2025自然堂喜马拉雅极限越野跑：一场品牌价值构建实验

Core Viewpoint - The article discusses how the 2025 Natural Hall Himalayan Extreme Trail Run serves as a significant exploration of sports marketing for beauty brands, particularly in the context of the expanding men's skincare market in China [2][4][11]. Group 1: Event Overview - The Natural Hall Himalayan Extreme Trail Run is the first long-distance trail running event in the Himalayan region and the only international points trail running event in the area, attracting over 300 elite participants since its inception [5][6]. - The 2025 event took place from June 13 to June 15, featuring three categories: "Natural Secret 7KM," "Breakthrough Limit 35KM," and "Conquer the Peak 55KM," with the longest route reaching an altitude of 4,528 meters and a total elevation gain of 2,367 meters [6][8]. Group 2: Marketing Strategy - Natural Hall utilized the event to create a marketing loop from brand spirit to sales conversion, targeting high-income, high-education male consumers who are increasingly interested in personalized skincare [4][11]. - The event featured a "circle identity" marketing strategy, integrating "event x community x live streaming" to enhance communication with the running community and promote brand awareness [8][9]. Group 3: Target Audience Insights - The average age of participants is over 38, with 76% earning over 20,000 yuan monthly and 76% holding a bachelor's degree or higher, indicating a high-income, high-education demographic [11][12]. - The running community in China has surpassed 500 million users, with trail runners making up about 7%, primarily from first- and second-tier cities, reflecting a trend towards health-conscious lifestyles and outdoor sports culture [11][12]. Group 4: Product Focus - The "Natural Hall Men's Glacier Lotion" was highlighted as the core product for the event, designed to meet the skincare needs of male participants in extreme conditions, featuring Himalayan glacier water for effective hydration and moisture retention [22][24]. - Since its launch, the product has sold over 2.9 million bottles and has consistently ranked as the top men's cream on platforms like Tmall, indicating strong market performance [25][26]. Group 5: Industry Trends - The men's skincare market in China is projected to grow significantly, with the market size expected to reach 15.6 billion yuan in 2024 and surpass 20 billion yuan by 2026, driven by a shift towards personalized and functional skincare products [14][18]. - The article emphasizes the importance of brand strength in the current competitive landscape, where established brands are gaining more market share, and the focus is shifting towards building brand value and identity [30][32].