Core Insights - 361 Degrees has launched its self-developed "Three-State Membrane Technology" in late September, emphasizing a long-term strategic value driven by "technology + humanity" [1][3] - The brand narrative has shifted from traditional extreme performance to a more empathetic approach centered around "protection," aiming to connect emotionally with consumers [1][4] Group 1: Brand Strategy - 361 Degrees aims to embed product functionality into broader user lifestyles and emotional contexts, contrasting with other high-end outdoor brands that have faced backlash for straying from their core values [1] - The company recognizes that true brand barriers come from establishing lasting emotional connections with consumers rather than just technical specifications [1] Group 2: Technological Innovation - The "Three-State Membrane Technology" developed in collaboration with Wuhan Textile University has been quickly applied to products like the lightweight outdoor gear, demonstrating its practical utility [3] - This technology achieves industry-leading levels of waterproofing and breathability, focusing on real human needs rather than just high-end technical features [3] Group 3: Financial Performance - Despite increasing competition in the outdoor sector, 361 Degrees has reported a revenue of 5.705 billion yuan for the first half of 2025, marking a year-on-year growth of 11%, with a net profit of 858 million yuan, up 8.6% [4] - The company's strategy of combining reasonable pricing, solid technology, and warm emotional storytelling is gaining recognition among outdoor consumers, opening new growth avenues [4]