在东北三省的各大滑雪场，迪桑特已经成为出镜率最高的品牌之一。 在东北，以做滑雪服而知名的迪桑特早已超越了御寒的标签，成为东北社交场上的"硬通货"。 提起迪桑特在东北的爆火，东北人年年认为，"东北人好面子，对高端品牌有追求。迪桑特的门店都在 比较好的商场里。" 这个1935年创立于日本的运动品牌，2016年与安踏集团成立中国合资公司后，在东北市场完成了现象级 爆发。 "一只鸟、两棵树、三条路"，这是东北网友们对当下最流行穿搭趋势的一句总结。"鸟"是指近几年爆火 的中产标配始祖鸟，"两棵树"指户外潮流品牌可隆，因其LOGO形似两颗并排而立的树，而"三条路"说 的就是迪桑特。 其中，位于长春欧亚卖场的迪桑特门店，销售排名多次位列全国第一。 2023年，这家门店全年销售额突破亿元大关。今年1月1日~3月16日，不到三个月，这家迪桑特专卖店 卖出了3000万元；到了今年第三季度，该门店年内累计销售额已达1亿元。 当消费行业陷入存量竞争，安踏集团的核心品牌触及增长瓶颈，东北人"用脚投票"捧红的迪桑特，成为 集团重点打造的下一个百亿品牌，但要想复刻FILA的增长神话，坐稳百亿级增长引擎位置，迪桑特还 有关要闯。 4000元 ...

Core Insights - The Chinese sports consumption market is characterized by rapid emotional fluctuations, with trends rising and falling quickly, reflecting a paradox where demand is growing but consumer segments are increasingly polarized [1][2] - The overall market size for sports consumption in China is projected to reach approximately 1.5 trillion yuan in 2023, with expectations to grow to 2.8 trillion yuan by 2025, indicating a continuous expansion despite brand challenges [2][3] - Brands targeting elite consumers face significant challenges due to the limited base of this demographic and their strong emphasis on perceived value, which goes beyond mere functionality to encompass cultural meanings associated with sports [3][5] Market Dynamics - The market is experiencing a deepening divide, with some consumers pursuing low prices and instant gratification, while others view sports equipment as an extension of their lifestyle and identity [2][3] - Brands like Descente have adopted a more structured approach to market entry, focusing on high-density locations that align with the lifestyles of their target elite consumers rather than broad market coverage [6][8] Brand Strategy - Descente's strategy emphasizes understanding the lifestyle of elite consumers, ensuring that their stores are located in areas frequented by this demographic, thus enhancing visibility and trust [6][8] - The brand does not aim for mass appeal but instead focuses on serving consumers who know exactly what they want, establishing a strong connection with specific sports scenes like skiing and golf [10][12] Consumer Engagement - Descente fosters long-term relationships with consumers through continuous engagement in their sports journeys, offering training camps and events that integrate the brand into their lifestyle [12][14] - The brand's partnerships with high-profile sports events and teams enhance its credibility and trust among elite consumers, reinforcing its professional image [14][16] Long-term Vision - Descente's approach is not about fleeting trends but about embedding itself into the daily lives of its target consumers, creating a sustainable relationship that can withstand market fluctuations [18][19] - The brand's long-term strategy is built on a foundation of trust and understanding, positioning it as a leader in a market where the ability to maintain consumer loyalty is increasingly valuable [19]

Core Viewpoint - The article discusses the rapid changes in the Chinese sports consumption market, highlighting the paradox of growing demand alongside increasing differentiation among consumer groups. Brands must find their niche to survive in this competitive landscape [1][2]. Market Dynamics - The sports consumption market in China is experiencing significant fluctuations, with trends rising and falling quickly. For instance, camping and trail running have seen brief periods of popularity [2]. - The overall market size is expanding, with the sports consumption market expected to reach approximately 1.5 trillion yuan in 2023 and grow to 2.8 trillion yuan by 2025. Online consumption in outdoor sports has surpassed 300 billion yuan, with over 200 million participants [2][3]. Consumer Segmentation - The market is increasingly stratified, with one segment of consumers focused on low prices and immediate gratification, while another segment views sports equipment as an extension of their lifestyle and identity [3][4]. - Brands targeting elite consumers face unique challenges due to the limited size of this demographic and their strong emphasis on perceived value and cultural significance associated with sports [4][6]. Brand Strategy - Descente is highlighted as a brand that understands the differentiated market landscape. Instead of pursuing mass visibility, it focuses on a structured approach to engage with its target audience through high-density touchpoints in their daily lives [8][9]. - The brand's store locations are strategically chosen in areas with high concentrations of affluent consumers, emphasizing alignment with their daily routines rather than sheer foot traffic [9][11]. Product and Service Integration - Descente's product strategy is not about catering to everyone but rather serving those who know exactly what they want. The brand has established a connection with elite sports lifestyles through specialized offerings in skiing, triathlons, and golf [12][14]. - The brand enhances its presence through membership services and events, creating a deeper integration into consumers' lives by being present throughout their sports journey [18][20]. Long-term Relationship Building - Descente's approach emphasizes long-term relationships with consumers, focusing on consistent engagement through training camps, events, and professional partnerships in high-level competitions [20][22]. - The brand's commitment to quality service and attention to detail, such as offering equipment care and temperature matching guidance, builds trust among elite consumers who expect high standards [22][24]. Conclusion - The article concludes that in a fragmented sports consumption market, the key to success lies not in speed but in understanding and embedding oneself into the established lifestyles of target consumers. Descente exemplifies this approach by fostering sustainable trust rather than chasing fleeting trends [26][27].