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FILA要跟lululemon正面打了
Xin Lang Cai Jing· 2025-09-28 13:11
Group 1 - The article highlights the growing popularity of tennis as a fashionable sport, with brands like FILA capitalizing on this trend by deepening their association with tennis and enhancing their product offerings [3][4][6] - FILA has renewed its sponsorship of the China Open and appointed Chinese tennis player Bu Yunchaokete as its first tennis ambassador, indicating a strategic move to strengthen its brand presence in the tennis market [1][5] - The demand for tennis apparel and equipment has surged, with significant year-on-year growth reported in sales, such as a 216% increase in tennis clothing sales in 2024 [6][7] Group 2 - FILA's revenue reached 14.18 billion yuan in the first half of 2025, marking a historical high, although the growth rate has slowed compared to previous years [10][12] - The brand's operating profit margin decreased by 0.9 percentage points to 27.7%, and gross margin fell by 2.2 percentage points to 68%, attributed to increased costs from product enhancements and strategic changes [12][13] - FILA is focusing on high-end sports markets like tennis and golf to maintain its competitive edge, while facing increasing competition from both established and emerging brands in the athletic apparel sector [14][15]