海外高端运动品牌，正在扎堆进入中国户外运动市场。 来自英国的专业跑步装备品牌soar、挪威高端户外品牌Norrøna，以及更早前的加拿大越野跑品牌norda先后进军中国户外市场，在专业圈层引发不小 关注。 值得注意的是，这些运动品牌并非单枪匹马而来，他们背后有一个共同的合作伙伴——运动零售运营商滔搏。 恐怕很多人的记忆，还停留在去滔搏买耐克、阿迪的场景。但随着近几年市场的急速变化，这样的消费习惯开始悄然淡出人们的生活。 而眼下，滔搏频频与海外运动品牌达成运营合作关系，与其说是在顺应当下市场变化，不如说是在开展一场自救行动——通过密集布局新品牌，构 建「品牌管理商」的新角色，以此摆脱对耐克阿迪的强依赖，重新撑起属于自己的生存空间。 在竞争加剧的中国运动市场，滔搏能否成功破局实现转型，还有待时间验证。但可以肯定的是，在这场运动零售运营商的生存突围赛之下，中国运 动市场的格局正在迎来新一轮洗牌。 海外合作不断 滔搏开始去「耐克化」 进入 5 月以来， 滔搏先后成为 Norrøna 和soar 的中国独家运营方 的新动作，几乎在第一时间成为业内关注的大事件。 其中，拥有百年历史的挪威国宝级户外品牌Norrøna，因为 ...

每经记者｜孙宇婷 每经编辑｜张海妮 当国际户外品牌争相布局中国市场之际，挪威国宝级户外品牌Norrøna（因商标形似老者，被户外圈称为"老人头"）也坐不住了，正式宣布进军中国。 值得注意的是，"老人头"此次选择的合作伙伴并非安踏、李宁等中国本土运动巨头，而是运动零售运营商滔搏（HK06110，股价3.220港元，市值199.68亿港 元）。 作为户外界的"远征者"，Norrøna在专业领域享有盛誉。其顶级冲锋衣系列以尖端科技和奢华定位闻名，在海外的定价往往高于始祖鸟同类产品。在户外品 牌运营上，滔搏并非新手——算上"老人头"，这已是滔搏继HOKA、凯乐石（KAILAS）和norda之后，在户外、跑步等领域布局的第四个专业品牌。 这一合作背后，折射出滔搏的转型需求。在2024/2025财年上半年（截至2024年8月31日），耐克和阿迪达斯两大品牌仍贡献了滔搏87%的营收。过度依赖传 统运动巨头的业务结构，正迫使这家零售巨头加速寻找新的业绩增长曲线。 "中国高端户外市场增长迅猛，发展潜力巨大。"滔搏方面向《每日经济新闻》记者透露，引入Norrøna正是看准这一趋势，旨在强化公司在专业户外赛道的 布局能力。"未来将 ...

Core Viewpoint - The partnership between the sports retail operator, Tabo, and the professional outdoor brand, Norrøna, marks a significant step for Tabo in the high-end outdoor market in China, but the success of this collaboration remains uncertain due to Norrøna's previous exit from the market due to poor sales performance [1][9]. Group 1: Partnership Details - Tabo has become the exclusive operational partner for Norrøna in China, responsible for brand promotion, market marketing, channel sales, and consumer operations [3][5]. - The strategy includes a comprehensive approach combining online and offline channels, with plans to open Norrøna specialty stores and an online flagship store, while also enhancing private domain construction to reach consumers effectively [3][5]. - Norrøna, founded in 1929, has a rich product line covering various outdoor activities and is positioned as a high-end brand, with its jackets priced around 5,000 yuan [3][4]. Group 2: Market Context and Challenges - Tabo has been increasing its focus on the outdoor market, having secured exclusive operational rights for other high-end brands like norda and previously collaborated with HOKA ONE ONE and KAILAS [6][8]. - The Chinese outdoor market is experiencing strong growth, particularly in the high-end segment, which presents significant opportunities for brands that can meet the increasing consumer demand for specialized and functional outdoor gear [6][9]. - Tabo's reliance on Nike and Adidas has been a concern, with these two brands accounting for 87% of its revenue in the first half of the 2025 fiscal year, highlighting the need for diversification [6][7]. Group 3: Historical Performance of Norrøna - Norrøna previously entered the Chinese market in 2016 but exited in 2018 due to underperformance, attributed to the market's lack of maturity at that time [8][9]. - The current outdoor market's growth and consumer interest in professional outdoor equipment may provide a more favorable environment for Norrøna's re-entry [9].