长江商报记者注意到，目前，伯希和以冲锋衣为核心产品，场景适配是其优势，但也面临品类单一、估 值回调及竞争加剧等风险。 伯希和存在重营销轻研发的问题。2022年—2024年，公司累计投入9.87亿元销售及分销开支，其中广告 及推广费用达5.98亿元，而同期，公司研发费用合计仅为6477.1万元。 高度依赖线上渠道 长江商报消息●长江商报记者 张璐 三年卖出380万件冲锋衣，这家"始祖鸟平替"要上市了。 近日，伯希和户外运动集团股份有限公司（以下简称"伯希和"）正式向港交所递交招股说明书，拟在主 板挂牌上市，中金公司、中信证券为其联席保荐人。 伯希和成立于2012年，是一家户外运动服饰及装备品牌公司。随着过去几年户外运动的兴起，主打性价 比的伯希和业绩爆发式增长。招股书显示，2022年—2024年其营收从3.78亿元跃升至17.66亿元，三年时 间增加近4倍；市场占有率也一路攀升至5.2%，跻身中国内地三大本土高性能户外服饰品牌之列。 但从实际数据来看，离2020年规划的500家门店仍有一定差距。截至2024年底，伯希和在中国内地只开 出了146家零售店，其中直营门店只有14家，绝大部分是联营门店。在业内人士看来 ...

Core Viewpoint - Camel has been recognized as the "Pioneer of Silver Gel Sunscreen Apparel" in China by iiMedia Research, highlighting its innovative application of silver gel coating technology in outdoor clothing [1][3]. Industry Overview - The health awareness among consumers has significantly increased, leading to a growing population of outdoor sports enthusiasts and transforming outdoor activities into popular leisure pursuits, which has positively impacted the market for professional outdoor apparel such as jackets and hiking shoes [3]. - The Chinese sports footwear and apparel market is projected to reach a scale of 542.5 billion yuan in 2024, with expectations to grow to 598.9 billion yuan by 2025, driven by the rise of domestic brands and the "Guochao" trend [3]. Company Innovations - Camel has introduced silver gel sunscreen technology in its apparel line, such as the "Cool Feeling Original Yarn" series, which combines effective sun protection with cooling fabric suitable for outdoor sports and daily wear [5]. - The newly launched ePE membrane fluorine-free jacket represents a significant innovation in outdoor apparel, utilizing ePE membrane material that is lightweight, environmentally friendly, and offers excellent waterproof and breathability features [6][9]. - The ePE membrane is designed to be 10% to 20% lighter than traditional ePTFE materials, reducing physical exertion during long-distance hiking [6][9]. Environmental Commitment - Camel's use of environmentally friendly materials in its products aligns with modern consumer demands for sustainable products, enhancing the sustainability of its offerings [5][9]. - The introduction of the ePE membrane not only improves performance but also reduces carbon footprint during production, marking a milestone in Camel's commitment to combining environmental responsibility with high-performance outdoor gear [9].

Core Viewpoint - The outdoor sports brand Pelliot from Anhui Lixin is on its way to an IPO in Hong Kong, aiming to expand its capital and market presence, with CICC and CITIC Securities as joint sponsors [1][3]. Financial Performance - Pelliot's financial data shows significant growth, with revenue projected to increase from 379 million RMB in 2022 to 1.766 billion RMB in 2024, representing a compound annual growth rate (CAGR) of 115.86%. Adjusted net profit is expected to rise from 28 million RMB to 304 million RMB, with a CAGR of 232% [4]. - The gross margin improved from 54.3% to 59.6%, attributed to economies of scale and supply chain optimization [4]. - Operating cash flow is projected to be negative in 2024 due to increased inventory and accounts receivable, while sales expenses remain high at over 30% [4]. Product and Market Position - Pelliot's core product is focused on jackets, particularly the "冲锋衣" (tactical jackets), which accounted for over 80% of revenue with a sales volume CAGR of 144% from 2022 to 2024 [4]. - The brand's market share is 5.2% among domestic high-performance outdoor brands, indicating a competitive but still developing position in a fragmented market [5][7]. Industry Growth Potential - The outdoor apparel market in China is experiencing rapid growth, with retail sales expected to rise from 53.9 billion RMB in 2019 to 102.7 billion RMB in 2024, reflecting a CAGR of 13.8% [7]. - The overall outdoor sports industry is projected to exceed 3 trillion RMB by 2025, driven by a shift in consumer behavior towards outdoor activities [7]. Brand Controversy - Pelliot's brand name has faced criticism for its association with Paul Pelliot, a figure linked to cultural relics looting, leading to public backlash and concerns over brand image [8][9]. - The company has attempted to reframe its narrative by associating its name with Chinese cultural elements, but this has been met with skepticism from consumers [10][11]. Founders and Company Background - Founded in 2012 by Liu Zhen and Hua Jingling, Pelliot capitalized on the growing demand for functional outdoor apparel, initially benefiting from e-commerce and celebrity endorsements [16][17]. - The company has contributed significantly to the local economy in Lixin County, providing employment and promoting the transformation of the local textile industry [17][18].

