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361度双十一全渠道稳健增长,飞燃跑鞋成爆款“出圈”

香港智远权证网2025年11月17日 00:00
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2025年双十一购物节已落下帷幕,中国领先的体育用品品牌361度(1361.HK)全渠道销售稳健增长,整体表现符合预期。其中,专业竞速跑鞋系列表现尤为亮眼,备受期待的飞燃5在预售阶段便引发抢购热潮,充分印证了品牌在核心品类上的技术实力与市场号召力。这一成绩不仅反映了消费者对361度产品力的高度认可,也为公司全年业绩增长注入了强劲动力。

赛事赋能产品,科技与口碑双轮驱动

双十一的销量的增长并非偶然,而是361度长期深耕专业赛道、通过顶级赛事赋能产品的必然结果。近期,品牌通过多项高规格活动强化了其专业形象。在第八届中国国际进口博览会上,361度携手全球知名特种化学公司赢创,首次预发了搭载低碳环保科技的飞燃5跑鞋。该产品采用赢创VESTAMID® eCO E40尼龙12弹性体发泡材料,通过“质量平衡法”技术降低约70%碳排放,同时兼顾软弹脚感与高效回弹性能,破解了高性能与可持续性难以兼得的行业难题。这一创新不仅提升了产品的差异化竞争力,更吸引了环保意识强烈的年轻消费群体。

与此同时,361度持续通过支持大型体育赛事深化品牌影响力。作为第十五届全国运动会天津、内蒙古代表团的官方合作伙伴,361度为两地运动员提供领奖服等全套专业装备。值得注意的是,在滑板等年轻化项目中,361度为街式滑板冠军高群翔打造专属战靴,进一步贴近Z世代消费场景。

在唐山马拉松中,361度作为顶级合作伙伴见证品牌代言人包揽全程、半程马拉松四项冠军。其中,代言人李子成身着飞燃5 FUTURE,以02:14:43的成绩夺得男子全程马拉松冠军,并刷新赛会纪录;361度跑步代言人姚玉舟与冯丹均穿着飞飚FUTURE 2,分别以02:38:18和01:17:16的成绩斩获女子全程马拉松冠军与女子半程马拉松冠军,直观验证了产品在顶级竞技场景下的可靠性。这些赛事活动不仅为361度提供了产品验证的舞台,更通过运动员背书和媒体曝光,持续反哺消费市场的信任度。

Q3数据夯实基础,全年增长预期乐观

双十一销售表现与赛事热度,与361度此前公布的2025年第三季度运营数据形成呼应。报告显示,主品牌产品零售额同比实现双位数增长,尤其是专业运动品类如跑步、篮球系列表现突出。飞燃系列跑鞋作为核心单品,其迭代升级与市场口碑的积累,已成为驱动增长的关键引擎之一。公司管理层在近期交流中强调,Q3的稳健增长与双十一的热销态势,为完成全年目标奠定了扎实基础。

纵观361度的战略布局,其成功源于对“专业化、年轻化、国际化”路线的坚持。通过进博会、全运会、城市马拉松等多元场景的渗透,品牌不仅强化了科技属性,更实现了与消费者情感共鸣的深度绑定。飞燃5等产品的热销,印证了市场对高性能与环保创新兼具产品的迫切需求。尽管消费环境仍存挑战,但凭借清晰的产品策略与精准的营销触达,361度有望在全年维度实现可持续增长,进一步巩固其在专业运动市场的竞争力。

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