21世纪经济报道记者贺泓源、实习生李音桦 上任FILA大中华区总裁不久的江艳，正把网球市场放到了战略高度。 "主要是因为线上折扣同比略有变化，同时线上占比提高。线下正价店还是维持了同期的折扣水平。另 外我们主动FILA提升鞋类产品的占比。"安踏集团CFO毕明伟如此解释。 由此，在当下大力投资网球市场，是需要勇气的。 而网球受众的快速增长，或许给了江艳勇气。《中国网球事业发展基础数据》显示，2024年，中国网球 市场规模预计达到367.5亿元，参与人数达到2518万人，比2021年增长了551万人。 还需看到，FILA销售也在起伏。在2024年三季度，FILA销售额同比下降低单位数，主要是潮牌和儿童 表现偏弱。当年，FILA营收同比增长6.1%至266亿元。 近日，FILA宣布，正式续约中国网球公开赛并升级为中网独家官方运动鞋服赞助商，并签约中国男子 网球单打排名榜首的布云朝克特为FILA中国首位网球代言人。 需要注意的是，眼下，运动市场充满着种种挑战。 在2025财年下半年（2024年12月-2025年5月），耐克大中华区营收同比下滑18.7%至32.09亿美元（约合 人民币230亿元）。 在上半年，李宁营收 ...

Core Insights - The "Chinese Tennis Season" is gaining significant attention, driven by the return of Zheng Qinwen and the participation of top players like Novak Djokovic, making it a festive occasion for fans [1][3][6] - The economic impact of major tennis events in China is evident, with record ticket sales and sponsorships, indicating a robust growth in the "tennis economy" [1][8][20] Event Highlights - Zheng Qinwen's return to competition at the China Open has generated excitement, with her previous matches drawing large crowds and high attendance rates [3][6] - Major tournaments like the China Open, Shanghai Masters, and Wuhan Open have seen substantial increases in ticket sales and overall revenue compared to previous years [1][8] Sponsorship and Marketing - Brands are actively engaging in innovative marketing strategies, such as Nike's giant tennis ball installation in Shanghai, which directly connects with Zheng Qinwen's promotional efforts [2][16] - The sponsorship landscape is expanding, with more brands participating in events, indicating a growing interest in the Chinese tennis market [8][20] Fan Engagement and Experience - Event organizers are enhancing fan experiences by creating interactive activities and live broadcasts outside the venues, aiming to attract a broader audience [9][12] - Initiatives like the "Open Live Second Venue" at the China Open and fan participation in match calls at the Wuhan Open are examples of efforts to deepen engagement [9][12] Economic and Cultural Impact - The integration of tennis events with local businesses and cultural activities is fostering a vibrant atmosphere, with numerous events planned around major tournaments [13][15] - Government policies aimed at boosting service consumption are supporting the growth of sports events, further embedding tennis into the urban lifestyle [15][20] Market Potential - The rise of local players is increasing spectator interest and participation, prompting a reevaluation of China's market potential in the global tennis landscape [8][20] - The growing popularity of tennis in China is seen as a blue ocean market for sports brands, with opportunities for expansion and increased brand presence [20]