In recent years, the Chinese market has experienced significant and noteworthy changes, largely driven by the actions of the emerging middle class (中产). This expanding demographic, often referred to as “nouveau riche” (暴发户), previously displayed luxury brands as status symbols. However, there has been a shift in consumer preferences. Today’s affluent buyers are increasingly drawn to the “Three Treasures of the Middle Class,” which includes Arc’teryx jackets, Lululemon yoga pants, and Salomon sneakers. On Chinese digital platforms, outdoor gear has become a significant indicator of social status, with premium outdoor apparel now regarded as the contemporary equivalent of “crown jewels.” On Xiaohongshu, Salomon boasts over 10,000 user-generated posts, where enthusiasts share their positive experiences with the brand and suggest that wearing Salomon sneakers signifies belonging to the middle class.
What Is Salomon
Salomon SAS is a prominent French sports equipment manufacturing company headquartered in Annecy, France. Established in 1947 by François Salomon in the picturesque French Alps, Salomon has become a leading brand in outdoor sports equipment and apparel, offering a wide range of products from ski gear to trail running and hiking equipment. In recent years, the brand has also gained recognition in the fashion industry, highlighted by its limited-edition releases and collaborations with luxury fashion labels such as MM6, Comme des Garçons, and Sandy Liang. Although it has a long history, Salomon’s entry into the Chinese market is a more recent initiative that began in 2019. With the support of strategic investments from the Anta Group, the brand has successfully established a significant presence in China’s competitive sports sector within just five years.
Strength in the Chinese Market
Outdoor, professional, and functional attributes have been integral to Salomon’s identity since its founding, serving as a strong foundation for the brand’s significant growth in China over the past 70 years. Initially, Salomon products were available in outdoor goods stores, but with the support of a joint venture group, the brand has expanded to operate more than 50 directly managed stores in premium shopping malls located in top-tier cities.
According to data from the sneaker resale platform StockX and Magic Mirror Market Intelligence, Salomon emerged as the fastest-growing brand in China in 2022, achieving sales of 262 million yuan. This represents an impressive growth rate of 2277% compared to 2021, indicating a remarkable trend of triple-digit growth.
While Salomon’s presence in China may not yet match that in Europe, its high-performance products are well-suited to meet the needs of the local market, presenting significant growth opportunities. In the Q2 2024 performance report, Amer Sports’ CEO James Zheng emphasized that China is Salomon’s most important growth market, with plans to expand the number of stores to 200 by the end of 2024.
Salomon’s rapid growth in China reflects the country’s increasing interest in outdoor activities and the rising popularity of gorpcore and mountaincore fashion trends. A key factor in Salomon’s success is its effective localization strategy, which ensures that its products resonate strongly with China’s enthusiastic community of outdoor enthusiasts and runners.
Key Strengths
Salomon has emerged as a preferred brand among the Chinese middle class, partly due to its aesthetic and functional attributes, which contribute to the perception of its products as symbols of social status. Several key elements form the foundation of Salomon’s strength:
Specialization
Salomon is a small but specialized brand known for its distinctive appeal. Its commitment to functional innovation, a range of exclusive patented technologies, and a dedicated customer base make it highly appealing to major players in the sports industry and customers. The diverse styles and designs developed over the years have established a strong foundation that supports its recent growth and future potential.
Aesthetic and Functionality
In recent years, niche outdoor sports such as frisbee, flag football, cycling, hiking, mountaineering, camping, and paddleboarding have gained significant popularity. These activities can be engaged in either at a competitive level or casually. The rise of social media has contributed to a growing awareness of these sports, increasing the number of individuals familiar with them, regardless of their level of participation.
The diversification of sporting methods has led consumers to expect greater brand differentiation and enhanced functionality. Furthermore, exercise has been increasingly influenced by popular trends, evolving into a lifestyle that emphasizes aesthetics. Outdoor sports styles, including mountain, functional, Urban Outdoor, and Gorpcore, have been popularized and interpreted by celebrities and influencers.
Salomon, a brand with a strong outdoor heritage, naturally aligns with these styles, as its inherent aesthetic resonates with contemporary trends. Consequently, Salomon is well-positioned, benefiting from the intersection of current sports trends and fashionable aesthetics.
However the brand’s strong recognition and distinctive aesthetic arise from its focus on functionality and material quality in shoe development. For instance, Salomon’s Sensifit functional design is primarily intended to provide a comfortable and secure fit for the foot. The Quicklace system allows for efficient on-and-off access. Additionally, the innovative jagged lines on the shoe upper, designed with functionality in mind, have not only become a hallmark of the brand but also contribute to a unique aesthetic appeal.
After considerable effort and thoughtful design, Salomon has transformed from being perceived as a “shoe that initially appears unconventional or unattractive” to being regarded as “stylish and versatile” among the mainstream consumer demographic. Wearing Salomon now represents a convergence of fashion, current trends, street style, outdoor activities, and niche sports.
Cost-effectiveness
Salomon’s mainstream footwear is priced between 1,000 and 1,500 RMB. Although these models are not considered luxury, it is somewhat surprising that Salomon shoes are difficult to obtain.
