财经天下WEEKLY . 《财经天下》周刊官方账号，提供有品质的深度报道，讲述中国企业在时代浪潮中的精彩故事。 19.9元的速干T恤、49.9元的双肩包、99元的登山鞋，这些让消费者高呼真香的迪卡侬商品，自两年前以肉 眼可见的速度消失后，去迪卡侬的消费者就变少了。 以下文章来源于财经天下WEEKLY ，作者财经天下 在消费者加速"逃离"中，迪卡侬开始考虑出售中国业务了。今年4月以来，迪卡侬中国业务"卖身"的传闻就 在坊间流传开来。8月下旬，有媒体报道称，迪卡侬正计划出售中国子公司约30%的股权。这一业务初步估 值区间约10亿~15亿欧元，折合人民币约100亿元。对于市场传闻，迪卡侬中国方面回复称："不予置评。" 据了解，目前已有多家投资机构进入谈判阶段。 知情人士王啸告诉《财经天下》，"早就听说安踏与迪卡侬在接触，但由于价格一直没谈妥，估计年底有结 果，安踏认为迪卡侬要价高了"。 迪卡侬在中国是怎么走到今天这一步的？ 01 涨价后消费者不爱去了 不是消费者抛弃迪卡侬，而是迪卡侬亲手关上了"乐园"的大门。 北京的宋城曾是一个长在迪卡侬里的快乐男人。在迪卡侬线下门店，宋城一逛就是大半天。他不仅能在里 面找到物美价 ...

Core Viewpoint - Bosideng has established itself as the leading down jacket brand in China, but it struggles to find a second growth curve, leading to concerns about diversification strategies [4][5][6]. Group 1: Historical Diversification Attempts - Bosideng's previous diversification efforts have largely failed, with a significant portion of its revenue from non-core businesses leading to value destruction [9][10]. - The company has faced challenges due to the seasonal nature of down jackets, which limits revenue generation to a few months each year [9]. - Past acquisitions and expansions into various clothing categories have not yielded the expected results, with non-core revenue still accounting for 4% of total income [9][12]. Group 2: Current Diversification Efforts - The company is currently focusing on two new areas: outdoor apparel and luxury down jackets, aiming to leverage its existing strengths in down materials [14][15]. - Bosideng's outdoor product line, particularly in sun protection, initially saw rapid growth but has since stagnated due to high pricing and lack of differentiation [15][19]. - The competitive landscape in the outdoor apparel market is intense, with many brands vying for market share, making it difficult for Bosideng to maintain its premium positioning [16][17]. Group 3: Comparison with Moncler - Unlike Moncler, which successfully diversified into luxury segments while maintaining a strong brand identity, Bosideng's attempts at diversification have diluted its core brand focus [20][22]. - Moncler's success is attributed to its strong ties to the fashion industry and a focus on high-end design, which Bosideng lacks [20][22]. Group 4: Focus on Core Business - Bosideng's recent strategic shift emphasizes returning to its core brand and enhancing its high-end market presence through improved supply chain management and direct sales [24][26]. - The company has reduced its number of stores significantly, focusing on efficiency and higher-quality retail experiences [24][26]. - There is potential for growth in the mid-range market, where Bosideng's other brands have not performed as well as expected, indicating room for improvement [30][31]. Group 5: Future Strategies - The company should consider a "down + other" strategy, combining down materials with other outerwear to strengthen its market position [32][33]. - Acquisitions of high-end niche brands within the same sector could enhance Bosideng's operational capabilities and market reach [32][33]. - The focus should remain on the down jacket segment, as the company has not fully capitalized on its existing market share and brand strength [33].

