安踏李宁特步集体进入增长瓶颈期

DoNews2025-12-11

安踏、李宁、特步正共同面临增长瓶颈，行业高速增长时代结束，集体步入深度调整阶段。曾经依赖门店扩张和渠道红利的模式已触顶，三大品牌开始优化线下渠道。2025年上半年，李宁净关闭门店51家，特步主品牌门店减少22家。此举旨在提升运营效率，将资源集中于核心商圈大型体验店及奥特莱斯渠道，以应对客流增长放缓与单店效益下滑的挑战。消费者对品牌的评价趋于理性，社交媒体上关于产品“设计雷同”、“缺乏差异”的讨论...

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