"买一件5k+的冲锋衣毫不手软，吃一份20块的外卖犹豫不决"，在户外运动爆火的当下，这样的现象不 在少数。不少年轻人正用超前消费的方式来加入户外圈，形成了一股属于户外运动的"精致穷"。 在国庆期间，野营、徒步、爬山已然成为消费者的首选。相较于以往的主打轻松氛围的飞盘、露营，如 今，冒险、挑战成了当下户外的热门趋势。 伴随项目难度的升级，大批量新手的涌入，使得技术门槛越来越低，装备品牌门槛却越来越高。 一方面，户外产品的选购范围逐步高端化。从安踏收购始祖鸟，到李宁收购Haglöfs，乃至日本户外品 牌Snow Peak和Goldwin的入驻，越来越多户外品牌的高端线开始进入大众视野。 无论是定价1K+的户外机能T恤，还是近乎万元的冲锋衣都开始逐渐被消费者所接受，甚至成为入门的 必备。 另一方面，户外热也带动了产品销量的激增和价格的水涨船高。 据京东平台的数据显示，在国庆期间，户外鞋服的销售额同比增长55%。而在过去一年，电商平台上的 户外运动销售额Top30的商品，近半数价格有所上涨。 贵价的户外装备，成了一些年轻人证明购买力的路径之一。 社交媒体上，"始祖鸟冲锋衣+凯乐石的背包+墨镜+口罩"，俨然成了爬山登顶 ...

国庆、中秋假期，一群户外爱好者正背着登山包走向山川湖海的深处——没有精致的商业街，却有最动 人的风光；没有摩肩接踵的游客，却有与天地对话的宁静。用脚步丈量远方，每一步都是对城市压力的 消解。 户外徒步所见风景，本报记者杨洁/摄 当户外爱好者"用脚投票"，市场也随之转向。冲锋衣、徒步鞋、运动相机、智能手表……户外运动产业 活力十足。 数据显示，2024年，我国户外运动线上消费人次约2亿人次，消费总额超3000亿元。根据国家发改委与 体育总局联合发布的规划，到2025年末，我国户外运动产业总规模有望突破3万亿元。 小红书发布的《2025年上半年户外观察报告》显示，越来越多的年轻人正选择走向自然，"周末短途户 外"已成为城市人群的主流休闲方式之一，通过短暂逃离都市，在无拘束的户外环境中释放压力、恢复 身心能量。2025年上半年，小红书平台内带周末关键词的户外笔记发布量超106万篇，互动量达7000万 次，总曝光量突破76亿。 从5A景区到无人之境 户外徒步火了 国庆、中秋假期首日，北京芍药居地铁旁，一群背着登山包的户外爱好者正在集结，几辆大巴车的发动 机已经启动，他们将连夜赶往内蒙古的草原腹地，进行为期三天总计数十 ...

国庆、中秋假期，一群户外爱好者正背着登山包走向山川湖海的深处——没有精致的商业街，却有最动人的风光；没有摩肩接踵的游客，却有与天地对话 的宁静。用脚步丈量远方，每一步都是对城市压力的消解。 当户外爱好者"用脚投票"，市场也随之转向。冲锋衣、徒步鞋、运动相机、智能手表……户外运动产业活力十足。 数据显示，2024年，我国户外运动线上消费人次约2亿人次，消费总额超3000亿元。根据国家发改委与体育总局联合发布的规划，到2025年末，我国户外 运动产业总规模有望突破3万亿元。 从5A景区到无人之境 户外徒步火了 国庆、中秋假期首日，北京芍药居地铁旁，一群背着登山包的户外爱好者正在集结，几辆大巴车的发动机已经启动，他们将连夜赶往内蒙古的草原腹地， 进行为期三天总计数十公里的山野徒步。 近年来，越来越多有出行计划的人们选择在节假日避开热门景区，奔赴人迹相对罕至的"旷野"。户外爱好者林彦谈起自己爱上徒步的理由："虽然基础设 施差了点，条件简陋了点，但风景一点都不比5A景区差，更有融入自然的野趣。" 大自然就像是"充电宝"，林彦提到，城市里快节奏压力大的工作和生活，让很多人更追求"情绪价值"和体验感，大家希望通过"寄情山水 ...

