Core Insights - The Chinese outdoor sports market is projected to exceed 300 billion yuan in total consumption by 2024, with a growth rate of nearly 40% [1] - The outdoor sports industry in China is becoming a significant force in driving the overall sports industry development, with increasing consumer demand and participation [1][2] - The outdoor sports sector is experiencing rapid growth, with a notable shift towards high-performance gear over luxury brands [1][2] Industry Trends - The outdoor sports industry in China has become one of the fastest-growing segments within the sports industry over the past decade [2] - There is a growing trend of outdoor sports becoming more popular and diversified, with an increasing number of participants engaging in various outdoor activities, including niche extreme sports [2] - The integration of outdoor sports with cultural tourism and commercial activities is deepening, reflecting a broader trend of lifestyle changes among consumers [2][3] Consumer Behavior - The rise in outdoor sports consumption is linked to increased disposable income and changing lifestyles, with outdoor activities becoming a key component of new consumption patterns [2] - Urbanization and the implementation of health initiatives in China are driving the demand for outdoor activities, as people seek closer connections with nature [2][3] Future Outlook - China is expected to maintain high growth potential in the global outdoor sports market for the foreseeable future [3] - The industry needs to transition from extensive development to high-quality, differentiated, and standardized growth, focusing on brand development and professionalization [3][4] - The outdoor sports boom reflects changes in consumer structure and lifestyle, contributing to economic transformation and providing new growth opportunities in urban and rural areas [4]

作者 | 王小娟 编辑 | 黄昱 在始祖鸟身上尝到户外的甜头之后，安踏还想将这种成功复制到更多品牌上。 6月18日，安踏集团宣布任命姚剑为旗下新收购的德国户外品牌JACK WOLFSKIN（狼爪）全球总裁，负责全球业务运营，直接向安踏集团董事局主席丁世 忠汇报，任命于7月1日生效。 这位曾将始祖鸟等品牌打造成"中产标配"的操盘手，离开亚玛芬体育大中华区总裁职位，转而执掌一个年收入不足30亿元但潜力巨大的大众户外品牌，背后 是安踏对户外市场全价格带覆盖的战略野心。 在收购的狼爪归位之后，安踏在户外赛道的大众、中高端、高端专业方面均有品牌布局，形成了完整的户外品牌矩阵。这也意味着，安踏打算借着中国户外 赛道向上的东风，再向上一跃，缩小与耐克、阿迪达斯的差距。 值得一提的是，此次换帅距离安踏5月31日完成狼爪收购交割仅过去18天，速度之快凸显了安踏整合效率之高。接下来，就看这个已经在国内过气的品牌， 能不能在安踏的运营之下点石成金了。 而2023年初徐阳调回安踏主品牌，始祖鸟也划归到姚剑一并管理，始祖鸟也继续保持向上的势头。 在品牌的高端化塑造与渠道的扩张方面，姚剑也做了不少工作。其中，在上海南京西路打造的"博物馆 ...

零距离租赁网 企业需要深入调研，依据不同消费群体的特点进行精准市场定位。可以聚焦于某一特定客群，如专注为亲子家庭提供一站式露营 租赁服务，除了提供安全舒适的帐篷，还配套儿童专用睡袋、便携儿童桌椅、户外亲子游戏道具等，打造专属亲子露营套餐，以 专业、贴心的服务在细分市场站稳脚跟。 在竞争激烈的市场环境中，产品质量与服务水平是企业立足的根本。零距离租赁网表示目前市场上部分租赁帐篷质量参差不齐， 一些低价帐篷存在防水性差、抗风能力弱、易破损等问题，严重影响消费者体验，也损害了行业声誉。企业必须严格把控帐篷采 购环节，选择优质供应商，确保帐篷材质坚固耐用、防水防晒性能达标，在恶劣天气下也能为消费者提供可靠庇护。 同时，服务质量的提升空间巨大。从预订流程的便捷性，到配送安装的及时性与专业性，再到售后维护与问题处理的效率，每个 环节都关乎消费者满意度。企业可推出线上便捷预订小程序，支持 360 度全景查看帐篷内部结构与外观，提供详细参数介绍；配 备专业安装团队，确保在消费者抵达露营地前迅速搭建好帐篷，并耐心指导使用；建立 24 小时售后响应机制，及时解决消费者在 使用过程中遇到的各类问题，如帐篷突发破损的紧急更换、设备故 ...

