另一只户外“神鸟”来中国开店了

Core Viewpoint - The article discusses the rise of the "Gorpcore" aesthetic among urban workers in China, highlighting the popularity of outdoor gear like Osprey backpacks as part of daily commuting attire, reflecting a desire to blend outdoor functionality with urban fashion [3][4]. Company Overview - Osprey, known for its ergonomic and comfortable backpack designs, has gained traction in China despite its slow expansion, with a focus on online sales through platforms like Tmall and Douyin [3][4][7]. - The brand was acquired by Helen of Troy for $414 million at the end of 2021, with annual sales reaching approximately $1 billion, where backpacks accounted for over 70% of revenue [6][7]. Product Design and Market Strategy - Osprey emphasizes comfort and lightweight design, with products like the Daylite sling weighing only 0.23 kg, appealing to consumers who prioritize ease of use [4]. - The brand has recognized the importance of catering to female consumers, launching the first women's outdoor backpack in 1993 and developing products that address the specific needs of women [10][11]. Target Audience and Trends - Osprey's marketing strategy includes appealing to both male and female users, with distinct branding styles: "outdoor old money" for men and "dopamine sweet girl" for women, reflecting different consumer preferences [12][14]. - The brand has introduced a Daylite series that combines outdoor and commuting needs, targeting the Asian market with a focus on practicality and affordability [16][17]. Expansion and Future Outlook - Despite its deep penetration in the Asian market, Osprey's physical store presence in China has been limited, with the first store opening only recently, indicating a shift towards accelerated growth [8][17]. - The company aims to adapt its product offerings and marketing strategies to better align with local consumer behaviors and preferences, particularly in the rapidly evolving outdoor market [17].