Core Viewpoint - Outdoor sports have become a fashionable symbol, gaining immense popularity among young people, leading to a surge in demand for outdoor gear and apparel [1][2]. Group 1: Market Trends - The outdoor sports segment includes various activities such as paddleboarding, frisbee, camping, hiking, fishing, rock climbing, and trail running, with a significant increase in social media posts related to outdoor experiences [2]. - Post-pandemic travel demand has driven outdoor sports consumption, with a notable surge in outdoor gear purchases ahead of the May Day holiday [4]. - According to Vipshop's report, outdoor fitness apparel sales surged by 51% week-on-week as of April 23 [5]. Group 2: Consumer Behavior - Douyin e-commerce data shows that sales of sun protection clothing and sports backpacks increased by 428% and 108% year-on-year, respectively [6]. - Young people are increasingly participating in hiking, redefining it as a social and recreational activity rather than just a physical challenge [7][10]. - The popularity of hiking is supported by social media platforms like Xiaohongshu, which reported nearly 7 million posts on outdoor activities, with hiking having a conversion rate of 47% [8]. Group 3: Industry Growth - The outdoor sports industry in China is projected to exceed 3 trillion yuan by 2025, with over 400 million participants as of the end of 2021 [10]. - The hiking segment, along with camping and cycling, is among the top three popular outdoor activities, significantly boosting sales of related equipment [11]. - Major brands like Anta and Li Ning are investing in the outdoor gear market, while new entrants are also emerging to capitalize on industry growth [12][18]. Group 4: Competitive Landscape - The global outdoor market is rapidly developing, with significant potential in the Chinese market [15]. - The competitive landscape for high-performance outdoor apparel is fragmented, with the top ten brands holding only 27.2% market share, indicating room for growth among domestic brands [20]. - Hiking gear, particularly jackets and pants, accounts for nearly 30% of the high-performance outdoor apparel market [23]. Group 5: Future Outlook - The market for high-performance outdoor apparel in mainland China reached 102.7 billion yuan in 2024, with an expected growth rate of 16% over the next five years [22]. - The demand for outdoor gear is expected to continue evolving, driven by a shift from niche to mainstream consumer preferences [25][28].

Core Viewpoint - The outdoor sports brand Berghaus has officially submitted its IPO application to the Hong Kong Stock Exchange, backed by Tencent and Qiming Venture Partners, marking a significant milestone in its growth journey since its establishment in 2012 [4][10]. Group 1: Company Background and Growth - Berghaus was founded in 2012 by Liu Zhen and Hua Jingling, who identified a market opportunity in outdoor apparel, particularly in the category of jackets [6][7]. - The brand quickly gained popularity, achieving sales of 1.7 billion RMB in a year, leveraging the rise of e-commerce and outdoor activities [4][10]. - Berghaus has positioned itself as one of the fastest-growing high-performance outdoor apparel brands in China, with a projected CAGR of 127.4% from 2022 to 2024 [11]. Group 2: Financial Performance - Berghaus's revenue increased from 378 million RMB in 2022 to 1.766 billion RMB in 2024, with net profit rising from 27.6 million RMB to 304 million RMB during the same period [11][12]. - The brand's flagship product, the jacket, has seen a compound annual growth rate of 144% in sales from 2022 to 2024, with approximately 3.8 million units sold [12]. Group 3: Market Position and Strategy - Berghaus has been recognized as one of the top three domestic high-performance outdoor apparel brands in China by 2024 [11]. - The brand's online direct-to-consumer (DTC) sales accounted for 87.5% of its revenue in 2022, indicating a strong e-commerce presence [13]. - Berghaus aims to shed its "alternative to Arc'teryx" label by investing in high-end product lines and expanding its offline retail presence, with over 100 stores established in mainland China [14]. Group 4: Competitive Landscape - The outdoor apparel market in China is increasingly competitive, with brands like Anta and Lululemon targeting the growing middle-class consumer base [15][17]. - The middle-class demographic, comprising over 30 million households, is becoming a key driver of growth in the outdoor sports sector, with a willingness to pay premium prices for high-quality products [17][18].

