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Core Insights - KNOTIFY, an outdoor fashion collective store, opened its first pop-up store in Shanghai in February 2024, focusing on sports and outdoor categories, featuring brands like Saysky and Hydrapak [6][12][10] - The rise of outdoor fashion collective stores like KNOTIFY reflects a trend towards integrating fashion with outdoor activities, appealing to a younger demographic [6][16][23] Group 1: KNOTIFY's Expansion and Strategy - KNOTIFY is rapidly expanding, with plans for pop-up stores in key urban locations such as Shanghai and Beijing, and a flagship store set to open in September 2024 [6][16] - The store's design emphasizes a high-end aesthetic, featuring minimalist decor and social spaces, which enhances its appeal as a "Instagrammable" location [17][20] - KNOTIFY aims to balance fashion and outdoor elements, focusing on running and trail running as key areas of growth [23][44] Group 2: Market Dynamics and Challenges - The outdoor collective store market in China is relatively underdeveloped, with few brands achieving significant scale, leading to a fragmented market [24][32] - Traditional outdoor stores have struggled with declining sales and profitability, as seen with Sanfu Outdoor, which reported a net loss of 29.73 million yuan in 2019 and continued losses during the pandemic [24][25] - The shift in brand strategies, with major brands reclaiming distribution rights, poses a challenge for collective stores, as they often lack the scale and marketing power to compete effectively [29][30] Group 3: Consumer Engagement and Brand Relationships - New outdoor collective stores are focusing on community engagement through events like running and yoga, which helps build brand loyalty and awareness [41][42] - KNOTIFY is strategically partnering with lesser-known brands that have not yet established a presence in China, allowing them to differentiate from larger competitors [33][46] - The integration of fashion and outdoor elements is met with mixed reactions from consumers, highlighting the need for these stores to navigate the balance between style and functionality [44][46]