Group 1 - The company PELLIOT, a private outdoor sports group based in Lixin County, has submitted its prospectus to the Hong Kong Stock Exchange for a main board listing, with CICC and CITIC Securities as joint sponsors [1] - PELLIOT faces challenges related to its early marketing strategies, which may have misled consumers about its brand origin, presenting itself as a foreign brand to enhance product pricing [1][2] - The company has a low level of research and development investment, with only four invention patents among a total of 45 patents, indicating a lack of technological accumulation compared to competitors [7][10] Group 2 - PELLIOT's revenue for the years 2022, 2023, and 2024 is projected to be 378 million, 908 million, and 1.766 billion RMB respectively, with net profits of approximately 24.31 million, 152 million, and 283 million RMB [7] - The marketing strategy heavily relies on high-profile celebrity endorsements, with sales and distribution expenses exceeding 30% of total revenue during the same period [7][9] - The company has a significant issue with product quality, as evidenced by a high online return rate of 8.7% in 2024, which is above the industry average of 5% [14] Group 3 - PELLIOT operates on a light asset model, relying on OEM partnerships for production, which may lead to uncertainties in ongoing operations and quality control issues [11][12] - The company has faced numerous consumer complaints regarding product quality, with 453 complaints recorded on a consumer complaint platform, highlighting issues such as poor stitching and material defects [12][13] - Refund liabilities have increased significantly, reaching 44.26 million RMB by the end of 2024, marking a 133.45% growth from 2023 [14][15]

NO.3 Labubu预售大放量二手市场价格已松动 ｜2025年6月20日星期五｜ NO.1 安踏任命姚剑为狼爪总裁 在完成收购后，安踏对"狼爪"品牌进行了新的人事任命。6月18日，安踏集团向媒体确认，任命姚剑为 狼爪品牌总裁，负责狼爪品牌全球业务运营。这一任命将于2025年7月1日生效。此举是"为了更好地匹 配集团战略发展规划"。姚剑此前是亚玛芬大中华区总经理，统管"始祖鸟"等多个亚玛芬集团旗下品 牌。 点评：安踏任命姚剑为狼爪总裁，或将借助其管理亚玛芬的经验，提升狼爪业务运营效率，对公司股价 形成一定支撑。这一举措有助于巩固狼爪在大众户外市场的地位，对户外运动板块产生积极影响。 NO.2 有关部门就"国补"下一步计划回应 近期，多地传出以旧换新"国补"暂停或者调整的消息。对此，国家相关主管部门就"国补"下一步计划回 应称，今年国家安排3000亿元超长期特别国债资金支持消费品以旧换新，目前已向地方下达了共计1620 亿元资金，剩余资金将有序下达。2025年的消费品以旧换新政策将全年实施，有关部门正指导地方平稳 有序使用"国补"资金，推动政策发挥更大效能。 点评："国补"剩余资金有序下达利于稳定市场预期，增强 ...

天猫618期间，新品整体成交增长153%，其中12个新品成交破亿，504款新品成交破千万，6970款新品 成交破百万，破千万和破百万的新品数量同比增长110%和192%。 6月19日，2025天猫618数据出炉，依靠玩法简化，用户规模和活跃度创新高，品牌全周期成交高效增 长。截至6月18日24点，453个品牌在天猫618成交破亿，同比去年增长24%。其中，苹果、美的、海 尔、小米、华为、源氏木语、耐克、格力、斐乐、vivo、珀莱雅、阿迪达斯、欧莱雅等品牌跻身天猫 618"10亿俱乐部"。同时，美妆、服饰、家电家装、3C数码、运动户外、潮玩、宠物等行业成交规模及 增速全网领先。 今年618，品质直播成为行业新标准，"专业主播+品牌货盘+平台保障"的协同模式迎来新增长。截至6 月18日24点，淘宝直播成交破亿直播间达81个，店播表现突出，破千万直播间数量同比增长21%，汽 车、运动户外、珠宝和美妆领衔增长。 淘天表示，今年天猫618，高净值人群88VIP会员突破5000万，规模创新高；品牌会员数同比增长15%， 品牌会员客单价达行业整体客单价的1.93倍，为品牌增长提供强劲动力。 在几个主要板块中，美妆新品爆发， ...

潮玩、谷子 你可能从来没拥有过一只LABUBU，但你最近一定听说过它。 从社交平台上的晒娃狂欢，到热门款的"一BU难求"，这只丑萌丑萌的小玩偶，无疑是今年全球最火爆的潮玩消 费品之一，再次印证了"情绪消费"的无限潜力。 作为消费市场的主力军，今天的年轻人有独特的消费观念，情绪价值正在成为影响他们消费的重要因素。今 天，我们就来盘点一下那些让年轻人上头的产品，每一个都承载着取悦、满足自己以及对自我个性化表达的追 求。 为兴趣消费，为快乐买单 潮玩是以IP形象为核心，融合当下潮流元素设计的收藏级玩具，通过设计师的创意和潮流元素吸引消费者， 最受欢迎的玩法之一要数"盲盒"。 所谓"谷子"，源自英语单词"Goods"，主要指漫画、动画、游戏、小说等版权作品衍生出的周边产品，包括 徽章、卡片、挂件、立牌、摆件、手办等，其价值源于粉丝对原作的喜爱，购买"谷子"也被称为"吃谷"。 《中国潮玩与动漫产业发展报告 （2024） 》显示，中国潮玩产业的市场总价值从2015年的63亿元增长到 2023年的600亿元，足足翻了近十倍。预计市场总价值将在2026年达到1101亿元。 虽然不同潮玩IP形象有着各自不同的魅力和人格特征，但 ...

