Core Insights - The outdoor equipment industry is undergoing a transformation driven by user demand differentiation, moving from "equipment competition" to "scene value" [1] - Brands are adapting to the changing consumer landscape by focusing on specialized, fashionable, and multifunctional products [1] Brand Performance - The top three brands in the comprehensive heat index are Li Ning (1.85), Camel (1.72), and Adidas (1.54) [2][3] - Camel's rise in popularity is attributed to its shift from "mass outdoor" to a blend of "professional + fashionable + multifunctional" offerings [4] - Converse is leveraging celebrity collaborations and new product launches to strengthen its brand positioning [4] Market Trends - The Z generation is reshaping consumption logic through "interest socialization," while urban white-collar workers seek outdoor stress relief, and middle-class consumers focus on nature experiences [4] - Descente has launched its first cushioning running shoes aimed at the growing running market, enhancing its high-end positioning [4] Pricing Dynamics - Yonex has announced a price increase of nearly 30% on several badminton products due to supply chain issues, while Victor is gaining traction in the mass market with more affordable options [6] - Victor's collaboration with popular culture elements has successfully attracted the attention of the Z generation, enhancing brand appeal [6]