这个夏秋之交，始祖鸟在中国市场的"神话"轰然坍塌。 9月19日，始祖鸟在西藏喜马拉雅山脉海拔5500米的无人地带，点燃了一场名为《升龙》的烟火秀。烟花顺着山脊喷薄而出，在高原夜空中划出一条巨龙 的轨迹。这场烟火秀迅速引发了网友针对环保问题的质疑。随后，日喀则市委、市政府成立调查组赶赴现场核查。始祖鸟背后的股东安踏体育市值也在22 日单日蒸发125亿港元。 与始祖鸟的高调营销相反，同属安踏旗下的另一高端品牌迪桑特，却显得更为内敛。今年8月，成立90周年的迪桑特在上海举办了一场"精造工艺"品牌 展、在展会上，迪桑特没有太多流于喧哗的庆典套路，而是演示了机械臂、风洞实验室等一系列互动装置，展现其与体育运动的紧密联系。 然而，以滑雪装备起家的迪桑特，在当下的社媒频台却呈现了另一幅光景：其箭头向下的Logo被一批网友解读为"深入群众、扎根基层"，在小红书，品牌 本身还和#体制内穿搭这一话题关联在了一起。 迪桑特的起点是滑雪装备。1950年代在日本创立时，它几乎只做滑雪服饰，以"专业、功能"为立身之本。1961年确立的三箭头标识，分别对应三种基础滑 雪技术，品牌定位清晰，就是为专业运动员服务。 那么，一个发源于滑雪运动的 ...

Core Insights - The Chinese sports consumption market is characterized by rapid emotional fluctuations, with trends rising and falling quickly, reflecting a paradox where demand is growing but consumer segments are increasingly polarized [1][2] - The overall market size for sports consumption in China is projected to reach approximately 1.5 trillion yuan in 2023, with expectations to grow to 2.8 trillion yuan by 2025, indicating a continuous expansion despite brand challenges [2][3] - Brands targeting elite consumers face significant challenges due to the limited base of this demographic and their strong emphasis on perceived value, which goes beyond mere functionality to encompass cultural meanings associated with sports [3][5] Market Dynamics - The market is experiencing a deepening divide, with some consumers pursuing low prices and instant gratification, while others view sports equipment as an extension of their lifestyle and identity [2][3] - Brands like Descente have adopted a more structured approach to market entry, focusing on high-density locations that align with the lifestyles of their target elite consumers rather than broad market coverage [6][8] Brand Strategy - Descente's strategy emphasizes understanding the lifestyle of elite consumers, ensuring that their stores are located in areas frequented by this demographic, thus enhancing visibility and trust [6][8] - The brand does not aim for mass appeal but instead focuses on serving consumers who know exactly what they want, establishing a strong connection with specific sports scenes like skiing and golf [10][12] Consumer Engagement - Descente fosters long-term relationships with consumers through continuous engagement in their sports journeys, offering training camps and events that integrate the brand into their lifestyle [12][14] - The brand's partnerships with high-profile sports events and teams enhance its credibility and trust among elite consumers, reinforcing its professional image [14][16] Long-term Vision - Descente's approach is not about fleeting trends but about embedding itself into the daily lives of its target consumers, creating a sustainable relationship that can withstand market fluctuations [18][19] - The brand's long-term strategy is built on a foundation of trust and understanding, positioning it as a leader in a market where the ability to maintain consumer loyalty is increasingly valuable [19]

