从大街到山野，骆驼不想只做“景区顶流”

Core Insights - The second "Qixing Mountain·Camel Cup" extreme wilderness survival challenge has been suspended due to a cold wave, with the remaining eight contestants sharing the victory and prize money [1] - The event gained over 5 billion views online, showcasing the intense survival narratives of participants [1] - Camel, known as "China's outdoor first brand," aims to enhance its professional image in the outdoor sector through this extreme event [3][10] Company Positioning - Camel has established a strong presence in the outdoor apparel market, achieving the highest sales in global sales of jackets for six consecutive years from 2019 to 2024, with a market share of approximately 5.5% and retail sales of about 5.6 billion yuan [4] - The brand's success is attributed to its "pan-outdoor" positioning, targeting urban sports and daily commuting while ensuring professional functionality [4][5] - Camel's pricing strategy, with average prices between 400-600 yuan, has made it a preferred choice among consumers, particularly students and young professionals [7] Marketing and Brand Strategy - Camel's marketing emphasizes fashion and urban outdoor activities, making its jackets popular in various lifestyle contexts [5] - The brand has faced challenges in establishing a professional image within the outdoor community, as it is often associated with casual outdoor wear [9] - The collaboration with the wilderness survival event is a strategic move to build Camel's professional recognition in the outdoor sector [10][13] Product Development and Innovation - Camel has developed its own ENFO-TECH nano three-proof shell, which has been validated in real-world conditions during the survival challenge [12] - The brand is expanding its product lines to include various outdoor and lifestyle items, including beauty products tailored for outdoor enthusiasts [21][22] Future Growth and Expansion - Camel plans to continue its growth trajectory with an expected 30%-50% increase in jacket sales over the next two years [9] - The company is also expanding its offline presence with large outdoor sports stores, enhancing customer experience and interaction [19][20] - Camel is building a multi-brand matrix to cover different market segments, including high-end and fashion-oriented brands, to penetrate higher-value niches [22][24]