2011year,Mountain Outdoor was founded by two women who are passionate about marathon running, skiing, and hiking.
Founders: CEOGao Wei’e (wiwy)
Co-founder: COOSun Qi (QiQi)
After4years of effort, the two founders, together with their20-member team, pioneered a model for vertical outdoor e-commerce, maintaining an annual growth rate of over100%%. In2014, they achieved3000million RMB in performance.In addition, in2014,12, they gained recognition from well-known angel investors such as Liu Xiaoying, Wang Tong, and Li Zhu, who quickly injected800million RMB to complete Mountain Outdoor’s angel round of funding.
2015With5000million RMB in annual revenue, the company established itself as the largest domestic vertical outdoor e-commerce platform. Despite the capital winter, it earned the trust of multiple investment funds. Mountain Outdoor Mall also partnered with Xindong Jinding Leading Sports Fund as the lead investor in theAround. This round raised a total of1800million RMB, providing strong support for the rapid and stable development of Mountain Outdoor Mall, and officially kicking off its journey to build an outdoor gear empire.
2015In , the State Council issued the "Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption," marking the first time the country confirmed a sports industry development plan from an industrial perspective. The "Opinions" set the goal of “developing the sports industry and increasing the supply of sports products and services” for China’s future sports endeavors, proposing that by2025, the total scale of the sports industry should exceed5trillion RMB. It also elevated national fitness to a national strategy and emphasized the development of potential industries. The establishment of the Xindong Jinding Sports Fund came under the backdrop of the State Council’s push to accelerate the sports industry. Multiple listed companies, including UTour Travel, Anta Sports, CITIC Guoan, and Sinnet, jointly founded the Xindong Jinding Sports Fund based on a shared vision for the sports service industry. The fund focuses on five major areas: running, cycling, outdoor activities, snow and ice sports, and sports rehabilitation.
At Mountain Outdoor, everyone affectionately callsCEOby the namewiwy. After graduating from university,wiwyJoined Tencent as its94employee, and during his7years at Tencent, he witnessed the company’s rapid growth, seeing it evolve from a firm with an annual revenue of less than ten million to a publicly listed company generating tens of billions in income. After leaving Tencent, he went to the UK to fulfill his dream of studying abroad, earning an outstanding Master’s degree in Management ranked4in the UK fromSurrey Universtiy. Upon returning to China, he began his entrepreneurial journey with Mountain Outdoor.
Wiwysaid: “My good friend and I personally experienced how important high-quality gear is for outdoor sports, so we decided into2011to share this quality experience with others, helping sports enthusiasts develop safe, healthy, and well-rounded equipment awareness. That’s how we founded this platform that shares the global outdoor gear feast —“Mountain Outdoor.”Mountain Outdoor has always been committed to providing mid- to high-end products to ensure everyone can enjoy outdoor activities safely.”
Through the efforts of every team member, Mountain Outdoor has gradually earned the recognition and support of numerous outdoor brands. Starting with obtaining the first brand’s online sales authorization in2011, it has now secured authorization from over100outdoor brands. The platform includes80%internationally renowned brands,20%top-selling domestic mainstream brands, covering major outdoor activities popular in China such as mountaineering, hiking, skiing, cycling, and running. The product range spans clothing, footwear, socks, backpacks, tents and sleeping bags, picnic gear, camping supplies, skiing equipment, and smart electronic products.
Mountain Outdoor’s Product Strategy 2016In the coming year, the product strategy will continue to expand in a healthy and orderly manner.At the recently concludedISPO BEIJING 2016exhibition, it attracted a large number of domestic and international brand exhibitors. The Chinese outdoor products market is growing rapidly, and Mountain Outdoor is fully committed to seizing this market opportunity.2016In the next year, it will continue to focus on products for mountaineering and hiking, running and cycling, and skiing, steadily expanding its portfolio of more mid- to high-end outdoor brands, enriching its product lines, and creating a one-stop shopping experience for outdoor gear.
Mountain Outdoor’s Business Strategy – Capturing Online and Offline Entry Points and Target Audiences
2015The business strategy for-2016will continue to vigorously develop the vertical outdoor e-commerce platform “Mountain Outdoor Mall,” building brand influence while capturing strategic entry points both online and offline. In addition to the already incubated Shuangla Sports Running Group ManagementAPP(with nearly1000running groups nationwide having joined) and Xianlu Outdoor Routes, it has also partnered with premium traffic platforms such as Yipao Network, Laipao Bar, Hiking China, and Feifan Footprints. These partnerships provide comprehensive gear strategy support for various outdoor activity information and event platforms, while also channeling these precise traffic streams to the Mountain Outdoor Mall.Additionally, whileexpanding healthily and orderly in, Mountain Outdoor also places greater emphasis on user experience and service quality, ensuring the public receives better service.
Through5years of continuous accumulation in this niche outdoor field,The upstream resources of Mountain Outdoor include partnerships with multiple brands,100midstream collaborations with several third-party platforms, media outlets, and enterprises,1000and downstream contracts with nearly a hundred distribution team leaders, running group organizers, and consumer customers.BMountain Outdoor has built an effective communication platform for bothCB-end andBC-end users in the outdoor sports field,Cenabling B-end professionals to achieve better commercialization through their efforts while allowing C-end outdoor enthusiasts to access better information, activities, and equipment—forming a sustainable and healthy ecosystem.
Wiwy"We must strive to be our most sincere selves at every step," said a representative. "It is precisely because of this that Mountain Outdoor has built a solid reputation across the supply chain. What makes us happiest is the praise we’ve received from partners and customers at all levels, along with their constructive feedback on our shortcomings. These insights will continue to inspire us. Although we don’t deliberately push for people to promote Mountain Outdoor, we believe every action we take directly impacts our reputation—and good reputation is our best promotional asset. Every member of the Mountain Outdoor team will keep striving to do their best in everything."