冰雪共舞，激情燃烧，冬季户外运动怎样防寒保暖？如何规避危险？掌握哪些技术要领？近日，本报记 者采访了相关专家和资深运动者，为大家科普相关知识。 滑雪 切勿贸然挑战中高级道 御风而行，腾起阵阵雪雾。如何安全享受滑雪乐趣？河北省张家口市崇礼区太舞滑雪小镇滑雪教练牟唯 憾建议，滑雪前要做好准备，掌握滑行知识，避免受伤。 以双板滑雪为例—— 在装备选择上，应优先满足"实用、适配"原则。雪板可挑选长度为身高减去10—15厘米的全地域雪板， 弹性适中、容错率高。雪鞋遵循"紧而不挤"标准。防护装备方面，头盔、雪镜、护脸为"必备三件套"。 此外，建议新手佩戴护臀、护膝。 滑雪对核心与下肢力量要求较高，因此适当的体能储备和现场热身必不可少。可以提前1—2周进行体能 储备，核心训练可选择平板支撑、臀桥等，下肢训练以深蹲、箭步蹲为主，同时搭配压腿、脚踝环绕等 柔韧性练习。滑雪前要进行热身，重点活动膝盖、脚踝、髋关节。 新手滑雪时应从缓坡滑行、犁式刹车学起，熟练掌握减速与方向控制后，再进阶学习转弯技巧，切勿贸 然挑战陡坡或中高级道。滑行时保持"膝盖微屈、重心前移、上半身放松"的姿态，转弯以腿部发力为 主，避免用手臂强行带动雪板。 滑 ...

Core Insights - The article discusses the rapid rise of the domestic outdoor brand "Bershka" as a result of the controversy surrounding the established brand "Arc'teryx," which has damaged its image. This situation has created an opportunity for Bershka, which is now pursuing an IPO in Hong Kong [1][3]. Company Overview - Founded in 2012, Bershka initially struggled to gain traction, ranking 17th in outdoor brand sales on Tmall during the 2022 "Double 11" shopping festival. However, since 2022, the brand has experienced significant growth [1][3]. - Bershka's store network expanded from 39 stores in 2022 to 146 stores in 2023. The company has also accelerated its financing, completing a Series A round of 49 million RMB in 2023 and a Series B round of 288 million RMB in 2024 [3][10]. Market Position - According to Frost & Sullivan, Bershka has become one of the top three domestic high-performance outdoor apparel brands in mainland China, achieving a market share of 5.2% by 2024 [3][10]. - The brand's rapid rise is attributed to its strategic positioning, targeting the price-sensitive consumer segment while offering high-quality products comparable to international brands [4][6]. Product Strategy - Bershka focuses on using high-quality materials similar to those used by premium brands, collaborating with top technology companies like Polartec and eVent. This approach has earned it the nickname "Domestic Material King" [4][10]. - The pricing strategy is aggressive, with classic jackets priced around 500 RMB, significantly lower than similar products from Arc'teryx [6][10]. Marketing Strategy - The brand has effectively utilized celebrity endorsements, signing popular actor Cheng Yi, which led to a significant increase in sales. After the announcement of his endorsement, the brand's GMV exceeded 60 million RMB within 14 hours [7][10]. - Bershka's marketing content emphasizes professional outdoor activities, enhancing its image as a high-end brand [9][10]. Financial Performance - Bershka's revenue has shown remarkable growth, with figures of 378 million RMB in 2022, 908 million RMB in 2023, and projected 1.766 billion RMB in 2024. Net profit also increased from 24.31 million RMB in 2022 to 283.08 million RMB in 2024 [10][11]. - The company's gross margin improved from 54.3% in 2022 to 59.6% in 2024, outperforming competitors like Arc'teryx [13][15]. Challenges and Opportunities - Despite its rapid growth, Bershka faces challenges related to brand perception and cultural identity, particularly regarding its name's association with a controversial historical figure [18][20]. - The company is actively seeking to diversify its product offerings beyond jackets, introducing new categories like trail running shoes and mountaineering boots [21][23]. Future Outlook - Bershka aims to enhance its brand image and market presence by opening flagship stores in major cities and fostering community engagement through outdoor activities [24][26]. - The brand is also focusing on vertical integration of its supply chain to improve quality control and reduce costs, which could further enhance its profitability [26][28]. - The outdoor market in China is expected to grow significantly, providing Bershka with a valuable opportunity to solidify its position as a leading domestic brand [30][31].

