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特步(1368.HK)拿下“最強”戰績,在上馬主場卷翻國際品牌
格隆匯 12-05 12:07

時至年末,馬拉松熱潮仍在繼續,包括在這個週末廣州馬拉松賽、浙江馬拉松精英賽等均將鳴槍開跑,其中廣馬吸引到了2.6萬名運動員參加。

縱觀近期一系列馬拉松賽事,還可以看到,中國體育品牌的影響力正日益凸顯。這也將是本次廣馬的重要看點之一。

不妨以近日圓滿收官,也是今年最重量級、最具看點的國內馬拉松賽事之一的上海馬拉松為觀察窗口。

今年,上馬正式成為中國唯一的雅培世界馬拉松大滿貫候選賽事,標誌着其已躋身世界頂級馬拉松賽事之列,在賽事組織、競技水平上均站上新台階。賽後統計顯示,本次賽事吸引38000人競逐,完賽率高達98.24%,破三人數達到1466人,創下歷史新高。

與此同時,本土運動品牌力量再度崛起,特步大放異彩。根據悦跑圈的數據,特步首次登頂上馬全局跑者穿着率榜首,佔比達到22.4%,保持較快增速,完成對國際品牌的超車,同時蟬聯上馬破三跑鞋穿着率第一,佔比達到19.7%。

這樣的強勢表現也在指向一個事實:專業及大眾跑者用雙腳投票,特步逐步成為更多跑者心智中的首選,持續引領中國路跑發展。

再從更開闊的視角來看,上海是國際品牌的“核心場域”,特步能夠在上馬領跑別具意義,充分彰顯其競爭實力的進階。

上馬之外,2024國內多場重量級馬拉松賽事如北馬、廈馬、成馬,特步均成為全局品牌與破三佔比第一並展現出碾壓級優勢特步也在奔向自己的“大滿貫”。尤其在成馬上,特步跑鞋穿着率佔比高達39.1%,領先第二名接近4倍,相比23年穿着率高增12%,也是全場所有運動品牌中進步最快。

在上馬開跑的同日,特步亦攜手家鄉賽事——晉江馬拉松開跑。最終,包括晉馬賽場上8位冠軍在內,特步冠軍版跑鞋家族助力單日14個冠軍誕生。

在這背後,離不開特步在專業跑鞋賽道的產品力的迅速提升。

從160X 3.0 PRO的國民口糧競速鞋,到160X 5.0 PRO的顛覆設計、6.0 PRO的再度進化,160X系列展現愈發硬核的產品實力,助力跑者創造佳績。在此次上馬中,特步冠軍版跑鞋家族的160X 6.0 PRO、160X 3.0 PRO亦均在破三跑者穿着率中前五獨佔兩席,合計超15%。更是前五名中的唯一中國品牌。

特步亦以持續的科研投入賦能產品創新和領先,其每年將營收的2%-3%用於支持科技研發,累計投入已超過20億元,包括斥巨資建設世界級跑步實驗室X-Lab,從而培育出160X冠軍版跑鞋。今年9月,耗時三年打造的特步集團創新中心也正式投入使用,構建起特步研發的“大腦”和創新的“心臟”,帶動跑鞋科技進一步躍升。

由此也可以預見,這一邏輯還將繼續演繹,為特步打造更多優質跑鞋產品以及繼續引領中國路跑發展注入動力。這也使得,特步的高質量發展特徵愈發明顯,夯實引領者角色,增強品牌認知度和影響力,亦有望基於品牌力輻射到更多人羣和品類,實現全局向好發展。

隨着特步釋放出更多潛力,價值迴歸和進階也值得期待。

 

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