361°超品:全新零售業態驅動,打造高質價比"一站式運動消費新主場"
在運動消費持續擴容的背景下,傳統零售模式正面臨產品同質化、門店坪效低、消費體驗單一等多重挑戰。據《中國泛年輕人羣運動消費白皮書》顯示,76.3%的年輕人仍偏好線下門店購物,但傳統零售模式難以滿足消費者對於"一站式購物"的消費體驗訴求。2024年12月,361°推出全新零售業態「361°超品」,通過打造"800㎡+超大購物空間、高質價比產品及場景化的購物體驗"三位一體的「一站式大衆運動消費新主場」,開創運動零售新模式。開業當日,361°超品門店便呈現火爆態勢,這一現象既反映出消費者對這一創新零售模式的認可與喜愛,也使得361°超品被資本市場視爲運動零售的新增長引擎,成爲運動零售行業破局樣本。

破局行業痛點:從"功能貨架"到"生活主場"的升維
近年來,運動消費市場持續擴容,但行業痛點日益凸顯。傳統運動門店受限於空間與品類覆蓋,難以滿足家庭化、全場景的消費需求。與此同時,行業庫存週轉效率與消費體驗升級需求之間的矛盾愈發顯著。361°超品以"四維主場"爲破局路徑,即場景、品類、效率、情感的四維升級,將傳統"貨架陳列"升級爲"場景化生活空間"。平均800㎡的超大空間容納跑步、籃球、戶外、家庭運動等多元場景,通過主題分區與沉浸式體驗設計,讓消費者直觀感受產品與生活的關聯,將運動裝備的選購轉化爲對生活方式的探索。

品類覆蓋則打破邊界,從四季商品到全年齡段需求一應俱全。除了涵蓋跑步、籃球、綜訓、運動生活等常規品類外,還囊括網球等新品類。尖貨SKU數量較大多數常規店更多,例如跑鞋細分爲競速、功能、通勤、日常四大系列,休閒鞋劃分爲復古文化鞋與經典板鞋。尖貨SKU如"飛飈2""飛燃4"等熱門配色集中陳列,搭配國旗款羽絨服等差異化產品,有效滿足全年齡段客羣在不同場景的裝備需求。同時,配合店內靈活促銷的策略吸引客流,實現"質價比雙優"的消費自由。而自助掃碼購、電子價籤等數字化手段簡化流程,10-12名店員即可高效運營超大空間,減少消費者決策時間。這種"自助式購物"模式不僅降低運營成本,更讓"即買即走"的體驗成爲可能。
從單店爆發到資本熱捧,361°超品成行業增長樣本
361°超品的快速擴張與資本信心,爲運動零售注入新動能。自2024年12月首店落地以來,361°超品憑藉"專業品質+親民價格"的差異化定位快速打開市場,截至2025年3月已在全國開設10家門店。據國際證券和長江證券研報預測,2025年底361°超品店數量將突破100家,單店年效有望達近千萬量級,中長期或成長爲集團增長第二極。
2024年361°集團營收突破百億,361°超品通過捕捉高質價比運動產品自選的市場機會,有望持續爲集團貢獻零售增量。從行業破局到資本認可,361°超品將消費者對傳統運動品牌的認知從"功能性消費"轉向"場景化生活",其所構建的"空間即場景、品類即生活"消費邏輯標誌着運動零售從"賣產品"向"造場景"的戰略升維。通過融合大衆運動消費全場景購物體驗,構建差異化競爭力,361°超品不僅解決了行業痛點,更開闢了大衆運動消費的新賽道。隨着門店網絡的快速擴張,這一模式或將成爲運動品牌轉型升級的標杆,重新定義行業增長邊界。
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