Adidas Outdoor launches Chinese name 'Shanchuan Li'; Estee Lauder opens applications for its 2026 Innovation Challenge; AMIRO completes Series D+ financing | Consumer Insights Weekly Report

Nikewill terminateTop Sports、Pou Sheng Internationalonline authorization in mainland China

On July 22, two of Nike’s key distributors in China—Topsports and Pou Sheng International—announced that they will completely cease online sales of Nike products on mainland China platforms starting January 1, 2027. Cathy Sparks, Vice President and General Manager of Nike Greater China, revealed that beginning next January, major sports retailers in mainland China will fully discontinue online sales of Nike footwear and apparel, shifting their focus instead to offline store operations. Online channels will transition entirely to brand-owned direct retail, with Nike products available exclusively through the brand’s official flagship stores on Tmall,JD.comDouyin, and the three leading e-commerce platforms, as well as Nike’s official website and mobile app. Nike aims to further standardize its online sales model by restricting wholesale distributors’ e-commerce activities, guiding consumers toward official, authorized channels to rebuild trust among Chinese customers and ensure full-price product sales, thereby boosting revenue. Topsports is Nike’s largest distributor in China, with a partnership spanning over 27 years. Topsports stated it understands and respects Nike’s decision to adjust its distribution strategy based on the brand’s long-term development goals. From a medium- to long-term perspective, this move will help Nike enhance consumer experience, strengthen product appeal, and foster a healthier, more orderly, and sustainable market ecosystem.

adidas Outdoor launches new Chinese name 'Shan Chuan Li'

On July 21, adidas announced that its outdoor line has officially adopted the new Chinese name 'Shan Chuan Li,' introducing the new concept of 'Free Flow' and simultaneously releasing a brand concept film. This marks adidas’ formal expansion into the outdoor lifestyle space under the 'Shan Chuan Li' identity, building upon TERREX’s years of professional expertise and broadening the brand’s vision from functional outdoor gear to the relationship between people and nature. As adidas’ key product line in the outdoor segment, TERREX has long focused on specialized scenarios such as mountaineering, hiking, and trail running, accumulating technical experience in outdoor footwear, apparel, and functional equipment. The launch of 'Shan Chuan Li' does not replace TERREX’s professional attributes but rather represents an extension of its positioning built upon that professional foundation.

AMIRO MiGuang completes Series D+ financing round

Shenzhen Zongjiang Technology Co., Ltd., the parent company of AMIRO MiGuang, has completed its Series D+ financing round, with new investor Anhui Suixi County Emerging Industry Investment Fund Partnership (Limited Partnership). MiGuang has consistently attracted investor interest thanks to its differentiated product strategy and strong market performance. In 2017, MiGuang secured a tens-of-millions RMB Pre-A round led by Xiaomi and Shunwei Capital, officially joining Xiaomi’s ecosystem. Since then, investors including Xiaohongshu and Tencent have joined, and this latest investment from the Suixi County Emerging Industry Investment Fund marks MiGuang’s first external funding round in two years. Founded in 2015, MiGuang initially entered the market with smart makeup mirrors, leveraging its unique positioning and Xiaomi ecosystem resources to build early brand recognition. It has since expanded its product portfolio from beauty tools to include epilators, radiofrequency beauty devices, light therapy masks, and other efficacy-focused beauty appliances.

Sephora Shanghai Xiangyang flagship store undergoes renovation and upgrade

Recently, Sephora’s Shanghai Xiangyang flagship store completed its renovation and upgrade, attended by Guillaume Motte, Global President and CEO of Sephora, and Ding Xia, General Manager for Greater China. Upon entering the store, visitors are immediately greeted by a trend curation zone currently showcasingMao Gepingthe latest collections from Chinese beauty brands such as Guangyun, JOOCYEE, and Red Chamber. This reflects Sephora’s strategic deepening of its focus on the Chinese market. Over the past three years, its global sales revenue has grown by nearly USD 5 billion, achieving positive growth for 22 consecutive quarters. In China, foot traffic at physical stores has recorded double-digit year-over-year growth for 21 consecutive months since Q4 2024, driving steady business recovery. To date, Sephora China has onboarded26Chinese beauty brands spanning multiple segments including color cosmetics, fragrances, and skincare, offering a broader price range. According to Guillaume Motte, the strategic importance of the Chinese market is evident across three dimensions: in scale, as the world’s second-largest beauty market after the U.S., it forms a solid growth foundation for Sephora; in innovation, emerging local brands and rapid product iterations not only precisely meet domestic consumer demands but also inject diverse inspiration and cultural perspectives into Sephora’s global assortment strategy; and in technology, China’s leadership in digital ecosystem development and AI applications provides valuable reference models for Sephora’s global operations.

