以下文章来源于波波夫同学 ，作者波波夫 波波夫同学 . 关注被技术异化的世界 本文来自微信公众号： 波波夫同学 ，作者：波波夫，原文标题：《满大街的骆驼，也无法解释即将 过去的2025》，题图来自：视觉中国 今年冬天，如果骆驼说自己是中国卖得第二火的羽绒服，可能没人敢说是第一了。 之前，我对骆驼品牌的印象不深。但最近挤地铁时，在一片黑压压的羽绒服中，就数CAMEL的logo 最多，这些移动的人行广告牌，让我对这个品牌产生了好奇。 我上拼多多搜了下骆驼羽绒服，第一屏推送的商品里，最靠前的关键词分别是，"王俊凯同款""直播 间同款""小红书同款"，骆驼流行的原因，感觉一下子找到了。 王俊凯拍了下骆驼的屁股 2024年，骆驼签了王俊凯做品牌代言人。 王俊凯的微博有1.09亿粉丝，抖音的粉丝也超过了8000万，如果再算上小红书之类的社交平台，全 网粉丝总量应可能都超过了2亿。 这对于任何消费品牌而言，都是一个能直接触达海量优质年轻客群、并快速提升品牌形象的强大媒 介。如果你是骆驼的市场负责人，你大概也会选王俊凯代言，让他帮忙提升骆驼品牌在年轻消费者心 中的时尚感和品质感。 骆驼的核心目标人群，多为18～25岁追求性价 ...

七星山荒野求生赛事落幕，带动周边酒店入住率飙涨近两倍，农产品销售额破800万，催生120个"野外生存教练"等新岗位。 寒潮来袭，山中气温骤降，当最后8名蜷缩在简易庇护所里的选手，被组委会工作人员紧急带下山，平分了48万元奖金时，张家界七星山深处的这场特别 的"荒野求生"，以一种十分潦草的方式按下了暂停键。屏幕上持续了数十天的全民围观暂时黑屏，但空气中弥漫的讨论热度，却久久没有散去。 据张家界市旅游协会统计，由CAMEL骆驼赞助的第二届中国张家界"七星山·骆驼杯"极限荒野求生挑战赛获得了近两百亿次的线上观看。一堆未经修饰， 甚至极其狼狈的生存镜头，让赛事成了一个古怪又迷人的文体旅融合切片。它粗糙又真实的画面得让人忍不住驻足——这大概就是中国本土"新兴"户外体 育产业最原生态的样子。 从荒野求生到"减肥训练营" 无论是新观众还是老粉丝对于这场赛事的评价都是——"草台班子"。参赛的近百人里，九成以上是你我身边的普通人，送外卖的小哥、工地上的钢筋工、 创业失败的年轻人、对未来感到迷茫的应届生。他们手里的工具，不过是一把柴刀、一口铁锅，任务也原始得像是回到了远古时代，在海拔落差近五百米 的七星山原始山林里，给自己找个遮 ...

作者 | 任早羽 陈慧（实习生） 编辑｜ 宝珠 视觉 | 诺言 北京地铁站内穿着各式各样冲锋衣的人们 电商平台的销售数据直观表明了平价冲锋衣在当下的流行程度。在2025年双十一活动中，骆驼的销量稳 居天猫户外榜单第一名。这已经是骆驼在天猫双十一户外榜单上，第三年登顶首位。 同样双十一期间 （10月9日至11月11日），骆驼在抖音渠道销量破亿，稳居户外品牌榜榜首。 2025 天猫户外榜单节选 这个总部位于广州的国产老品牌，在近几年有彻底翻红的势头。蝉妈妈数据预估，骆驼2024年的GMV最 高超过50亿元；艾媒咨询则显示，在2019到2024年间，骆驼连续六年冲锋衣销量达到全球第一。 火爆，可见一斑。靠着性价比与全场景，骆驼在本来小众的户外市场里创出了一片天。在经过几年的快 速增长之后，骆驼要思考的，似乎应该是如何稳下来，一步一步慢慢走。 穿冲锋衣上班 互联网上有句戏言，北京的地铁好似沙漠，因为车厢里全是"骆驼"——在早晚高峰的车厢里放眼望去， 全是不同颜色但高度相似的骆驼冲锋衣。 几乎人手一件的"盛况"，让骆驼冲锋衣有了"北京市市服"的标签。这种景象自然不只北京才有，原本服 务于户外的冲锋衣，高频率地出现在各大 ...