Core Viewpoint - The article discusses the rapid changes in the Chinese sports consumption market, highlighting the paradox of growing demand alongside increasing differentiation among consumer groups. Brands must find their niche to survive in this competitive landscape [1][2]. Market Dynamics - The sports consumption market in China is experiencing significant fluctuations, with trends rising and falling quickly. For instance, camping and trail running have seen brief periods of popularity [2]. - The overall market size is expanding, with the sports consumption market expected to reach approximately 1.5 trillion yuan in 2023 and grow to 2.8 trillion yuan by 2025. Online consumption in outdoor sports has surpassed 300 billion yuan, with over 200 million participants [2][3]. Consumer Segmentation - The market is increasingly stratified, with one segment of consumers focused on low prices and immediate gratification, while another segment views sports equipment as an extension of their lifestyle and identity [3][4]. - Brands targeting elite consumers face unique challenges due to the limited size of this demographic and their strong emphasis on perceived value and cultural significance associated with sports [4][6]. Brand Strategy - Descente is highlighted as a brand that understands the differentiated market landscape. Instead of pursuing mass visibility, it focuses on a structured approach to engage with its target audience through high-density touchpoints in their daily lives [8][9]. - The brand's store locations are strategically chosen in areas with high concentrations of affluent consumers, emphasizing alignment with their daily routines rather than sheer foot traffic [9][11]. Product and Service Integration - Descente's product strategy is not about catering to everyone but rather serving those who know exactly what they want. The brand has established a connection with elite sports lifestyles through specialized offerings in skiing, triathlons, and golf [12][14]. - The brand enhances its presence through membership services and events, creating a deeper integration into consumers' lives by being present throughout their sports journey [18][20]. Long-term Relationship Building - Descente's approach emphasizes long-term relationships with consumers, focusing on consistent engagement through training camps, events, and professional partnerships in high-level competitions [20][22]. - The brand's commitment to quality service and attention to detail, such as offering equipment care and temperature matching guidance, builds trust among elite consumers who expect high standards [22][24]. Conclusion - The article concludes that in a fragmented sports consumption market, the key to success lies not in speed but in understanding and embedding oneself into the established lifestyles of target consumers. Descente exemplifies this approach by fostering sustainable trust rather than chasing fleeting trends [26][27].

政策法规：退港回收的基石与准则 政策法规是决定海外仓滞销品能否退港回收处理的关键前提。近年来，为了促进跨境电子商务健康发展，各国海关针对跨境电商商品的退运监管不断完善， 出台了一系列相关政策。 以中国海关为例，对于符合条件的跨境电商出口商品退运给予了明确规定。若商品是因为滞销、退货等原因，在出口之日起6个月内原状退运进境的，可以 免征进口关税和进口环节增值税、消费税 ，出口时已征收的出口关税也会予以退还。这无疑为跨境电商卖家提供了政策层面的支持，使得部分滞销品退港 回收处理具备了可行性。 但并非所有商品都能毫无阻碍地退港。海关对于退运商品的审核较为严格，要求卖家提供原出口报关单、退运已补税或未退税证明、退运原因说明、退运申 请以及退运货物箱单和发票等一系列资料。若商品存在质量问题、涉及知识产权纠纷或不符合国内相关标准等情况，退港申请很可能会被驳回。 跨境电商卖家的破局之思：海外仓滞销品能否退港回收处理 在跨境电商蓬勃发展的浪潮下，海外仓作为提升物流时效、增强客户体验的关键环节，发挥着举足轻重的作用。然而，随之而来的滞销品问题，却如同一把 高悬的达摩克利斯之剑，困扰着众多卖家。这些滞销品不仅占用大量仓储空间，导 ...

Core Viewpoint - The outdoor sports industry in China is experiencing significant growth, with a strong recovery observed from 2022 to 2023, driven by increased investment in outdoor equipment and event services, although the market is still in its early stages [1][2][4]. Industry Growth - The number of newly registered outdoor sports-related companies increased by 103.5% in 2023, with over 55,000 new registrations [3]. - The number of newly registered outdoor sports facilities also saw a rise of 96.64%, totaling 56,100 new companies [3]. - Financing events in the outdoor sports sector accounted for 30.8% of the total sports industry financing events in the first half of 2023, indicating a positive outlook from social capital [3]. Sales Performance - Decathlon reported a nearly 20% year-on-year increase in sales for outdoor categories such as hiking, camping, and skiing during September and October [2]. - The outdoor apparel sector, particularly jackets, has shown significant growth, with a notable increase compared to the previous year [2]. - Online searches for "outdoor hiking" surged by 370% since September, while sales of fishing gear and self-driving camping equipment rose by 153% and 167%, respectively [2]. Investment and R&D - Companies like Toray and Decathlon are increasing their R&D investments, with Toray reporting a 34.51% increase in 2022 and a further 44.55% increase in Q1 2023 [3]. - Decathlon plans to collaborate with high-quality ski resorts to promote winter sports activities [3]. Market Characteristics - The outdoor sports market is expanding rapidly, with diverse and personalized consumer demands emerging, particularly in footwear and apparel [4]. - There is a noticeable trend towards smart and service-oriented products in the outdoor equipment market [4]. Policy Support - The Chinese government has introduced a plan to boost the outdoor sports industry, aiming for a total market size of 3 trillion yuan by 2025 [5]. - The establishment of standards for outdoor sports is progressing, with 11 national standards for ice and snow sports approved this year [5]. Consumer Trends - There is a growing interest in outdoor sports among consumers, driven by demands for quality and upgraded experiences [6]. - However, the high-end market remains dominated by international brands, indicating a need for domestic brand development [6].