Core Insights - The apparel industry is undergoing a transformation where consumers are willing to pay for emotions, scenarios, and identities rather than just clothing itself [3][4] - Although the market appears to be recovering, growth rates are slowing down, with retail sales of apparel and footwear only increasing by 3.1% year-on-year in the first half of 2025, compared to a high growth of 15.5% in 2023 [3][4] - The industry is entering a new phase focused on "mind penetration efficiency," where understanding consumer preferences and establishing long-term brand memory through content is crucial for success [3][4] Market Trends - The online content consumption is becoming the core entry point for apparel transactions, with over 60% of consumers relying on content for their purchasing decisions [7] - Douyin (TikTok) contributed 74% of the online retail growth in apparel in 2024, indicating its role as a primary growth engine for the industry [7] - AI is reshaping the supply-demand system, enhancing both consumer experiences with virtual try-ons and accelerating product development on the supply side [9][11] Seasonal Strategies - The extended autumn-winter sales window in 2025, lasting 194 days, provides retailers with more opportunities to control sales rhythms and consumer decision-making [9][11] - New products account for nearly 40% of GMV during the autumn-winter season, emphasizing the importance of identifying trends and launching popular items early [11][13] - A dual inventory strategy focusing on seasonal and all-season products is emerging as a more reliable growth tactic [13] Consumer Behavior - Consumers are now looking for versatile clothing solutions that can serve multiple purposes, with over 90% considering two or more usage scenarios when purchasing autumn-winter apparel [16][18] - Three major growth tracks have been identified: quality warmth, outdoor lifestyle, and emotional dressing, reflecting the evolving consumer expectations [18][19][22] Target Demographics - Six key consumer segments have been identified, each representing distinct lifestyles and aesthetic preferences, including practical users, cultural enthusiasts, and style innovators [25][40] - Understanding these segments allows brands to tailor their offerings and marketing strategies effectively [40] Content Strategy - In the content-driven e-commerce era, brands must focus on creating meaningful content that resonates with consumers and builds brand recognition [41][45] - Effective content should not only drive sales but also establish a unique brand identity and emotional connection with consumers [47][48] Product Lifecycle Management - Brands should adopt a three-phase strategy for new product launches: rapid testing during the cold start phase, targeted content during the potential breakout phase, and aggressive marketing during the mature phase [50][58] - The 2025 autumn-winter season presents a unique opportunity for brands to leverage the longest sales window and maximize their market impact [59][60]

Core Viewpoint - The article emphasizes the spirit of exploration and innovation among young entrepreneurs, referred to as "tech pioneers," who are committed to long-term goals and face challenges head-on in their entrepreneurial journeys [2][5][7]. Group 1: Event Overview - The 2025 Entrepreneurial Youth Investment Conference took place on July 18, 2025, in Hangzhou, attracting over a hundred entrepreneurial pioneers and investors from popular sectors [5]. - The North Face participated in the conference, showcasing its commitment to the spirit of exploration and innovation, rather than merely promoting its products [5][7]. Group 2: Characteristics of Young Entrepreneurs - Young entrepreneurs are characterized by their pursuit of extreme innovation and competitive products, with a strong emphasis on having solid technology, teams, and business models [8][10]. - A significant 73.8% of young entrepreneurs are driven by self-conquest, with over 80% starting their first venture at or below the age of 25, and more than 70% having a background in science and engineering [11][13]. Group 3: The North Face's Role - The North Face has introduced the concept of "hard road" to symbolize its partnership with tech pioneers, reflecting the resilience and determination of young founders [7][15]. - The brand has engaged in practical applications of technology in outdoor activities, such as using robotic dogs for equipment transport during a hiking challenge, showcasing the intersection of technology and nature [19][22]. Group 4: Entrepreneurial Challenges - Young entrepreneurs face multifaceted challenges, including market competition, cognitive structures, team management, and resource allocation, requiring them to adapt and find sustainable business logic [8][10]. - The average age of the 30 selected "2025 Entrepreneurial Youth Pioneers" is 32.2 years, with a significant portion focusing on artificial intelligence and achieving an average valuation of 1.6 billion [13].

Core Viewpoint - Domestic outdoor brands are shifting from being affordable alternatives to high-end positioning, driven by capital market interest and rising consumer expectations [4][6][20]. Group 1: Market Dynamics - In the first half of this year, domestic outdoor brand "Berghaus" submitted its IPO application, with Tencent investing 300 million yuan, becoming the fourth largest shareholder [5]. - The outdoor equipment market in China has grown from 67.5 billion yuan in 2019 to 87.2 billion yuan in 2023, indicating a significant expansion [20]. - A notable trend is the increasing consumer willingness to spend on outdoor activities, with 43.6% of young people viewing outdoor sports as social currency [20]. Group 2: Pricing Trends - Berghaus has seen a 38.59% increase in average product prices, reaching around 500 yuan, and is now launching mid-to-high-end products priced in the thousands [7][10]. - Consumers have reported significant price increases for outdoor gear, with some items rising nearly five times in price over three years [12][14]. - The brand's reliance on its classic series remains high, with 82.7% of revenue still coming from lower-priced items, despite efforts to introduce higher-end products [26]. Group 3: Brand Positioning and Strategy - The shift in branding has led to a focus on professional, high-performance gear, distancing from the original target market of average consumers [8][23]. - Brands are increasingly abandoning their "affordable alternative" identity in pursuit of higher margins, as evidenced by the rising gross margins of leading companies [21][22]. - Berghaus's gross margin has shown a steady increase from 54.3% in 2022 to 59.6% in 2024, reflecting this trend [22]. Group 4: Challenges and Investment - Despite impressive revenue growth from 379 million yuan to 1.766 billion yuan, Berghaus faces challenges due to over-reliance on a single product line [25]. - The brand's R&D expenditure has been declining, indicating a potential weakness in innovation compared to competitors [26]. - Marketing expenses have surged, with promotional costs rising from 68.71 million yuan in 2022 to 359 million yuan in 2024, which may impact profitability [27].

