“Gorgeous Think Tank” bi-monthly sports and outdoor TOP6, which brands are selected? (September-October 2024)
September-October 2024,“Gorgeous Think Tank”A total of included studies464 sports and outdoor brandsof711 updates。
Accordingly, “Huali Think Tank” specially selected the most worthy of industry attention TOP 6 Brand cases and exclusive comments are given, which intuitively reflects the current efforts and development trends of sports and outdoor brands and industries. (Note: Sorted alphabetically)
In the sports and outdoor field where competition is becoming increasingly fierce, the six selected in this issueTOPThe case illustrates two important trends well:Consolidate brand culture with community as the core、Use stores as windows to strengthen brand genes and image。
1、ARC’TERYXArc’teryx has once again upgraded its store retail experience, with a new retail spaceCliff HouseThe cliff house is the source of design inspiration, introducing the high-altitude landscape and experience that can only be felt by professional outdoor athletes into the city, and recreating the alpine artistic conception in the retail space.
“Huali Think Tank” review:
Outdoors and mountains are the root of Arc’teryx’s brand power. Arc’teryx has been continuously deepening the brand’s professionalism and influence in the outdoor field.
For example: In May, it was announced that it would help restart the China Mountaineering Senior Talent Training Course, which had been suspended for ten years, and launch a world-class rock field plan; in August, the “Observation Report on the Development of Chinese Folk Climbing” was written and released; in October, it was fully upgraded.Yangshuo International Rock Climbing Mountain Class….
Retail stores are also one of the important channels for Arc’teryx to strengthen its brand’s professional image.
Cliff House A cliff house usually refers to a building located on a cliff or steep hillside. Due to the inconvenient transportation in the early days, climbers had to travel long distances to and from the top of the mountain and the bottom of the mountain. Therefore, people developed cliff houses, which gradually evolved into “base camps” that could accommodate more people and have different functions, providing accommodation and viewing for outdoor athletes. provide indispensable and necessary services such as scenery, supplies, rescue, and education.
Therefore, the cliff house has extraordinary symbolic significance for the development and inheritance of outdoor sports.
In the new store image, alpine elements run through every detail of the new store image. From the door handles shaped like the silhouette of the Coast Mountains, to the sandstone-textured walls, to the core sports scene partitions, as well as the knotted safety belts on the mannequins, the backpacks with ice axes and crampons, and the way the safety belts are worn, all are Display with reference to actual usage conditions during outdoor sports.
8At the end of the month, the newly upgraded image store has taken the lead in landing in Beijing Financial Street.9At the end of the month, Jinan Henglong and WuhanGDPStores are also opening one after another.
Through the new store image, Arc’teryx once again reiterates and emphasizes the brand gene of originating from the mountains and reverence for the mountains. At the same time, it also penetrates into a wider range of people with outdoor potential through stores.
2. Goldwin opened a flagship store in Jing’an Kerry Center, Shanghai, which is also the brand’s third store in China.
“Huali Think Tank” review:
The huge size, vast scale and continuous attraction of the Chinese market have become a powerful attraction, attracting sports and outdoor brands from all over the world. As more players flood into this fierce market, competition will undoubtedly become more intense in the future.
Differentiated competitiveness determines how far a brand can go in the bustling Chinese market.
Stores are an important channel for displaying the differentiated advantages of a brand, and they are also the window through which consumers can intuitively experience the brand’s unique aesthetics and genes.
In December 2021, Goldwin opened its first store in China in Sanlitun, Beijing. It was not until August 2024 that it opened its first store in Southwest China in Taikoo Li, Chengdu. The Shanghai Jing’an Kerry Center flagship store is Goldwin’s third store in China.
Brands near Goldwin’s Shanghai Jing’an Kerry Center store include Wilson, Peak Performance, HOKA, etc.
It can be seen that Goldwin’s three stores in China are all located in landmark commercial buildings in three cities, and their stores are close to a number of sports, outdoor and fashion brands.
Although the store opening speed is not fast, each Goldwin store steadily adheres to the brand’s aesthetic philosophy of “exquisite, delicate, rigorous and concise”. The interior decoration of the Jing’an Kerry Center store in Shanghai uses three natural materials with unique Japanese aesthetics, showing the Japanese aesthetics of “the integration of man and nature” in warm tones.
Many details of the store resonated with consumers, and some customers even asked about the fragrance models used in the store on the brand’s official social media account.
In an exclusive interview with Luxe.Co, Takao Watanabe, President of Goldwin Co., Ltd., said: “China is regarded as the most important market potential. We believe that China will account for a very large proportion in our growth strategy in the next 10 years. .”
