品牌零售24Q1取得可觀增長。
主品牌零售（線下渠道）同比增長高雙位數；童裝品牌零售（線下渠道）同比增長20-25%；電子商務零售同比增長20-25 %。
24Q1 ops: brand retail sales climbed; growth spike in ecommerce, children’s wear
Key metrics:
Chinese sporting wear producer 361 Degrees recently released a stellar 24Q1 operational update, with main marque 361° posting offline retail sales growth at a high double-digit yoy, particularly 361° Kids, which rose 20-25% yoy. Business in the 361° ecommerce channel was just as robust and climbed 20-25% yoy in Q1. A key catalyst was the product launch momentum in various categories through the quarter:
24Q1產品端持續迸發勢能，新品層出不窮。
在跑步領域，
361°推出專業馬拉松競速跑鞋“飛燃3”全新配色，以極高顏值及獨創動態碳板設計，開啓“全民超跑”時代，帶領跑者們征服跑道。同時，361°推出“疾風家族”系列，以最新物料科技賦能專業競速及日常訓練等多種使用場景需求。此外，361°推出“飈速3Pro”競速跑鞋定位場地競速、爲體考體測人羣提供全力支持。
籃球領域，
361°簽約肯塔維奧斯·考德威爾-波普，充分發揮代言人於籃球領域的影響力，同時大幅提升品牌知名度。
綜訓領域
，361°繼續着力運動產品擴容，24Q1推出女子專業運動“新肌4.0”系列，採用中式優雅深邃的低飽和美學新配色，提供柔軟韌性的外在保護。
Running:
•Flying Flame 3: the 361° brand rolled out new colors for this professional marathon running shoe collection. The attractive aesthetics contain the company’s proprietary dynamic carbon plate design, which is marketed for mass appeal and aims to lift runners into ultra-running mode to facilitate their conquest of the track.
•Gale Family: this 361° collection deploys the latest materials technologies that seek to fulfill various requirements, including both professional races and daily training.
•Blitz 3Pro: this collection under 361° is positioned for field events and supports those taking physical exams.
Basketball:
the signing of US NBA star Kentavious Caldwell-Pope as ambassador leveraged his basketball cachet to raise the profile of the 361° brand.
Cross-training:
361° expanded its portfolio categories in 24Q1 with the launch of the New Muscle 4.0 collection, which specializes in sportswear for women. The apparel utilize pliant yet tough outer layers and are available in muted shades to showcase Chinese elegance.
賽事方面，24Q1廈門、鄭開等各地馬拉松陸續開跑，其中361°更將以2024青島馬拉松榮耀合作伙伴的身份參與四月青島馬拉松，通過跑者在馬拉松賽事上的精彩發揮，大大加強品牌在跑步領域的專業化形象。
其中，“飛燃3”、“飛飈FUTURE 1.5”系列跑鞋先後助力李子成、管油勝等多名361°跑步代言人、精英跑者登上領獎臺，破3跑者穿着率再創新高。同時，361°的高品質產品不僅在國內市場備受追捧，在國際舞臺上同樣獲得廣泛認可。
作爲多個國際運動會的官方合作伙伴，361°於24Q1更成爲世界泳聯官方體育服飾供應商，爲相應賽事提供周到優勢的裝備保障，充分證明其產品質量及專業水平。
Sports events participation: marathons and swim meets lift the brand profile
Marathons:
Xiamen, Zhengkai and other Chinese cities held marathons one after another in the last quarter. This quarter, 361° partnered with the Qingdao Marathon on 21 April, which would have again raised the brand’s professional profile in running sports.
Wear rates:
not only have many 361° ambassadors and elite runners like Li Zicheng and Guan Yousheng ascended the podium wearing Flying Flame 3 and Furious Future 1.5 shoes, but the brand’s wear rate among runners who finished the race within 3 hours reached a new high. We believe that 361°’s premium products are sought after not just in China, but they are also widely recognized in the international market.
Swimwear:
361° has been an official partner in multiple international sports meets and it added the World Swimming Federation (WSF) in 24Q1, where it became official sportswear supplier to WSF events. We believe its well-thought-out and premium swimwear products would add comfort and prove the brand’s product quality and professionalism.
361°深刻認識到電商渠道建設對品牌核心競爭力有至關重要作用。24Q1，361°配合時事熱點推出電商營銷活動，包括“過年不打烊”、“NBA全明星週末”、“開學季”、“38大促”、“天貓品牌年度會員日”等，深挖在線客羣的消費特點，充分激發電商勢能，成功構築起361°在線差異化競爭優勢。
Ecommerce: a vital channel driving the 361° brand’s core competencies
Believing that the buildout of its ecommerce channels plays a vital role in the 361° brand’s competitiveness, it rolled out ecommerce marketing activities promotions that reflected current hot topics in 24Q1, including No Closing During the Chinese New Year, NBA All-Star Weekend, Back to School, 3-8 Queens Sale and Tmall Brand Annual Membership Day. The events revolved around the consumption traits of online customer groups and helped stimulate the company’s ecommerce potential. They helped carve out the 361° brand’s differentiated competitive advantages in online channels.
