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interface news reporter | chen qirui

interface news editor | lou qinqin

from8starting from september, outdoor sports brand salomon will hold the concept art exhibition "a little wild mind" in shanghai and shenzhen respectively. the exhibition in shanghai is located inK11, the exhibition in shenzhen is in vientiane world. by artistCrosswavecreative“Lionbit”cartoon characters appear throughout the exhibition, and photos, videos and installations related to nature and movement are also on display.

the exhibition area is not large, and there are not many art works on display. salomon will distribute the exhibition throughLionbitstickers and creative workshops to attract visitors. as salomon was born in the ski scene,Lionbitand the style of the exhibition is obviously different from the traditional image of the brand.

but this is also the route salomon has taken in recent years.——on the basis of emphasizing professional attributes, it forms influence by getting involved in the fields of art and fashion.

trendy from the street to2015after the rise of the year, salomon successively andComme des GarçonsandMM6 Mansion Margielawait for fashion brands to cooperate and letXT-6 Gore-Texbecome an iconic shoe similar to adidasSambaand nike'sDunk. such a move later also affected arc'teryx and amer sports, both of which belong to amer sports.Wilsonextended use.

salomon is lucky that outdoor sports have become a trend during the pandemic. different from urban running and suburban hiking, the recent outdoor trend has begun to focus on mountaineering and skiing, which are more physically demanding and relatively niche sports. this gave salomon the opportunity to get rid of trendy labels and prove his professional attributes.

but according to amer sports’ financial report, salomon’s sales growth has begun to slow down. exist2024in the first and second quarters of the year, the sales revenue of the outdoor products department increased by6%and11%, and salomon is the brand with the largest proportion. for comparison, the revenue growth of arc'teryx's functional clothing department was44%and34%。

perhaps in order to attract more potential audiences, in addition to regular outdoor sports promotions, salomon has recently intensively implemented various marketing initiatives for urban groups on weibo and xiaohongshu, including sponsoring the hangzhou music festival andHYPEFESTmusic festivals and with designer brandsSandy LiangandRIERlaunch of collaborative shoe collection.

in the field of fashion, salomon does have a certain say, but it is its advantage. but on the other hand, it is precisely because salomon is really popular because of the trend, not likeOnandHoka One Onein this way, when you first enter china, you will be bound to running, and it will be more affected by fashion trends.

in the highly competitive field of running shoes and outdoor shoes, it is difficult for any brand to establish an absolute advantage. arc'teryx is also following the fashion route, but it relies more on third parties such as trend media and trend bloggers to spread its content. the content on official social media platforms is always related to mountaineering, skiing and research and development.

now doing art exhibitions, sponsoring music festivals and once again promoting the attributes of urban clothing may bring short-term popularity to salomon, but they cannot solve the core problem. furthermore, urban style targets a wider consumer group, but salomon often gets into disputes due to shortages.

in salomon tmall official flagship store, such asXA PRO 3D、XT-6andXT-WINGS 2popular styles such as these are missing sizes or colors, and some are even sold in only one color. the salomon shortage has become one of the most frequently discussed topics on social media.

salomon is opening stores in china faster and faster.2019when anta group announced its controlling stake in amer sports in 2016, salomon’s total number of stores in china was only13home. and as of2023year9moon30on that day, the number of salomon stores in greater china was67home. in this context, hunger marketing will obviously dissatisfy consumers.

the use of this approach originating from the trend field will in turn deepen the market's impression that salomon is a trend brand. even if it does more designer-brand collaborations and art exhibitions to try to enrich its image, once consumers' impressions are formed, it is difficult to reverse them. as performance growth slows, salomon has now reached a point where he needs to change.