ECCO SS27 订货会

2026年06月14日

天津 香格里拉酒店

项目现场

ECCO「Walk Your Walk 自在步履，生动人生」2027春夏全国经销商订货发布会，标志着这一丹麦高端鞋履品牌将其年度核心商务活动从传统「看货下单」的粗放模式，升维为一场融合北欧生活美学、产品科技叙事与渠道战略传导的沉浸式场景体验。整场发布会以承接海外Pitti Uomo秀场春夏设计思路为产品基底，面向全国加盟商与渠道合作伙伴，不仅完整输出2027春夏全品类货品、市场运营策略与阶梯订货激励政策，更通过空间语言重构了B2B商务场景的感官逻辑。

从空间叙事与造型语言审视，会场延续ECCO标志性的北欧简约质感，以原木、浅米白与低饱和雾蓝构建主色调，配合柔和漫射柔光，刻意弱化传统订货会浓重的商业展销气息，贴合品牌自然松弛的DNA。场地依循会议动线划分为四大功能板块：品牌战略主会场承担信息传导功能；多场景新品陈列展厅则彻底摒弃传统货架逻辑，转而采用场景化分区布局——以原生石材、仿真绿植与浅色系软装分别打造都市通勤、山野轻户外、高尔夫运动与轻奢皮具四大实景空间，将BIOM健步系列、设计师联名KOLLEKTIVE系列、RISE云冉皮具等新品嵌入可感知的春夏出行氛围之中；皮革工艺体验区以自有制革厂原生皮料与轻量化透气工艺的直观展示，强化「从皮料到鞋履」的垂直供应链优势；数字化订货洽谈区则完成商务闭环。入口处的自然写生主题艺术装置，更以春夏自然灵感为视觉序曲，将商业空间转化为可漫步的北欧风情画廊。

作为1963年诞生于丹麦的制鞋世家，ECCO始终将「舒适」与「科技」视为品牌根基，其自研BIOM自然律动科技与自有皮革工坊构成了区别于行业代工模式的核心壁垒。此次订货会不仅是2027春夏渠道布局的商务起点，更标志着ECCO在中国市场的经销商体系从「货品交易」向「价值共识」的转型——通过场景化陈列让合作伙伴「身临其境」地理解产品在不同生活赛道中的穿着语境，以功能实测互动点位（防水、缓震、人体工学）将抽象科技参数转化为可触摸的体感信任，从而为全年门店货品规划与营销活动落地提供兼具情感共鸣与理性依据的完整指引，进一步巩固品牌在都市通勤、轻户外、高尔夫与轻奢皮具多赛道上的市场优势。

The ECCO "Walk Your Walk · Live Your Life" Spring/Summer 2027 National Distributor Ordering Conference marks this Danish premium footwear brand's elevation of its annual core business event from the traditional "view-and-order" crude model to an immersive scenarized experience fusing Nordic lifestyle aesthetics, product technology narrative, and channel strategy transmission. With the Spring/Summer 2027 collection design philosophy inherited from the overseas Pitti Uomo runway as its product foundation, the conference targets national franchisees and channel partners, not only comprehensively outputting the full Spring/Summer 2027 product range, market operation strategies, and tiered ordering incentive policies, but also reconstructing the sensory logic of B2B business scenarios through spatial language.

Examining spatial narrative and formal language, the venue continues ECCO's signature Nordic minimalist texture, constructing its primary palette through raw wood, creamy white, and desaturated misty blue, complemented by soft diffused lighting that deliberately weakens the heavy commercial exhibition atmosphere of traditional ordering conferences, aligning with the brand's naturally relaxed DNA. The venue divides into four functional zones following the conference circulation: the brand strategy main hall serves information transmission; the multi-scenario new product display gallery completely abandons traditional shelf logic in favor of scenarized zoning—using raw stone, simulated greenery, and light-toned soft furnishings to respectively create four real-life spaces for urban commuting, light outdoor activities, golf, and light luxury leather goods, embedding new products including the BIOM walking series, designer collaboration KOLLEKTIVE series, and RISE leather goods into perceivable Spring/Summer travel atmospheres. The leather craft experience zone strengthens the "from leather to footwear" vertical supply chain advantage through intuitive displays of the brand's own tannery raw materials and lightweight breathable craftsmanship; the digital ordering negotiation zone completes the business closed loop. The natural sketch-themed art installation at the entrance serves as a visual prelude to Spring/Summer natural inspiration, transforming the commercial space into a walkable Nordic-style gallery.

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