Estee LauderEstee Lauder Group China's 'Beauty X Innovation Challenge 2026' Opens for Applications

On July 21, Estee Lauder Group China officially launched the 2026 application cycle for its 'Beauty X Innovation Challenge.' As a key platform for deepening the Group’s local innovation ecosystem, this year’s competition focuses on three cutting-edge areas: reimagining the future of beauty products, unlocking new AI-driven potential, and transforming end-to-end efficiency across the value chain. The initiative aims to connect high-potential startups with industry resources, scientific capabilities, and real-world commercial applications. Applications are now open globally to outstanding early-stage companies actively engaged in frontier beauty-related fields, with a submission deadline of August 15, 2026. Since its inception in 2024, 'Beauty X' has been grounded in China’s evolving beauty market trends and centered on consumer needs, establishing a three-dimensional evaluation framework based on technological innovation, demand alignment, and solution maturity. This has enabled the creation of an efficient innovation loop spanning consumer insight, technology screening, co-development, and commercialization. To date, the program has attracted over 800 local tech-driven enterprises, selected 20 winners, and advanced multi-dimensional collaborations. Alongside accelerating innovation commercialization, Estee Lauder Group continues to enhance its open innovation ecosystem. In March this year, the Group was designated as one of the first Large Enterprise Open Innovation Centers by Minhang District, Shanghai, with an official launch ceremony held. Leveraging this platform, the 2026 Beauty X Innovation Challenge will deeply integrate regional innovation resources, upgrade service capabilities for local innovators, and strengthen collaborative innovation with domestic startups and emerging tech firms—offering participants a more robust incubation environment and implementation support.

Recently, Wagas opened its new concept store, WAGAS SKAGEN, in Chengdu Taikoo Li, bringing a 'Danish village' right into the heart of Chengdu. Departing from the typically minimalist and cool aesthetic of traditional health-focused dining spaces, the new store incorporates red roof tiles, wooden boat-shaped benches, natural materials, and bright tones to create a warm, enveloping atmosphere reminiscent of a Nordic town—inviting diners to momentarily step away from urban rhythms and savor a mindful meal or drink. On the menu front, Wagas Skagen introduces an exclusive Nordic-inspired offering, featuring seven store-exclusive creations such as the 'Nordic Glacier' beverage and the 'Skagen Shoal' yogurt bowl—transforming meals from mere 'healthy fuel' into a flavorful journey to distant shores. For over two decades, Wagas has built brand recognition around the lifestyle philosophy of 'EAT WELL, LIVE WELL | Healthy Eating, Living Well.' Founded in 1999 as a representative brand in China’s healthy casual dining segment, Wagas has evolved from a single café into a chain offering salads, pastas, sandwiches, freshly pressed juices, and specialty coffee—continuously shaping urban wellness dining trends.

Recently, Alo unveiled its inaugural sunglasses collection, featuring six new frame styles that balance contemporary design, timeless aesthetics, and everyday wearability. Designed in Los Angeles and meticulously handcrafted by Japanese artisans, the collection uses premium Takiron acetate板材, with select styles adorned with custom palladium and gold-plated hardware. Infusing the brand’s ethos of energetic athleticism, mindful presence, and modern轻奢 into daily accessories, the collection encourages wearers to see and experience the world through a fresh lens. Abby Gordon, Chief Product Design Officer at Alo, stated: 'For our debut sunglasses line, we created six signature frames that harmonize trend-forward design with enduring classicism. Collaborating closely with expert Japanese craftsmen, we ensured every pair reflects our unwavering commitment to quality—delivering an immediately tangible sense of exceptional craftsmanship upon touch.'

Descente Opens BLANC Concept Store at IAPM Mall in Shanghai

Recently, Descente officially opened its BLANC concept store at IAPM Mall in Shanghai. The store features an open, minimalist space stripped of unnecessary elements, accented by distinctive wooden structures that add texture and depth—seamlessly blending functional technology with urban aesthetics. In terms of product presentation, the Shanghai IAPM BLANC store showcases the ALLTERRAIN collection, which embodies the philosophy of 'form follows motion,' integrating advanced performance technologies into clean, understated silhouettes suitable for both urban and light outdoor settings. As a significant manifestation of the Descente BLANC concept within Shanghai’s prime retail district, this store enriches the brand’s presence in high-end urban retail through a distinct spatial language and refined retail expression.

