运动户外赛道高速增长，杉杉奥莱突围引领“山系”热潮

Group 1 - The outdoor sports market is experiencing explosive growth, driven by the rise of "mountain lifestyle" and "urban outdoor" trends among young consumers, with the outdoor sports sector leading e-commerce growth at 268% year-on-year during the 2025 Double 11 shopping festival [1][3] - Consumers are increasingly seeking specialized performance, design aesthetics, and scene adaptability in outdoor products, leading to a diverse and professional demand for equipment across various outdoor activities [3][5] - The company has successfully captured market trends by adjusting its brand portfolio and optimizing the layout of outdoor sports categories, creating an immersive shopping experience to build a differentiated advantage in competition [5][6] Group 2 - The company focuses on three key aspects: specialization, quality, and scene creation, continuously introducing leading outdoor brands and creating high-recognition offline shopping spaces to overcome brand homogenization in the outlet industry [6][8] - The Harbin outlet has introduced a high-end trail running store, while the Ningbo outlet features popular brands, establishing flagship stores to enhance consumer trust through high brand concentration [8][10] - By concentrating brands and designing experiential spaces, the company reduces consumer choice costs and amplifies attractiveness through brand synergy, becoming a core traffic entry point for stores [10] Group 3 - The company positions itself as a "brand growth partner, regional consumption upgrade engine, and consumer quality of life service provider," building a value bridge for multiple stakeholders in a highly competitive outlet industry [11] - The company helps brands like Salomon and Kelon penetrate the mass market quickly, achieving scalable sales growth while deepening brand recognition through experiential marketing [11] - The rise of the outdoor sports sector reflects not only a shift in consumer trends but also a reconstruction of the commercial ecosystem, with the company leading the promotion of the "mountain lifestyle" and driving high-quality industry development [13]