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]

Core Insights - The article highlights the ongoing popularity of outdoor jackets, particularly the new lightweight series launched by 361 Degrees, which incorporates advanced "three-state membrane" technology to meet rising market demand and consumer preferences for high-quality products [3][7]. Group 1: Product Launch and Technology - 361 Degrees held a product launch event in September in Hangzhou, introducing the "lightweight outdoor series" featuring the "three-state membrane" technology, emphasizing the company's strategy of prioritizing technology and brand [3]. - The new "御屏冲锋衣" (Yuping Jacket) boasts a three-in-one hard shell design, excellent water resistance, breathability, and wind protection, utilizing innovative nano-level membrane technology for dynamic protection [7]. - This jacket is designed to provide comfort and protection in extreme weather conditions, reflecting 361 Degrees' user-oriented research and development philosophy [7]. Group 2: ESG Practices and Community Engagement - 361 Degrees integrates ESG principles into its corporate identity, showcasing its commitment to environmental and social responsibility through initiatives like the guest salon at the launch event, which featured stories from outdoor workers [4][6]. - Brand ambassador Sun Yang shared his experiences in forest conservation, highlighting the importance of quality outdoor gear for forest rangers working in harsh climates, reinforcing the brand's message of collective responsibility for nature [4][6]. - The event emphasized the dual relationship between humans and nature, with expert insights on how quality gear enhances safety and comfort for outdoor explorers, aligning with the brand's philosophy of "people protect nature, clothing protects people" [6]. Group 3: Market Position and Future Outlook - 361 Degrees is positioned as a leading domestic sports brand, continuously capturing new market opportunities through a focus on professionalization, youthfulness, and internationalization [7][9]. - The company has shown strong growth momentum, driven by technological innovation that transforms product functionality into meaningful support for consumers, embodying the brand's spirit of "more love" and commitment to sustainable development [9]. - With increasing technological sophistication and rich ESG practices, 361 Degrees is expected to continue making strides in the high-end outdoor equipment sector, contributing valuable insights and experiences to the industry [9].