FILA AURA 'Elite Run' Series Holds Its Third Stop in Shenzhen

Recently, the third stop of FILA’s 'Elite Run' series took place in Shenzhen. FILA Elite Sports Ambassador Wang Yang joined 40 business professionals from China Resources Group and media representatives for an early-morning run, all dressed in the new FILA AURA business running shoes, collectively embodying the brand’s 'Master Every Moment' philosophy across all life scenarios. This event follows previous stops at Victoria Harbour in Hong Kong and Shanghai.LujiazuiFollowing its debut in Hangzhou’s Binjiang district, FILA AURA has once again brought this unique blend of sport and business-oriented social experience to Shenzhen. The development of FILA AURA deconstructs 'stability' into multiple technological touchpoints: the midsole features FILA’s proprietary 'Manta Ray Stability Plate,' while the upper utilizes Sorona premium apparel fabric, enhancing texture and delivering a more refined silhouette that blurs the boundary between athletic and business aesthetics. The last is specially engineered for Asian foot shapes, offering both flattering contours and all-day comfort through superior fit. By consistently hosting its Elite Run series, FILA conveys a clear product philosophy—not chasing carbon-plated speed in the saturated professional running shoe market, but instead pioneering a new category: 'business running shoes.' Through the Elite Run scenario, FILA resonates with urban professionals, and the AURA shoe seamlessly supports their transitions across commuting, business, and athletic contexts. Moving forward, FILA will continue expanding the AURA product line and associated scenarios, bringing the confidence and lifestyle ethos of 'Mastering Every Moment with Poise' to more urban consumers.

Luckin CoffeeMalaysian store count surpasses 120

Luckin Coffee has surpassed 120 stores in Malaysia, with its 120th outlet opening on July 18 in Johor Bahru, the capital of Johor state—marking Luckin Coffee’s official entry into southern Malaysia. In January 2025, Luckin opened its first two franchised stores in Kuala Lumpur, making Malaysia its first overseas market launched under a franchise model. Partnering with local listed company Hextar Industries Berhad, Luckin is deepening localized operations to deliver high-quality, affordable, and convenient coffee experiences to Malaysian consumers, continuously injecting fresh energy into the local coffee market. With its localized operational framework maturing steadily, Malaysia has become a key strategic market for Luckin in the Asia-Pacific region and a valuable testing ground for its broader global expansion. According to Luckin Coffee’s Q1 2026 financial report, as of March 31, 2026, the company operated 177 stores overseas. Going forward, Luckin Coffee will remain committed to long-termism, steadily advancing its global strategy with deeper market penetration, while continuously enhancing product quality, operational capabilities, and service experience to bring premium coffee experiences to more global consumers and steadily progress toward its vision of becoming a world-class coffee brand.

The Estee Lauder Companies wins multiple prestigious international awards

Recently, The Estee Lauder Companies received three honors at the Fragrance Foundation Awards—often dubbed the 'Oscars of the fragrance world'—with several of its luxury fragrance brands earning high recognition from global industry authorities for their exceptional creativity, masterful craftsmanship, and outstanding quality. Specifically, Editions de Parfums Frédéric Malle’s iconic fragrance 'Portrait' was inducted into the 'Fragrance Hall of Fame'; TOM FORD’s 'Oud Fleur' won the 'Luxury Fragrance of the Year' award; and Jo Malone London’s 'Forbidden Apple' was awarded 'Prestige Fragrance of the Year – Gender Neutral.'

Moncler Group reports 9% revenue growth in the first half of the year

Recently, the Moncler Group released its financial results for the first half of 2026. Total group revenue reached EUR 1.29 billion, up 5% year-over-year or 9% at constant exchange rates. Operating profit amounted to EUR 245.4 million, a 9.1% increase, while net profit rose 7.3% to EUR 164.7 million. The Moncler core brand generated EUR 1.09 billion in revenue, with directly operated channels remaining the primary growth driver. Stone Island reported EUR 200 million in revenue, up 7% year-over-year. By region: Asia posted revenue of EUR 592.9 million in H1 2026, a 19% increase. In Q2 alone, the region grew 12%, with all countries delivering positive performance—led by China and South Korea. EMEA (Europe, Middle East, and Africa) recorded EUR 349.7 million in H1 2026 revenue, down 4% year-over-year, with an 8% decline in Q2. The Americas achieved EUR 147 million in H1 2026 revenue, up 6%, with Q2 growth of 4%, supported by resilient direct-to-consumer (DTC) channel performance and strong domestic consumer demand.