In terms of stores, Goldwin plans to open 4 or 5 stores every year in the future, striving to achieve a scale of 70 stores within 10 years.
3. Lululemon released the “2024 Happiness Report” and joined hands with the community to launch the “Good Together” annual theme event for the fourth consecutive year, displaying Graphic Rewilding’s artworks in stores and community events across the country, on urban streets and in landmark buildings.
“Huali Think Tank” review:
Nowadays, exercise is not only a healthy lifestyle for young consumers, but also one of the ways to relieve work and life stress. More and more young people are beginning to pay attention to their “emotions” and “feelings.”
lululemon has keenly observed this.
Since 2021, lululemon has released the “Happiness Report” for four consecutive years, encouraging users to improve their happiness, explore good states, and help users understand how to improve their physical, mental and social dimensions of happiness.
This year, lululemon once again released a special report for mainland China. The latest report states thatThe happiness index of mainland Chinese residents continues to lead the world, but the happiness of men and Generation Z groups lags behind.
On the occasion of the release of the “Happiness Report”, lululemon has expanded the “Good Status Together” campaign to stores across the country. You can see that the secrets of good status shared by lululemon ambassadors are displayed in brand stores such as Sanlitun in Beijing and Jing’an Kerry Center in Shanghai. .
Stores are lululemon’s tentacles in various cities and communities. Every time a new store is opened, lululemon will establish multiple WeChat groups and maintain the community. In the group, users will be invited to participate in in-store interactions and out-of-store activities from time to time.
Throughout October, lululemon also held hundreds of offline community activities in 9 cities including Shanghai, Beijing, Chengdu, and Wuhan, leading more users to find “good status”.
In addition, lululemon also teamed up with Xiaoyu to launch the “Conversation in Good State” column, inviting 4 podcasts to start conversations.
Compared with traditional sports brands’ focus on sports performance, lululemon hopes to lead more users to pay attention to their inner feelings and status, and lead users to find a healthy lifestyle together.
This kind of brand concept not only resonates with more users in the community, but also helps the brand’s performance in the Chinese market.
root2024fiscal yearThe second quarter financial report shows that lululemon’s global net revenue increased by 7% year-on-year to US$2.4 billion. Mainland China’s net revenue growth was the largest among all markets, with a year-on-year increase of 34%.
In a post-earnings conference call, CEO Calvin McDonald Said: “The mainland China market maintained strong growth in the second fiscal quarter. We continue to expand new customer groups in stores and various e-commerce platforms, and attract new customers with innovative product series, omni-channel operation models, and unique brand positioning. new guests. We also further responded proactively by conducting extensive activities in the community‘Healthy China2030’call. “
4. On opened a brand store in Shanghai West Bund Dream Center, which is also the first runner base in the country. The store is equipped with multiple functional areas such as a multimedia area, self-service lockers, and pet charging stations. It also offers a running shoe rental service for the first time.
“Huali Think Tank” review:
How is designing a store based on user experience different from a store whose main purpose is sales?
On’s Shanghai West Bund Dream Center store is also the brand’s first runner’s base in China.All designs and services here are based on the runners’ experience.
For example:Display racks, seats and other facilities can be flexibly moved, and the large space can facilitate runners to gather, communicate, share and interact. The store only sells shoes and clothing accessories related to runners. The store also launched an innovative service – running shoe rental. In addition, a pet charging station is specially set up to support runners and pets running together.
If “running” is the source of On’s brand culture, then community is the key and core of On’s brand running culture.
four years agoAfter On entered the Chinese market, only 6 people participated in the first running community event held. Now the brand holds hundreds of events across the country every year, and more than 10,000 people have participated in the On community.Li Meina, On’s offline business manager for Greater China, shared at the event.
At present, China is becoming the second largest running market in the world. The running craze in the Chinese market has also attracted more consumers to pay attention to running equipment and running culture.
For many runners, running is not only a healthy sport, but also a social activity. Runners in the community are also pursuing a sense of belonging while running, and the brand has also established a relationship with running enthusiasts. A close relationship like a family.
The On Runner Base, located next to the West Bank Riverside track with a strong running atmosphere, is the “home” of runners. Here, runners can rest, store bags, provide supplies, and participate in various community activities organized by On.
In this way,On continues to consolidate the brand’s core running culture.
According to On AngpaoannouncedResults for the second quarter of 2024 show that On’s net sales increased by 27.8% year-on-year to 567.7 million Swiss francs, once again setting the highest sales record in a single quarter. Sales in the Asia-Pacific region, dominated by the Chinese market, surged 73.7% year-on-year to 5920 million Swiss francs. million Swiss francs.
