穿骑行服用不用穿内裤？这是个值得思考的问题。
毕竟，随着骑行运动的风靡，原本小众的骑行服，逐渐成了流量密码；穿上各种款式的骑行服，搭配“全身自拍式”“单车背景式”“其他场景式”三招，普通人也有了走红的可能。
骑行服之所以迅速出圈，击败瑜伽裤的统治地位，似乎源于其“臀部增大术”；而面料、款式等方面的独特功能，也让它不论分体式、连体式，都能有个好销量。
骑行服的火爆，似乎让迪卡侬成了最 大赢家，摸着lululemon过河的它，还依靠更低价的商品，更齐全的运动装备，更适合男性的服装，开始对lululemon进行赶超。
而在瑜伽裤之外，lululemon该用那些招式反击？我们也将继续关注。
流量密码：骑行服
夏夜骑行，下半身穿什么，既漂亮又舒适？不是瑜伽裤、不是鲨鱼裤，而是骑行服。
随着越来越多的人，加入到骑行大军中，骑行服这种小众服装，似乎正逐渐成为主流。很多人还因为其穿着方式，获得了一个日本名字：梅川内酷。
如今，同样紧身、更显臀部的骑行服，似乎正在替代瑜伽裤，成为网络上的新晋顶流；社交媒体上，众多运动型俊男美女，纷纷将其作为吸睛道具，并祭出了三种引流招式：
第 一招叫“全身自拍式”，这一招最简单易学。
祭出“全身自拍式”的成员，往往遵循普通的自拍风格，只不过在拍照角度方面，大多与瑜伽裤如出一辙，将骑行服包裹的臀腿，作为了主要展示部位。
同时，还有一些对身材自信者，不满足于仅展示半身曲线，因而穿上全套骑行服装，模仿《EVA》中的绫波丽，将紧身风格进行到底。
第二招叫“单车背景式”，这一招最普通常见。
“全身自拍式”有衣服没单车，很可能被吐槽是假粉丝。因此，很多网友为证明自己热爱，拍照时将单车作为了必备道具。
在“单车背景式”中，招数又可按人车方位，细分为：“骑行进行式”“停车休整式”“倚车而坐式”“人车分离式”。
不过，虽然在细分的四种招数中，人车所处的方位各有不同，但照片所呈现的重点部位，却似乎高度一致。
第三招叫“其他场景式”，这一招最引人争议。
与前两种招式不同的是，此时骑行服的穿搭场景，不仅仅局限于公路骑行，散步、跑步、瑜伽等运动场景中，都有人穿着骑行服上场。
除此之外，还有一些打工人，将通勤与骑行合二为一，不方便换装的他们，索性将骑行服作为自己的OOTD，穿着它开始一天工作。
只能博流量吗？
在视觉效果方面，修饰臀腿的骑行服，为何能够力压瑜伽裤，成为新的流量密码？最根本的原因，似乎在于其拥有的“臀部增大术”。
潘哥发现，在迪卡侬、双箭头、兰帕达等骑行服上，臀部的位置都会有块垫子。对此，一位骑行达人告诉潘哥：“公路自行车车座偏硬，骑时间长了屁股很疼，因此需要海绵垫子缓冲。”
与此同时，穿上骑行服之后，还需不需要穿内裤？也成了骑行圈的一个哲学问题。
对于这个问题，主流的观点是：不穿。骑行达人阿爽表示：“骑行服的垫子，由抗菌材料制成，既能快速吸汗、也能防止尿路感染；而内裤的材料，没有快速排汗的功能，骑行时会与骑行服发生摩擦，也更容易滋生细菌。”
不过，也有一部分骑行爱好者，仍然坚持穿上内裤。对此，有网友表示：“白天晴天时穿着骑车，骑行服看起来会有些透，特别是浅色的款式。”
潘哥了解到，除了对于臀部的关照外，骑行服在面料材质上，多为特殊速干面料，可将体表汗液通过衣服纤维，运送到衣服表层，骑车时干爽不粘腻。
同时，在款式设计等方面，它的紧身款式有利于减少空气阻力，衣服版型适合匍匐骑行的姿势，衣服上的反光设计，也能够保证骑行安全。
这样看来，骑行服能够迅速出圈，除了“腚大既是正义”的审美，似乎还有功能上的不可替代。而如同泳衣一样，专业的骑行服装，也可分为分体、连体两种：
分体式骑行服，上衣和裤子彼此分开。天猫上，迪卡侬旗舰店的一条黑色骑行短裤，售价89.9元、已售超过7万条；而一件白色男士骑行上衣，售价79.9元、已售超过1万件。
另一边，连体式骑行服，又分为套装式、背带式两种。其中，背带式骑行服上身裸露，仅靠两根带子与裤子连接，有些男士穿上之后，莫名有了种独特气质。
在京东上，一件兰帕达背带骑行服，售价279元，已售超过1000件，在男士骑行服热卖榜排名第十三。
迪卡侬打败lululemon？
从商品的热销中，我们似乎不难看出，骑行服在社交网络上，具有怎样的地位。小红书、抖音、快手……不论你身处哪个平台，总能与骑行服不期而遇。
嘉世咨询的《2024自行车行业简析报告》显示：中国超1亿人经常骑行，带有环保、社交、健身等元素的自行车，正成为健身工具和社交货币。
骑行服的流量加持，让哪个品牌受益最 大？潘哥看来，似乎非迪卡侬莫属。毕竟，拥有骑行全套装备、且价格亲民的迪卡侬，给不少选择困难症，送上了一条龙服务。
财报显示：2023年，迪卡侬实现营收156亿欧元，同比增长1.15%，净利润为9.31亿欧元；其中的线上销售额，占总营收的17.4%。
迪卡侬的出圈，也许并非偶然，2024年1月，lululemon前中国区品牌负责人张晓岩，任职迪卡侬中国区CMO（首席营销官）；此后，迪卡侬就像lululemon一样，成为各大社交平台的常客。
不过，与lululemon相比，迪卡侬在搞流量方面，似乎还具有三个额外优势，能让其青出于蓝。
首先，是商品更低的价格，降低了准入门槛。
lululemon虽然风靡一时，但动辄千元的瑜伽裤，却劝退了不少吃土集美；而价格亲民的迪卡侬，则可对这波用户照单全收，“不是lululemon买不起，而是迪卡侬更有性价比”。
其次，是各种运动装备齐全，增大了流量覆盖。
与一条瑜伽裤打天下的lululemon不同，迪卡侬在骑行服之外，还能靠其他运动服装，给自己博取网络流量。
潘哥在小红书发现，迪卡侬连体泳衣、网球裙、登山裤等运动服装，都成为平台的流量大咖；其中一条竞速泳衣笔记，点赞量已超过10万。
最后，是靠各种“男色服装”，扩大了用户群体。
lululemon的服装虽火，但用户群体主要为女性，对于想展示自身阳刚的男性来说，瑜伽裤虽能勾勒身材，但似乎总有些阴柔之美。
反观迪卡侬，除了在骑行服上面，实现了男女的翘臀平等外，还破解了男士的流量密码；比如，一件迪卡侬紧身速干T恤，因为能够让胸部显大，成了健身男士的神衣。
这样看来，一项体育运动的风靡，往往能引起穿搭风格的改变，而在骑行服出圈之后，下一个风口在哪？迪卡侬、lululemon，以及其他运动品牌，不知谁能给我们答案。
【本文由投资界合作伙伴微信公众号：智商税研究中心授权发布，本平台仅提供信息存储服务。】如有任何疑问，请联系（editor@zero2ipo.com.cn）投资界处理。
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