Core Insights - The winter sports season in Beijing is thriving, with numerous international events taking place, leading to increased consumer demand for ice and snow activities, creating a win-win ecosystem between events and the industry [1][2] - The Beijing Winter Olympics effect continues to drive the growth of the ice and snow economy, with a significant increase in participation and consumption [2][3] Industry Development - The Chinese ice and snow industry is entering a more stable and sustainable development phase, with projections indicating that by 2025, the total scale of the sports industry will reach 5 trillion yuan, and the ice and snow industry could reach 1 trillion yuan [3] - The number of ice and snow events has exceeded 9,000 since the Winter Olympics, with over 10 million participants, transforming "cold resources" into a "hot economy" [2] Consumer Trends - There is a notable increase in demand for ice and snow-related products, with ski ticket orders up 788% compared to the same period in 2019, and a 23% increase in transaction volume for ski-related goods from November 1 to 20 [2] - The integration of ice and snow activities with other sectors, such as health, fashion, and tourism, is gaining momentum, indicating a trend towards diversified consumption [4][5] Regional Insights - Northeast China is becoming a key player in winter tourism, with a 98% increase in tourism searches compared to last year, and significant growth in flight and train bookings to the region [4][5] - Various regions are implementing strategies to boost ice and snow tourism, including issuing consumption vouchers and enhancing transportation services to attract visitors [7] Future Outlook - The ice and snow tourism sector is expected to play a crucial role in rural revitalization and economic transformation in various regions, presenting substantial investment opportunities [5] - The development of high-quality ice and snow tourism products and services is essential to meet the growing consumer demand for personalized and differentiated experiences [7][8]

Core Insights - High-end sports brands are increasingly investing in physical retail spaces, creating immersive environments that connect consumers with their lifestyle choices [1][2] - The strategy focuses on establishing closer connections with consumers through experiential retail, moving beyond traditional sales models [1][4] Group 1: Store Location and Experience - High-end sports brands are opening stores in unique locations such as hiking trails, luxury golf courses, and urban landmarks to enhance the consumer experience [1] - Salomon has established a store in Chamonix, a renowned winter sports destination, offering a range of outdoor sports equipment and services tailored to local needs [4][6] - Brands like Arc'teryx and Descente are creating specialized stores that cater to specific sports, such as skiing and golf, while also providing community engagement activities [8][9] Group 2: Consumer Engagement and Demand Activation - The physical proximity of stores to sports activities allows brands to capture immediate consumer needs and provide relevant products and services [6] - Brands are designing interactive spaces within stores to trigger consumer interest and participation in various sports, transforming passive shopping into active engagement [8][9] - Decathlon has introduced immersive experiences in new stores, allowing consumers to try out different sports activities, thereby enhancing their enthusiasm for sports [8] Group 3: Cultural and Community Integration - High-end sports brands are embedding themselves within local cultures, creating emotional connections with consumers through community involvement and cultural symbolism [11][13] - Nike's flagship store in Wuhan incorporates local dialect and cultural references to resonate with the community, while Salomon's store in Shanghai collaborates with local artists and businesses [11][13] - Brands like lululemon are organizing community events to foster connections and promote a healthy lifestyle, integrating their brand into the local social fabric [13] Group 4: Synergy of Scene and Localization - The combination of experiential retail and local cultural integration creates a symbiotic ecosystem that enhances brand loyalty and reduces customer acquisition costs [15][17] - Arc'teryx has partnered with local hotels to open stores in remote areas, providing tailored services and products that align with the outdoor lifestyle of their target audience [15][17] - This shift in focus from mere sales to value creation positions brands as cultural participants, fostering a deeper connection with consumers through shared values and experiences [17]

