Core Insights - Norrøna, a premium outdoor brand from Norway, has opened its first store in Beijing at the high-end commercial landmark SKP, aiming to connect deeply with local consumers and provide a high-quality outdoor gear experience [1] - The brand, founded in 1929, has a legacy of innovation in outdoor gear, including the introduction of the mountain tunnel tent and being the first European brand to use GORE-TEX® fabric [1] - The Beijing SKP store features a comprehensive product matrix focusing on popular outdoor activities in China, such as skiing, climbing, trail running, and hiking, with significant emphasis on the Lofoten ski series and the Trollveggen climbing series [1] Product Offerings - The store includes specialized product lines like the Tamok series for backcountry skiing, the Senja series for trail running, and the Femund series for everyday outdoor activities, showcasing the brand's diverse offerings and professional advantages [2] - Norrøna's collaboration with Tmall International Holdings Ltd. has led to the establishment of an official flagship store and a temporary experience store in Shanghai, alongside the Beijing SKP boutique [2] Strategic Positioning - The selection of store locations reflects Tmall's strategic thinking in channel layout, with the Shanghai store situated in a hub of outdoor brands and the Beijing store targeting high-net-worth consumers in a premium commercial environment [2] - This strategic positioning allows for effective coverage of core cities and different consumer segments, demonstrating Tmall's deep understanding of the Chinese sports market and resource advantages in key commercial areas [2] Consumer Engagement - Norrøna's operational strategy emphasizes the need for precision and depth in consumer engagement, focusing on how to effectively reach target demographics and build deep connections [3] - The brand has initiated community activities, such as the "Avalanche Safety and Wilderness Medicine First Aid" event, to enhance brand recognition and connection within the core outdoor community through high-level knowledge sharing [3] - Future plans include expanding Norrøna's presence in premium channels in major cities, deepening connections with professional outdoor communities, and enhancing the brand's professional image to build long-term value [3]

Core Insights - Norr na, a premium outdoor brand from Norway, has opened its first store in Beijing at the high-end commercial landmark SKP, aiming to connect deeply with local consumers and provide a high-end equipment experience for outdoor enthusiasts [1][2] - The brand, founded in 1929, has a rich heritage and is known for its innovative products, including the first European outdoor brand to use GORE-TEX fabric and the development of a mountain tunnel tent [1] - The Beijing SKP store features a comprehensive product matrix focusing on popular outdoor activities in China, such as skiing, mountaineering, trail running, and hiking, with notable collections like the Lofoten ski series and the Trollveggen climbing series [1][2] Product Offerings - The store includes specialized product lines such as the Tamok series for backcountry skiing, the Senja series for trail running, and the Femund series for everyday outdoor activities, showcasing the brand's extensive range and professional advantages in various sports scenarios [2] - The strategic location choices for the stores in Shanghai and Beijing reflect a thoughtful approach to channel layout, targeting high-value consumer segments in core urban areas [2] Brand Strategy - The partnership with Tmall International, announced in May 2025, has led to the establishment of an official flagship store and a limited-time experience store, indicating a rapid expansion in the Chinese market [2] - Norr na's operational strategy emphasizes deep consumer connections through community experiences, such as the "Avalanche Safety and Wilderness Medicine" event, which enhances brand recognition among core outdoor enthusiasts [3] - The focus for the future includes expanding Norr na's presence in premium channels in key cities, deepening connections with professional outdoor communities, and enhancing the brand's professional image to build long-term value [3]