徒步鞋碾过积叶，风掠过骑行者的耳畔，丝丝秋雨敲打帐篷……国庆中秋假期，越来越多的人走出 家门、奔赴旷野，在拥抱大自然中获得快乐。 原标题：中国户外经济热潮涌动 将假期献给大自然 国庆中秋假期，徒步、露营、骑行等成为很多消费者的旅行新选择。 位于山东青岛崂山区的壹凡森海帐篷营地假期人气火热。"假期前3天，我们的帐篷营地客流量同比 增长30%，销售额较去年同期上涨20%。"营地总经理杨健说。 不仅城市周边短途露营火热，长线徒步体验也受到年轻人青睐。不少人穿上登山鞋，前往青藏高 原、西北戈壁寻找诗和远方。 走在西藏林芝工布江达县巴松措景区深处的新错徒步线路上，金黄草甸与雪山、湖泊相映。 "每一步都像走在风景画里。"来自重庆的"背包客"张宇说，"这条徒步线路行程紧凑、景致丰富， 很有人气。"据介绍，国庆中秋假期前4日，林芝共接待游客31.22万人次，同比增长34.18%。 "与早些年的'种草''尝鲜'不同，现在不少年轻人已将户外活动变成一种生活方式。"山东青岛的户 外达人刘怡告诉记者，如今每天都有骑行队伍从她家门口的环海公路驶过，朋友圈里晒徒步记录的好友 越来越多。 户外活动热起来，离不开场地设施的日益完善和政府的引 ...

新华社北京10月7日电 题：向外走！中国户外经济热潮涌动 新华社记者李晓婷、张钟仁、潘一景 徒步鞋碾过积叶，风掠过骑行者的耳畔，丝丝秋雨敲打帐篷……国庆中秋假期，越来越多的人走出家 门、奔赴旷野，在拥抱大自然中获得快乐。 户外活动热起来，离不开场地设施的日益完善和政府的引导培育。春天打卡大理洱海畔的环湖骑行路 线、夏天在三亚体验冲浪乐趣、冬天前往长白山感受滑雪的"速度与激情"……用好丰富的户外资源，一 年四季、大江南北，"不重样"的户外活动为消费者带来多元体验。 数据显示，截至2024年底，我国健身步道已达17.18万条、长度40.75万公里，全国飞行营地、汽车营地 等数量达2055个，全国滑雪场地数量914个。 国庆中秋假期"户外徒步"关键词在美团的搜索量同比增长超253%，"户外漂流"搜索量同比增长121%； 2024年，我国户外运动线上消费人次约2亿…… 从青藏高原的徒步路线到海滨城市的露营营地，从山林间的亲子野趣到池塘边的休闲垂钓，户外活动 从"小众爱好"走向"大众生活"，激活消费市场、催生产业新赛道。越来越多消费者也认识到，自己不仅 是"探险家"，更要当好大自然的保护者。 将假期献给大自然 国庆中秋 ...

新华社北京10月7日电 题：向外走！中国户外经济热潮涌动 新华社记者李晓婷、张钟仁、潘一景 徒步鞋碾过积叶，风掠过骑行者的耳畔，丝丝秋雨敲打帐篷……国庆中秋假期，越来越多的人走出家门、奔赴旷野，在拥抱大自然中获得快 乐。 国庆中秋假期"户外徒步"关键词在美团的搜索量同比增长超253%，"户外漂流"搜索量同比增长121%；2024年，我国户外运动线上消费人次约 2亿…… 从青藏高原的徒步路线到海滨城市的露营营地，从山林间的亲子野趣到池塘边的休闲垂钓，户外活动从"小众爱好"走向"大众生活"，激活消 费市场、催生产业新赛道。越来越多消费者也认识到，自己不仅是"探险家"，更要当好大自然的保护者。 将假期献给大自然 国庆中秋假期，徒步、露营、骑行等成为很多消费者的旅行新选择。 位于山东青岛崂山区的壹凡森海帐篷营地假期人气火热。"假期前3天，我们的帐篷营地客流量同比增长30%，销售额较去年同期上涨 20%。"营地总经理杨健说。 "与早些年的'种草''尝鲜'不同，现在不少年轻人已将户外活动变成一种生活方式。"山东青岛的户外达人刘怡告诉记者，如今每天都有骑行队 伍从她家门口的环海公路驶过，朋友圈里晒徒步记录的好友越来越多。 ...

