Group 1 - The core viewpoint is that the sports industry has become a new highlight in economic development during the "14th Five-Year Plan" period, with significant achievements in building a sports power [1] - The sports industry has seen an average annual growth rate of over 10% in total scale over the past five years, indicating robust growth [1] - Policies promoting ice and snow economy and outdoor sports have been introduced to enhance the quality and efficiency of the sports industry [1] Group 2 - The integration of sports events into scenic areas, urban districts, and commercial circles has gained popularity, exemplified by initiatives like "traveling with events" and the success of "Su Super" and "Village Super" [1] - The development of outdoor sports reflects the concept that "lucid waters and lush mountains are invaluable assets," showcasing a sustainable growth model [1] - The high-quality development of ice and snow sports has invigorated the ice and snow economy, contributing new momentum to national and local economic growth [1]

Core Insights - The local sports giants are at a critical juncture, with Li Ning showing signs of decline while Anta and Xtep demonstrate resilience and growth through strategic brand management and focus on specific market segments [1][4][6]. Group 1: Company Performance - Li Ning's retail revenue growth is projected to be low single digits by Q2 2025, with offline channels experiencing negative growth [1]. - Li Ning's net profit has declined for two consecutive years, with its market capitalization dropping from over HKD 260 billion in 2021 to around HKD 40 billion currently [1]. - In contrast, Anta's multi-brand strategy has led to significant growth, particularly in high-end brands like Descente and Kolon, which have seen growth rates of 50-55% [1][4]. Group 2: Strategic Moves - Li Ning's strategy of "single brand, multiple categories" is becoming ineffective, as it struggles to replicate the success of Anta's Amer Sports and Xtep's Saucony [4][6]. - The Swedish outdoor brand Haglöfs is entering the Chinese market, which may impact Li Ning's positioning in the outdoor segment [6][7]. - Li Ning is attempting to pivot towards the outdoor market by launching professional and lightweight outdoor product lines, although these currently contribute minimally to total revenue [37][40]. Group 3: Investment and Ownership Structure - LionRock Capital, which recently acquired Haglöfs, has a close relationship with Li Ning, as Li Ning's founder is a non-executive chairman of LionRock [15][11]. - Viva China, now known as Viva Goods, has shifted its focus towards multi-brand operations and has been involved in several acquisitions, including Clarks and Haglöfs [18][19]. - The operational model of Viva Goods under Li Ning's family structure aims to create a synergistic "capital + industry" ecosystem, although its effectiveness remains to be seen [18][19]. Group 4: Market Trends and Challenges - The rise of "Guochao" (national trend) significantly boosted Li Ning's market value until 2021, but the brand's appeal has since diminished as consumer preferences evolve [30][32]. - Li Ning's attempts to diversify with sub-brands like LI-NING 1990 have led to confusion among consumers, resulting in a lack of clear brand identity [32][35]. - The outdoor segment is seen as a growth area, but Li Ning's late entry and previous failures in managing international brands like Aigle and Danskin raise concerns about its future success in this market [37][48].

%% %% research.95579.com 1 丨证券研究报告丨 [Table_Title] "动"察系列 3 之户外：运动场景的融合，户外 行业的兴起 行业研究丨深度报告丨纺织品、服装与奢侈品 %% %% 报告要点 [Table_Summary] 户外运动兴起的基础是经济发展，而基础设施完善与用户休闲时间增长也对户外运动发展有着 重要的驱动作用。中国户外赛道经济发展与基础设施完善持续向上，当前仍处于高速增长的早 期阶段，相较于海外仍有较大存在空间，预计未来五年行业规模延续双位数增长态势。当前仍 由中高端户外品牌掌握较强话语权，但伴随运动场景逐步融合化，近年来亦有电商品牌逐渐兴 起，未来伴随户外更多细分赛道崛起，或将有更多新的细分品牌崛起机会。 分析师及联系人 [Table_Author] 于旭辉 柯睿 SAC：S0490518020002 SAC：S0490524110001 SFC：BUU942 请阅读最后评级说明和重要声明 2 / 24 %% %% %% %% research.95579.com 2 纺织品、服装与奢侈品 cjzqdt11111 [Table_Title "动"察系列2]3 之户 ...

