The code farmers in the plaid room of Xierqi no longer regard plaid shirts as fashionable. The new style of dressing is called “birds in the bird air”. This playful label points to a label that is called “Hermès in the outdoor world” “The brand – Arc’teryx.
It is impressing code farmers and more middle-class people with a high-end jacket. The “Archa’teryx” style trend on social media has set off a “search for invisible rich” in the circle of friends. Sports, a joke describes the “charm” brought by Archaeopteryx: “The difference between middle-aged and middle-class is only 5,000 yuan.”
History is always so similar. When China’s “invisible rich” were obsessed with a jacket, the geeks and financial elites in Silicon Valley and Wall Street fell in love with an ordinary-looking jacket. of polar fleece vest.
“The Wall Street Journal” once described such a scene with some irony: “They were wearing professional outdoor equipment and looked like they were going to climb Mount Everest, but they were probably just going to buy a Starbucks.”
From suits to polar fleece vests, the brand that shakes up the elite’s dressing order is called Patagonia. Its founder, Chouinard, is an “outdoor enthusiast.” This vest has not only become the “standard equipment” for investment bankers such as Goldman Sachs and JPMorgan Chase, but even Bezos and Cook have personally become “tap water” to carry goods.
Various signs indicate that the trend of outdoor sportswear has blown to China and has become a new business targeted by Chinese tailors.
In this craze coming from mountains, lakes and seas, the most popular one is of course Anta (02020.HK) whose revenue has surpassed Nike and Adidas. .
In 2016, Anta acquired Japan’s Descente and South Korea’s Kolon Sports. In 2019, Amer Sports, the parent company behind Arc’teryx, was acquired by Anta at a high price of 36 billion yuan. Anta’s brand FamilyMart has increasingly included “outdoor sports” in its portfolio.
Anta’s latest semi-annual report shows that revenue from brands such as Descente and Colon increased by 29.9% year-on-year to 1.828 billion yuan, accounting for 7.0% of revenue, and gross profit margin increased by 3.8 percentage points to 74.2%.
On the other side, Li Ning (02331.HK) and Xtep (01368.HK) are also not to be outdone. Li Ning owns AIGLE, which specializes in outdoor sports, and Xtep enjoys a number of “die-hard fans” in domestic marathon events for its running shoes.
From 2015 to 2018, Xtep sponsored a total of 143 important marathons and running events, and the proportion of runners on the track wearing domestic running shoes is also increasing. Taking the Xiamen Marathon as an example, according to calculations by Changjiang Securities, from 2018 to 2021, the proportion of contestants wearing domestic brand running shoes increased from 35.5% to 68.9%.
This is true for the established sportswear brands, and cross-border clothing brands have also started to make gold in the “hot land” of outdoor sports.
When spokespersons Wang Yibo and Ouyang Nana wore sportswear and shuttled through the camping scene, the fast fashion brand PEACEBIRD (603877.SH), which has no sports genes, hinted at its popularity by launching two sports product lines, AIRxPEACE and SPCN. The ambition to cut into this track.
Keywords:
Clothing brand outdoor sports
AAA composite fabric mesh VEGTRHYTJ
