<p>美国运动休闲品牌 Alo Yoga 在香港接管了一个大型海滨商业空间，此前该空间由一家英国奢侈食品零售商腾出。分析师表示，“体验驱动” 的健康品牌在零售复苏不均的情况下，成为了少数亮点。该品牌在尖沙咀 K11 Musea 的 7000 平方英尺、两层楼的空间内首次亮相，此前食品零售商 Fortnum &amp; Mason 于 1 月 25 日退出。此举发生在零售行业持续低迷和一波高调店铺关闭的背景下。虽然 Alo 尚未正式宣布开店，但已经在该空间周围竖起了围挡，并在香港发布了招聘信息。该公司成立于 2007 年，总部位于洛杉矶，以提供生活方式产品而不仅仅是功能性运动服而闻名。该品牌得到了包括 BLACKPINK 的智秀和 BTS 的 Jin 在内的全球名人的代言，近年来加快了在亚洲的扩张，在新加坡和曼谷等城市开设了门店，并有媒体报道计划在今年晚些时候在北京和上海开店。香港 JLL 房地产公司的零售总监 Michelle Chiu 表示，Alo 决定开设旗舰店反映了其在亚洲建立实体存在的战略推动，而不是短期销售策略。她说：“Alo 在香港的在线需求一直很强，但客户从未能亲自试穿产品。开设这样规模的旗舰店使品牌能够充分表达自己，尤其是当它将自己定位于时尚和生活方式而不仅仅是运动服时。” 与 Lululemon 和 On Running 不同，后者在香港的门店通常较小且以销售商品为主，Alo 的模式通常融入了体验元素，如瑜伽工作室、健康区和咖啡馆，旨在鼓励消费者停留更长时间，从而加深品牌参与度。Chiu 表示，尤其是在目的地购物中心，房东越来越愿意通过租金激励和装修贡献来支持此类概念，因为他们寻求能够吸引人流和社交媒体曝光的租户。她说：“购物中心希望拥有能够成为话题的品牌。这样的旗舰店会引起轰动、排队和在线关注——这对整个购物中心都有好处。” 经济学家补充说，Alo 的时机反映了消费者行为的更广泛转变，尤其是在年轻购物者中。Natixis 企业与投资银行的高级经济学家 Gary Ng Cheuk-yan 表示，消费正在从传统的大宗商品转向他所描述的与健康、体验和自我表达相关的 “情感消费”。他说：“在零售逆风下，像高端健康、运动休闲、运动服、旅行、可收藏玩具和黄金这样的产品是例外。这并不是全面复苏，而是选择性且高度依赖品牌。” Ng 补充说，尽管租金仍然是零售商面临的主要障碍，但较为宽松的租赁条件可能会鼓励更多国际品牌测试香港市场，特别是那些针对富裕消费者和大陆游客的品牌。最近的数据还表明，尽管整体零售情绪仍然脆弱，但房东和投资者的信心已经稳定。根据房地产咨询公司 CBRE 的最新调查，投资者对香港的情绪与去年相比有所改善，即使该市和大陆经济仍面临结构性挑战。减少的供应管道和对高质量资产的关注被认为是关键的顺风因素，资本和租赁需求变得越来越选择性，而不是广泛。Chiu 表示，能够承诺大空间的零售商通常属于特定类别，包括全球生活方式品牌推出其首个旗舰店、体验式运动和健康运营商，以及某些来自韩国的美容和时尚品牌，这些品牌正在积极扩展海外。相比之下，电影院、传统超市和一些中档餐饮概念面临困境，成本上升和来自在线替代品的竞争侵蚀了利润。尽管面临挑战，行业参与者表示，香港对那些瞄准大陆市场的品牌仍然具有战略价值。媒体报道指出，Alo 计划在今年第二季度在北京的三里屯和上海的静安凯瑞中心开设实体店。该品牌在 2023 年和 2024 年在曼谷和印度尼西亚推出了较小的门店，但在过去一年中加快了区域扩张，首先是在首尔江南的 Dosan 公园附近开设了一家六层的旗舰店。接着在新加坡的滨海湾金沙开设了一家门店，随后在菲律宾的 Makati Greenbelt 5 购物中心开设了一家，两个空间均为数千平方英尺。“作为一个国际城市，香港仍然是亚洲的展示窗口，” Chiu 说。“在这里拥有旗舰店为品牌提供了信誉和可见性，使其在深入大陆之前能够展示其概念。” Ng 也表示了这一观点，指出该市的低税制、靠近大陆以及来自边境的稳定游客流量是持久的优势。对于 Alo 而言，其品牌形象将西方健康文化与名人驱动的时尚吸引力相结合，香港为其提供了一个受控环境，以向区域观众展示其概念，即使更广泛的零售行业仍在努力应对不均衡的复苏。他说：“这并不是关于零售的回归，而是关于合适的品牌、合适的定位，在一个非常选择性的市场中寻找机会。”</p>

<p>Alo Yoga 已经接管了位于香港的一处 7,000 平方英尺的海滨空间，该地点之前由 Fortnum & Mason 占据，这是其亚洲扩张战略的一部分。分析师指出，在零售低迷的背景下，以体验为导向的健康品牌正在蓬勃发展。Alo 的旗舰店旨在通过瑜伽工作室和咖啡馆等体验元素增强品牌互动。这一举措反映了消费者行为向健康和情感消费的转变。尽管面临挑战，香港仍然是针对富裕消费者的品牌的战略市场，并计划在中国大陆和其他亚洲城市进一步扩张</p>

<p>American athleisure brand Alo Yoga has taken over a large waterfront commercial space in Hong Kong after being vacated by a British luxury food retailer, with analysts saying “experience-led” wellness brands are emerging as rare bright spots in an otherwise uneven retail recovery. The local debut of the brand at the 7,000 sq ft, two-storey space at K11 Musea in Tsim Sha Tsui follows the exit of food retailer Fortnum &amp; Mason on January 25. The move comes amid a prolonged retail downturn and a wave of high-profile store closures. While Alo has not formally announced the store, it has already put up hoardings around the space and listed openings for jobs in Hong Kong. Founded in Los Angeles in 2007, the company has built its reputation on offering a lifestyle product rather than simply functional sportswear. Endorsed by global celebrities, including Blackpink’s Jisoo and BTS’s Jin, the brand has accelerated its Asia expansion in recent years, opening stores in cities such as Singapore and Bangkok, with mainland Chinese media reporting planned launches in Beijing and Shanghai later this year. Michelle Chiu, director of retail at property company