Multi-brand: Focus on differences and deepen vertical categories
Posted: Sun Dec 22, 2024 9:49 am
With the help of the authorized cooperation with the Palace of Versailles collection and joint marketing with well-known IPs such as Pompidou, FILA continues to deepen the integration of sports and art, consolidate the fashion sports mindset, and at the same time focus on incremental categories, with remarkable results: the fashion blockbuster family and professional sports series drove the growth of the shoe category by more than 20%; the sportswear category focused on elite sports such as golf and tennis, achieving double-digit growth; at the same time, it quickly laid out high-potential tracks such as outdoor and sustainable.
In addition, FILA's retail format has been fully upgraded, and country code philippines mobile innovative models of various top stores have been released one after another. The overall offline sales per square meter leads the sports brands of the same scale. The online growth rate exceeded 20%, and the performance continued to be strong. By focusing on core categories to create mind-blowing products, new channels such as the official website and Douyin continued to lead the industry.
Other brands focus on differentiated scenarios, continue to delve into high-end vertical sports needs, and continue to maintain strong growth.
The high-end and high-quality professional sports brand DESCENTE has achieved a breakthrough in brand power, and its ski brand power ranks first among high-end brands for the first time. At the same time, it continues to create professional events around triathlon scenes and deepens the professional mindset of golf. During the reporting period, an innovation and R&D center was established to study pattern optimization and fabric technology; offline, multi-channel formats were continuously promoted, the first city concept store was opened, and the expansion of children's stores was accelerated; the brand membership increased by nearly 30%, and showed a trend of younger people.
In addition, FILA's retail format has been fully upgraded, and country code philippines mobile innovative models of various top stores have been released one after another. The overall offline sales per square meter leads the sports brands of the same scale. The online growth rate exceeded 20%, and the performance continued to be strong. By focusing on core categories to create mind-blowing products, new channels such as the official website and Douyin continued to lead the industry.
Other brands focus on differentiated scenarios, continue to delve into high-end vertical sports needs, and continue to maintain strong growth.
The high-end and high-quality professional sports brand DESCENTE has achieved a breakthrough in brand power, and its ski brand power ranks first among high-end brands for the first time. At the same time, it continues to create professional events around triathlon scenes and deepens the professional mindset of golf. During the reporting period, an innovation and R&D center was established to study pattern optimization and fabric technology; offline, multi-channel formats were continuously promoted, the first city concept store was opened, and the expansion of children's stores was accelerated; the brand membership increased by nearly 30%, and showed a trend of younger people.