（原标题：户外风刮到购物中心一层） 英国户外品牌Barbour正在试营业，它的对面是意大利自行车品牌COLNAGO，新西兰户外品牌 icebreaker隔壁的围挡上显示，美国户外品牌Smartwool全国首店也即将开业——走进北京来福士一楼， 一股户外风潮扑面而来。 一层向来是购物中心租金最高、位置最优越的黄金区域。几年前，这家购物中心靠近一楼入口的位置， 还是被轻奢服装、时尚潮牌、黄金珠宝等品牌占据。经过3年调整，如今北京来福士一层约40%的面 积，都让位给了定位高端的户外运动品牌。 不仅是场内，北京来福士东广场上那座墨绿色的骑行驿站把户外风延伸到场外，今年"五一"前骑行驿站 建成以来已经举办了近130场城市骑行活动。活动通常会从驿站前空地上的热身环节开始，参与者在解 锁全新骑行路线后，在刷新骑行榜排名的同时，也能兑换相应权益。 北京来福士中心是新加坡凯德集团旗下综合体旗舰品牌"来福士"的一员，坐落于北京市东直门立交桥的 西南角，地处东二环核心商务区。 凯德投资（中国）华北区商业管理董事总经理亓莉莉称，这个骑行驿站并非只是一个单纯的维修、补给 空间，还是由购物中心发起并长期维护的圈层会员互动平台，能够为对骑 ...

Core Insights - The rise of hiking enthusiasts is injecting new momentum into the cultural tourism market, creating a multi-layered consumption landscape that includes group services, outdoor gear, and social media engagement [1][3][4] Group 1: Hiking Trends and Group Services - The popularity of hiking has led to the emergence of group services, with outdoor clubs organizing activities through social media platforms, offering affordable day trips typically under 200 yuan [4] - A significant number of urban residents are participating in weekend hiking activities, with platforms like Xiaohongshu reporting over 1.06 million outdoor notes related to "weekend" in the first half of 2025, generating 70 million interactions [3][4] Group 2: Outdoor Equipment Market - The outdoor equipment market is experiencing robust growth, transitioning from a niche to a mainstream consumer category, with a projected online consumption of approximately 300 billion yuan in 2024 [5][6] - Major outdoor brands are gaining traction in the market, with companies like Toread and Mobi Garden going public, and the domestic brand BERSHKA reporting rapid revenue growth from 378 million yuan in 2022 to an expected 1.766 billion yuan in 2024 [6] Group 3: Safety Concerns and Industry Challenges - Despite the growth in hiking activities, safety concerns are rising, with hiking accidents accounting for 73% of 335 reported incidents in 2024, highlighting the need for better risk management and qualified leadership in group hikes [8][9] - The lack of regulatory oversight and entry barriers for outdoor group services poses significant risks, as many group leaders lack professional training and emergency response skills [8][9] Group 4: Infrastructure and Route Development - There is a notable deficiency in the planning and development of fitness trails and hiking routes in China, with nearly 1 million unofficial routes lacking safety guarantees [9] - Some regions, like Yunnan and Jiangxi, are beginning to explore hiking tourism resources, aiming to develop safe and compliant hiking routes while enhancing rural tourism infrastructure [9]

智通财经11月13日讯，今日85股涨停，41股炸板，封板率为67%，摩恩电气8连板，孚日股份6连板，三 木集团9天6板，东百集团7天5板，人民同泰、三元股份、国晟科技4连板，胜利股份、中利集团3连板， 合富中国13天12板，安泰集团21天12板，海马汽车10天6板。市场全天震荡拉升，三大指数低开高走， 沪指刷新十年新高，创业板指涨超2%。沪深两市成交额2.04万亿，较上一个交易日放量969亿。盘面 上，市场热点轮番活跃，全市场104只个股涨停。板块方面，能源金属、电池、有色金属等板块涨幅居 前，油气等板块跌幅居前。截至收盘，沪指涨0.73%，深成指涨1.78%，创业板指涨2.55%。 人气及连板股分析 连板晋级率升至57.89%，最高标摩恩电气在内的4板以上连板股全部晋级成功，高位股人气龙头合富中 国缩量实现连板晋级，带动纯情绪投机方向资金抱团力度居高不下，平潭发展反包涨停再创阶段新高， 带动福建本地股再度大面积爆发。此外炒生肖、数字、 "美好愿景"等热度同样高涨，5连板三木集团和 4连板三元股份在内的多只"三字辈"妖股涨停，此前一度表现降温的"马字辈"个股也卷土重来。尽管锂 电池等新能源方向的爆发带动趋势抱 ...

