 million, reflecting an 11% growth, while UGG sales were $759 million, up 10.1% [3]. - The company anticipates total net sales of approximately $5.35 billion for the fiscal year 2026, with HOKA's growth expected to be in the low double digits of 10%-15% [3]. Brand Growth and Market Position - HOKA's sales growth has been significant over the past 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 Dynamics - The running shoe market is becoming increasingly competitive, with brands like Nike, Adidas, and domestic players such as Anta and Xtep entering the mid-to-high-end segments [10][12]. - The demand for professional running shoes has surged due to the growth of mass participation events like marathons, benefiting brands like HOKA that have established a strong reputation in niche markets [9][11]. Consumer Trends - The rise of consumer spending on sports brands is driven by a shift towards a more active lifestyle and the popularity of running events, which has expanded the customer base for brands like HOKA [5][8]. - HOKA's marketing strategy focuses on appealing to urban consumers who prioritize health and quality of life, leveraging social media and KOL marketing to enhance brand image [8]. Challenges Ahead - HOKA's growth rate has slowed from over 50% to around 11%, reflecting a natural deceleration as the brand matures and faces intensified competition [9][10]. - The brand must innovate and enhance its market positioning to sustain growth, particularly in the high-end consumer segment [13].

Core Viewpoint - The company On has experienced significant growth since entering the Chinese market in 2018, but recent financial results indicate a decline in profitability, particularly in the second quarter of 2025, raising concerns about its rapid expansion strategy and high costs [1][2][3]. Financial Performance - In the first half of 2025, On reported net sales of 1.476 billion Swiss francs, a year-on-year increase of 37.2%, but net profit fell to 15.8 million Swiss francs, down 87.1% [2]. - The second quarter of 2025 saw a net sales figure of 749.2 million Swiss francs, a 32% increase year-on-year, but a net loss of 40.9 million Swiss francs compared to a profit of 30.8 million Swiss francs in the same period last year [2][3]. - The net profit margin for the first half of 2025 dropped from 11.4% to 1.1%, with the second quarter margin falling from 5.4% to -5.5% [3]. Market Expansion - On has seen substantial growth in the Asia-Pacific region, with net sales reaching 239.7 million Swiss francs in the first half of 2025, a 114.8% increase, making it the fastest-growing market for the company [4]. - The company plans to expand its presence in China, aiming to exceed 100 direct stores by 2026, necessitating the opening of over 30 new stores annually [4]. - On's marketing strategy in China includes partnerships with platforms like Weimob and collaborations with celebrities, with marketing expenses accounting for about 10% of net sales [4][5]. Brand Positioning - On is perceived as a premium brand, with products priced above 1,000 yuan, and has been criticized for its high pricing strategy, which some view as a means to capitalize on the middle-class demographic [7][8]. - The brand's initial focus on professional running shoes has shifted towards a more luxury-oriented marketing approach, leading to concerns about its core identity and customer engagement [8][9]. - Despite its strong technical foundation, On faces challenges in maintaining its professional image amidst a growing emphasis on luxury branding [8][9].

Core Insights - Shanghai is becoming a central hub for trendy sneaker culture, with multiple international brands establishing flagship stores and headquarters in the city [1][4][5] Brand Expansion - Adidas has opened its first global flagship store in Shanghai, showcasing its highest level of design, product, and service [1] - HOKA has launched its global first brand experience center in the New天地商圈, emphasizing its commitment to the Asian market [2] - Other brands like Craft, ECCO, and Brooks are also expanding their presence in Shanghai, indicating a growing trend of high-performance and lifestyle brands entering the market [1][2][4] Market Dynamics - The influx of international brands has transformed Shanghai into a starting point for sneaker culture, with significant consumer engagement, as evidenced by Adidas' flagship store attracting over 10,000 visitors daily during the holiday period [3] - The establishment of brand headquarters in Shanghai allows for a broader consumer reach across China and the Asia-Pacific region, with brands like ANTA and Li Ning also setting up their global operations in the city [4][5] Cultural Integration - The sneaker culture in Shanghai is being enriched by a variety of new retail formats, including concept stores and cafes, creating vibrant consumer experiences [6] - Online platforms like 得物 are fostering community engagement and innovative collaborations, such as the partnership between ANTA and pop culture brand Pop Mart [7]

每经记者 毕媛媛 孙宇婷 每经编辑 陈俊杰 2025年第一季度，成都累计落户首店148家。据统计，2019年以来，成都累计落户海内外首店超4000家，连续6年保持正增长。 近日，成都太古里又迎来了"On昂跑"（以下简称昂跑）中国首家旗舰店。 "成都成熟的营商环境与充满活力的年轻消费群体，是我们将中国首家旗舰店落户于此的重要原因。"瑞士运动品牌昂跑联席首席执行官兼首席财务官马丁• 霍夫曼（Martin Hoffmann）表示。 这座连续5年蝉联新一线榜首的城市，以其2100万人口的消费活力、双机场的全球联通优势，成为全球增速最快的高端运动品牌在中国市场的关键布局。 开业仪式上，"扎起、跑起"的川渝方言口号（"扎起"意为相互支持）生动诠释了品牌与城市的共鸣——既有慢生活的从容"扎起"，也有快节奏的运动激情。 此次开业的成都旗舰店面积逾500平方米，加上此前的阿迪达斯三层门店、Goldwin全新旗舰店、ARC'TERYX始祖鸟等高端运动品牌矩阵，进一步强化了成 都的首店经济在全国的地位。 "首家旗舰店的启幕标志着我们在中国发展的重要里程碑。未来中国有望成为昂跑全球第二大市场，占全球销售额的10%。"霍夫曼积极预言。 ...