Core Viewpoint - Salomon has transformed from a discount brand to a trendy outdoor brand, significantly increasing its market presence and sales through strategic offline expansion and a focus on experiential retail [4][5]. Group 1: Financial Performance - In Q1 2025, Salomon's outdoor equipment revenue surged by 25% year-on-year to $502 million, marking a return to double-digit growth after a year [5]. - The sales of Salomon's footwear products exceeded $1 billion annually, indicating strong market demand and brand positioning [5][15]. Group 2: Strategic Expansion - Salomon's store count in Greater China increased from 13 in 2019 to 196 by the end of 2024, with an additional 22 stores opened in Q1 2025, reaching a total of 218 [5][15]. - The brand aims to develop hundreds of stores in first- and second-tier cities, with flagship stores in key urban areas [15]. Group 3: Retail Experience - The newly opened Salomon store in Shanghai emphasizes an immersive outdoor experience, featuring distinct thematic areas designed to enhance customer engagement and prolong visit duration [7][14]. - The store's design encourages a flow from product display to experiential zones, effectively doubling the average customer stay time compared to traditional outdoor stores [14]. Group 4: Target Demographics - Salomon is increasingly appealing to young women, with female customers now making up 50% of its Chinese clientele, particularly in first- and second-tier cities [20]. - The brand's marketing strategy includes collaborations with fashion designers and influencers to attract younger demographics, particularly Gen Z [19][21]. Group 5: Competitive Landscape - The outdoor apparel and equipment market is becoming more competitive, with brands like HOKA and On running gaining traction, necessitating Salomon to differentiate through unique retail experiences [18]. - Salomon's growth is challenged by a slowdown in overall revenue growth in its segment, dropping from 31% to 28% [18].