Company Overview - 伯希和户外运动集团, founded in 2012, is positioned as a high-performance outdoor lifestyle brand in China, advocating the "奔赴自然" (Embrace Nature) philosophy [2] - The company has seen a nearly fourfold increase in revenue over the past three years, with a gross margin of 59.6% [1][3] Financial Performance - From 2022 to 2024, the company's net sales grew at a compound annual growth rate (CAGR) of 122.2%, increasing from 351 million yuan to 1.733 billion yuan [3] - Revenue rose from 378 million yuan to 1.766 billion yuan during the same period, with a CAGR of 115.86% [3] - Net profit increased from 24.3 million yuan to 283 million yuan, achieving a CAGR of 232% [3] - The adjusted net profit margin improved from 7.3% to 17.2% over the three years [3] Product Offering - 伯希和's product lines include four main series: Peak, Professional Performance, Mountain Series, and Classic, catering to a wide range of outdoor scenarios [2] - The company has 572 standard product units in its clothing and footwear categories as of the end of 2024 [2] Market Position - By 2024, 伯希和 is projected to be one of the top three high-performance outdoor apparel brands in China, with a market share of 5.2% [2] - The brand has gained popularity for its "affordable outdoor jackets," selling approximately 3.8 million jackets during the reporting period [3] Sales Channels - Online sales are the primary revenue driver, with direct-to-consumer (DTC) sales increasing from 331 million yuan in 2022 to 1.351 billion yuan in 2024 [5] - Offline retail sales also grew significantly, from 7.3 million yuan in 2022 to 169 million yuan in 2024 [5] - As of the end of 2024, the company operates 146 offline retail stores, primarily in first- and second-tier cities in China [6] Investment and Valuation - The company has attracted significant investment from notable firms, including Tencent, which holds approximately 10.7% of the shares [9] - Following its B-round financing, the company's valuation reached 2.8 billion yuan [10] Industry Outlook - The retail sales of the high-performance outdoor apparel industry in China are expected to grow from 53.9 billion yuan in 2019 to 102.7 billion yuan in 2024, with a CAGR of 13.8% [10] - The segment is projected to be one of the fastest-growing in the functional apparel market, with an expected CAGR of 16% from 2024 to 2029 [10] Future Plans - The company aims to raise funds through its IPO to enhance R&D capabilities, improve product design, and strengthen brand positioning [11] - Plans include expanding digital capabilities and upgrading operational software and systems [11]

Core Viewpoint - The company "Berkhi" is preparing for an IPO on the Hong Kong Stock Exchange, having sold 3.8 million jackets in three years, and is positioned as a "substitute" for high-end outdoor brands like Arc'teryx [2][11]. Company Overview - Berkhi Outdoor Sports Group submitted its prospectus for a main board listing on April 28, with CICC and CITIC Securities as joint sponsors [2]. - The company has experienced rapid revenue growth, with revenues of 378 million RMB, 908 million RMB, and 1.766 billion RMB from 2022 to 2024, representing a compound annual growth rate (CAGR) of 115.86% [5][16]. - Berkhi's net profit for the same period was 27.6 million RMB, 156 million RMB, and 304 million RMB [5]. Market Position - Berkhi ranked third in total GMV among outdoor brands during the 2024 Tmall Double Eleven shopping festival [2]. - The high-performance outdoor apparel market in mainland China is expected to grow at a CAGR of 13.8% from 2019 to 2024, reaching 215.8 billion RMB by 2029 [6]. - Berkhi holds a 3.9% market share in the top ten outdoor jacket brands in mainland China, ranking seventh [12]. Sales and Distribution - The company relies heavily on online sales, with nearly 80% of revenue coming from e-commerce platforms like Tmall and Douyin [7]. - In 2024, Berkhi's online direct-to-consumer (DTC) sales reached 1.351 billion RMB, with Tmall contributing 518 million RMB and Douyin 323 million RMB [7]. - The company has only 146 retail stores in mainland China, with only 14 being directly operated [7]. Financials and Marketing - Berkhi's marketing expenses have been significant, with sales and distribution costs rising from 120 million RMB in 2022 to 587 million RMB in 2024, accounting for 31.8% to 33.2% of total revenue [8]. - The company's R&D expenses were low, at less than 2% of total revenue, with 2024 R&D expenses at 31.5 million RMB [10]. Product Strategy - Berkhi's main product line is the classic series, which accounts for over 80% of its revenue, with a total of approximately 3.8 million jackets sold [14]. - The company introduced the street-style footwear brand Excelsior in 2020, but it has not significantly contributed to revenue, accounting for only 1.9% in 2024 [14]. Brand Controversies - The brand name "Berkhi" has faced controversy due to its association with a historical figure accused of stealing cultural artifacts, which could pose a risk to its brand image [17][18]. - There are consumer concerns regarding product quality based on production location, with some preferring products made in Anhui over those made in Beijing [20].

