以下文章来源于定焦One ，作者定焦One团队 定焦One . 深度影响创新。 卖得多，不等于走得远。 文 ｜ 苏琦 编辑 ｜ 魏佳 来源｜ 定焦One（ID：dingjiaoone） 封面来源 ｜ 品牌官方 进入夏季，防晒衣市场迅速升温。不仅各大电商平台搜索量飙升，连资本市场也嗅到了"热浪"——主打防晒和户外服饰的伯希和近日向港交所递交招股书， 准备叩响IPO大门。 事实上，凭借着卖防晒衣冲击港股早有先例。2022年夏天，蕉下也曾申请上市，但两次都无功而返。 如今同样押注"户外生活第一股"的伯希和，难免被外界拿来和蕉下对比。 两者确实有不少相似之处：都通过线上DTC（直接面向消费者）渠道+ODM代工快速起量，实现三位数的营收和利润增速，毛利率也都维持在50%以上，业 绩亮眼。 但随着蕉下上市折戟，同样的质疑也正朝着伯希和袭来——重营销轻研发、产品质量不稳定、品牌缺乏竞争力…… 与此同时，过去三年，以蕉下与伯希和为代表的"户外生活"赛道热度不减，竞争也越来越激烈。 一方面，"做衣服"的品牌开始涌入这个市场，玩家已经从户外品牌、运动品牌延展至内衣品牌、快时尚品牌。另一方面，这些玩家不光只做防晒衣，还包括 秋季的 ...

自2023年起，始祖鸟持续推动"国际攀岩山地课堂"在国内落地，汇聚中外运动员与攀岩爱好者，完 成跨岩区的深度交流。得益于历年的探讨与分享成果，始祖鸟梳理了中国攀岩发展的症结所在，于2024 年启动"世界级岩场计划" 期待实现中国攀岩在国际视野及5.15难度线路上"零"的突破。 始祖鸟将凭借其专业底蕴与全球影响力，联合中国与欧洲顶尖开线团队，通过标杆岩场的建设与运 营，带动中国野攀生态的系统升级。未来，品牌也将持续在全国范围内挖掘具备潜力的自然岩区，推动 建设更多真正属于中国的"世界级岩场"。 原标题：攀岩经济升温，中国攀岩开启"5.15时代"——始祖鸟启幕世界级岩场，助推攀岩运动与全球接 轨 2024年巴黎奥运会上，中国攀岩队斩获2银。这一历史性成绩点燃了新一代户外爱好者对攀岩的参 与热情。攀岩也从"小众极限"走向更多元的户外人群，在经济与文化生态中的潜力不断显现。 5月15日，始祖鸟于社更穿洞启幕首个世界级岩场及首条5.15b级难度户外攀岩线路，这不仅打破了 中国15年来在高难度线路开发上的沉寂，也标志着中国攀岩发展38年来，真正实现了与国际接轨。作为 品牌牵头、行业共建的案例，世界级岩场的诞生是始祖鸟从资 ...

作者 王小娟 编辑 黄昱 最近几年，户外赛道的爆火，让不少玩家吃到了红利。 随着今年电商 618 促销节的到来 ， 户外赛道 已 成为销售额增长最快的赛道之一。 其中， 仅开卖首小 时，伯希和等运动户外高端品牌在天猫平台的销售额同比去年增长均超50%。 在"不是XX买不起，而是XX更有性价比"的时代，伯希和凭借着"始祖鸟平替"的噱头，有成为"户外性价 比之王"的势头。 有消费者表示，" 伯希和以近十分之一的价格，实现了始祖鸟90%以上的性能重叠， 还是很香的。" 最近，这家国产户外赛道的 " 黑马 " ，准备冲刺上市了。今年4月，伯希和正式向港交所递交招股书， 剑指"中国高性能户外生活方式第一股"。 但当下，伯希和还面临着与一众网红品牌都类似的困境，比如研发投入比重过低，依赖单一品类，高端 化扑街等。想要成功成为"中国高性能户外生活方式第一股"，伯希和还需要跨过重重高山。 年入17亿 尽管有一个看似洋气的名字，但伯希和是实打实的国货。其由刘振与花敬玲夫妇创立于 2012年 。创业 之初，他们就瞄准了户外赛道。 彼时，国内户外市场尚属小众，始祖鸟、猛犸象等国际品牌垄断高端市场，国产玩家多盘踞低端。 这对夫妇的创 ...

