户外风现在太火了，始祖鸟、萨洛蒙成了中产法宝。 但第一个把户外概念带给中国消费者的探路者却消失了。 时间回到十几年前，如果能有一件探路者的冲锋衣或者一双徒步鞋，那可是相当有面子的事儿。 比如，其推出的"帝力可加热冲锋衣"和"尼尔徒步鞋"堪称当时的"网红单品"。 在当时，一双探路者的鞋大几百，一件冲锋衣一千多，这价格就算放到现在也算是一笔"轻奢"级别的消 费。 其代言人都是万科的老大王石，给品牌镀上了一层"专业探险"的金光。 但如今探路者却毫无存在感。 国庆节期间，AI蓝媒汇探访了位于天津繁华街区滨江道友谊新天地的探路者门店，虽然商场人来人 往，但其门前却略显冷清，进店挑选的人不多。 情况也反映在业绩上，2025年上半年，其实现营收6.53亿元，下滑近8%，与始祖鸟近20亿美元的营 收，超50%的增速形成巨大反差；而净利润更是遭遇"脚踝斩"，同比暴跌超过76%，仅盈利约两千万。 更匪夷所思的是，谁能想到，做户外的探路者竟跟芯片搅在一起，研发上芯片了，甚至推出一款智能滑 雪头盔。 就连管理层，也都换成了科技圈的，做户外的反倒所剩无几。 如今，最火的莫过于户外业务，探路者放着老本行的大热门不做，反倒走科技赛道了？这 ...

齐鲁晚报·齐鲁壹点 吴海云 近日，2025阿拉善英雄会在腾格里沙漠拉开帷幕，全球户外爱好者齐聚一堂，共赴这场越野与探险的年度盛会。专业 户外装备品牌SEEK喜跃首次亮相，在"途虎养车越野营地"设立专属展位，发布SEEK喜跃登山帐篷远航系列V1、 SEEK喜跃户外冲锋衣踏风系列两大新品，为户外探险者带来应对复杂环境的硬核装备支持，诠释"不停探寻的过程就 是结果"品牌主张。 作为一个为探索而生的户外运动品牌，SEEK喜跃诞生之初便锚定"专业、耐用、舒适"定位，致力于让户外爱好者在 跨越山海、直面挑战时，能摆脱装备束缚，专注于探索本身。这种理念贯穿于产品研发的每一个细节：从面料选择到 结构设计，从材质性能到功能创新，SEEK喜跃力求在商品的专业性能与使用体验间找到完美平衡。 SEEK喜跃登山帐篷远航系列V1：专业级高海拔露营解决方案 专为海拔2000-5000米复杂环境打造，SEEK喜跃登山帐篷「远航系列V1」，以极致材料与结构设计，重新定义高海拔 露营的安全与从容。 硬核防护，直面极端考验 面料：甄选15D超轻高密度尼龙，经单硅涂层工艺处理，防刮耐磨达国标V级，全帐面硅油防水加持，可轻松抵御 PU3000MM+暴 ...

徒步鞋碾过积叶，风掠过骑行者的耳畔，丝丝秋雨敲打帐篷……国庆中秋假期，越来越多的人走出 家门、奔赴旷野，在拥抱大自然中获得快乐。 原标题：中国户外经济热潮涌动 将假期献给大自然 国庆中秋假期，徒步、露营、骑行等成为很多消费者的旅行新选择。 位于山东青岛崂山区的壹凡森海帐篷营地假期人气火热。"假期前3天，我们的帐篷营地客流量同比 增长30%，销售额较去年同期上涨20%。"营地总经理杨健说。 不仅城市周边短途露营火热，长线徒步体验也受到年轻人青睐。不少人穿上登山鞋，前往青藏高 原、西北戈壁寻找诗和远方。 走在西藏林芝工布江达县巴松措景区深处的新错徒步线路上，金黄草甸与雪山、湖泊相映。 "每一步都像走在风景画里。"来自重庆的"背包客"张宇说，"这条徒步线路行程紧凑、景致丰富， 很有人气。"据介绍，国庆中秋假期前4日，林芝共接待游客31.22万人次，同比增长34.18%。 "与早些年的'种草''尝鲜'不同，现在不少年轻人已将户外活动变成一种生活方式。"山东青岛的户 外达人刘怡告诉记者，如今每天都有骑行队伍从她家门口的环海公路驶过，朋友圈里晒徒步记录的好友 越来越多。 户外活动热起来，离不开场地设施的日益完善和政府的引 ...