2025年4月28日，中国高性能户外服饰品牌伯希和（Pelliot）正式向港交所递交招股书，拟主板挂牌上 市，联席保荐人为中金公司和中信证券。若成功上市，伯希和或成为"中国高性能户外生活方式第一 股"。 与此同时，伯希和的增长引擎高度依赖爆款产品。2022-2024年累计售出380万件冲锋衣，贡献超80%收 入的经典系列成为品牌基石。其核心竞争力在于，其一，技术壁垒。自主研发的STORM BREATH防水 透湿科技、与Polartec等国际面料供应商合作，确保产品性能对标国际品牌。其二，场景适配。"三合 一"设计兼顾户外专业性与城市通勤需求，轻量化技术拓展跑步、骑行等细分场景。其三，成本优化。 规模效应下，75D涤纶丝采购成本下降5.2%，销售成本占比从45.7%降至40.4%。 港股IPO复苏与户外赛道结构性红利 2025年的香港资本市场呈现出显著的复苏态势。一季度新增51家上市申请，融资规模同比增长287%， 蜜雪冰城、古茗等消费企业的火爆认购进一步点燃市场信心。这一现象的背后，是多重因素的叠加：其 一，政策驱动。港交所通过缩短审批周期（从61天降至28天）、降低特专科技企业上市门槛等措施，提 升了市场效 ...

天天IPO . 投资界（PEdaily.cn）旗下，专注IPO动态 以下文章来源于天天IPO ，作者王露 欢迎加入投资界读者群 来自安徽。 作者 I 王露 报道 I 投资界-天天IPO 始祖鸟"平替 "赴港IPO了。 投资界-天天IPO获悉，近日户外运动品牌伯希和正式向港交所递交招股书，中金公司和 中信证券为联席保荐人。 成立2 0 12年，伯希和身后是一对白手起家的 7 0后夫妻——刘振与花敬玲。彼时，两人瞄 准冲锋衣品类，开始伯希和创业之路。 乘着电商和户外运动的东风，伯希和迅速崛起， 曾凭借始祖鸟"平替"标签爆红，如今一年卖出1 7亿元。 至今，伯希和身后站着腾讯和启明创投。"中产有三件宝"，随着始祖鸟正在席卷中国中 产，伯希和也悄悄走到了IPO大门前。 夫妻联手 始祖鸟「平替」要IPO了 公开资料显示，伯希和创始人刘振与花敬玲鲜少露面。从不多的信息中，大致可以勾勒出 夫妻俩的创业生涯——刘振出生于 1 971年，与妻子花敬玲在服装行业摸爬滚打多年，从 北京大兴一家个体服装加工部起家。 2 0 1 2年，彼时户外运动并未像如今这般火爆，刘振敏锐地察觉到其中商机，于是在北京 创立伯希和，后将公司注册地设在 ...

年入17亿，国产户外新秀伯希和要赴港IPO了。 4月28日，伯希和户外运动集团股份有限公司（以下简称：伯希和）正式向港交所递交招股说明书，拟 主板挂牌上市，中金公司和中信证券担任联席保荐人。 以亲民价格出圈，平价冲锋衣为伯希和积攒了不少人气。2012年创立于北京、2015年落户亳州利辛县， 国产户外品牌的"洋文名"曾惹下不少争议。 近年来有不少网友发帖指责伯希和品牌的创立是为了纪念户外探险家Paul Pelliot（保罗·伯希和），而这 位正是劫走敦煌文物的法国人。虽然目前官网上已经看不到这样的描述，但是也有网友扒出早期相关宣 传物料里有类似的品牌源起说法。 4月29日，南都·湾财社记者致电伯希和品牌客服，对方称品牌名与品牌源起，与法国人伯希和并无关 联，但是未就早前宣传物料做回应。 净利润将近翻番 国产户外新秀崛起 根据弗若斯特沙利文的资料，中国高性能户外服饰市场是功能性服饰市场中增长最快的细分市场之一， 市场规模预计到2029年将达到人民币2158亿元。 户外服饰行业竞争激烈，如北面、哥伦比亚等国际品牌用技术优势占据高端市场。如安踏集团收购始祖 鸟、狼爪，国内品牌也希望通过买买买来分得一杯羹。 亲民和性价 ...