Core Viewpoint - The outdoor market is experiencing significant growth, with various international and domestic brands competing for market share, particularly in the value-for-money segment [1][3]. Company Overview - The domestic brand BERSHIHE is making waves in the capital market with its upcoming IPO, positioning itself similarly to the well-known brand CAMEL [3]. - Founded in 2012, BERSHIHE initially focused on jackets and has achieved a remarkable compound annual growth rate of 144% over three years, selling 3.8 million jackets [5]. - In 2024, BERSHIHE is projected to achieve a net profit margin exceeding 17%, outperforming high-end brands like ARC'TERYX [5]. Product Strategy - BERSHIHE aims to expand its product line beyond jackets to include outdoor sun protection clothing, hiking shoes, and mountaineering gear, targeting a younger demographic with modern designs [8]. - The brand's positioning as "the first stock of high-performance outdoor lifestyle in China" reflects its ambition to resonate with consumer lifestyles rather than just product features [8][10]. Sales Channels - BERSHIHE's sales strategy includes a direct-to-consumer (DTC) model, with online sales accounting for 87.5% of total sales in 2022, projected to decrease to 76.5% by 2024 [11]. - The company has established partnerships with over 250 external manufacturers, relying heavily on OEM production, which raises concerns about supply chain control [12]. Market Challenges - BERSHIHE faces structural challenges, including over-reliance on OEM models and potential marketing versus R&D imbalances, which could hinder long-term growth [11][12]. - The brand's target market consists mainly of price-sensitive consumers, leading to concerns about customer retention and the need for continuous marketing investment [15].

作者 | 王小娟 编辑 | 黄昱 最近几年，户外赛道的爆火，让不少玩家吃到了红利。 随着今年电商618促销节的到来，户外赛道已成为销售额增长最快的赛道之一。其中，仅开卖首小时， 伯希和等运动户外高端品牌在天猫平台的销售额同比去年增长均超50%。 在"不是XX买不起，而是XX更有性价比"的时代，伯希和凭借着"始祖鸟平替"的噱头，有成为"户外性 价比之王"的势头。有消费者表示，"伯希和以近十分之一的价格，实现了始祖鸟90%以上的性能重叠， 还是很香的。" 最近，这家国产户外赛道的"黑马"，准备冲刺上市了。今年4月，伯希和正式向港交所递交招股书，剑 指"中国高性能户外生活方式第一股"。 但当下，伯希和还面临着与一众网红品牌都类似的困境，比如研发投入比重过低，依赖单一品类，高端 化扑街等。想要成功成为"中国高性能户外生活方式第一股"，伯希和还需要跨过重重高山。 年入17亿 尽管有一个看似洋气的名字，但伯希和是实打实的国货。其由刘振与花敬玲夫妇创立于2012年。创业之 初，他们就瞄准了户外赛道。 招股书显示，2022年、2023年、2024年，其营收分别为3.79亿元、9.1亿元、17.66亿元，净利润分别为 2430 ...

Core Insights - China is both a beneficiary and contributor to economic globalization, with a strong global purchasing power reflected in the "Global Brand China Online 500" list [1] - The list, compiled by Peking University and supported by Taobao Tmall, analyzed consumer data from millions of brands, integrating various metrics to create a comprehensive scoring system [1][2] - International brands account for 29.8% of the top 1000 brands, 31.2% of the top 500, and 36% of the top 100, indicating a competitive online market for international brands in China [1][3] Brand Performance - In the top 10 brands, 3 are international, while in the top 50 and top 100, there are 18 and 36 international brands respectively [3] - The beauty and personal care sector shows a significant international presence, with 8 out of the top 10 brands being international, and the sports and outdoor sector has a 70% representation of international brands [3] Consumer Demand - Chinese consumers show a strong preference for international brands in beauty care, sports health, and fashion, with beauty care brands leading at 52, followed by 23 in sports and 21 in apparel [3] - International brands dominate in sectors requiring high technical expertise and R&D capabilities, highlighting their competitive edge [3] Localization Strategies - Adidas ranks 10th on the list, experiencing double-digit growth in China due to successful localization strategies, including empowering local teams and ensuring supply chain responsiveness [4] - Online platforms like Taobao Tmall facilitate a two-way interaction between domestic and international brands, allowing for mutual learning and adaptation to consumer preferences [4] Market Dynamics - The 156 international brands on the list have established flagship stores on Taobao Tmall, with nearly half opening their first stores online, making it a recognized "second official website" for brands entering China [5] - China's massive market size and evolving consumer structure present significant growth opportunities for global brands, enhancing the variety and quality of choices available to Chinese consumers [5]

Group 1 - The core viewpoint of the news is that Zhejiang Zhengte has shown significant growth in revenue and product expansion, particularly with its new product lines and successful entry into Costco stores [1] - Zhejiang Zhengte's projected revenue for 2024 is 1.237 billion yuan, with an export sales ratio of 92.75%, primarily focusing on sunshade products [1] - The company reported a 41.69% year-on-year increase in revenue for Q1 2025, reaching 507 million yuan, largely attributed to the sales of its starry canopy in nearly 280 Costco stores [1] Group 2 - The starry canopy has a gross margin of 30%-35% and is recognized for its appealing design and ease of assembly, leading to it being the top-selling outdoor pavilion globally [1] - New product categories including outdoor furniture, storage products, and camping supplies are set to be launched in 2024, although their sales contribution is currently low [1] - The company employs an international design and localized research and development model, with multiple R&D centers established in various locations [1] Group 3 - The production base in Batam, Indonesia has been completed and is operational, which will work in coordination with the production base in Linhai [1]

