爬山看日出、徒步追彗星，生活在都市里的年轻人迈出双脚，爱上用徒步解锁人生体验。 「精致露营没强度，City Walk不够溜，越野跑又太累，从城市出发慢慢走向自然的徒步就刚刚好。」 根据一份户外行业趋势的数据显示，近七成18-29岁的年轻人最热衷的户外运动是徒步和登山，骑行、露营紧随其后。 社交平台上，话题#早八徒步人 阅读量超过1500万，豆瓣徒步相关小组的成员更是超过50万。 无论是特种兵出行的大学生，还是想要去班味的打工人，兼顾休闲与运动两全之道的户外徒步，正在帮越来越多人建立起一片精神保护区。 在很多热衷户外的人眼里，徒步所展现的极大包容性，是让人放松愉悦的关键。 与徒步相关的868万+篇笔记中，人们不仅分享风景绝美的路线选择，还提供徒步装备的穿搭种草建议。不仅强度、距离可定制，装备道具也能丰俭由 人，完全新手友好。 事实上，在看似随机松弛的表象下，围绕徒步的消费市场正在迎来快速发展期。 从保障基础安全的鞋服装备，到提升体验感的背包、帐篷等，甚至是防晒霜的正确选择，往往都需要徒步人在出行前充分了解、提前购置。 20年前，徒步还是流行在「驴友圈」中的另类出行方式。眼下，徒步正在从小圈子迈向更大市场，融入大 ...

Core Viewpoint - The article discusses the rise of the "Gorpcore" aesthetic among urban workers in China, highlighting the popularity of outdoor gear like the Osprey backpack as part of daily commuting attire, reflecting a desire to blend outdoor functionality with urban fashion [3][4]. Brand Overview - Osprey, known for its ergonomic and lightweight backpack designs, has gained traction in China despite a slow expansion, with its first physical store opening only recently after over 20 years in the market [6][7][20]. - The brand was acquired by Helen of Troy for $414 million at the end of 2021, with annual sales reaching approximately $1 billion, where backpacks accounted for over 70% of revenue [6][7]. Product Design and Target Audience - Osprey's design philosophy emphasizes comfort and aesthetics, with a focus on lightweight materials and ergonomic features, making their products appealing to both male and female consumers [4][10]. - The brand has recognized the importance of catering to female consumers, launching the first women's outdoor backpack in 1993 and subsequently developing gender-specific designs that address the unique needs of women [10][11]. Market Strategy and Expansion - Osprey has a diverse product line with over 2,000 SKUs, which is rare in the backpack category, and aims to innovate continuously to retain customer interest and increase purchase frequency [16]. - The introduction of the Daylite series, which combines outdoor and commuting needs, reflects Osprey's strategy to adapt to the Asian market's preferences, offering a more affordable and practical option for urban consumers [17][19]. Consumer Engagement and Trends - The brand has successfully engaged with female consumers through vibrant color options and DIY customization trends, which have gained popularity on social media platforms like Xiaohongshu [12][14]. - Osprey's approach to marketing and product design aims to balance traditional outdoor aesthetics with modern urban fashion, appealing to a broader audience while maintaining its core identity [12][20].

Core Viewpoint - The article discusses the rise of the "Gorpcore" aesthetic among urban workers in China, highlighting the popularity of outdoor gear like Osprey backpacks as part of daily commuting attire, reflecting a desire to blend outdoor functionality with urban fashion [3][4]. Company Overview - Osprey, known for its ergonomic and comfortable backpack designs, has gained traction in China despite its slow expansion, with a focus on online sales through platforms like Tmall and Douyin [3][4][7]. - The brand was acquired by Helen of Troy for $414 million at the end of 2021, with annual sales reaching approximately $1 billion, where backpacks accounted for over 70% of revenue [6][7]. Product Design and Market Strategy - Osprey emphasizes comfort and lightweight design, with products like the Daylite sling weighing only 0.23 kg, appealing to consumers who prioritize ease of use [4]. - The brand has recognized the importance of catering to female consumers, launching the first women's outdoor backpack in 1993 and developing products that address the specific needs of women [10][11]. Target Audience and Trends - Osprey's marketing strategy includes appealing to both male and female users, with distinct branding styles: "outdoor old money" for men and "dopamine sweet girl" for women, reflecting different consumer preferences [12][14]. - The brand has introduced a Daylite series that combines outdoor and commuting needs, targeting the Asian market with a focus on practicality and affordability [16][17]. Expansion and Future Outlook - Despite its deep penetration in the Asian market, Osprey's physical store presence in China has been limited, with the first store opening only recently, indicating a shift towards accelerated growth [8][17]. - The company aims to adapt its product offerings and marketing strategies to better align with local consumer behaviors and preferences, particularly in the rapidly evolving outdoor market [17].