安踏北美首店落子洛杉矶比弗利山庄

新浪科技02-14

2月14日消息，2月13日，安踏集团的主品牌“安踏品牌”在北美的首家旗舰店于洛杉矶比弗利山庄正式启幕。据悉，这也是安踏品牌在美国市场的首个线下直营门店。　　据悉，比弗利山庄作为全球高端商业地标，奢侈品牌与运动巨头汇聚。安踏在此开设直营门店，旨在突破中国品牌以往依赖批发、代理商合作的传统出海模式，通过安踏独特的“品牌+零售”的商业模式，DTC（直面消费者）的能力，构建以“品牌自主、产品创新、文化...

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Angeles","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"82020":0.6,"ANPDY":0.6,"02020":1.5},"content_text":"2月14日消息，2月13日，安踏集团的主品牌“安踏品牌”在北美的首家旗舰店于洛杉矶比弗利山庄正式启幕。据悉，这也是安踏品牌在美国市场的首个线下直营门店。\n\n　　据悉，比弗利山庄作为全球高端商业地标，奢侈品牌与运动巨头汇聚。安踏在此开设直营门店，旨在突破中国品牌以往依赖批发、代理商合作的传统出海模式，通过安踏独特的“品牌+零售”的商业模式，DTC（直面消费者）的能力，构建以“品牌自主、产品创新、文化自信”为核心的全球化新路径。\n　　门店以“东方美学，世界表达”为设计核心，在约 280 平方米空间内，将“中国红”视觉符号、新中式运动潮流与美式休闲风格巧妙融合，打造兼具文化底蕴与现代感的零售场景，以空间为载体实现中西文化对话。店内同步国内全线核心产品，涵盖 KAI 系列、HELA 潮流线、PG7 缓震跑鞋、C202 竞速跑鞋等。\n　　两位篮球巨星受邀出席开业仪式：凯里·欧文（Kyrie Irving）是安踏品牌的全球篮球代言人兼首席创意官；而克莱・汤普森（Klay Thompson） 更是自2015年正式签约安踏，多年来双方携手打造KT系列产品。活动中，安踏品牌正式与代言人克莱・汤普森签署终身合同，将共同携手在更广阔的全球舞台上持续推广篮球运动，并推动篮球文化的发展。\n\n　　安踏比弗利山庄店定位“运动生活驿站”，通过跑团活动、篮球文化沙龙、科技体验工坊等本地化运营，与消费者建立深度联结。1月中旬门店试营业期间，欧文KAI3系列新年限定款首发即引爆关注。2月15日，洛杉矶圣莫尼卡海洋公园将打造欧文主题安踏公园，与本地消费者深度互动。\n　　安踏品牌CEO徐阳表示：“比弗利山庄店是安踏品牌全球化战略的关键一步。我们在美国开设直营店铺，不止是销售产品，更希望以产品为媒介、门店为窗口，让全球消费者感受到中国品牌的产品实力与文化温度。未来，安踏会通过运动体验的推广、品牌跨界联动、公益项目等各项本土化举措，在拓展北美市场的同时，强化全球品牌认同感。“\n　　近年来，安踏集团在东南亚、中东、非洲、北美及欧洲等多个关键市场拓展业务。在全球化的进程中，安踏集团制定了“三步走”战略，其中第一步是在中国做好国际品牌，第二步是走出去经营全球品牌，第三步则是让中国的安踏品牌走出去，做世界的安踏。\n　　针对不同市场，安踏集团因地制宜积极拓展海外市场。集团持续深耕东南亚市场，宣布未来三年安踏品牌在东南亚市场的千店计划；在中东开设分公司；在北美及欧洲进驻Foot 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