JLL in Hong Kong, said Alo’s decision to open a flagship store reflected a strategic push to establish a physical presence in Asia rather than a short-term sales play. “Alo has had strong online demand from Hong Kong for years, but customers could never try the products in person,” she said. “Opening a flagship [store] of this scale allows the brand to fully express itself, especially as it positions itself closer to fashion and lifestyle rather than purely athletic wear.” Unlike Lululemon and On Running, whose Hong Kong stores tend to be smaller and based on selling goods, Alo’s model typically incorporates experiential elements such as yoga studios, wellness zones and cafes designed to encourage consumers to stay longer, thereby deepening brand engagement. Chiu said landlords, particularly at destination malls, had become increasingly willing to support such concepts through rental incentives and fitting-out contributions as they sought tenants who could drive footfall and social media exposure. “Shopping centres want brands that can become a talking point,” she said. “A flagship like this creates buzz, queues, online attention – it benefits the whole mall.” Economists added that Alo’s timing reflected a broader shift in consumer behaviour, particularly among younger shoppers. Gary Ng Cheuk-yan, a senior economist at Natixis Corporate and Investment Banking, said spending was shifting away from traditional big-ticket items towards what he described as “emotional purchases” tied to wellness, experiences and self-expression. “Against the retail headwinds, products like premium wellness, athleisure, sportswear, travel, collectable toys and gold are the outliers,” he said. “This is not a full recovery. It is selective and highly brand-dependent.” Ng added that while rent remained a major hurdle for retailers, softer leasing conditions could encourage more international brands to test the Hong Kong market, particularly those targeting affluent consumers and mainland visitors. Recent data has also suggested that while overall retail sentiment remained fragile, confidence among landlords and investors has stabilised. According to a recent survey by real estate consultancy CBRE, investor sentiment towards Hong Kong has improved compared with last year, even as the city and the mainland economies continue to face structural challenges. Reduced supply pipelines and a focus on high-quality assets have been cited as key tailwinds, with capital and leasing demand becoming increasingly selective rather than broad-based. Retailers able to commit to large spaces tended to fall into specific categories, Chiu said. These included global lifestyle brands launching their first flagship stores, experiential sports and wellness operators, and certain beauty and fashion labels, particularly from South Korea, that were aggressively expanding overseas, she said. By contrast, cinemas, traditional supermarkets and some mid-market dining concepts have struggled, with rising costs and competition from online alternatives eroding margins. Despite the challenges, industry players say Hong Kong continues to hold strategic value for brands eyeing the mainland market. According to media reports, Alo