Core Viewpoint - The article discusses the rapid changes in consumer preferences among the middle class in China, particularly regarding outdoor activities such as camping, cycling, and skiing, highlighting a shift from enthusiasm to disillusionment and the impact on related industries [3][5][12]. Group 1: Changing Consumer Preferences - The once-popular outdoor activities, referred to as the "three treasures" of the middle class, have seen a decline in interest, with social media reflecting a shift from promotion to liquidation of related gear [5][6]. - The middle class's preferences are volatile, with trends rapidly changing from traditional sports to newer activities like camping and cycling, which were once seen as symbols of a refined lifestyle [7][12]. - Data from the China Bicycle Association indicates a 15.1% year-on-year increase in the production of mid-to-high-end bicycles priced over 1,000 yuan in 2023, reflecting a brief surge in interest before a downturn [9]. Group 2: Industry Impact - The skiing industry, influenced by the Winter Olympics, saw a significant increase in participation, with a 209% rise in ski ticket orders in early November 2023 compared to 2019 [9][11]. - However, the skiing market is experiencing a downturn, with many brands reporting sales declines of 30%-50% and some even halting operations due to excess inventory [17][19]. - The camping industry, which thrived during the pandemic, is now facing challenges as many businesses are unable to sustain operations, leading to closures and a significant drop in consumer interest [21][22]. Group 3: Economic Factors - The article notes a shift in consumer behavior towards cost-effectiveness, with middle-class individuals prioritizing budget-friendly options over luxury experiences, leading to a decline in spending on outdoor activities [24][26]. - The economic environment has changed, with individuals now more focused on finding discounts and deals, contrasting sharply with previous years of carefree spending [25][26]. - The article emphasizes that the outdoor industry is facing a "survival of the fittest" scenario, where only those with deep industry knowledge and experience will thrive amid the changing landscape [30][31].

Core Points - The article discusses the dangers and challenges associated with the "Ao-Tai Line" in the Qinling Mountains, highlighting the ongoing conflict between outdoor enthusiasts and regulatory authorities [2][29] - Despite a ban on illegal crossings established in 2018, the number of adventurers attempting to traverse the line continues to rise, indicating a persistent allure despite the risks involved [16][29] - The article emphasizes the ecological impact of these activities, noting significant damage to the environment and the presence of litter left by hikers [31][32] Group 1: Dangers and Incidents - Since the 21st century, at least 60 individuals have gone missing or died while attempting to cross the "Ao-Tai Line," with five memorials erected for the deceased [2][16] - The "Ao-Tai Line" is known for its challenging terrain, requiring hikers to carry heavy loads and navigate through remote areas without cell service or supplies [4][19] - The article mentions that even experienced hikers have faced life-threatening situations on the "Ao-Tai Line," with many incidents attributed to sudden weather changes and hypothermia [20][22] Group 2: Regulatory Measures - The Taibai Mountain National Nature Reserve Management Bureau has implemented a ban on unauthorized crossings to protect both the hikers and the local ecosystem [6][16] - Since the ban, over 3,100 individuals have been recorded attempting to cross the line, although the overall trend shows a decrease in numbers from 2018 to 2022 [16][29] - The management bureau has issued fines totaling 204,600 yuan for violations of the crossing ban, with 105 individuals penalized since its implementation [6][16] Group 3: Ecological Concerns - The article highlights the ecological degradation caused by repeated crossings, including a decline in high-altitude vegetation and the disruption of wildlife habitats [31][32] - Littering has become a significant issue, with reports of abandoned items such as gas canisters and plastic waste left by hikers [32] - The management bureau has undertaken efforts to clean up the area, but the ongoing illegal crossings continue to pose a threat to the environment [31][32] Group 4: Cultural and Social Aspects - The "Ao-Tai Line" has gained a reputation as a rite of passage for outdoor enthusiasts, with many viewing the challenge as a test of endurance and skill [29][30] - Local residents, such as those running guesthouses, have seen a decline in business due to the ban, yet the allure of the "Ao-Tai Line" remains strong among adventurers [7][29] - The article notes that the history of the "Ao-Tai Line" dates back to the early days of outdoor sports in China, with its popularity surging in recent years [10][11]

Group 1: Core Highlights - The exhibition "Beautiful Life Shenzhen Creation" will showcase 174 innovative products from 69 Shenzhen tech companies, featuring several "world's first" products [1] - The event is organized by the Shenzhen Municipal Bureau of Industry and Information Technology and the Shenzhen Small and Medium Enterprises Service Bureau, highlighting Shenzhen's strengths in technological innovation and high-quality manufacturing [1][5] - The exhibition includes various cutting-edge fields such as robotics, artificial intelligence, low-altitude economy, and smart home entertainment, with dedicated zones for different innovation scenarios [1] Group 2: Robotics and Outdoor Sports - The robotics section features advanced robots ready for mass production, including the X100 underwater robot and third-generation humanoid robots [2] - In the outdoor sports area, products like the "Explorer No. 1 V14" electric skateboard and electric hydrofoil surfboard showcase high performance and innovative designs, catering to extreme sports enthusiasts [3] Group 3: Display Technology - The exhibition includes impressive display technologies such as a 4.2×6 meter holographic screen that can seamlessly blend into environments, and advanced transparent display technologies that enhance aesthetic integration with architecture [4] - Many showcased products, like the X3 Pro AR glasses and Insta360 X5 camera, are recent releases, emphasizing the freshness and market readiness of the innovations [4] Group 4: Market Impact and Production Readiness - All exhibited products are not conceptual but are ready for mass production, demonstrating significant innovation and market success both domestically and internationally [5] - The exhibition aims to convey the charm of "Shenzhen Creation" through a concentrated display of these innovative products [5]

