2025年12月19日，上海淮海中路尚贤坊，瑞典户外品牌Haglöfs（中文名：火柴棍）在此开了首家VASA概念店，面积达698平方米，门店内陈列超250个 SKU，销售冲锋衣、软壳裤、登山包、羽绒服等全品类户外产品。 这座三层品牌概念店，是火柴棍重返中国市场的重要落点，也是火柴棍在中国市场开出的第21家线下门店，其中则潜藏着李宁系布局高端户外赛道的野心 密码。 火柴棍上海VASA旗舰店，图源火柴棍官网 2024年6月，由李宁系控股的上市公司非凡领越发布公告，全资子公司与莱恩资本成立一家各持股50%的合营企业，专门负责Haglöfs品牌在中国市场的销 售与营销。 自此，这家瑞典户外品牌加快了在中国市场的扩张速度。火柴棍中国市场负责人CEO Jerry Who曾公开提到，2025年底，火柴棍会在中国开出25家门店， 2026年的下半年大概会开到50家门店。同时，火柴棍已经在各大电商平台开出了自己的旗舰店。 目前，火柴棍在天猫旗舰店拥有超4万粉丝，销量最高的产品为一款售价2200元的三合一硬壳冲锋衣。 据第三方数据分析机构iiMedia Research（艾媒咨询）发布的《2025年中国运动户外市场消费行为调查数 ...

智通财经记者 | 武冰聪 Haglöfs在2023年底由莱恩资本收购，后者与李宁家族控股的非凡领越成立合资公司，共同运营大中华 区市场。 智通财经编辑 | 任雪松 来自瑞典的户外品牌火柴棍（Haglöfs）12月19日在上海淮海中路开出了一家698平方米，共三层的 VASA概念店，门店中涵盖250个SKU。 这是火柴棍今年内在中国大陆开设的第21家线下门店。 0:00 上海概念店开业后，火柴棍大中华区CEO Jerry Who 接受智通财经专访，他表示，火柴棍已经有111年 的历史，也在2023年的资本整合之后，重新进入中国市场，两年之间品牌做了充分的准备，想把全新 的、更全面的概念展现给中国消费者。 这个具备北欧基因的品牌借助李宁系资本的本土资源，以开设概念店和进驻核心城市地标商场的方式， 重新打入竞争激烈的中国户外市场。 在户外赛道日趋激烈的时刻，它面对的机遇和风险是什么？ 不做限定款，也不想打折 从今年9月开出首店，再到年末的20余店，火柴棍在中国市场前进的步伐正在加快。 不过，Jerry Who认为，火柴棍并不是、也不想"成为什么'鸟'"。谈及渠道和业绩，他多次提到了"可持 续发展（Sustainab ...

Core Insights - The article highlights the unexpected rise in popularity of sports and outdoor fashion in 2025, driven by significant events and personalities in the sports world [1][3] - The upcoming 2026 is recognized as a major sports year, with various global events expected to boost consumer interest and market opportunities in the sports and outdoor sector [5][21] Market Trends - The sports and outdoor market in China has been experiencing a continuous upward spiral, fueled by a growing interest in events and outdoor activities, leading to a broader consumer base [3][11] - The 2026 sports and outdoor industry is expected to showcase three main characteristics: diverse consumer demands, a mix of established and emerging brands, and a trend towards products that combine functionality with fashion [5][12] Consumer Insights - The consumer base is becoming increasingly segmented, with a focus on three key demographics: high-quality women, high-spending youth, and value-conscious consumers [10][11] - Approximately 30% of users belong to a high-spending young demographic that favors innovative and designer products, while 20% are high-quality women who prefer luxury and unique items [9][10] Product Development - The demand for sports and outdoor products is evolving, with consumers seeking advanced materials and multifunctional designs that cater to various activities [12][18] - Key product categories for 2026 include outerwear, innerwear, and footwear, with specific trends such as softshell jackets, outdoor T-shirts, and lightweight running shoes gaining traction [18][21] Marketing Strategies - Brands are encouraged to leverage data insights to align their product offerings with emerging fashion trends, ensuring they meet consumer preferences for the upcoming spring and summer seasons [15][21] - The industry is witnessing a shift towards a more integrated marketing approach, combining online and offline strategies to enhance consumer engagement and drive sales [22]