Looking at the outdoor clothing products in China, the brand landscape is highly fragmented. Well-known foreign brands have long been eyeing the domestic market, while domestic brands are also sparing no effort to expand their presence. In the absence of unified national, industry, or local standards, the rapid growth of the outdoor clothing industry is accompanied by numerous issues. Problems such as price chaos, vague brand positioning, and inefficient sales channels continue to plague this emerging sector.
Foreign brands: Precise positioning, focusing on a single product
Outdoor clothing originated earlier abroad, and whether in terms of management or brand essence, they serve as role models for Chinese companies. A broad survey of the domestic outdoor clothing market reveals that foreign outdoor brands have consistently dominated the high-end segment in China. Their products have long been favored by consumers, with some even taking pride in acquiring a set of gear from a renowned foreign outdoor brand.
While we cannot deny that some of this consumer behavior stems from a tendency to favor foreign products, we must also acknowledge that foreign outdoor brands indeed possess strengths we have yet to surpass. To be honest, foreign outdoor clothing manufacturers often focus on one or a few specific products, dedicating themselves entirely to perfecting those items rather than trying to cover everything. For example, the globally renowned American outdoor brand “Mountain Hardwear” primarily produces outdoor apparel and tents. Its products feature thoughtfully designed details, enjoy high user trust for their quality, and lead the way in innovation, making it a frontrunner in the outdoor clothing industry.
“Because they focus, they become professional; because they are professional, they achieve excellence.” This is a widely circulated saying in the Chinese business community. Essentially, it reflects entrepreneurs’ self-affirmation of their capabilities within management principles, while also acknowledging the limits of those capabilities. Many domestic clothing companies appear capable of producing any product and entering any apparel market, yet they fail to perfect even a single item—simply because they have never focused on one type of clothing. In contrast, the professionalism and dedication foreign outdoor clothing companies show toward specific products are truly worth learning from.
Foreign outdoor brands also demonstrate highly accurate market positioning. In reality, as more outdoor activities emerge, the segmentation of outdoor clothing will become increasingly refined. For instance, among outdoor enthusiasts, there are seasoned adventurers known as “extreme hikers” who engage deeply in the activity, as well as beginners who participate mainly in long-distance trips or casual outdoor leisure. Though both groups are hikers, their choices when purchasing outdoor clothing differ significantly. This means that as consumer preferences diversify, precise market positioning will be crucial for outdoor clothing companies.
The famous American outdoor brand “Marmot” has positioned its market squarely on consumers engaged in alpine and snow sports. This company stands out in the outdoor gear industry by specializing in down jackets for snowy conditions, down sleeping bags, and high-altitude summit tents. Their products have earned the trust of seasoned outdoor enthusiasts due to their reliable quality. For novice outdoor participants, however, purchasing such items is unnecessary—or simply impractical. Given the nature of alpine sports, most casual outdoor enthusiasts rarely venture above the snow line, making products like snow-specific gear and summit tents largely unusable. Notably, due to the limited number of professionals engaging in high-altitude snow sports, the consumer base remains small, resulting in relatively high prices for Marmot products in China.
In contrast, many domestic outdoor clothing brands suffer from vague brand and market positioning. Across China’s urban and rural streets, countless stores labeled as outdoor clothing specialty shops actually sell conventional apparel like sportswear and T-shirts. The primary reason is that some domestic outdoor clothing manufacturers originally produced sportswear and T-shirts. Due to historical practices and fixed sales channels, these companies maintain a blurrier market focus.
Undoubtedly, if an outdoor clothing brand can achieve precise positioning and sustain long-term focus on a specific product, its competitiveness will naturally stand out. In the current fiercely competitive landscape of China’s outdoor clothing market, maintaining strong competitiveness is key to staying unbeaten.
Domestic brands: Focus on functionality, with promising prospects
Over the years, domestic outdoor clothing brands have continuously explored and refined themselves. Indeed, a number of brands have emerged with high market shares and positive reputations among consumers.
With the explosive growth of outdoor activities in China, consumers of all age groups and demographics have varying demands for outdoor clothing. Additionally, outdoor activities often require highly specialized apparel. For example, rock climbing necessitates tight-fitting clothing, while mountaineering requires appropriate windproof jackets. Thus, the functional aspects of clothing tailored to different outdoor activities are particularly important. Fortunately, domestic outdoor clothing brands have recognized this. They have developed a wide range of products to meet the diverse needs of outdoor enthusiasts across the country.