Close connections with the community will helpOnAngpao firmly grasps the target customer groups and further establishes strong brand cultural communication.
5. Salomon Salomon opened a flagship store in Xintiandi, Shanghai, to provide the brand’s full range of products in mainland China, moving towards a full range of professional sports brands. At the same time, the 2024 autumn and winter new product catwalk – “Mountain Show” event will be held.
Comments on “Huali Think Tank”:
The popularity of various outdoor sports in the Chinese market has brought more development opportunities to professional sports and outdoor brands with full categories and multiple scenarios.
Born in the French Alps in 1947SALOMON，In China, it is famous for its cross-country running shoes, but in fact, as a professional outdoor brand, SALOMON has a number of professional outdoor sports product lines for cross-country running, hiking, road running, skiing, etc., and these products are sold in the newly opened Shanghai Xintiandi flagship store are presented in .
In addition, the Shanghai Xintiandi flagship store will also provide outdoor fashion series, experimental trend line SALOMON ADVANCED, and jointly branded products with MM6 Maison Margiela, etc. SALOMON’s innovative high-performance sports product S/LAB series, as well as Korean line products more suitable for the Asian market, will also be presented in the store.
This street-facing double-storey store with a total area of 365 square meters is located in Shanghai Xintiandi Fashion Phase 2. For professional outdoor brands, opening a street store in a core business district and fashionable district is a considerable investment.
Since this year, SALOMON has opened brand stores in second- and third-tier cities such as Changzhou, Luoyang, Harbin, Luoyang, Urumqi, Fuzhou, and Kunming to accelerate its expansion into the Chinese market.
But for those who want to enrich their product categories and attract a wider range of outdoor customersSALOMONGenerally speaking, brand stores in core locations are important windows that present the brand image three-dimensionally and will help the brand further amplify its influence in the mass market.
James Zheng, CEO of Amer Sports, introduced at the second quarter 2024 financial results conference call that it is expected that by the end of this year, SALOMON will have 200 stores in China (including directly operated and authorized stores) ). “We will continue to optimize the market strategy and sales structure of our products to maximize the potential of SALOMON moving forward.”
6. Wilson opened a southwest flagship store in Taikoo Li, Chengdu. This “Zhuli” urban concept store not only retains the tennis elements of the Wilson brand, but also integrates Chengdu’s local culture.
“Huali Think Tank” review:
According to the “2021 World Tennis Survey Report” released by the International Tennis Federation (ITF), China’s total tennis population is approximately 20 million, ranking second in the world.
As more and more tennis events become popular in China, and more and more Chinese tennis players come to the fore, the popularity of tennis has rapidly increased in China in recent years, and it is highly sought after by high-net-worth individuals and young and highly educated people.
At the same time, tennis apparel is also attracting more and more attention from consumers.
Over the past 110 years, Wilson has been deeply involved in professional ball and racket sports. Many top players, including tennis king Federer, are firm fans of Wilson tennis rackets. Since 2021, Wilson has launched a sportswear line under the leadership of current president Gordon Devin. But for the wider sports fashion consumers, this name is still somewhat unfamiliar.
Since this year, Wilson has quickly opened a number of brand stores in Chengdu, Jinan, Hangzhou, Shenzhen, Xi’an, Nanjing, Qingdao, Suzhou and other cities. It currently has 27 official stores in China (excluding tennis stores and basketball stores) ).
The Chengdu Taikoo Li Southwest Flagship Store is divided into eight special areas, including Wilson Pavilion, Field, Stand, Lounge, Lab, Stock (warehouse), Garden (garden) and Cafe (cafe).
Design details such as the outdoor facilities composed of fine white grilles and the thin stainless steel lines on the ground are all inspired by the tennis rackets and tennis court cables. Every detail presents the brand’s sports aesthetic gene.
In the Chengdu store, users not only provide racket stringing customization services, but also Wilson’s more comprehensive clothing products, such as tennis skirts, jackets, shorts, sports shoes, etc.
Gordon Devin in an exclusive interview with Luxe.COSaid: “This year we opened a new store in China24Home store. There are also many new store plans planned by the end of this year. This is just the tip of the iceberg. We’re actually only two years into the retail business and we’re going to be sharing our brand in new ways. “
Stores are the center of brand narrative and the window for brand image. Creating a store that is highly recognizable and can perfectly present the brand DNA is crucial for brands that want to expand into the Chinese market.
| Image source: Brand official channel
| Editor in charge: Elisa