Group 1 - The core viewpoint emphasizes that Chinese small and medium-sized enterprises (SMEs) are increasingly focusing on enhancing their technological advantages and unique characteristics to succeed in international markets, especially in the context of global economic challenges and trade uncertainties [1][2][4] - Jiangnan, General Manager of Jiangsu Roman Roland Group, highlights that the key to successful international expansion is continuous investment in research and development, with a specific mention of a fabric made from 97% bio-based materials that has gained popularity among overseas clients [1] - Wu Changming, General Manager of Wujiang Minsk Trading Co., reports a significant increase in export volume, with a year-on-year growth of over 190% from January to July, attributed to the company's technological and cost advantages [1] Group 2 - The company "Longquan Xili," which specializes in mid-to-high-end silk products, has successfully expanded into the Middle Eastern market, with Saudi Arabia accounting for about one-quarter of its export share due to high demand for silk products [2] - Yancheng Zhongheng Pet Products Co., Ltd. has enhanced its competitiveness in overseas markets by obtaining 79 effective patents and has expanded its development path through overseas investments, achieving over $12 million in sales from a pet food company in Cambodia [2] - Local governments in China have been increasing support for SMEs engaged in foreign trade, implementing various services to address export challenges, such as the "City Procurement" platform that streamlines the export process for small businesses [4] Group 3 - The latest data from the National Bureau of Statistics indicates that in the first eight months of this year, the import and export volume of private enterprises in China grew by 7.4%, accounting for 57.1% of the total import and export volume, an increase of 2.1 percentage points compared to the same period last year [4]

Core Viewpoint - The concept of "competition" in the consumer goods sector has intensified, evolving from mere growth to a survival mode, affecting even niche categories that were previously less competitive [1][4]. Group 1: Nature of Competition - The essence of "competition" is characterized by oversupply and supply homogenization, driven by excessive competition on the supply side [4]. - Two main factors contribute to this phenomenon: oversupply due to a high number of competitors and the homogenization of supply, where many brands follow similar paths, leading to a crowded market [4][6]. Group 2: Brand Homogenization - The trend of brand homogenization has become more pronounced in recent years, with brands increasingly adopting similar strategies and methods, resulting in a lack of differentiation [8][9]. - The rise of e-commerce has lowered the barriers for brand creation, leading to an explosion of brands and consequently, a homogenization of brand offerings [8][9]. Group 3: Building Brand Scarcity - To escape the cycle of homogenization, brands need to focus on creating scarcity through unique brand positioning and innovative strategies [10][11]. - The differentiation of brands can be achieved by understanding the dual nature of branding: as a tool for business strategy and as a result of consumer perception [12][14]. Group 4: Positioning Theory - The essence of consumer goods business is rooted in "concept" and the competition for consumer mindshare through effective positioning [20]. - Many brands tend to adopt a simplistic approach to positioning, focusing solely on product categories, which can lead to a lack of differentiation in a saturated market [21][22]. Group 5: Multi-Dimensional Brand Image - A multi-dimensional brand image is more difficult to replicate and can provide a competitive edge, as seen in successful brands like Apple [37][38]. - Building a multi-dimensional brand requires a cohesive narrative and alignment with business strategies to create a strong brand identity [38].