原标题：重庆赛事"燃"动 激活城市新动能 当世界乒乓球职业大联盟（WTT）冠军赛的扣杀引来全场沸腾，62岁的乒乓球迷王健鼓掌呐喊； 当重庆马拉松（简称"重马"）跑者在晨曦中起跑，从武汉来给丈夫助威的何琳琳打开手机查看哪里可以 用"重马"消费券吃到美食——重庆正以赛事为"钥"，打开体育消费新空间，让群众活力与经济增长在赛 场内外迸发。 3月2日，2025重庆马拉松在重庆市南岸区南滨路海棠烟雨公园鸣枪开跑。新华社记者 刘潺 摄 群众有参与比赛的热情，源于生活圈中培养的运动习惯。据悉，重庆人均体育场地面积达3.22平方 米，城市社区基本实现"15分钟健身圈"。2024年，重庆共举办区县级以上赛事超2000场。WTT重庆冠 军赛期间，巴南区体育用品消费爆发式增长，乒乓球拍日销量达平日的15倍。 赛事连轴转 健身促消费 清晨六点半，重庆巴南区大江体育场就逐渐热闹起来。退休工人王健在跟老伙伴们打乒乓球，自从 参加了今年2月在家门口商圈举行的"'村踢踢'球王争霸赛"，他就迷上了用运动跟年龄"较劲"。如今，他 每周参与三次社区乒乓球赛，还打算带着孙子参加11月的璧山马拉松亲子迷你跑。 "WTT冠军赛那周，乒乓球拍、运动服卖断 ...

新华社重庆10月2日电 题：重庆赛事"燃"动激活城市新动能 新华社记者谷训 当世界乒乓球职业大联盟（WTT）冠军赛的扣杀引来全场沸腾，62岁的乒乓球迷王健鼓掌呐喊；当重 庆马拉松（简称"重马"）跑者在晨曦中起跑，从武汉来给丈夫助威的何琳琳打开手机查看哪里可以 用"重马"消费券吃到美食——重庆正以赛事为"钥"，打开体育消费新空间，让群众活力与经济增长在赛 场内外迸发。 全年无断档的赛事，让市民消费账单悄然变化。重庆市统计局数据显示，2025年1月至8月，重庆体育、 娱乐用品类零售额同比增长47.5%。全市95个免费或低收费公共体育场馆带动更多市民运动，"十四 五"期间，重庆经常参加体育锻炼的人数比例已达49.57%。骑行俱乐部主理人李娜观察到，市民消费正 从"买产品"向"买服务"转变。"现在周末带孩子骑行、徒步成新风尚，消费者既买装备也盼活动。" 激活 "吃住游"，经济添引擎 赛事经济已成为重庆经济增长的新引擎。2025年，各大赛事"经济乘数效应"持续释放，上半年，全市举 办区县级以上体育赛事789场次，176万人次参赛，开展体育促消费活动179场次。 2025年WTT重庆冠军赛经济成绩亮眼：累计发放门票100 ...

新华财经北京9月29日电 29日，消费平台"什么值得买"发布9月消费关键词：礼赠、换季、家装。 9月，国庆与中秋双节临近，礼赠市场逐步升温。今年消费者礼赠选择呈现多元化趋势，从传统"舌尖好 味"到"健康好物"，共同撑起礼赠消费场景。其中，大闸蟹作为中秋家庭聚餐与送礼经典之选，已于近 期迎来消费旺季，"什么值得买"平台内蟹卡GMV（商品交易总额）同比提升37.13%。健康类礼品的崛 起，成为今年礼赠市场的一大亮点。智能手表、血糖仪等健康监测工具GMV同比分别增长34.96%、 39.07%。黄金作为送礼"硬通货"，9月相关消费依然保持强劲势头，平台内，周大生、老庙黄金、中国 黄金GMV分别增长55.03%、39.14%和18.42%，经典款式持续受青睐。今年热度持续攀升的老铺黄金， 凭借年轻化设计吸引了不少年轻群体，搜索量同比增长40.13%。 9月气温回落，加之假期临近，让消费者需求围绕"换季"与"出游"双向展开，驱动服饰、运动、护肤三 大品类协同增长。其中，女装品类GMV同比增速达96.58%，风衣、针织衫、卫衣等秋季单品销量领 先。此外，运动消费热度攀升，呈现室内塑形+户外锻炼双线并行的态势。数据显示，9 ...

