Core Insights - Tabo Sports has launched the official flagship store for SOAR Running on Tmall, indicating a strategic move to penetrate the Chinese market for running apparel [1][6] - The pricing strategy for SOAR products is competitive, with running shorts priced between 949-1999 RMB, which is lower than the European website prices but still significantly higher than local alternatives [6][7] - Tabo Sports aims to strengthen its position in the running apparel market by leveraging SOAR's brand, following the success of HOKA, and is focused on online sales channels for growth [6][7] Company Strategy - Tabo Sports acquired exclusive operational rights for SOAR in China on May 13, and the rapid launch of the online store within a month and a half reflects a proactive approach to market entry [6] - The company evaluates potential partners based on market viability and the brand's potential to become a market leader, which influenced the decision to partner with SOAR [6] Product Offering - SOAR, established in London in 2015, focuses on high-performance running gear that combines functionality, technology, and aesthetic design, positioning itself as "haute couture" for runners [7] - Initial consumer feedback on SOAR products highlights their lightweight and comfortable design, although concerns about durability have been raised [7] Market Positioning - SOAR's entry into the Chinese market is seen as a strategic move to compete with established brands like ANKOR, with Tabo Sports aiming to enhance its product offerings in the running apparel segment [6][7] - The brand's unique selling proposition lies in its blend of craftsmanship, material innovation, and design, although it faces challenges in establishing a strong brand moat against cheaper alternatives available online [7]