Group 1 - The report anticipates a steady recovery in demand for apparel and jewelry in H2 2025, with retail sales of clothing and textiles expected to grow by 3.3% and jewelry by 12.3% year-on-year from January to May 2025 [1][35] - The report highlights new trends in consumer demand, including diversification in product offerings, with strong growth in functional categories like outdoor and running apparel, and a rising interest in unique gold jewelry products due to high gold prices [1][35] - The investment focus is on selecting high-performing companies in the apparel sector, particularly those with strong fundamentals and growth potential [1][2] Group 2 - The report recommends leading companies in the functional apparel sector, such as Anta Sports, which is expected to maintain a healthy sales growth trend, with a projected PE ratio of 18 times for 2025 [2][6] - It also suggests focusing on premium jewelry brands like Chow Tai Fook and Chow Hong Ki, which are expected to benefit from rising gold prices, with Chow Tai Fook's operating profit projected to grow by 10% year-on-year for FY2025 [2][6] - The report notes that the apparel manufacturing landscape is improving, with leading companies like Shenzhou International and Huayi Group expected to benefit from market share gains in the medium to long term, with projected PE ratios of 11 times and 15 times for 2025, respectively [3][6] Group 3 - The report indicates that the overall inventory levels in the apparel sector are healthy, with a manageable increase in stock levels, which is expected to support steady performance in company earnings as consumer demand improves [39][45] - It highlights the strong growth in outdoor and running categories, with significant participation from younger demographics, and notes that brands like Descente and Kolon Sport are experiencing rapid growth due to their effective multi-brand strategies [46][47] - The report emphasizes the importance of channel efficiency and the integration of online and offline retail experiences, which are crucial for driving sales growth in the apparel sector [1][35]

Investment Rating - The report maintains a positive outlook on the textile and apparel industry, indicating a "Buy" rating for the sector [2]. Core Insights - The textile and apparel sector outperformed the market, with the SW textile and apparel index rising by 1.4% from June 30 to July 4, 2025, surpassing the SW All A index by 0.2 percentage points [5]. - Recent industry data shows that from January to May 2025, the total retail sales of clothing, shoes, hats, and textiles reached 613.8 billion yuan, reflecting a year-on-year growth of 3.3% [31]. - The report highlights a new trade framework agreement between the U.S. and Vietnam, which includes a significant reduction in tariffs on Vietnamese goods, potentially benefiting manufacturers with integrated supply chains [11]. - The ISPO Shanghai 2025 outdoor sports exhibition showcased over 600 outdoor sports brands from nearly 30 countries, emphasizing trends in product innovation and sustainability [13]. - The report suggests that domestic demand recovery is a key investment theme for 2025, with a focus on quality domestic brands and their potential for growth [16]. Summary by Sections Industry Performance - The textile and apparel sector showed strong performance, with the SW textile and apparel index increasing by 1.4% during the specified period, while the SW apparel home textile index remained flat [5]. - The report notes that the textile manufacturing index rose by 1.0%, slightly underperforming the SW All A index [5]. Recent Developments - The U.S. announced a new trade agreement with Vietnam, reducing tariffs on Vietnamese goods from 46% to 20%, which is expected to positively impact manufacturers with local supply chains [11]. - The ISPO Shanghai 2025 exhibition highlighted five core product directions: wool technology, sustainable innovation, fluorine-free revolution, lightweight design, and sports fashion [13]. Market Data - From January to May 2025, China's textile and apparel exports totaled 116.67 billion USD, a year-on-year increase of 1.0%, with textile yarns and fabrics seeing a 2.5% increase [31]. - Cotton prices in China rose to 15,090 yuan per ton, reflecting a 0.6% increase, while international cotton prices showed a slight decline [32]. Investment Recommendations - The report recommends focusing on high-quality domestic brands and suggests specific companies for investment, including Anta Sports, Bosideng, and HLA [16].

