Core Viewpoint - The article discusses the rise of On, a Swiss running shoe brand, emphasizing its innovative approach, market strategies, and growth potential, particularly in the Chinese market. Group 1: Company Overview - On was founded in 2009 by three individuals in Switzerland, aiming to create a unique running shoe that was initially rejected by major brands like Nike and Adidas [4][7]. - The brand has grown significantly, selling over 10 million pairs of shoes in 2021 and achieving a global market share of 2% [5]. Group 2: Market Strategy - On aims to achieve CHF 3.5 billion in revenue by 2026, with a focus on the US and China as key markets [5][11]. - The company plans to increase its market share in China to 10% and expand its product range beyond running shoes to include training and tennis [12][30]. Group 3: Innovation and Technology - On's unique selling proposition includes its patented CloudTec technology, which offers a lightweight and comfortable running experience [15][18]. - The introduction of LightSpray™ technology allows for automated shoe production, significantly reducing manufacturing time and enhancing design flexibility [17][19]. Group 4: Retail and Consumer Engagement - On has shifted from relying on distributors to establishing its own retail network, with plans to increase store numbers in China from 58 to 80 by the end of 2024 [31][28]. - The brand is leveraging digital experiences in stores to enhance customer engagement, such as virtual try-ons through interactive screens [21][22]. Group 5: Future Outlook - On aims to double its net sales to at least CHF 3.55 billion by 2026, with a gross margin target of over 60% [27]. - The company recognizes the growing middle class as a significant driver for its growth, aiming to maintain its high-performance brand image while appealing to a broader consumer base [34].

"The New Look"——这是当时时尚评论界赋予迪奥系列作品的破格赞誉。半个世纪过去，时尚圈早已换了模 样。大众时尚依靠科技和产业分工崛起，感谢它们——普通人只消花上十分甚至二十分之一的价格，就能买 到昔日模特和富家女身上的衣衫。 现代时尚相信"设计应为大规模生产而生"，相信形式需服务于功能，相信衣食住行终将塑造每一个个体。无 论时代如何更迭，The New Look 所承载的全球化气象与积极向上的象征意义从未消散。 因此，我们决定把一档新栏目的名字定为「 New Look」，这会是一档关注时尚行业的访谈，在这里你会看 到服饰巨头、运动新秀、奢侈品大牌、设计师新品牌的领导人物如何思考生意、品牌、中国市场和消费者， 洞悉"流行"究竟怎样发生，以及它们最终如何成为经典。 作者 | 贺哲馨 编辑 | 乔芊 "如果连我们都不能放弃眼前的一切去冒险，那谁还能？" 未来三到五年，中国有望将成为On昂跑的第二大市场。 1955年的巴黎，克里斯蒂安·迪奥（Christian Dior）正为即将到来的演讲做最后的排练。索邦大学的演讲厅 外，被学生与媒体围得水泄不通。他们期待亲眼见证 迪奥 的时装作品——传言中令人"触电般 ...