Core Insights - The article highlights the growing trend of outdoor activities among citizens, leading to a vibrant outdoor consumption market [1][6] Group 1: Outdoor Activities and Events - The 23rd Nanjing Tent Festival and the 2025 Urban Outdoor Sports Carnival showcased various outdoor activities, attracting large crowds and promoting a diverse outdoor lifestyle [2] - The event featured over 30 unique stalls, offering handmade goods, original designs, and healthy food, creating a one-stop shopping experience for visitors [2] - The upcoming 24th Nanjing Jin Hongxiang Cycling Race is expected to attract around 500 participants, emphasizing the integration of local resources and enhancing the overall consumer experience [3][4] Group 2: Economic Impact and Consumer Engagement - Outdoor sports are linked to economic growth, with Nanjing leveraging a multi-faceted approach combining sports, tourism, culture, and science to expand outdoor consumption [6] - The integration of local specialties into event packages, such as local honey and lotus root juice, enhances the consumer experience and promotes local businesses [4] - The introduction of new attractions, like the 20,000 square meter insect park, has drawn significant visitor interest, further stimulating local economic activity [5]

Core Insights - The outdoor sports market in China is experiencing significant growth, with brands like SURPINE and Pelliot attracting substantial investment and showing explosive revenue growth [1][2][6] - Pelliot's revenue is projected to soar from 379 million to 1.766 billion yuan from 2022 to 2024, reflecting a compound annual growth rate of 115.86% [1] - The outdoor market size in China reached 248 billion yuan in 2022, with expectations to exceed 400 billion yuan by 2025, indicating a robust growth trajectory [6][19] Company Developments - SURPINE completed a multi-million Pre-A round financing led by Hangzhou Jiebai Consumer Fund, focusing on "sports sensory technology" [1] - Pelliot aims to become the first high-performance outdoor stock in China, with Tencent as its largest external shareholder, holding 10.7% [1][2] - Anta's revenue exceeded 100 billion yuan when including its subsidiary Amer Sports, showcasing the potential scale of outdoor brands [2] Market Trends - The demand for outdoor products is driven by a growing consumer base, with 400 million people participating in outdoor activities in China by the end of 2021 [5][6] - The average price of top domestic brands has increased by 25% to 65% over the past year, indicating a trend towards premiumization in the market [16] - The outdoor market in China is still in its early stages compared to developed countries, with a penetration rate of only 2% [19] Brand Strategies - Brands like Pelliot, KAILAS, and Mobi Garden are focusing on developing signature products that dominate their respective categories [8][10] - Marketing strategies are crucial, with significant investments in celebrity endorsements and social media campaigns to enhance brand visibility [13] - Domestic brands are increasingly emphasizing design and fashion alongside functionality to appeal to a broader consumer base [20] Competitive Landscape - The outdoor market features a tiered structure, with brands like Arc'teryx and Salomon at the top tier, while emerging brands like Pelliot and KAILAS are in the second tier [5] - The competition is intensifying as domestic brands seek to establish themselves against established international players [15][22] - The future of the outdoor economy in China may hinge on innovation and iteration rather than merely replacing international giants [22]

Group 1 - Osprey, a well-known outdoor brand, has opened its first dedicated store in China, marking a shift from a distribution model to a direct retail approach, which may enhance brand building and retail operations [1][13][15] - The outdoor bag and mountaineering bag have become standard for urban commuters, reflecting a trend towards diversified and health-conscious lifestyles among modern city dwellers, indicating a promising market for Osprey in China [3][15] - Osprey's revenue before acquisition was reported at $155 million in 2021, and projected annual revenue could reach around $300 million, highlighting its significant market presence [10][12] Group 2 - Osprey was founded in 1974 and has grown to be one of the most popular outdoor brands globally, with a focus on customized, lightweight, and functional backpacks [7][9] - The brand's name, Osprey, is derived from the fish-eating bird, which inspired the founder during a hiking trip, emphasizing the brand's connection to outdoor activities [6][4] - The opening of the first brand store in China is part of a broader trend among outdoor brands shifting from distribution to direct sales, aiming to enhance consumer engagement and brand image [15][19]