One objective factor contributing to this issue is that Salomon operates only a limited number of outlets—approximately 50—in high-tier cities. It hampers supply in the face of rapidly growing social media influence and the popularity of trending products. Additionally, marketing strategies such as scarcity tactics, limited colour options, and lotteries further exacerbate the difficulty in acquiring these sought-after items.
There is indeed a pronounced imbalance between supply and demand. Consumers are increasingly drawn to Salomon shoes not only for their athletic and outdoor functionality but also for the social status they have come to represent in recent years. Consequently, this notable supply-demand disparity has led to elevated resale prices in secondary markets. While the retail prices range from 1,000 to 1,500 RMB ($140-$210), highly sought-after models on platforms like StockX are being sold for as much as 3,999 RMB ($560).
Therefore, Salomon’s competitive cost-effectiveness is reinforced by its robust product quality and strong brand reputation.
Versatility
Salomon is actively seeking to highlight the versatility of its brand beyond outdoor activities in order to broaden its audience. The company aims to maintain its niche identity while making subtle appearances in street photography during fashion weeks, as well as in the attire of trendsetters and brand stylists resulting from collaborative ventures. This understated approach is likely to attract more fashion influencers and trend leaders, inviting them to explore Salomon’s creative possibilities in styling, ultimately encouraging public interest and engagement.
Marketing Strategies
Salomon’s strategy for entering the Chinese market emphasizes its positioning as a mid-to-high-end brand targeting the affluent middle class. The company is transitioning from a wholesale model to a consumer-focused retail approach, highlighting style and trends while maintaining its core identity in the outdoor sector. To attract affluent consumers, Salomon is enhancing its presence in premier urban shopping locations. It includes stores in Sanlitun in Beijing, Jing An Kerry Centre in Shanghai, and Deji Plaza in Nanjing.
Retail Experience
Salomon’s store located in the Sanlitun district of Beijing is distinguished by its innovative design and diverse product offerings. Encompassing approximately 130 square meters, the store integrates Salomon’s outdoor footwear with ski equipment, a combination that is relatively uncommon in other retail locations. The design draws inspiration from expansive mountain landscapes, featuring a three-dimensional mountain structure within the interior. By highlighting themes of “mountain” and “snow,” the store provides customers with an engaging atmosphere that invites them into an outdoor-inspired environment. This particular location caters to the young, fashion-forward demographic of Sanlitun, presenting an appealing blend of sophisticated luxury and traditional outdoor aesthetics.
Collaborations
The meticulous planning of the collaboration was instrumental in Salomon’s success. Salomon exercises great care and discernment in selecting its co-branded partners. They are primarily categorized into streetwear brands, workwear brands, and high-end fashion brands, including Palace, 11 by Boris Bidjan Saberi, Hidden NY, Carhartt WIP, Comme des Garçons, and MM6 Maison Margiela.
Once a co-branded partner is chosen, Salomon curates complementary footwear from its extensive brand archives, ensuring a harmonious integration of both parties’ design philosophies, ultimately resulting in a unique and refined product. In collaboration with the British skateboard brand Palace, Salomon selected the rugged Speedcross 4, which featured a street-inspired pattern applied to its iconic sawtooth upper. This innovative design facilitated Salomon’s transition from outdoor environments to urban settings.
Establishing a Connection with Chinese Consumers
Salomon is making significant progress in building brand awareness in China, but they have set their sights even higher. Rather than merely introducing its brand, Salomon seeks to connect with consumers by aligning with their sporting, lifestyle, and consumption habits. The brand’s mission goes beyond driving sales; it aims to inspire more individuals to engage with and appreciate the outdoors.
Establishing and Nurturing a Community
Salomon’s efforts focus on cultivating meaningful relationships with its customers. The company has developed an off-road community that attracts two distinct groups. The first group consists of contemporary outdoor enthusiasts who often connect with the Salomon brand. On the other hand, the second group includes more dedicated individuals who desire a deeper engagement, seeking not just a product but a comprehensive experience.
Localization and Branding
Salomon has made significant strides in addressing the needs of the Chinese market. The company has tailored fitting sizes for Chinese consumers and launched dedicated product lines, particularly in the sneaker category, to better align with local preferences.
The strategic emphasis on the Chinese market is yielding positive results. Salomon is a leader in the outdoor gear segment in China, demonstrating an impressive growth rate of 146% in 2023, significantly outpacing the global growth rate of 18% in the same category. Salomon’s revenue increased from 7.6 billion RMB ($1.06 billion) in 2022 to 9.3 billion RMB ($1.3 billion) in 2023, reinforcing its position as one of Amer Sports’ key brands. Notably, Salomon achieved its revenue target of 1 billion euros (80 billion RMB) well ahead of the initial 2025 timeline.
Despite prevailing economic challenges, Chinese consumers continue investing in premium products they perceive as symbols of status. Luxury brands aiming to re-engage with the middle class may find valuable insights into the successful strategies implemented by Salomon in China.
Long Advisory digital marketing agency in China
Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.
Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market.
Interested in expanding your brand in China? Contact us for more info and details at info@longadvisory.eu
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