（文/霍东阳 编辑/张广凯） 在张家界七星山游客中心的新闻通气会上，主办方宣布因寒潮气温骤降，第二届"七星山·骆驼杯"极限荒野求生挑战赛即日中止。剩下八名选手共享胜利荣 誉，平分奖金。 这个秋天，这场被称为"今年最上头"的荒野求生赛事爆了。仅凭"老六荒野"、"荒野王大励"等几个账号的接力直播，以及社交媒体上的切片内容，赛事在全 网拿下超50亿播放量。 镜头里，"野人"般精神状态的00后选手"林北"张博林，"越是绝境，姐越冷静"的冷美人杨朝芹......多名选手仅凭一把柴刀在荒野中搭建庇护所、艰难求生的 真实叙事极具冲击力。 同样极具冲击力的还有选手身上的骆驼冲锋衣——在直播画面中，尽管已经"包浆"，却依然保持良好的功能性。 "学校里穿骆驼的比沙漠里的骆驼还多"，骆驼长期以来凭借亲民的价格收获了庞大的用户群体，但也导致其品牌形象与其它高端户外品牌迥异。 而深入七星山，是骆驼进一步巩固其在户外领域专业影响力的重要举措。这家被称为"中国户外第一品牌"的企业，试图通过一场极限赛事向外界宣示：它不 只是"大街上的骆驼"，而是能够伴随探险者深入荒野的专业伙伴。 骆驼如何占领街头巷尾 满大街的"骆驼"，是其在大众市场无可辩 ...

Core Viewpoint - Camel has become a focal point in the outdoor sports sector during this year's Double Eleven shopping festival, achieving significant sales figures while also facing quality controversies that could impact its brand reputation [1][2][8]. Sales Performance - On Douyin, Camel ranks first in outdoor sports sales [2]. - On Tmall, Camel's sales exceeded 100 million within just 30 minutes of the sale starting on October 20 [3]. Consumer Demographics - Camel's user base is undergoing a generational shift, with an increasing number of young consumers embracing the brand, which was previously associated with older generations [5][6]. - The brand is shedding its old image and appealing to younger consumers by adopting a more contemporary style [7]. Product Quality Controversy - As Camel gains popularity among younger consumers, reviews on social media have become polarized, highlighting both positive and negative feedback [9]. - Supporters appreciate the brand's affordability and practicality, noting that Camel's jackets are suitable for both daily wear and light outdoor activities [10][11]. - Critics have raised concerns about product quality, citing issues such as poor stitching and visible threads upon delivery [13][19]. - Negative feedback is prevalent not only on social media but also in Camel's official store reviews, indicating a significant quality perception issue [19]. Brand Evolution - Camel originated as a shoe store in Tianjin in 1930 and transitioned to outdoor gear in 2003 after the Wang family acquired the brand [22][24]. - The brand has successfully positioned itself as a leader in the outdoor footwear market by expanding its product lines and capitalizing on the rise of outdoor activities post-2019 [25][27]. - Camel's marketing strategy includes collaborations with popular celebrities and a multi-channel live streaming approach to reach a broader audience [29][30]. Future Challenges - Despite its rapid growth and market presence, Camel faces challenges related to product quality, which could undermine its competitive advantage of affordability [34][35]. - Young consumers have high expectations for functionality and durability in outdoor gear, and any quality issues could damage brand credibility [36][37]. - The brand must balance speed and quality to maintain consumer trust and avoid being a fleeting trend [38].