Unilever showcases 'AI for Packaging' at WAIC 2026

The 2026 World Artificial Intelligence Conference (WAIC) recently commenced in Shanghai. Unilever made a major return to the event, highlighting its latest AI-powered packaging innovation, 'AI for Packaging'—a significant milestone in the company’s AI strategy following last year’s launch of the 'AI for Science' platform. This digital platform cuts packaging design cycles by 50% and boosts creative output tenfold, significantly accelerating time-to-market and enabling more aesthetically pleasing, sustainable, and personalized consumer experiences. Leveraging generative AI, digital twins, engineering simulation, 3D digitization, and intelligent supply chain agents, the platform re-engineers the entire packaging R&D workflow—from ideation and structural design to engineering validation and rapid implementation—making it fully intelligent. During the conference, Unilever also hosted a roundtable titled 'AI for SASSY Innovation,' convening experts from research institutions, universities, tech companies, and industry to explore how AI can drive innovation in consumer goods. Through interdisciplinary and cross-sector dialogue, the forum illustrated how AI is evolving from a standalone tool into a core engine of product innovation, further demonstrating Unilever’s commitment to co-creating a future-ready innovation ecosystem with its partners.

East Buy SelectAnnouncement: Further sharpening focus on products and quality control, accelerating revenue and profit growth in fiscal year 2026

On July 23, Dongfang Select announced that it expects significant growth in both total revenue and profit for fiscal year 2026 (note: June 1, 2025 to May 31, 2026). Total revenue for FY2026 is projected to reach RMB 5.6–5.8 billion, representing a year-over-year increase of approximately 27.3% to 31.8% compared to FY2025. Net profit for the current fiscal year is expected to be RMB 520–550 million, an increase of 8,566.7% to 9,066.7% compared to net profit in FY2025. Specifically, in the second half of FY2026, Dongfang Select’s total revenue is forecasted to reach RMB 3.3–3.5 billion, up approximately 50.0% to 59.1% year-over-year compared to the second half of FY2025. Net profit for the second half of FY2026 is expected to reach RMB 281–311 million, an increase of 172.8% to 201.9% compared to the same period in FY2025. Dongfang Select stated that the surge in net profit is primarily driven by the steady launch and continuous expansion of its self-operated products, as well as a more diverse and balanced portfolio of third-party distributed products, which has further optimized the company's overall product structure. Additionally, the company’s multi-channel development strategy—including growth of the Dongfang Select app and the launch of multiple live-streaming accounts—has also significantly contributed to the substantial year-over-year increase in net profit.

Heytea Launches New 'Kiwifruit Super C Green Bottle'

Recently,HeyteaThe 'Kiwifruit Super C Green Bottle' has launched nationwide. As a signature product developed through three rounds of continuous iteration and refinement in Heytea’s ongoing commitment to healthy beverages, this launch partners with Zespri, the globally renowned fresh fruit brand, to elevate the core value of natural vitamin C. Building on the evolutionary path from the original Slim Green Bottle, to the low-GI upgraded version, and now to the new Kiwifruit Super C variant, Heytea continues to deepen its focus on blockbuster products and extend them into a systematic, standardized lineup of slimming fruit teas, leading the industry’s shift toward healthier, more nutritious new-style beverages.

Crocs Announces Fan Zhendong as Global Brand Ambassador

On July 17, Crocs officially named Olympic table tennis champion Fan Zhendong as its global brand ambassador and simultaneously unveiled its new brand manifesto, 'I Own the Court' (Let Them Talk), debuting a new line of sport-inspired footwear together. This collaboration goes beyond a standard commercial endorsement: Crocs launched the new brand slogan 'I Own the Court (Let Them Talk),' deeply aligning Fan Zhendong’s on-court focus and discipline with the brand’s ethos of 'Born to Stand Out.' Fan Zhendong’s transition from Olympic champion to global fashion ambassador marks a cross-industry breakthrough from sports into pop culture, propelling Crocs’ once niche 'clog' into mainstream visibility through the influence of a top-tier sports IP. Beyond the ambassadorship, the brand also rolled out multiple collectible items and interactive offerings, includingCrocsa Fan Zhendong notebook set and a sound-making ping pong paddle toy, among other fun merchandise.

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