Core Insights - FILA has opened its first upgraded flagship store, "FILA TOPIA Xi'an No.1," in Xi'an, integrating its century-long history and local culture into the retail experience [1][3][4] Group 1: Store Concept and Design - The store features four thematic areas designed to enhance consumer experience, including a professional sports area reminiscent of ancient Rome and a footwear section inspired by maritime exploration [3][4] - The design aims to create an immersive shopping environment, with cultural narratives embedded in every detail, such as a ski area reflecting the winter sports atmosphere and a living series area resembling a cozy living room [3][4] Group 2: Strategic Goals and Consumer Engagement - The CEO of FILA Greater China emphasized that the "ONE FILA" strategy focuses on reconnecting with consumers and enhancing brand resonance [3][4] - The store introduces a "brand friend" role to guide customers and narrate the brand's history, along with personalized styling advice and interactive experiences to deepen emotional connections with consumers [4][5] Group 3: Market Positioning and Local Adaptation - The opening of the flagship store aligns with China's "first store economy" initiative, which aims to stimulate consumer spending and support local markets [5][7] - FILA has tailored exclusive products for the Xi'an market, such as "Terracotta Warrior Skating" and "Bell Tower Shadow" series, to cater to local preferences [7][8] Group 4: Future Expansion Plans - FILA plans to innovate its retail formats across various cities, focusing on niche customer segments and specific scenarios, such as a golf-themed store and a collaboration with cultural tourism [8][9] - The brand aims to continue expanding its presence in China, leveraging its innovative capabilities to enhance the consumer experience in the sports fashion sector [9]