Core Viewpoint - ECCO is strategically collaborating with Japanese outdoor brand White Mountaineering to launch a new capsule collection, aiming to penetrate the outdoor lifestyle market and shift its brand perception from "comfortable business" to "functional outdoor" [1][4][12]. Company Overview - ECCO, founded in 1963, is a Danish casual footwear brand known for its mid-to-high-end pricing in China, primarily appealing to middle-aged professionals [4][12]. - White Mountaineering, established in 2006, focuses on merging outdoor sports with fashion, gaining popularity through collaborations with various brands [4]. Market Trends - The outdoor sports market in China is experiencing significant growth, with a projected market size of 102.7 billion yuan for high-performance outdoor footwear and apparel by 2024 [5]. - Popular outdoor activities such as city walking, trail running, and camping are seeing increased participation and search interest, indicating a shift towards a more lifestyle-oriented approach to outdoor sports [5]. Product Strategy - ECCO's new product line, in collaboration with White Mountaineering, is positioned in the mid-to-high-end market, with prices for sneakers ranging from 2,000 to 3,000 yuan and jackets starting above 2,000 yuan [8][12]. - The brand aims to compete in the outdoor apparel segment, particularly with high-end products like GORE-TEX jackets, which are priced close to 7,000 yuan [8]. Competitive Landscape - ECCO faces competition from established outdoor brands like Salomon and HOKA, which offer products at lower price points while maintaining strong performance and value [8][12]. - The brand's transition to a more outdoor-focused identity is challenged by its existing customer base's perception and the growing popularity of specialized outdoor brands [12]. Financial Performance - ECCO's revenue in the Greater China region has shown growth from 360 million euros in 2021 to 418 million euros in 2024, although the growth rate has slowed from 19% to 1% during this period [12].

Summary of the Conference Call for Sanfu Outdoor Company Overview - **Company**: Sanfu Outdoor - **Industry**: Outdoor sports and apparel Key Points and Arguments Business Performance - Recent performance is strong, particularly in summer bestsellers like T-shirts, quick-dry pants, and shorts [3] - The "Chongli 168" trail running event is set for the first weekend of July, with significant marketing efforts for trail running gear [3] - The X Fly product line adjustment and the launch of the Furize series contributed to revenue growth during the 618 shopping festival [2][3] Store Expansion Plans - The X brand plans to open new stores in Northeast, Northwest, and Northern regions before Q3 [2][4] - Salomon brand has opened 37 stores, with three new stores in Jinzhou, Changzhou, and Wuhan in the first half of the year [4] Impact of Infrastructure Developments - The opening of the Shenyang to Changbai Mountain high-speed rail is expected to have limited short-term impact but could boost sales at the Isabel store during the snow season [6] Brand Positioning and Marketing - The flagship store on Nanjing West Road focuses on brand image rather than immediate sales, having undergone a redesign to showcase X products [7] - The company is actively adjusting product strategies to enhance quality-to-price ratios and increase the proportion of women's products [4][15][16] Financial and Investment Updates - A private placement has been submitted to the regulatory authority, with results expected by the end of July [2][13] - Funds from the private placement will be used for increased marketing efforts, sponsorship of events, and enhancing video presentations [14] Product Development and Market Trends - The company has not yet ventured into exoskeleton products, focusing instead on outdoor sports-related products [11] - The introduction of the Brisbane series is aimed at attracting new customers without significantly impacting overall profit margins [25] Inventory and Supply Chain Management - Inventory is being gradually digested, with good turnover for brands like X and Houdini [35] - The increase in inventory was primarily due to rapid product development, with some products not aligning with market trends [35] Competitive Landscape - The company faces intense competition from both foreign and domestic brands, prompting strategic adjustments in product offerings [15] - The focus remains on maintaining functionality and technology as core competitive advantages [16] Future Outlook - The company anticipates a positive impact from the upcoming snow season on sales, particularly for the Isabel store [6] - The overall market performance in Q2 2025 showed significant growth across various brands, with XBL, Arc'teryx, and Fila reporting year-on-year increases of 35%, 45%, and 38% respectively [29] Membership and Customer Engagement - Regular member activities are held bi-weekly to enhance engagement and boost repurchase rates [32] - The company is focusing on creating flagship stores that serve as brand showcases and enhance customer experience [31] Conclusion - Sanfu Outdoor is strategically positioning itself in the outdoor sports market through product innovation, store expansion, and enhanced marketing efforts, while navigating competitive pressures and market trends. The focus on brand image and customer engagement is expected to drive future growth.