新华社北京10月7日电 题：向外走！中国户外经济热潮涌动 新华社记者李晓婷、张钟仁、潘一景 徒步鞋碾过积叶，风掠过骑行者的耳畔，丝丝秋雨敲打帐篷……国庆中秋假期，越来越多的人走出家 门、奔赴旷野，在拥抱大自然中获得快乐。 户外活动热起来，离不开场地设施的日益完善和政府的引导培育。春天打卡大理洱海畔的环湖骑行路 线、夏天在三亚体验冲浪乐趣、冬天前往长白山感受滑雪的"速度与激情"……用好丰富的户外资源，一 年四季、大江南北，"不重样"的户外活动为消费者带来多元体验。 数据显示，截至2024年底，我国健身步道已达17.18万条、长度40.75万公里，全国飞行营地、汽车营地 等数量达2055个，全国滑雪场地数量914个。 国庆中秋假期"户外徒步"关键词在美团的搜索量同比增长超253%，"户外漂流"搜索量同比增长121%； 2024年，我国户外运动线上消费人次约2亿…… 从青藏高原的徒步路线到海滨城市的露营营地，从山林间的亲子野趣到池塘边的休闲垂钓，户外活动 从"小众爱好"走向"大众生活"，激活消费市场、催生产业新赛道。越来越多消费者也认识到，自己不仅 是"探险家"，更要当好大自然的保护者。 将假期献给大自然 国庆中秋 ...

# B i g N e w s # 整 理 ｜彭 倩 全球咖啡连锁品牌大变局，贝恩资本或竞购 Costa 这也是全球经济变化的一个缩影。适时出售，是面对激烈市场竞争的国际品牌不得不做的战略调整， 对买方而言则是好的抄底机会。 麦当劳拟4年内新增1万家店，将反超蜜雪冰城 麦当劳想重当全球餐饮连锁老大。近期，彭博指麦当劳计划在四年内新增近1万家门店，使全球门店 总数达到约5万家。 凭着 "哪都能开" 的渗透力，蜜雪冰城在2024年底以46479家的门店数超过麦当劳(43477家),成了 全球门店数第一的餐饮连锁企业。在中国许多城市，一条几百米的街上至少有2-3家蜜雪冰城，店铺 可大可小，占据一条街的金角银边草肚皮，哪怕店的门牌小到只有雪王 logo 并且只能勉强写下一 个"蜜"，这家店也能开起来。 星巴克曾经的劲敌，Costa 也要卖了。 今年暑期，英国天空新闻（Sky News）曾披露：可口可乐公司正在与投资银行Lazard合作，评估出 售 Costa 咖啡，已与私募股权投资机构进行初步接触。随后，收购方的名单不断更新，如今贝恩资 本是新加入的成员。 Costa 由两兄弟布鲁诺·科斯塔（Bruno Costa） ...

Group 1 - The report highlights that Chinese "manufacturing hard consumption" companies are entering a golden development period for globalization, transitioning from "product export" to "brand export" due to technological accumulation, supply chain advantages, and global layout [1][2] - The Chinese government has introduced favorable policies to support the globalization of manufacturing hard consumption enterprises, including guidance on brand internationalization and cross-border trade facilitation [2][3] - In 2024, policy support will focus on cross-border e-commerce and overseas warehouse construction, addressing challenges in overseas storage and distribution for enterprises [3][4] Group 2 - Chinese manufacturing hard consumption enterprises have developed a multi-faceted overseas expansion model characterized by "technological breakthroughs, localized production, and brand upgrades," with significant global factory layouts [3][4] - The innovation capabilities of Chinese companies in the consumer electronics and smart hardware sectors are gaining global recognition, with products like robotic vacuum cleaners and portable chargers consistently ranking as best sellers on cross-border e-commerce platforms [4][5] - The report identifies three major opportunities for the globalization of Chinese manufacturing hard consumption during the 15th Five-Year Plan period: the release of demand in emerging markets, product premiumization driven by technological upgrades, and the improvement of cross-border e-commerce and overseas warehouse systems [5][6] Group 3 - The globalization of Chinese manufacturing hard consumption is evolving from simple "product output" to "standard output" and "service output," with companies participating in the formulation of global industry standards and establishing comprehensive after-sales service networks [5][6] - The report emphasizes that the globalization journey of Chinese manufacturing hard consumption enterprises has entered a new phase, supported by policies, industrial foundations, and innovation vitality, positioning them as key players in the global consumption market [6][7] - The report outlines a comprehensive policy framework to support the internationalization of the domestic consumption industry, facilitating the transition from "product export" to "capacity export" and "brand export" [24][25]