Core Insights - The outdoor activities that were once symbols of middle-class lifestyle, such as camping, cycling, and skiing, have seen a significant decline in popularity, with many enthusiasts now abandoning these pursuits [1][2][6] - The middle class's preferences are rapidly changing, leading to a cycle of trends that come and go, often leaving businesses with excess inventory and financial losses [2][8] Industry Trends - The traditional sports associated with the affluent, such as tennis and golf, have shifted to more contemporary activities like camping and cycling, which gained popularity during the pandemic [2][4] - Data from the China Bicycle Association indicates a 15.1% year-on-year increase in the production of mid-to-high-end bicycles priced over 1,000 yuan in 2023, reflecting a temporary surge in interest [2] - Skiing has also become more accessible, with a 209% increase in ski ticket orders in early November 2023 compared to the same period in 2019, indicating a brief spike in consumer interest [4] Market Dynamics - The camping industry, which saw a boom during the pandemic, is now facing a downturn, with many businesses closing or pivoting due to decreased demand and increased competition [15][16] - The number of bicycle-related enterprises in China has surged to approximately 3.482 million, with a 110.6% increase in new businesses in 2023, yet many are struggling to sell products at original prices [9] - The ski industry is experiencing a significant drop in sales, with some brands reporting a 30%-50% decline in sales compared to previous years, leading to inventory clearance efforts [11][12] Consumer Behavior - The middle class is increasingly focused on cost-effectiveness, leading to a shift away from expensive outdoor activities like skiing and cycling towards more affordable options like hiking [19][21] - The perception of outdoor activities has changed, with many consumers now prioritizing value over brand prestige, resulting in a decline in sales for high-end outdoor brands [6][7][19] - The social aspect of outdoor sports has diminished, as many former enthusiasts have shifted their focus to other priorities, impacting the community around these activities [19][21] Business Challenges - Companies that invested heavily in outdoor sports infrastructure are now facing challenges due to the rapid decline in consumer interest, leading to financial strain [8][22] - The outdoor industry is characterized by a lack of standardization and a need for continuous innovation to meet changing consumer demands, making it difficult for businesses to maintain profitability [22] - The camping sector is particularly vulnerable to external factors such as weather, which can significantly impact operational days and revenue potential [22]