最近，始祖鸟因一场备受争议的"烟花秀"品牌活动在舆论场上"扑了个大街"，形象受损。然而这却让被称为"始祖鸟平替"的国产户外品牌伯希和迎来了机 会。后者已默默启动了港股IPO的进程。 这个创立于2012年的北京品牌，在相当长的时间里一直不温不火。直到2022年，伯希和在天猫"双11"户外品牌销售榜上还排在第17位。 但转折点恰恰出现在2022年之后，伯希和仿佛突然打通了任督二脉，进入发展快车道。 图源：伯希和官网 伯希和的快速扩张体现在几个关键维度：其门店网络在近两年迅速铺开，从2022年的39家激增至去年的146家；在资本层面，融资进程也明显加快，先后 于2023年完成4900万元A轮融资，并在2024年完成高达2.88亿元的B轮融资；市场声量上，则在去年签约演员成毅为品牌代言人，成功切入流量赛道。 根据弗若斯特沙利文的数据，受益于品牌知名度的持续提升，按2024年零售额计算，伯希和已跻身中国内地三大国产高性能户外服饰品牌之列，市场份额 达到5.2%。 在社交媒体上，不少消费者表示，前两年还不知道伯希和，因为偶像成毅代言了伯希和，才认识并最终选择了这个品牌。 那么，这个品牌究竟是如何在短时间内迅速"蹿红"的？ ...

Core Viewpoint - The article discusses how the Chinese outdoor brand BERSHKA has capitalized on the controversy surrounding the high-end brand Arc'teryx, positioning itself as a "substitute" and experiencing rapid growth, including plans for an IPO in Hong Kong [3][5]. Group 1: Company Growth and Strategy - BERSHKA, founded in 2012, has seen significant growth since 2022, with its store count increasing from 39 to 146 in just two years [5][6]. - The brand has successfully raised capital, completing a 49 million RMB Series A round in 2023 and a 288 million RMB Series B round in 2024 [5][14]. - BERSHKA's market share in China's high-performance outdoor apparel has reached 5.2% as of 2024, making it one of the top three domestic brands in this category [5][6]. Group 2: Product and Pricing Strategy - BERSHKA's strategy involves offering high-quality products at competitive prices, with its classic jackets priced around 500 RMB, significantly lower than similar products from Arc'teryx [9][16]. - The brand utilizes advanced materials and technologies, partnering with top global companies to enhance product quality while maintaining affordability [6][9]. - The company has focused on a "value-for-money" proposition, appealing to cost-conscious consumers in the growing outdoor market [9][10]. Group 3: Marketing and Brand Positioning - BERSHKA has employed a dual marketing strategy, initially leveraging celebrity endorsements and later focusing on building a professional outdoor image [10][12]. - The brand's revenue has surged, with projected figures of 3.78 billion RMB in 2022, 9.08 billion RMB in 2023, and 17.66 billion RMB in 2024, alongside a notable increase in net profit [12][13]. - The company has faced challenges regarding its brand identity, particularly concerning its name's association with a controversial historical figure, prompting a shift in narrative to strengthen its market position [20][23]. Group 4: Financial Performance - BERSHKA's gross margin has improved from 54.3% in 2022 to 59.6% in 2024, outperforming competitors like Arc'teryx [16][20]. - The adjusted net profit margin has also shown strong growth, with figures of 7.3%, 17.2%, and 17.2% over the past three years, indicating effective cost management [16][20]. - The company has managed to reduce its sales cost as a percentage of total revenue from 45.7% in 2022 to 40.4% in 2024, showcasing its operational efficiency [20][29]. Group 5: Future Challenges and Opportunities - BERSHKA's revenue is heavily reliant on its jacket line, which accounted for 91.1% of total revenue in 2024, highlighting the need for product diversification [24][26]. - The brand is expanding its product line to include trail running shoes and mountaineering boots, with mixed market reception [24][26]. - BERSHKA aims to enhance its offline presence by opening flagship stores in major cities, which will serve as experiential spaces to strengthen brand identity and customer engagement [26][28].

