三夫户外(002780) - 2023年12月27日投资者关系活动记录表

Group 1: Company Overview - The outdoor industry is entering a phase of rapid growth, driven by supportive national policies and the formation of outdoor sports lifestyles [1] - The company has undergone a significant strategic transformation over the past three to four years, shifting from a focus on outdoor sports products to a dual business model of "channels + brands" [1] - In 2023, the company emphasized its proprietary brand X-BIONIC, alongside exclusive agency brands such as Klattermusen, CRISPI, DANNER, Mystery Ranch, and LA SPORTIVA [1] Group 2: Financial Performance - From January to September 2023, X-BIONIC achieved over 50% revenue growth, CRISPI saw approximately 80% growth, and Klattermusen experienced a revenue increase of over 260% [1] - The fourth quarter is expected to perform even better due to seasonal sales [1] Group 3: Marketing Strategies - In 2023, the company employed various marketing strategies across different sectors, including fashion, skiing, and trail running [3] - Starting in 2024, the focus will be on promoting the "black technology" attributes of the X-BIONIC brand in outdoor sports [3] - Klattermusen will continue to market its unique design and outdoor functionality [3] Group 4: Retail Expansion - The company is diversifying its retail channel expansion, including single-brand stores, ski shops, and multi-brand comprehensive stores [4] - A significant event was held from December 6-8, 2023, for the 2024 autumn/winter order meeting, which received positive feedback from distributors [4] - Online channels, including e-commerce and live streaming, will be a key focus for development in 2024 [4] Group 5: Partnership and Collaboration - The company announced plans to establish a joint venture with Klättermusen AB to enhance collaboration and operational efficiency [4] - The operational team will remain stable, ensuring continuity in the management of the Klattermusen brand [4]