Core Insights - Camel has been awarded by iiMedia Research as the "Global Sales Champion of Jackets for Six Consecutive Years (2019-2024)" and "Pioneer of Heat Retention Inner Jackets in China" [1][4] - The brand has also achieved significant recognition in the outdoor down jacket sector, being named "National Sales Champion of Outdoor Down Jackets in 2024" and "Six-Year Cumulative National Sales Champion of Outdoor Down Jackets" [1][4] Industry Trends - The rise of the "All-People Outdoor" era and the rapid expansion of the outdoor activity industry are driving a shift in outdoor experiences from "professional exploration" to "lifestyle integration" [3] - Consumers are increasingly demanding outdoor apparel that combines functionality with fashion and comfort, moving beyond single-purpose designs [3] Company Strengths - Camel has a long-standing focus on outdoor and leisure product development since 1930, emphasizing technological innovation and product quality as key drivers of brand growth [5] - The brand's jackets are designed to meet diverse consumer needs, balancing professional outdoor performance with urban style and comfort [5] Product Innovation - The Camel Seven-in-One Functional Jacket exemplifies sustainable design, allowing for multiple wearing scenarios through a modular combination approach [5] - The use of "Weifeng MICROTOP-TEX fabric" provides high waterproof and breathability ratings, breaking the long-standing monopoly of Western brands in high-end jacket materials [6] Technological Advancements - Camel has established the "Camel High-Performance Outdoor Product Innovation Research Institute" to focus on material technology and functional design [7] - The upcoming H5500 technical hard-shell jacket is set to win the ISPO WINNER 2024 ECO-NOVA award, showcasing the brand's commitment to sustainable fashion [7] Market Position - The domestic demand for professional outdoor gear is surging, with local brands like Camel narrowing the gap with international leaders through technological and design advancements [7][8] - Camel's journey from "Pioneer of Heat Retention Inner Jackets" to "Global Sales Leader" reflects the broader trend of Chinese outdoor brands transitioning from manufacturing to innovation [8]

Core Viewpoint - KAILAS, traditionally known for its professional outdoor gear, is undergoing a transformation towards a more fashionable and high-end positioning, which has sparked mixed reactions among consumers and industry observers [7][10][17]. Group 1: Brand Transformation - KAILAS has shifted its image from a purely professional outdoor brand to one that incorporates fashion elements, as evidenced by social media trends where users showcase KAILAS products in casual settings [7][8]. - The brand's recent product launches, such as the MONT X-PRO series and the "future of YAN" hiking shoes, reflect a focus on stylish designs and modern color palettes, moving away from traditional bold colors [8][10]. - KAILAS has seen a significant price increase, with average prices rising by 63.3% to 963 yuan, aligning closer to international premium outdoor brands [10][22]. Group 2: Consumer Perception - There are divided opinions on KAILAS's new direction; while some consumers appreciate the aesthetic appeal of new products, others criticize the high prices, suggesting that KAILAS is becoming a luxury brand [13][18]. - The brand's core consumer demographic primarily consists of outdoor sports enthusiasts aged 30-45, predominantly in first and second-tier cities, which may limit its broader market appeal [23]. - KAILAS's established reputation for high-quality, professional outdoor gear creates a perception barrier for average consumers, making it challenging for the brand to penetrate the mass market [24][25]. Group 3: Competitive Landscape - As KAILAS raises its prices, it faces increased competition from other established outdoor brands like Descente and Montbell, which offer similar products at lower price points [26][28]. - The brand's visibility and recognition in the market are still behind competitors, with KAILAS's search volume on social media significantly lower than that of brands like Salomon and Arc'teryx [28]. - To become a "new treasure for the middle class," KAILAS must enhance its visibility and appeal to a broader audience while maintaining its professional image [28].