Core Insights - The company has developed a brown jacket made from recycled materials, aiming to revolutionize the textile industry with a concept of "perpetual regeneration" [1] - The jacket's carbon footprint is significantly lower than traditional garments, achieving a 50% reduction in carbon emissions through recycling [1] - The product has gained attention at the Shanghai International Carbon Neutrality Expo, highlighting the urgent demand for recycled materials in the textile sector [2] Company Initiatives - The company has established a T2T (Textile to Textile) project to address the challenges of garment recycling, focusing on incorporating recycled fibers into new products [2] - The project team overcame significant technical challenges, achieving a 95% fabric recovery rate and reducing costs, making the process viable for industrial application [3] - The company has implemented a "green lighthouse factory" in the dyeing industry, achieving substantial resource savings compared to traditional methods [3] Market Demand - There is a growing requirement from the EU for textiles to contain at least 30% recycled materials, indicating a strong market trend towards sustainability [2] - International brands are increasingly seeking sustainable materials, creating opportunities for companies that can provide recycled textile solutions [2]

Investment Rating - The report does not explicitly state an investment rating for the outdoor apparel industry. Core Insights - The Chinese outdoor apparel industry is transitioning from rapid growth to high-quality development, driven by policy incentives, economic growth, and cultural shifts towards health and outdoor activities. The market is expected to reach a new height by 2025, with a projected size of approximately 1,430 billion RMB [9][27]. Summary by Sections Chapter 1: Overview of the Chinese Outdoor Apparel Industry - Outdoor apparel is defined as clothing, footwear, and accessories designed for outdoor activities, emphasizing functionality and comfort [12]. - The industry has evolved through three stages: 1. **Emergence (1990s-2000s)**: International brands introduced the concept of outdoor activities to China [17]. 2. **Rapid Development (2008-2018)**: Local brands like Toread and Kailas emerged, capitalizing on rising incomes and increased interest in outdoor activities [18]. 3. **Transformation (2019-Present)**: The market is now characterized by consumer upgrades and a blend of fashion with functionality [20]. Chapter 2: Market Status and Scale Analysis - The global outdoor apparel market is mature, with the Asia-Pacific region, particularly China, being the fastest-growing area [26]. - China's outdoor apparel market is projected to grow significantly, with a market size of approximately 1,430 billion RMB by 2025, reflecting a compound annual growth rate (CAGR) that exceeds traditional apparel sectors [27][29]. - The market is segmented into "general outdoor" and "hardcore outdoor" categories, with the former experiencing the fastest growth [34]. Chapter 3: Industry Chain Analysis - The industry chain includes upstream material suppliers, midstream brand operations, and downstream sales channels [39]. - Upstream, functional fabric technology is dominated by international giants like Gore-Tex, while domestic alternatives are emerging [41][42]. - Midstream, brands are adopting mixed operational strategies to cater to various market segments [45]. - Downstream, online sales channels are becoming increasingly important, with DTC (Direct-to-Consumer) models gaining traction [51][53]. Chapter 4: Market Competition Landscape - The market is characterized by a multi-layered competitive landscape, with increasing concentration due to the entry of major players like Anta [58]. - International brands dominate the high-end market, while domestic brands are focusing on innovation and brand upgrades [66]. - Marketing strategies have evolved to emphasize content and experiential marketing, leveraging social media platforms for consumer engagement [71]. Chapter 5: Consumer Behavior and Trends - The consumer base is diversifying, with younger generations and women becoming significant market segments [75]. - Key purchasing factors include brand recognition, aesthetic appeal, and functionality, with consumers willing to pay a premium for high-quality products [76].