浙江自然(605080) 目标价: 昨收盘:31.97 24 年报及 25Q1 财报点评：Q1 业绩超预期，新品放量&产能释放 驱动成长 ◼ 走势比较 (40%) (16%) 8% 32% 56% 80% 24/5/21 24/8/1 24/10/12 24/12/23 25/3/5 25/5/16 ◼ 股票数据 | 总股本/流通(亿股) | 1.42/1.4 | | --- | --- | | 总市值/流通(亿元) | 45.26/44.87 | | 12 个月内最高/最低价 | 34.88/13.18 | | (元) | | 相关研究报告 <<浙江自然更新报告：股权激励目标 高增长，彰显发展信心_20250101>>- -2025-01-02 <<24Q3 点评：Q3 表现超预期，新品类 放量有望带来业绩弹性>>--2024- 12-09 2025 年 05 月 21 日 公司点评 买入/维持 太 平 洋 证 券 股 份 有 限 公 司 证 券 研 究 报 告 请务必阅读正文之后的免责条款部分 守正 出奇 宁静 致远 <<【太平洋纺服】浙江自然中报点评： 疫情等短期因素影响 Q2 业绩，维持 全年高增长预 ...

以下文章来源于户外新消费 ，作者果子 户外新消费 . 用创新推动中国户外产业进步，专注于户外新品牌的成长及研究。 这是新消费智库第 2 6 3 8 期文章 新消费导读 "平替"并非终点，冲锋衣内卷的当下，国产户外品牌如何持续增长。 作者 ： 果子 编辑：竺天 审核： Single 来源： 户外 新消费 中国户外运动市场正迎来裂变时刻，一场激烈的行业洗牌悄然上演：一边是国际品牌阵营生变，美国平价运动鞋品牌斯凯奇宣布退市；另一 边，本土品牌迎来新的高光时刻，安踏以 2.9亿美元豪购德国专业户外品牌狼爪，加速高端化布局；"国产冲锋衣黑马"伯希和（PELLIOT） 正式向港交所递交招股书，成为近期资本市场最受瞩目的户外概念股。 在这场中外品牌的攻防战中，《户外新消费》观察到，伯希和的路径尤为特殊：与多数从线下渠道厮杀出来的服饰品牌不同，伯希和的基因里 刻着鲜明的互联网烙印。 2012年，伯希和以"淘品牌"身份起家，创始团队坚守轻资产线上直营模式，将全部资源聚焦冲锋衣单品，通过"千元以下价格带+专业级性 能"的切入点迅速渗透市场。2020 年户外热潮爆发，伯希和精准卡位千元以下大众市场，以500元均价的"三合一冲锋衣" ...

Core Viewpoint - Amer Sports reported strong Q1 2025 results, with revenue of $1.473 billion, a 23% year-over-year increase, and operating profit growth of 97% to $214 million, indicating robust market performance and growth momentum [1][4]. Group 1: Financial Performance - Q1 revenue reached $1.473 billion, up 23% year-over-year (26% growth at constant currency) [1] - Operating profit increased by 97% to $214 million, while adjusted operating profit rose by 79% to $232 million [1] - The company raised its full-year revenue growth forecast to 15%-17% and adjusted earnings per share expectations to $0.67-$0.72 [4] Group 2: Business Segments - The outdoor functional apparel segment, led by Arc'teryx, saw a revenue increase of 28% to $664 million [1] - The mountain outdoor apparel and equipment segment, driven by Salomon footwear expansion, grew by 25% to $502 million [2] - The racquet sports segment, through Wilson's strategic initiatives, achieved a revenue of $306 million, a 12% increase [2] Group 3: Regional Performance - Revenue in the Greater China region surged by 43% to $446 million, with Salomon adding 22 new stores [3] - The Asia-Pacific region reported a 49% revenue increase to $157 million [3] - EMEA region revenue grew by 12% to $405 million, while the Americas achieved $465 million in revenue [3] Group 4: Strategic Insights - The company emphasizes the effectiveness of its direct-to-consumer strategy, with DTC revenue in the outdoor functional apparel segment growing by 19% [1] - Strategic positioning and brand differentiation are highlighted as key factors for sustained growth across various market segments [2] - The CFO noted the company's ability to navigate macroeconomic uncertainties, including tariff adjustments, through a diversified global presence and strong pricing power [4]