Group 1 - The article highlights a growing trend among young people to engage in outdoor activities as a means of escaping the monotony of daily life and seeking personal experiences [1][2] - Outdoor activities are seen as a way to create a personal space for mental rejuvenation, with participants valuing experiences over material possessions [2][3] - The narrative emphasizes the importance of practical and functional outdoor gear, with a focus on affordability and utility rather than luxury [2][3] Group 2 - The article discusses the significant differences in equipment needed for various outdoor activities, such as snow trekking compared to marathon running, indicating a specialized market for outdoor gear [2] - There is a notable shift in consumer behavior, where individuals prioritize spending on experiences, such as travel and exploration, over expensive gear [2][3] - The experience of being in nature and connecting with the environment is portrayed as more valuable than the monetary cost of equipment, highlighting a trend towards experiential consumption [3]

Group 1 - The outdoor consumption market is experiencing a new wave of growth driven by increased consumer enthusiasm for short trips, camping, and urban exploration during the late spring and early summer [1][2] - Sales of outdoor sports equipment are steadily increasing, with travel gear accounting for 18.2% of total sales in the outdoor category, making it the top-selling segment [1] - The core consumer group for outdoor gear is aged 26 to 35, contributing 35.7% of sales, with "post-80s" and "post-90s" consumers together accounting for over 60% of outdoor gear sales [1] Group 2 - Regions such as Guangdong, Zhejiang, Jiangsu, Shandong, and Beijing are leading in transaction volume, with Guangdong consumers favoring travel gear and outdoor lighting, while Zhejiang consumers prefer barbecue tools [2] - The trend of short-distance outdoor activities is becoming more mainstream and accessible, moving away from being limited to well-equipped, budget-conscious enthusiasts [2] - Continuous policy support is expected to enhance outdoor sports facilities and lead to the emergence of personalized outdoor products to meet diverse consumer needs [2]

证券代码：603908 证券简称：牧高笛 公告编号：2025-018 备注：大牧：牧高笛 MOBI GARDEN，指公司户外露营装备品牌。 小牧：牧高笛鹿标 MOBI GARDEN URBAN，指公司户外鞋服品牌。 二、 报告期主营业务经营情况 报告期内，公司实现主营业务收入 33,380.33 万元，同比下降 6.20%。其中： OEM/ODM 业务实现营业收入 22,030.15 万元，同比增长 2.46%；自主品牌业务 实现营业收入 11,350.18 万元，同比下降 19.42%。品牌业务具体情况如下： （一）报告期内直营店和加盟店的盈利情况 单位：元；币种：人民币 牧高笛户外用品股份有限公司 关于2025年第一季度主要经营数据的公告 本公司董事会及全体董事保证本公告内容不存在任何虚假记载、误导性陈述 或者重大遗漏，并对其内容的真实性、准确性和完整性承担个别及连带责任。 牧高笛户外用品股份有限公司（以下简称"公司"）根据上海证券交易所《上 市公司行业信息披露指引第十二号-服装》的相关规定，现将公司品牌运营业务 2025年第一季度主要经营数据（未经审计）公告如下： 牧高笛户外用品股份有限公司董事会 20 ...

Core Viewpoint - BERSHIHE Outdoor Sports Group Co., Ltd. has submitted its listing application to the Hong Kong Stock Exchange, with CICC and CITIC Securities as joint sponsors. The company aims to capitalize on the growing demand for high-performance outdoor apparel and equipment in China, projecting significant revenue growth in the coming years [2]. Financial Performance - BERSHIHE's revenue is projected to grow from RMB 378 million in 2022 to RMB 1.766 billion in 2024, representing a compound annual growth rate (CAGR) of 122.2% [2][3]. - The company's net profit is expected to increase from RMB 24.31 million in 2022 to RMB 283.08 million in 2024, with gross profit margins improving from 54.3% to 59.6% during the same period [3][4]. Market Position - By 2024, BERSHIHE's brand is anticipated to rank among the top three domestic high-performance outdoor apparel brands in mainland China, capturing a market share of 5.2% [2]. Sales and Marketing Strategy - BERSHIHE employs a direct-to-consumer (DTC) multi-channel sales model and has launched a marketing campaign featuring actor Cheng Yi, which generated approximately 1 billion views and 200 million interactions across online platforms within 14 hours of its announcement [2]. Investment and Valuation - BERSHIHE has completed two rounds of financing, with a post-B round valuation of RMB 2.8 billion. Investors include Tencent Investment and Qiming Venture Partners [4][5].