三次联名白山，ECCO撕下“中年皮鞋”标签闯潮圈

Core Viewpoint - ECCO is strategically collaborating with Japanese outdoor brand White Mountaineering to launch a new capsule collection, aiming to penetrate the outdoor lifestyle market and shift its brand perception from "comfortable business" to "functional outdoor" [1][4][12]. Company Overview - ECCO, founded in 1963, is a Danish casual footwear brand known for its mid-to-high-end pricing in China, primarily appealing to middle-aged professionals [4][12]. - White Mountaineering, established in 2006, focuses on merging outdoor sports with fashion, gaining popularity through collaborations with various brands [4]. Market Trends - The outdoor sports market in China is experiencing significant growth, with a projected market size of 102.7 billion yuan for high-performance outdoor footwear and apparel by 2024 [5]. - Popular outdoor activities such as city walking, trail running, and camping are seeing increased participation and search interest, indicating a shift towards a more lifestyle-oriented approach to outdoor sports [5]. Product Strategy - ECCO's new product line, in collaboration with White Mountaineering, is positioned in the mid-to-high-end market, with prices for sneakers ranging from 2,000 to 3,000 yuan and jackets starting above 2,000 yuan [8][12]. - The brand aims to compete in the outdoor apparel segment, particularly with high-end products like GORE-TEX jackets, which are priced close to 7,000 yuan [8]. Competitive Landscape - ECCO faces competition from established outdoor brands like Salomon and HOKA, which offer products at lower price points while maintaining strong performance and value [8][12]. - The brand's transition to a more outdoor-focused identity is challenged by its existing customer base's perception and the growing popularity of specialized outdoor brands [12]. Financial Performance - ECCO's revenue in the Greater China region has shown growth from 360 million euros in 2021 to 418 million euros in 2024, although the growth rate has slowed from 19% to 1% during this period [12].