90％客户来自国外，3月就锁定了冬季订单…… 义乌冰雪产品"卖全球" "销量很不错！这两天有个乌兹别克斯坦的客户，刚向我们订购了500副滑雪镜。"在浙江义乌国际 商贸城三区的商铺前，经营户郑先生正在整理滑雪镜展柜。他告诉《工人日报》记者，今年滑雪镜市场 格外火爆，相较2024年同比增长了40%，"近两个月正值冰雪旺季，店里的滑雪镜销量已经达到了三四 千副。" 在义乌，像郑先生这样冰雪产品热销的商户不在少数。近年来，随着冰雪运动逐渐走向大众，"冰 雪经济"持续火热，"世界超市"义乌的冰雪产品正以全产业链优势，源源不断地运往全球多个国家和地 区，用"中国制造"撬开全球冰雪贸易的大门。 "今年我们家的订单基本上售完了。"商贸城三区二楼一家店铺的展柜上，摆放着各式各样的冰刀 鞋，蒋女士经营的店铺主营高端冰刀鞋，如今她的生意版图已延伸至全球，"80%的订单都来自国外， 像俄罗斯、德国、挪威的客户每年3月就会锁定冬季订单。" 全链条支撑"卖全球" "现在是冰雪产品的销售旺季，但对于工厂来说其实是订单淡季。"作为拥有自有工厂的商户，蒋女 士采用厂家直销的订单式生产经营模式，"3月到10月才是生产车间最繁忙的时候，日常日均产 ...

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 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]