Core Viewpoint - The partnership between the sports retail operator, Tabo, and the professional outdoor brand, Norrøna, marks a significant step for Tabo in the high-end outdoor market in China, but the success of this collaboration remains uncertain due to Norrøna's previous exit from the market due to poor sales performance [1][9]. Group 1: Partnership Details - Tabo has become the exclusive operational partner for Norrøna in China, responsible for brand promotion, market marketing, channel sales, and consumer operations [3][5]. - The strategy includes a comprehensive approach combining online and offline channels, with plans to open Norrøna specialty stores and an online flagship store, while also enhancing private domain construction to reach consumers effectively [3][5]. - Norrøna, founded in 1929, has a rich product line covering various outdoor activities and is positioned as a high-end brand, with its jackets priced around 5,000 yuan [3][4]. Group 2: Market Context and Challenges - Tabo has been increasing its focus on the outdoor market, having secured exclusive operational rights for other high-end brands like norda and previously collaborated with HOKA ONE ONE and KAILAS [6][8]. - The Chinese outdoor market is experiencing strong growth, particularly in the high-end segment, which presents significant opportunities for brands that can meet the increasing consumer demand for specialized and functional outdoor gear [6][9]. - Tabo's reliance on Nike and Adidas has been a concern, with these two brands accounting for 87% of its revenue in the first half of the 2025 fiscal year, highlighting the need for diversification [6][7]. Group 3: Historical Performance of Norrøna - Norrøna previously entered the Chinese market in 2016 but exited in 2018 due to underperformance, attributed to the market's lack of maturity at that time [8][9]. - The current outdoor market's growth and consumer interest in professional outdoor equipment may provide a more favorable environment for Norrøna's re-entry [9].