Core Insights - ASICS has transformed from a brand perceived as "dad shoes" to a favorite among young consumers, particularly with its Contend 4 model gaining popularity in urban settings [2][4][6] - The company's sales in the Chinese market have shown remarkable growth, with projected revenues of approximately 3.03 billion RMB, 3.77 billion RMB, and 4.88 billion RMB from 2022 to 2024, respectively, marking a strong upward trend [4][24] - ASICS has capitalized on the growing awareness of foot health, particularly among young workers suffering from flat feet, positioning itself as a solution for comfort and support [8][12][9] Market Performance - ASICS's global revenue surged by 19% year-on-year in 2024, with the Greater China region leading the growth at nearly 30% [4][24] - The brand's net sales in China increased from 62.4 billion JPY to 100.5 billion JPY from 2022 to 2024, a 61% increase over three years [24] - ASICS's Gel-Kayano and other classic models have seen a resurgence in popularity, with a 600% increase in trading volume for retro models in the first half of 2024 [20][24] Consumer Trends - Young consumers are increasingly prioritizing comfort and foot health over brand prestige, leading to a shift in purchasing behavior towards ASICS [12][19] - The rise of retro fashion has benefited ASICS, as its designs resonate with current trends, and collaborations with various brands have increased its visibility [20][22] - Social media has played a significant role in ASICS's resurgence, with discussions around foot health and comfort gaining traction among younger demographics [11][12] Competitive Landscape - ASICS faces intense competition in the retro sneaker market, with brands like New Balance and Nike also targeting the same consumer base [26][29] - The brand's technical advantages, such as its GEL cushioning technology, are being challenged as competitors improve their offerings [26] - Quality concerns have emerged, with reports of product defects and complaints about durability affecting brand perception [28][29] Future Outlook - ASICS must navigate a rapidly changing market landscape, where consumer preferences can shift quickly, and competition is fierce [29] - The brand's ability to innovate and tell new stories to consumers will be crucial for maintaining its momentum in the Chinese market [29]

以下文章来源于金角财经 ，作者颖宝 金角财经 . 城市新中产读本，拆解经济事件背后的逻辑。 被中国人带飞。 文 ｜ 颖宝 编辑 ｜ 角爷 来源｜ 金角财经（ID:F-Jinjiao） 封面来源 ｜ 亚瑟士官方 回到被耐克、阿迪达斯统治的校园年代，如果你穿着亚瑟士上学，极有可能会被问："这双安踏多少钱？" 日本运动品牌亚瑟士，于2006年进入中国市场，耕耘已近20年，但"土味""丑"的标签，让它在很长一段时间里，在由年轻人主导的流行文化中存在感薄弱。 在不算太久远的2020年，亚瑟士还处于经营亏损39.5亿日元（约合人民币2亿元）的困境中。 但这两年，亚瑟士彻底逆袭了。 2024年，亚瑟士全球销售额为6785.26亿日元（约合349亿元人民币），同比增长近19%；大中华区营收达1004.98亿日元（约合48.23亿元人民币），同比增 长近30%。此增速水平，安踏和阿迪达斯看了都要沉默。 亚瑟士天猫旗舰店上的热销鞋型，如Contend 4、Kayano 31、GT-2000 12等，均是经典系列成员。Kayano、GT-2000系列均诞生于1993年，Contend系列已 更替至第四代。意味着，吸引当下年轻人的， ...

以下文章来源于金角财经 ，作者颖宝 金角财经 . 城市新中产读本，拆解经济事件背后的逻辑。 来源丨金角财经（ID: F-Jinjiao) 作者丨颖宝 图源丨亚瑟士官网 回到被耐克、阿迪达斯统治的校园年代，如果你穿着亚瑟士上学，极有可能会被问："这双安踏多少 钱？" 日本运动品牌亚瑟士，于2006年进入中国市场，耕耘已近20年，但"土味""丑"的标签，让它在很长一段时 间里，在由年轻人主导的流行文化中存在感薄弱。在不算太久远的2020年，亚瑟士还处于经营亏损39.5亿 日元（约合人民币2亿元）的困境中。 但这两年，亚瑟士彻底逆袭了。 2024年，亚瑟士全球销售额为6785.26亿日元（约合349亿元人民币），同比增长近19%；大中华区营收达 1004.98亿日元（约合48.23亿元人民币），同比增长近30%。此增速水平，安踏和阿迪达斯看了都要沉 默。 亚瑟士天猫旗舰店上的热销鞋型，如Contend 4、Kayano 31、GT-2000 12等，均是经典系列成员。 Kayano、GT-2000系列均诞生于1993年，Contend系列已更替至第四代。意味着，吸引当下年轻人的，还 是当年那些"土鞋"。 小红书上2 ...