范雨露 制图 ■"十四五"以来，我国户外运动场地设施不断扩容、服务保障持续完善、市场潜力有效释放 ■ 以运动鞋服为代表的户外装备产业乘风而上，今年上半年，安踏体育、361度集团、特步国际等运动 鞋服企业取得了亮眼业绩 ■ 运动鞋服领域并购动作频频，主要是企业为了弥补自身在某个领域的品牌空白，加强对客户的覆盖， 如特步国际收购索康尼，安踏集团收购亚玛芬体育、国产瑜伽服品牌MAIA ACTIVE（玛伊娅）、德国 户外品牌Jack Wolfskin（狼爪）等 ◎记者 曾庆怡 "每一次登顶都可以感受到大自然磅礴的生命力！"经常参加登山运动的白领小卷近期在社交媒体平台上 写道。 近年来，越来越多像小卷这样的人找到了热爱的运动。 "从飞盘、垂钓到滑雪、潜水、陆地冲浪，新兴运动项目持续火热，户外运动产业稳步发展，用户版图 不断扩张，户外赛事持续增加，户外运动消费逐渐成为人民追求健康和生活品质的重要领域。"国家体 育总局体育经济司司长杨雪鸫在近日举行的国新办发布会上表示，"十四五"以来，我国户外运动场地设 施不断扩容、服务保障持续完善、市场潜力有效释放。 "户外穿搭"提升运动鞋服企业业绩 "我喜欢骑行、登山、网球等运动，对于 ...

Group 1: Financial Performance - In 2024, the company achieved operating revenue of 1.304 billion yuan and a net profit attributable to shareholders of 83.76 million yuan [1] - The company's dividend plan for 2024 is to distribute a cash dividend of 6.5 yuan per 10 shares (including tax) [1] Group 2: Core Business and Market Strategy - The company focuses on two main pillars: proprietary brand business and OEM/ODM manufacturing, leveraging global production capabilities in Bangladesh, Vietnam, and China [1] - The proprietary brand business generated 773 million yuan in revenue, while the OEM/ODM business contributed 528 million yuan [1] - The company aims to enhance its brand presence and market share through integrated marketing strategies, including co-branding, content marketing, and community engagement [2] Group 3: Brand Development and Product Innovation - The company launched a new brand image "向野而生" (Towards the Wild) in 2024, promoting high-quality outdoor products and encouraging exploration [3][5] - The "冷山山地系列" (Cold Mountain Series) was developed specifically for high-altitude trekking, featuring advanced materials and designs tailored to challenging environments [6][8] - The company emphasizes a three-core product system: sleep products, carrying products, and clothing products, ensuring comprehensive coverage for outdoor activities [8] Group 4: Retail Expansion and Community Engagement - The company's first flagship store opened in Shanghai in March 2025, marking a new phase in its retail strategy [10] - The company collaborates with various events and platforms, such as the 小红书 (Xiaohongshu) music festival and 阿那亚戏剧节 (Anaya Drama Festival), to promote outdoor lifestyles and engage with younger audiences [10][12]