Summary of Bosideng Conference Call Company Overview - **Company**: Bosideng - **Industry**: Down Jacket Market in China Key Points and Arguments Brand and Market Positioning - Bosideng has successfully upgraded its brand and improved supply chain quality, allowing it to enter the mid-to-high-end market through price increases, achieving high turnover, high gross margins, and low inventory levels [2][4][10] - The main brand's gross margin is higher than that of Canada Goose, and inventory turnover days are faster than Uniqlo, indicating superior operational efficiency [2][5] - The company aims to increase its market share from the current 11% over the next five years, with a focus on brand upgrades and supply chain optimization [6][12] Financial Projections - For the fiscal year 2025, Bosideng's revenue is expected to reach 25.9 billion yuan, with the down jacket business accounting for 84% and the main brand contributing 85% [2][8] - The company is projected to maintain a revenue growth rate of over 10% annually for the next three years [6][16] Growth Opportunities - Bosideng's future growth points include replacing international brands, increasing market share, opening seasonal stores, and implementing a multi-brand strategy [12] - The Chinese down jacket market has a low penetration rate, with per capita consumption significantly lower than in the U.S., indicating substantial growth potential [6][13] Supply Chain and Pricing Strategy - The key to Bosideng's successful price increases lies in product quality, channel management, and supply chain collaboration [2][10] - The company has a flexible supply chain that allows for quick responses to market demand, reducing the risk of unsold inventory and improving gross margins [11] Competitive Landscape - Bosideng's valuation is currently underestimated, with a dividend yield exceeding 6.5% and a price-to-earnings ratio of 11-12 times, compared to competitors like Li Ning, which has a higher valuation despite stagnant growth [3][7][17] - The company has a competitive advantage due to its unique supply chain and the growing demand for outdoor products [17] Product Diversification - Bosideng is expanding its product offerings beyond down jackets, including lightweight down jackets and sun protection clothing, which have seen rapid growth [6][14] - The sun protection clothing market is projected to reach 8.3 billion yuan by 2024, with Bosideng's online average price higher than the industry average [14] International Expansion - The acquisition of a stake in the luxury brand Mutinac is part of Bosideng's strategy to enhance its brand matrix, targeting both high-end and mass-market segments [15] Online and Offline Channel Development - Revenue and profit growth for the fiscal years 2025 to 2026 are expected to be 10% and 12%, respectively, with a focus on online sales through platforms like Douyin [16] Conclusion - Bosideng's strategic focus on brand enhancement, supply chain efficiency, and market expansion positions it well for future growth, despite current undervaluation in the market [3][17]

%% %% research.95579.com 1 丨证券研究报告丨 [Table_Title] "动"察系列 3 之户外：运动场景的融合，户外 行业的兴起 行业研究丨深度报告丨纺织品、服装与奢侈品 %% %% 报告要点 [Table_Summary] 户外运动兴起的基础是经济发展，而基础设施完善与用户休闲时间增长也对户外运动发展有着 重要的驱动作用。中国户外赛道经济发展与基础设施完善持续向上，当前仍处于高速增长的早 期阶段，相较于海外仍有较大存在空间，预计未来五年行业规模延续双位数增长态势。当前仍 由中高端户外品牌掌握较强话语权，但伴随运动场景逐步融合化，近年来亦有电商品牌逐渐兴 起，未来伴随户外更多细分赛道崛起，或将有更多新的细分品牌崛起机会。 分析师及联系人 [Table_Author] 于旭辉 柯睿 SAC：S0490518020002 SAC：S0490524110001 SFC：BUU942 请阅读最后评级说明和重要声明 2 / 24 %% %% %% %% research.95579.com 2 纺织品、服装与奢侈品 cjzqdt11111 [Table_Title "动"察系列2]3 之户 ...

