Sou Hu Cai Jing·2025-10-21 08:19Core Insights - The company Tanboer is preparing for an IPO, transforming from a struggling brand to China's fourth-largest domestic outdoor apparel brand with annual sales of 1.3 billion [1][3]. Company Overview - Tanboer was founded by a couple, Wang Yongping and Wang Lili, who initially acquired a struggling down jacket factory in 2004, focusing on affordable yet quality products [3][5]. - The brand initially struggled with brand aging and marketing issues, leading to its delisting from the New Third Board in 2017, with revenue dropping from 660 million to 370 million [5]. Recent Developments - In 2022, Tanboer pivoted to outdoor apparel, launching high-end series for activities like skiing and climbing, and became a supplier for the Austrian Nordic skiing team [5][7]. - The brand has successfully rebranded itself, targeting younger consumers by changing its endorsements from older celebrities to younger stars [5][7]. Financial Performance - Online sales surged by 79.6% in 2024, with over half of the revenue coming from online channels, while offline stores decreased by 40 [7]. - Despite impressive sales growth, the company faces rising production costs, with net profit margin dropping from 11.7% to 5.5% due to increased raw material prices and high marketing expenses, which account for nearly 40% of sales [7][9]. Market Positioning - Tanboer aims to capture the middle-class market by offering a balance of affordability and quality, positioning itself against both high-end brands and lesser-known competitors [9][11]. - The brand's strategy includes maintaining a strong base with its urban light outdoor series while leveraging the high-end line to capitalize on the outdoor trend [9][11].