Core Viewpoint - The article discusses how the Chinese outdoor brand BERSHKA has capitalized on the controversy surrounding the high-end brand Arc'teryx, positioning itself as a "substitute" and experiencing rapid growth, including plans for an IPO in Hong Kong [3][5]. Group 1: Company Growth and Strategy - BERSHKA, founded in 2012, has seen significant growth since 2022, with its store count increasing from 39 to 146 in just two years [5][6]. - The brand has successfully raised capital, completing a 49 million RMB Series A round in 2023 and a 288 million RMB Series B round in 2024 [5][14]. - BERSHKA's market share in China's high-performance outdoor apparel has reached 5.2% as of 2024, making it one of the top three domestic brands in this category [5][6]. Group 2: Product and Pricing Strategy - BERSHKA's strategy involves offering high-quality products at competitive prices, with its classic jackets priced around 500 RMB, significantly lower than similar products from Arc'teryx [9][16]. - The brand utilizes advanced materials and technologies, partnering with top global companies to enhance product quality while maintaining affordability [6][9]. - The company has focused on a "value-for-money" proposition, appealing to cost-conscious consumers in the growing outdoor market [9][10]. Group 3: Marketing and Brand Positioning - BERSHKA has employed a dual marketing strategy, initially leveraging celebrity endorsements and later focusing on building a professional outdoor image [10][12]. - The brand's revenue has surged, with projected figures of 3.78 billion RMB in 2022, 9.08 billion RMB in 2023, and 17.66 billion RMB in 2024, alongside a notable increase in net profit [12][13]. - The company has faced challenges regarding its brand identity, particularly concerning its name's association with a controversial historical figure, prompting a shift in narrative to strengthen its market position [20][23]. Group 4: Financial Performance - BERSHKA's gross margin has improved from 54.3% in 2022 to 59.6% in 2024, outperforming competitors like Arc'teryx [16][20]. - The adjusted net profit margin has also shown strong growth, with figures of 7.3%, 17.2%, and 17.2% over the past three years, indicating effective cost management [16][20]. - The company has managed to reduce its sales cost as a percentage of total revenue from 45.7% in 2022 to 40.4% in 2024, showcasing its operational efficiency [20][29]. Group 5: Future Challenges and Opportunities - BERSHKA's revenue is heavily reliant on its jacket line, which accounted for 91.1% of total revenue in 2024, highlighting the need for product diversification [24][26]. - The brand is expanding its product line to include trail running shoes and mountaineering boots, with mixed market reception [24][26]. - BERSHKA aims to enhance its offline presence by opening flagship stores in major cities, which will serve as experiential spaces to strengthen brand identity and customer engagement [26][28].

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]

Core Points - The article emphasizes the importance of preparation and skills for mountain climbing, highlighting that proper planning can significantly reduce risks associated with the activity [2][3]. Preparation Before Climbing - Planning the route is essential, especially for beginners, who should choose accessible mountains with lower difficulty and a well-defined path [3]. - Learning technical skills, such as using navigation devices and trekking poles, is crucial [4]. - Downloading offline maps for navigation is recommended [5]. - Understanding elevation changes is important, with a suggestion to limit total ascent and descent to less than 1000 meters in a single day [6]. - Checking weather forecasts to avoid adverse conditions like thunderstorms or extreme heat is advised [7]. - Engaging in adaptive training, such as stair climbing and weight training, can enhance physical readiness [8]. Key Points During Climbing - Listening to one's body and knowing when to turn back is vital for safety [9]. - Maintaining a steady pace and allowing for breaks is important, especially on inclines [9]. - Monitoring heart rate is crucial, with a maximum heart rate formula provided (180 minus age) [9]. - Mastering terrain navigation techniques can prevent accidents, such as falling or twisting an ankle [9]. - Regular hydration and energy replenishment are necessary, with recommendations to consume electrolyte-rich fluids [9]. Responding to Weather Changes - In case of thunderstorms, it is advised to move to lower ground and avoid trees [10]. - During fog, maintaining close proximity to others is recommended [10]. - Wearing appropriate rain gear during rain can prevent slips and falls [10]. Preventing Knee Injuries - Choosing "knee-friendly" trails with gentle slopes can reduce knee strain [11]. - Using trekking poles can alleviate pressure on the knees by up to 30% [12]. - Applying kinesiology tape around the knees can provide support and reduce pain [12]. - Selecting suitable footwear with adequate cushioning is essential [12]. - Controlling stride length and avoiding jumping down slopes can minimize knee impact [13]. Equipment Selection for Climbing - Various climbing gear is necessary, focusing on functionality, lightweight, and safety [16]. - Trail shoes should be lightweight and have good grip [17]. - Trekking poles assist in both ascent and descent [18]. - A backpack with a capacity of 15-30 liters is recommended for carrying essentials [19]. - Waterproof covers for backpacks and quick-drying clothing are essential for adverse weather [21][22]. - Communication and navigation devices, such as smartphones and GPS watches, should be included [24].