Summary of Conference Call Records Industry Overview - The records focus on the outdoor lifestyle and sports industry, particularly highlighting the Vanke Songhua Lake Resort as a key player in this sector [1][2]. Key Points and Arguments - **Positioning of Vanke Songhua Lake Resort**: The resort is positioned as a comprehensive outdoor lifestyle showcase platform, enhancing its attractiveness as a destination for outdoor brands [1]. - **Consumer Behavior Changes**: Post-pandemic, there is a significant increase in consumer interest in outdoor activities, with events like the "Northeast 100" trail race seeing over 6,500 participants in 2025, exceeding the expected quota by 1,500 [2]. - **Shift in Equipment Demand**: There is a notable decline in the rental of standardized equipment, with the rental rate at the Salomon station dropping from 80% to below 30%, indicating a trend towards personalized gear purchases [3][2]. - **Summer Operations**: Vanke's snow business is exploring summer operational models, such as hosting the "Northeast 100" race and collaborating with brands like Kailas and JD Sports, which extends the tourist season and boosts regional economic development [1][4]. - **Economic Impact of Outdoor Events**: Outdoor events significantly contribute to local economies by extending tourist seasons and increasing year-round visitor traffic, benefiting related industries such as hospitality and transportation [5][6]. Additional Important Insights - **Diverse Business Models**: The Songhua Lake ski resort features a variety of rental options from professional to luxury brands, catering to a broader audience, including beginners and social enthusiasts [7]. - **Market Positioning of Outdoor Brands**: Brands need to shift their focus from hardcore functionality to social attributes in everyday use, as seen with brands like Arc'teryx [8][9]. - **Brand Differentiation**: Different outdoor brands have unique market positions, with some focusing on casual wear while others target specific sports niches [10][11]. - **Enhancing Destination Experience**: Creating unique experiences at outdoor destinations is crucial for driving sales, with plans for hotels and real estate projects to enhance customer engagement [12]. - **Balancing Visitor Needs**: Resorts can cater to diverse visitor demographics by offering varied activities and environments suitable for different age groups [13]. - **Event-Driven Marketing**: Hosting various events can significantly enhance the appeal of mountain resorts, as demonstrated by collaborations with outdoor brands [14][15]. - **Sustainability Initiatives**: The Rebird program by Arc'teryx promotes environmental awareness and customer loyalty through services like free cleaning and repair of ski gear [16][19]. - **Maintaining Commercial Vitality**: The Songhua Lake commercial street refreshes its offerings every three years to keep up with consumer demand for the latest outdoor gear [20]. - **Interactive Experiences**: Organizing pop-up events enhances the visitor experience by providing diverse and engaging activities [21].

Group 1 - The "Ancient City New Wisdom" entrepreneur sharing event focused on themes of transformation, breakthrough, and reconstruction, aiming to foster confidence in development and explore diversified markets [1][3] - Companies reported significant growth in international orders, with one company noting a 12-fold increase in export orders since starting its export business, and another achieving a foreign trade export value of $59 million last year [1][3] - The event highlighted the proactive measures taken by local companies to adapt to changes in the foreign trade market, including ramping up production and stockpiling to seize opportunities [1][3] Group 2 - Hubei Futanwei Import and Export Trade Co., Ltd. provides 15 free "one-stop" foreign trade services to local enterprises, helping them expand into international markets [3][8] - The company has successfully assisted several local businesses in increasing their exports by approximately $34 million in 2024 through targeted international market strategies [3][8] - Futanwei emphasizes resource sharing and has established a strong presence in over 30 countries, covering various product categories [8][9] Group 3 - Sijisaiwa Petroleum Drilling Equipment Co., Ltd. focuses on intelligent manufacturing and has established a robust manufacturing system for oilfield equipment, serving both domestic and international markets [10][12] - The company has invested over 100 million yuan in digital transformation, enhancing production efficiency and product reliability through automation and advanced testing systems [15] - Future plans include expanding into the renewable energy sector and developing specialized equipment for shale gas and deep-sea oil and gas [15] Group 4 - Hubei Shanhong Food Machinery Co., Ltd. has achieved a tenfold growth in performance over ten years and reported a record order volume in the first quarter, surpassing the total of the previous two years [17][19] - The company specializes in food processing equipment and has established a presence in over 20 countries along the Belt and Road Initiative [19] - Shanhong emphasizes core technology and talent strategy as key drivers for its competitive advantage and growth [19] Group 5 - Hubei Xiangchi Sports Goods Co., Ltd. plans to expand its market presence through domestic market development and establishing overseas factories [22][25] - The company has achieved over 30% annual growth and exports 85% of its products to markets including the US, Europe, Japan, and South Korea [25] - Xiangchi aims to enhance its brand influence and product offerings through increased R&D investment and a focus on the ice and snow economy [25] Group 6 - Jingzhou Wanglai Cloud Business Information Technology Co., Ltd. emphasizes the importance of flexible strategies in cross-border trade, advocating for diversified currency settlements and local policy understanding [26][29] - The company has established a distribution platform in Kuala Lumpur to efficiently match local products with international orders, particularly in Southeast Asia [28][29] - Future strategies include optimizing logistics, updating technology, and enhancing talent reserves to support local enterprises in international markets [29]