来源：源Sight 作者 | 王言 迪桑特对于自身的战略定位，正在悄悄发生改变。 12月17日，DESCENTE迪桑特全球旗舰店"未来之城"在北京华贸中心正式营业。该门店以滑雪、铁人三项、高尔夫及多场景训练构成的完整产品矩阵为核 心，通过四座主题建筑，串联起滑雪、高尔夫、全地形都市机能与儿童世界四大场景。 截 图来源于小红书 可以看出，一直以高端专业定位，主打滑雪、高尔夫和铁人三项三大运动的迪桑特，叙事风格正在发生调整，其正在尝试构建一套完整的专业运动生态与 和产品体系。 而在整个安踏体系中，在主品牌增速放缓、FILA处于回暖期的情况下，一直在财报中归为"其他品牌"的迪桑特，"存在感"在不断提升，其扮演的角色将越 来越重要。 新生态位下的新动作 2025年开年，国内消费趋势正发生巨大的调整。 这一边，作为国内高端消费风向标的茅台酒，终端价格的持续下跌，一众奢侈品牌开始关店、降价；但另一边，泡泡玛特、老铺黄金成为年轻人的心头 好，同时，中产掀起的运动热潮下，滑雪、跑步、网球等运动兴起，高端品牌悄悄替代了前者的生态位。 而安踏体系内，迪桑特由"二代"丁少翔负责，其担任迪桑特中国董事长。最初，迪桑特在中国市场的年销 ...

Core Viewpoint - Descente, an outdoor sports brand originally focused on skiing, is launching a new cushioning running shoe named "DYNAMIC FLUID 3.0" to target the growing market of casual runners in China [1][9]. Market Overview - Running has become the most participated sport in China, surpassing activities like walking and badminton, with over 500 million users engaging in running as their primary form of exercise [4]. - The majority of these runners are not professional marathon participants, indicating a significant market for casual running shoes [3][4]. Consumer Insights - The demand for cushioning running shoes is driven by a broad user base, including beginners and casual fitness enthusiasts, rather than elite marathon runners [3][4]. - There is a notable gap between the needs of elite runners and the diverse requirements of the general running population, leading brands to adapt their product strategies [6][10]. Competitive Landscape - Domestic brands are closing the gap with international brands in the professional running shoe market, with four Chinese brands appearing in the top ten for marathon runners [6][10]. - The popularity of domestic brands among casual runners is increasing, with a balanced preference for both domestic and international brands in the general consumer market [6][10]. Product Strategy - Descente is expanding its product line to include running shoes, despite not being a primary category for the brand, to capture the growing casual running market [9][10]. - The company aims to enhance its brand presence in the running category, which is essential for maintaining growth as interest in skiing declines [10][11]. Future Plans - Descente plans to launch new running shoes in 2025, including a competitive racing shoe and an updated cushioning model, to strengthen its market position [11]. - The brand is focusing on targeted sponsorships and community activities to engage with its core urban mid-to-high-end customer base [11].