火柴棍Haglöfs卷土重来，它如何撕开北面、始祖鸟们的户外市场缺口

Core Insights - Haglöfs, a Swedish outdoor brand, opened a 698 square meter VASA concept store in Shanghai, marking its 21st offline store in mainland China in 2023 [1][3] - The brand was acquired by Lion Capital at the end of 2023 and is now jointly operated in the Greater China market with a company controlled by the Li Ning family [3] - The CEO of Haglöfs Greater China, Jerry Who, emphasized the brand's commitment to sustainable growth and a comprehensive presentation of its offerings to Chinese consumers [3][4] Expansion Strategy - Haglöfs plans to open 25 stores by the end of 2025 and aims for 50 stores by mid-2026, focusing on core commercial areas in provincial capitals [4][5] - The brand has already established a presence in major cities like Shanghai and Beijing, with plans to expand to cities such as Shenyang, Harbin, and Qingdao [4] - The company has also launched online flagship stores on platforms like Tmall and Douyin, with online sales accounting for approximately 15% of total revenue [5] Market Positioning - Haglöfs aims to differentiate itself by avoiding limited edition products and discounts, focusing instead on sustainable growth and consistent product offerings across all sales channels [3][11] - The VASA concept store features a full range of outdoor products, with prices in the mid-to-high range, such as hard-shell jackets priced over 2000 yuan and short down jackets around 3600 yuan [9][11] - The brand's strategy includes creating larger stores to showcase a complete product range and promote environmental initiatives, such as repair services for outdoor gear [8][15] Competitive Landscape - The outdoor market in China is becoming increasingly competitive, with brands like The North Face and Arc'teryx experiencing significant growth [13][14] - Despite the potential for growth, the market also has examples of failure, such as Snow Peak, which closed all its stores in Hangzhou due to a chaotic authorization structure [14] - The current market conditions, including lower rental costs and a trend towards larger flagship stores, present both opportunities and challenges for outdoor brands [14][15] Collaboration and Resources - The partnership with Li Ning provides Haglöfs with valuable local resources for market entry and expansion, differing from the deeper integration model seen with other brands [16] - The collaboration allows for shared resources in areas like store location and data analysis, which could enhance Haglöfs' market presence [16]