Founded in 1991 and originating from France, the outdoor brand PELLIOT entered the Chinese market by directly venturing into the e-commerce field, completing its layout officially in 2012. Currently, PELLIOT has launched an official flagship store on Tmall, and also has stores on other platforms such as JD.com, mainly selling men’s, women’s, and children’s outdoor jackets and pants, fleece garments, quick-dry apparel, windbreakers, outdoor shoes and socks, T-shirts, and more. Today, PELLIOT’s Tmall flagship store has achieved solid sales performance.
The French outdoor brand PELLIOT was established in 1991 to commemorate the great French explorer Paul Pelliot (1878-1945). In 2001, PELLIOT took its first step toward a diversified product line by launching skiing and camping series products. In September of the same year, it became the designated outdoor equipment for the French Youth Mountaineering Team. Since its founding, all R&D and production of PELLIOT products have strictly followed international standards, extensively applying new materials, new technologies, and new processes to provide consumers with humanized, professional outdoor products and to continuously earn consumer trust. In 2008, the PELLIOT Asia Fabric Technology Research Center was established, dedicated to researching and developing high-quality products that offer greater comfort and safety tailored to the needs of Asian users. In March 2011, the PELLIOT China Research Center was established, focusing on simulating various outdoor survival environments and conditions in China to ensure materials and products reach optimal performance, enabling continuous application of various technologies.
Today, after completing its strategic and channel-level e-commerce layout, PELLIOT has begun to focus on forging a differentiated brand culture and establishing deeper connections and communication with consumers through branded operations. In the West, the PELLIOT brand has long represented a positive, sporty, challenging, and adventurous lifestyle. In China, PELLIOT has established the brand philosophy of “Returning to Nature,” encouraging more consumers to escape the hustle and bustle of the city and enjoy the freedom that the outdoor world offers, returning to nature. PELLIOT believes that the outdoor world is not just about extreme sports but is more about a form of social activity and a spiritual connection with nature. Liu Zhen, Chairman of PELLIOT, said, “PELLIOT’s brand culture development will soon focus more on the concept of ‘Returning to Nature,’ seeking the joy of reconnecting with nature together with our consumers.”
This is an era of open development. Consumers’ exploration of their inner selves and their longing to return to nature are driving the rapid growth of the outdoor industry. E-commerce is also transitioning from a fringe market to a mainstream platform, and the ever-changing consumer market presents unprecedented challenges to operators. For outdoor industry brands that have traditionally focused more on products, cultivating their own brand culture is not only beneficial for forming a stable consumer base and enhancing product development capabilities, but also holds deeper significance in improving brand competitiveness and promoting sustainable enterprise development.