Group 1 - The article highlights the significant presence of Guang'an's manufacturing industry at the 20th Western China International Expo, showcasing nine manufacturing industry chains, including intelligent connected new energy vehicles and low-altitude economy [6][7][11] - Guang'an's exhibition area covered 1,500 square meters, featuring four major sections: city overview, cultural tourism integration, industrial rise, and agricultural revitalization, demonstrating the city's recent development [8] - The intelligent connected new energy vehicle sector displayed over 30 representative products, with local companies supplying components to major brands like Tesla and BYD, indicating a strong growth trajectory in this sector [8][10] Group 2 - During the expo, Guang'an's agricultural products and cultural creative products achieved over 800,000 yuan in on-site sales, with intention to purchase exceeding 5 million yuan, reflecting strong market interest [11] - The establishment of Jiangsu Jincheng Automotive Accessories Co., Ltd. in Guang'an is expected to generate an annual output value of 1.5 to 2 billion yuan and create 600 to 800 jobs, showcasing the region's attractiveness for investment [11][12] - Guang'an's economic cooperation bureau reported that local leaders have engaged in 65 rounds of investment negotiations this year, aiming to attract more enterprises and enhance the local industrial chain [12]

来源｜ 金融界 * 本文不代表凤凰网财经观点，转载已获授权。 3月11日，"始祖鸟吊牌被炒到最高300元一张"登上微博热搜第一。根据钱江晚报、每日经济新闻等媒体报道，二手平台上出现大量始祖鸟吊牌交易，普通 吊牌售价20-50元，科技卡（如GORE-TEX面料标识）标价100-200元，而稀缺的"军鸟"系列吊牌甚至高达300元。 吊牌炒作与始祖鸟产品的稀缺性直接相关。2025年春节期间，始祖鸟蛇年限定款冲锋衣官方售价8200元，上架80件秒罄，二手平台炒至2万元。龙年限定款 也曾被爆炒至1.6万元。 据报道，一些不良卖家利用这一市场热度，收购二手户外服装后进行翻新处理，并配上收集来的正品吊牌，以新品价格出售，消费者在不知情的情况下容 易上当受骗。此外，还有人将吊牌视为一种投资品，专门收集并转卖，形成了一个独特的"吊牌经济"。这种现象不仅存在于始祖鸟品牌，其他一些高端品 牌也出现过类似情况，如奢侈品包装盒等周边产品的高价转卖。 例如，一些潮牌的限量款产品及其相关配件，往往在二手市场上被炒至高价。此外，奢侈品品牌的包装盒等周边产品，也形成了一条完整的产业链。这些 现象背后，都反映了品牌价值在消费市场中的强大影响力， ...

艰难环境下，一些新品牌依然在天猫脱颖而出：今年天猫双 11 开卖阶段，有 469 个新品牌拿下所在趋势 品类第一，比起半年前的 618 开卖阶段爆发更猛，登顶新品牌数量增长了 100 个以上。 时尚功能性服饰品牌 SIINSIIN 双 11 首日开卖 40 分钟，成交额超过去年首日全天，超级单品轻塑鲨鱼裤 单品成交额突破 3500 万元；鲜奶品牌悦鲜活双 11 首日销售额较去年同期增长 83%，仅一天的销售额就超 过去年的第一波段，押注的 0 乳糖新品 4 小时销售额破千万元；ISEE MIGGA 在与 BURTON、迪桑特等 国际一线大牌的同台竞争下，依然成为滑雪服品类 TOP 3。 天猫可能依然是最适合做品牌的线上渠道，这是大多数商家们的共识。不仅因为每天有超过 3.5 亿人会打 开淘宝天猫；也不仅因为天猫擅长营销、提供了完备的商家做生意的工具；更重要的是，品牌一直是天猫 看重且坚定要长期服务的对象。 建立对新品牌更友好的经营环境 一位在消费行业打拼多年的创业者曾告诉我们，自己每两、三年就会见证一次流量红利的爆发，期间许多 新品牌起起伏伏，生于流量、死于流量，这让他意识到 "流量跟时间根本就不是朋友"。 ...