据天猫公布，今年618全周期， 购买用户数出现同比双位数增长。 一个多月前，当天猫宣布今年618的促销策略时，很多行业内人士都非常惊讶。 天猫开启了简化促销活动的新思路，沿用多年的"满减"被"立减"代替，需要凑金额的大额优惠券也被新的"9折无门槛券"代替。 每年都要算的"数学题"没了，消费者就像在2009年的第一次双11那样，直面一个全场都直接打折的大促。品牌商家也能从中受益，不用再面对凑单导致的额 外退货率。 但这同时也意味着，受凑单带动的GMV没有了，平台和商家要直面更硬核的增长挑战。 从去年下半年开始，无论是卷价格还是卷流量，"内卷式竞争"都已然走到尽头。必须开始重新提升商品的品质、商家经营的效率，已经成了电商乃至整个消 费行业的共识。 但那些导致"内卷"局面出现的挑战并没有原地消失。消费市场投资回潮缓慢，面向消费需求的大量产能亟待升级，买方市场持续存在，消费者依然理性并关 注获得感和体验。行业头部平台必须尽快拿出能够应对这些挑战，重塑电商消费市场的新方案。 大促的机制变化往往具有风向标意义。平台能够尝试跨度如此之大的调整，意味着其背后已经出现了一整套新的商业逻辑。 今年年初，天猫给出了一组带有取舍意味 ...

Core Insights - The article highlights the significant growth in emotional consumption during the "618" shopping festival, indicating that "emotional economy" is becoming a new trend in consumer behavior [1][2][3] Group 1: Market Trends - During the "618" period, 453 brands achieved sales exceeding 100 million yuan, with categories like toys, pets, and outdoor sports experiencing explosive growth [2] - The toy and trendy play industry saw six merchants surpassing 100 million yuan in sales, and nearly 100 merchants exceeding 10 million yuan, with over 2400 stores achieving triple-digit year-on-year growth [2] - Interest-related consumption, such as pets, trendy toys, photography, and outdoor sports, flourished during the "618" period, driven by the pursuit of emotional value [2] Group 2: Consumer Behavior - The demand for emotional regulation in modern society is increasing, making "emotional economy" a potential new growth point [3] - Young consumers are increasingly influenced by emotional release in their purchasing decisions, which is expected to create new consumption hotspots [2][3] Group 3: Business Strategies - Companies are beginning to capitalize on the emotional consumption trend by designing products that resonate with young consumers' emotional needs [4] - Successful products include those that provide emotional value, such as uniquely designed items that evoke feelings of comfort or humor [4] - Businesses are encouraged to enhance their market insight, product design, and flexible production capabilities to adapt to the fast-changing emotional economy [5][6] Group 4: Expert Opinions - Experts emphasize the need for companies to understand consumer emotional demands and innovate products to avoid homogenization [6] - The emotional economy requires businesses to improve brand recognition and loyalty through quality service and positive reputation [6] - Companies should leverage AI tools to better understand user needs and enhance production capabilities to meet the demand for customized emotional products [6]

Core Insights - Descente has secured a landmark retail space of approximately 1,400 square meters in Beijing's Huamao Center, previously occupied by an Armani flagship store, indicating a strategic move towards high-end market positioning [1][2][4] - The trend of luxury outdoor brands is on the rise, with Descente aiming to become the next high-end player in the market, competing with brands like Norrøna and Arc'teryx [1][6][9] Market Positioning - The new store location is adjacent to high-end brands like Tiffany and Cartier, which enhances Descente's brand image and targets high-net-worth consumers [4][10] - Descente's sales in China have seen significant growth, with retail sales increasing from 14.3 billion yen in 2017 to 108.3 billion yen in 2023, reflecting a compound annual growth rate of over 40% [4][8] Strategic Developments - The brand's strategy includes opening large stores in first- and second-tier cities, with a focus on high-end shopping districts, as seen with the launch of the "DESCENTE KINETIC LAB" experience center in Beijing [5][10] - Descente's partnership with Anta has been pivotal, allowing the brand to achieve profitability in China while struggling in its home market of Japan [4][6] Competitive Landscape - The competitive environment is intensifying, with brands like Norrøna and Peak Performance entering the Chinese market, posing challenges for Descente's ambitions [9] - Analysts suggest that Descente needs to enhance its brand internationalization and product differentiation to compete effectively [9][10] Financial Performance - For the fiscal year 2024, Descente's revenue is projected to grow by 53.7% to 10.678 billion yuan, with operating profit expected to rise by 61.7% to 3.05 billion yuan [8] - The company plans to expand its store count in China and Southeast Asia from 226 to an estimated 260-270 by the end of 2025 [8]