Core Viewpoint - The company, Taili Technology (301595), maintains stable performance across quarters due to a diverse product line in the outdoor equipment sector, mitigating seasonal fluctuations in sales [1] Group 1: Seasonal Performance - The peak sales season for outdoor products, such as tents, occurs in spring and autumn [1] - The company has built a rich product line based on several material platforms, which helps in maintaining overall operational stability [1] Group 2: Operational Stability - The balanced performance across different product categories effectively offsets the seasonal impact of individual products [1] - The company emphasizes that its operational stability is a result of the complementary demand cycles of various product categories [1] Group 3: Future Performance Outlook - Investors are encouraged to monitor the company's subsequent announcements for details regarding performance in the third and fourth quarters [1]

最近有两家企业深陷舆论靶心。 前者为西贝预制菜风波。表面上看是一场关于"有没有用预制菜"的口水战，背后实际是餐饮工业化快速 发展与消费者体验、知情权之间产生的深刻矛盾。 而后者为始祖鸟赞助的《升龙》烟花表演，在西藏喜马拉雅山脉海拔约5500米的查琼岗日山脊上，烟花 持续绽放五分钟左右。尽管主办方声称所选用的烟花彩色粉均为生物可降解材料。但对自然的破坏不容 小觑，在高原生态系统中，哪怕是一次微小的破坏，都可能带来长期、不可逆的影响。 也有多位环境专家指出，高寒草甸生态系统极其脆弱，一旦受损，恢复需数十年甚至上百年。更何况火 药爆破带来的物理冲击、化学残留和声波干扰。 这两家企业遇到的问题，看似关联性不大，但它们都犯了同一个错误：傲慢。 傲慢 那么，什么是傲慢？为了好理解，讲一个故事吧。 假设，一位有梦想的年轻人，想做出一番事业，决定开一家餐厅。 最开始的时候，每天的客流量也不高，每天没有多少流水。房租、水电、人工，全是成本，他压力很 大，愁得不得了。 这时候怎么办？这位老板会想尽办法去拉顾客，想方设法留住顾客。 有顾客进来，每天问客户，你觉得菜品怎么样？合不合口味？客户提出来的意见，他都特别重视，哪里 不对的， ...

Core Viewpoint - The controversy surrounding Arc'teryx's fireworks show in the Himalayas has sparked significant public backlash, questioning the brand's commitment to outdoor protection and potentially damaging its reputation as a high-end outdoor brand [1][4]. Group 1: Marketing and Brand Strategy - Arc'teryx aimed to create a "classic case" marketing event for 2025, but the fireworks display has been criticized for conflicting with the brand's core values of outdoor protection [1][4]. - The brand's high-end positioning is reflected in its pricing strategy, with hard-shell jackets priced between 5,000 to 8,000 yuan, and a shift towards a "luxury sports" strategy following its acquisition by Amer Sports in 2019 [4][5]. - The marketing approach of Arc'teryx has been scrutinized, as traditional promotional methods are becoming less effective, leading to the exploration of new formats like the fireworks show [4][5]. Group 2: Financial Performance - Amer Sports reported a revenue of $2.709 billion for the first half of the year, a year-on-year increase of 23.46%, with a net profit of $153 million, reflecting a significant growth trajectory [5][6]. - Despite the overall positive financial outlook, the profit margin for the technical apparel segment, which includes Arc'teryx, has shown a declining trend in the second quarter [2][5]. Group 3: Competitive Landscape - Arc'teryx faces competition not only from within Amer Sports' portfolio, such as Salomon and Wilson, but also from environmentally conscious brands like Patagonia and Kailas, which are vying for market share [6]. - The controversy has reportedly led some customers to shift their purchases to competitors like Kailas, indicating a potential impact on Arc'teryx's market position [1][6].

（编辑 袁冠琳） 证券日报网讯 太力科技9月23日发布公告，在公司回答调研者提问时表示，在户外装备领域，公司依托 真空阻隔复合材料、纳米涂层与纺织面料技术，推出多款颠覆传统的户外装备产品。其中，太力控温升 无骨充气帐篷，具备集控温升、一键充气、快搭快收、长久闭气、耐磨、防爆、防水等一系列实用功 能。它能满足轻户外出行、专业露营、特种作业（如抗震救灾）等多场景功能需求，为各类户外场景提 供科技化解决方案。自推出后，它在短短2年迅速抢占细分市场类目行业前列，仅2025年上半年便实现 近50%的增长，充分展现出强劲的市场竞争力和巨大的发展潜力。 ...