Core Viewpoint - The outdoor sports market in China is experiencing rapid growth, with significant investments flowing into domestic brands, raising questions about sustainability and long-term viability in a competitive landscape [5][6][19]. Group 1: Market Dynamics - The outdoor sports market in China reached a scale of 248 billion yuan in 2022, with a year-on-year growth of 15.8%, and is expected to exceed 400 billion yuan by 2025 [7][19]. - The participation in outdoor activities has surged, with 400 million people engaging in various outdoor sports by the end of 2021, indicating a shift in lifestyle and consumer behavior [7][8]. - Major brands like Pelliot have shown explosive growth, with revenue increasing from 379 million yuan in 2022 to 1.766 billion yuan in 2024, reflecting a compound annual growth rate of 115.86% [5][6]. Group 2: Brand Positioning and Strategy - Domestic brands are striving to emulate the success of industry leaders like Anta, which reported a revenue of 70.826 billion yuan in the previous year, and has expanded its portfolio through acquisitions of high-end outdoor brands [6][21]. - Brands such as Pelliot and Kailas are focusing on developing signature products, with Pelliot's jackets contributing over 80% of its revenue [10][11]. - The pricing strategy among top domestic brands has seen an increase of 25% to 65% over the past year, indicating a shift towards premium positioning [19][20]. Group 3: Challenges and Opportunities - Despite the growth, domestic brands face challenges in achieving high brand equity compared to international counterparts, often being labeled as "domestic alternatives" [16][18]. - The marketing expenditures for brands like Belliot have surged, with advertising costs rising from 68.71 million yuan in 2022 to 359 million yuan in 2024, highlighting the financial strain of customer acquisition [15]. - The outdoor market in China is still in its early stages compared to developed countries, with a penetration rate of only 2%, suggesting significant room for growth and innovation [21][22]. Group 4: Consumer Trends - The shift in consumer preferences towards lightweight and experiential outdoor activities is reshaping the market, with a focus on design and fashion becoming as important as functionality [23][24]. - The concept of "Chinese-style outdoor" emphasizes participation and enjoyment rather than extreme challenges, which aligns with the evolving lifestyle of consumers [23][24]. Group 5: Future Outlook - The future of the outdoor economy in China may not lie in merely replacing international giants but in fostering domestic innovation and iteration [24]. - Brands that can effectively balance quality, marketing, and consumer engagement are likely to thrive in this burgeoning market [24].

Core Viewpoint - The article emphasizes the importance of appropriate outdoor gear during heavy rainfall, highlighting various products available on JD.com to ensure safety and comfort while navigating wet conditions [1][5]. Group 1: Weather Impact - Continuous heavy rainfall has been reported in multiple regions including Shaanxi, Shanxi, and Hebei, with a red rainstorm warning issued in Beijing, predicting localized heavy to torrential rain from July 28 to 29 [1]. - The article advises minimizing outdoor activities during severe weather and suggests protective gear for those who must go out [5]. Group 2: Recommended Footwear - For outdoor activities in wet conditions, specialized footwear such as creek shoes or sports sandals is recommended, including options like Hoka Hopera creek shoes and ASICS sports sandals, which provide breathability and grip [2]. - Other footwear options include Crocs and BEYS rain boots, designed for water resistance and safety on slippery surfaces [1][2]. Group 3: Recommended Outerwear - A high-performance waterproof and windproof jacket is essential for staying dry during rain, with various options available such as the Explorer brand jackets and North Face jackets, which utilize advanced materials to prevent moisture accumulation [3]. - JD.com offers a wide range of waterproof jackets from brands like Helly Hansen and Columbia, catering to consumers' needs for protection against rain [3].

Core Insights - The outdoor sports market in China is experiencing significant growth, with brands like SURPINE and Pelliot attracting substantial investment and showing explosive revenue growth [1][2][6] - Pelliot's revenue is projected to soar from 379 million to 1.766 billion yuan from 2022 to 2024, reflecting a compound annual growth rate of 115.86% [1] - The outdoor market size in China reached 248 billion yuan in 2022, with expectations to exceed 400 billion yuan by 2025, indicating a robust growth trajectory [6][19] Company Developments - SURPINE completed a multi-million Pre-A round financing led by Hangzhou Jiebai Consumer Fund, focusing on "sports sensory technology" [1] - Pelliot aims to become the first high-performance outdoor stock in China, with Tencent as its largest external shareholder, holding 10.7% [1][2] - Anta's revenue exceeded 100 billion yuan when including its subsidiary Amer Sports, showcasing the potential scale of outdoor brands [2] Market Trends - The demand for outdoor products is driven by a growing consumer base, with 400 million people participating in outdoor activities in China by the end of 2021 [5][6] - The average price of top domestic brands has increased by 25% to 65% over the past year, indicating a trend towards premiumization in the market [16] - The outdoor market in China is still in its early stages compared to developed countries, with a penetration rate of only 2% [19] Brand Strategies - Brands like Pelliot, KAILAS, and Mobi Garden are focusing on developing signature products that dominate their respective categories [8][10] - Marketing strategies are crucial, with significant investments in celebrity endorsements and social media campaigns to enhance brand visibility [13] - Domestic brands are increasingly emphasizing design and fashion alongside functionality to appeal to a broader consumer base [20] Competitive Landscape - The outdoor market features a tiered structure, with brands like Arc'teryx and Salomon at the top tier, while emerging brands like Pelliot and KAILAS are in the second tier [5] - The competition is intensifying as domestic brands seek to establish themselves against established international players [15][22] - The future of the outdoor economy in China may hinge on innovation and iteration rather than merely replacing international giants [22]