为何是骆驼？中国定位专家顾均辉：打赢商战靠认知而非产品

Core Insights - Camel Outdoor has successfully surpassed international brands like Nike in the Douyin e-commerce sports and outdoor rankings and secured the top position in the outdoor segment on Tmall during the 2025 Double Eleven shopping festival [1][4] - The brand's unique positioning in the "pan-outdoor" market has allowed it to tap into a broader consumer base, moving beyond the niche of hardcore outdoor enthusiasts [4][5] Market Opportunity - The traditional outdoor market is polarized between high-end professional brands and low-cost unbranded products, with over 500 million outdoor enthusiasts in China driving a shift in consumer demand towards everyday outdoor apparel [4] - Camel Outdoor has effectively identified and developed the "pan-outdoor" market space, which lowers the purchasing threshold for younger consumers and transforms outdoor concepts into a mainstream lifestyle [4][5] Brand Differentiation - Establishing a differentiated brand perception is crucial for competition, and Camel Outdoor has successfully created a distinct image in consumers' minds by focusing on the "pan-outdoor" market [5][11] - The brand has simplified and adapted professional outdoor fabric technologies for everyday use, exemplified by its popular Phantom Black jacket priced under 500 yuan, balancing functionality with urban fashion [5][9] Marketing Strategy - Camel Outdoor has shifted its marketing narrative from extreme sports to relatable lifestyle expressions, utilizing platforms like Douyin for live demonstrations of products in "light outdoor" scenarios [5][9] - The brand's marketing strategy resonates with younger consumers by emphasizing lifestyle and emotional connections, effectively turning outdoor apparel into symbols of health and vitality [5][11] Operational Execution - The implementation of the brand's positioning is supported by a cohesive operational strategy, including a flexible supply chain that allows for rapid adjustments based on market feedback [9][11] - Camel Outdoor employs an integrated online and offline channel strategy, leveraging traditional e-commerce while exploring emerging social commerce opportunities [9][11] - The brand maintains a focused approach on its "pan-outdoor" positioning without unnecessary product line extensions, ensuring alignment across product development, channel construction, and marketing efforts [9][11]