plans to open physical stores in Beijing’s Sanlitun and Shanghai’s Jing An Kerry Centre in the second quarter of this year. The brand launched smaller stores in Bangkok and Indonesia in 2023 and 2024, but ramped up its regional expansion over the past year, beginning with a six-storey flagship store near Dosan Park in Seoul’s Gangnam in July. It opened a store at Singapore’s Marina Bay Sands the next month, followed by one at the Greenbelt 5 shopping centre in Makati, the Philippines, with both spaces measuring thousands of square feet. “As an international city, Hong Kong still works as a shop window for Asia,” Chiu said. “Having a flagship here gives brands credibility and visibility before they move deeper into the mainland.” Ng echoed that view, citing the city’s low tax regime, proximity to the mainland and steady flow of tourists from over the border as enduring advantages. For Alo, whose brand identity blends Western wellness culture with celebrity-driven fashion appeal, Hong Kong offered a controlled environment to showcase its concept to a regional audience, even as the wider retail sector continued to grapple with uneven recovery, he said. “This is not about retail coming back,” Ng said. “It’s about the right brands, with the right positioning, finding opportunities in a very selective market.”</p>
<div class="lb-trans"><p>美国运动休闲品牌 Alo Yoga 在香港接管了一个大型海滨商业空间，此前该空间由一家英国奢侈食品零售商腾出。分析师表示，“体验驱动” 的健康品牌在零售复苏不均的情况下，成为了少数亮点。该品牌在尖沙咀 K11 Musea 的 7000 平方英尺、两层楼的空间内首次亮相，此前食品零售商 Fortnum &amp; Mason 于 1 月 25 日退出。此举发生在零售行业持续低迷和一波高调店铺关闭的背景下。虽然 Alo 尚未正式宣布开店，但已经在该空间周围竖起了围挡，并在香港发布了招聘信息。该公司成立于 2007 年，总部位于洛杉矶，以提供生活方式产品而不仅仅是功能性运动服而闻名。该品牌得到了包括 BLACKPINK 的智秀和 BTS 的 Jin 在内的全球名人的代言，近年来加快了在亚洲的扩张，在新加坡和曼谷等城市开设了门店，并有媒体报道计划在今年晚些时候在北京和上海开店。香港 JLL 房地产公司的零售总监 Michelle Chiu 表示，Alo 决定开设旗舰店反映了其在亚洲建立实体存在的战略推动，而不是短期销售策略。她说：“Alo 在香港的在线需求一直很强，但客户从未能亲自试穿产品。开设这样规模的旗舰店使品牌能够充分表达自己，尤其是当它将自己定位于时尚和生活方式而不仅仅是运动服时。” 与 Lululemon 和 On Running 不同，后者在香港的门店通常较小且以销售商品为主，Alo 的模式通常融入了体验元素，如瑜伽工作室、健康区和咖啡馆，旨在鼓励消费者停留更长时间，从而加深品牌参与度。Chiu 表示，尤其是在目的地购物中心，房东越来越愿意通过租金激励和装修贡献来支持此类概念，因为他们寻求能够吸引人流和社交媒体曝光的租户。她说：“购物中心希望拥有能够成为话题的品牌。这样的旗舰店会引起轰动、排队和在线关注——这对整个购物中心都有好处。” 经济学家补充说，Alo 的时机反映了消费者行为的更广泛转变，尤其是在年轻购物者中。Natixis 企业与投资银行的高级经济学家 Gary Ng Cheuk-yan 表示，消费正在从传统的大宗商品转向他所描述的与健康、体验和自我表达相关的 “情感消费”。他说：“在零售逆风下，像高端健康、运动休闲、运动服、旅行、可收藏玩具和黄金这样的产品是例外。这并不是全面复苏，而是选择性且高度依赖品牌。” Ng 补充说，尽管租金仍然是零售商面临的主要障碍，但较为宽松的租赁条件可能会鼓励更多国际品牌测试香港市场，特别是那些针对富裕消费者和大陆游客的品牌。最近的数据还表明，尽管整体零售情绪仍然脆弱，但房东和投资者的信心已经稳定。根据房地产咨询公司 CBRE 的最新调查，投资者对香港的情绪与去年相比有所改善，即使该市和大陆经济仍面临结构性挑战。减少的供应管道和对高质量资产的关注被认为是关键的顺风因素，资本和租赁需求变得越来越选择性，而不是广泛。Chiu 表示，能够承诺大空间的零售商通常属于特定类别，包括全球生活方式品牌推出其首个旗舰店、体验式运动和健康运营商，以及某些来自韩国的美容和时尚品牌，这些品牌正在积极扩展海外。相比之下，电影院、传统超市和一些中档餐饮概念面临困境，成本上升和来自在线替代品的竞争侵蚀了利润。尽管面临挑战，行业参与者表示，香港对那些瞄准大陆市场的品牌仍然具有战略价值。媒体报道指出，Alo 计划在今年第二季度在北京的三里屯和上海的静安凯瑞中心开设实体店。该品牌在 2023 年和 2024 年在曼谷和印度尼西亚推出了较小的门店，但在过去一年中加快了区域扩张，首先是在首尔江南的 Dosan 公园附近开设了一家六层的旗舰店。接着在新加坡的滨海湾金沙开设了一家门店，随后在菲律宾的 Makati Greenbelt 5 购物中心开设了一家，两个空间均为数千平方英尺。“作为一个国际城市，香港仍然是亚洲的展示窗口，” Chiu 说。“在这里拥有旗舰店为品牌提供了信誉和可见性，使其在深入大陆之前能够展示其概念。” Ng 也表示了这一观点，指出该市的低税制、靠近大陆以及来自边境的稳定游客流量是持久的优势。对于 Alo 而言，其品牌形象将西方健康文化与名人驱动的时尚吸引力相结合，香港为其提供了一个受控环境，以向区域观众展示其概念，即使更广泛的零售行业仍在努力应对不均衡的复苏。他说：“这并不是关于零售的回归，而是关于合适的品牌、合适的定位，在一个非常选择性的市场中寻找机会。”</p>
</div>

随着 Alo Yoga 在亚洲市场的升温，该品牌接管了香港的一个临海店铺空间