The importance of functionality in outdoor clothing and gear is not just about quality—it can even be a matter of life and death for outdoor enthusiasts. During the New Year’s holiday in 2010, an outdoor club in a Sichuan city organized a mountain-crossing activity with dozens of participants. The route was not particularly challenging, and the group included families with children of all ages. As everyone enthusiastically climbed halfway through the journey, a sudden snowstorm pushed them to the edge of danger. As the Sichuan proverb goes, “Distance does not deceive the mountain, nor does proximity deceive the water.” In short, whether you’re climbing a familiar mountain or enjoying familiar waters, risks exist. At that moment, with visibility below 5 meters and temperatures plummeting below zero, the participants truly understood the profound meaning of the proverb.
Even more concerning was the fact that the team leader was inexperienced and panicked, leading the group astray. Moreover, this hastily assembled team lacked any organization or discipline. In a situation that demanded calm and composure, disagreements arose. Some wanted to camp and wait for rescue, others insisted on descending quickly to escape, and some were too frightened to make any decisions. Eventually, some members descended on their own, while weaker individuals set up camp. The hikers who descended wandered aimlessly until noon the next day before reaching the mountain road. Among the campers was a mother and her child; the mother, a teacher, had taken her son out for an outdoor activity during the holiday. It was later revealed that the sleeping bag they used had temperature ratings of -5°C, 0°C, and 5°C, indicating comfort levels at those temperatures. That night, the mountain temperature was around -2°C to 0°C, but in states of extreme panic and fear—especially for women and children—the cold felt far more intense. She later recalled feeling utterly helpless, even fearing that she and her child might not survive, and deeply regretting bringing her son on such a risky outdoor trip.
At that moment, the functionality of outdoor gear proved vital. The pair covered their sleeping bag with their down jackets and managed to get through the anxious night safely. The next day, local rescuers successfully guided the campers down the mountain. The teacher mother praised the domestic outdoor down jacket and sleeping bag she used. Although this incident had a happy ending, it serves as a stark reminder that outdoor activities carry risks, and participation should not be taken lightly. Every year, many experienced and novice hikers lose their lives in the mountains. While we mourn their loss, we must also recognize that whether climbing or crossing water, proper preparation is essential. Understanding the functionality of outdoor gear—and planning accordingly—can save lives in critical moments.
To be fair, while domestic outdoor clothing brands have long occupied the mid-to-low-end market, they have performed well in terms of product functionality. A few years ago, while researching an article on windbreakers, I purchased a well-known domestic brand windbreaker. Even now, during light rain or windy weather, I still enjoy wearing it. The reason is its excellent wind and rain resistance—especially during the annual plum rain season, it feels less bulky than a raincoat, dries quickly indoors, and maintains a stylish look without hindering daily activities.
However, domestic outdoor brands should continue innovating in functionality, improving production techniques, and further enhancing product quality. For instance, the aforementioned windbreaker has poor breathability. When worn, I usually hang it by the window or on a clothes rack to dry. Wearing it while sweaty and waiting for it to air dry can feel quite stuffy. A truly perfect windbreaker should offer a balance of waterproofing, wind resistance, and breathability.
Currently, more and more people in China are participating in outdoor activities. This is evident from the large number of self-driving tourists during annual holidays. Moreover, the ways people engage in outdoor activities are becoming increasingly diverse. Beyond traditional hiking, photography, and fishing, emerging activities like rafting, powered paragliding, and cave exploration are gaining popularity. Undoubtedly, each of these activities requires different outdoor gear and clothing. This presents a massive sales opportunity for outdoor clothing companies, with virtually limitless potential. After all, outdoor enthusiasts—and those aspiring to be—are constantly consuming outdoor apparel. The industry often debates what constitutes a sunrise industry, but personally, I believe outdoor clothing is the true sunrise sector within China’s textile and apparel industry.
Outdoor clothing: Lack of industry standards, inconsistent quality
Once, while walking down the street, I encountered a sanitation worker wearing a quick-dry shirt with the iconic half-arch logo of a well-known foreign outdoor brand. At the time, that shirt would have cost at least half a year’s salary for him. In reality, this brand’s outdoor clothing—renowned for its meticulous craftsmanship and thoughtful design details—has long been popular among outdoor enthusiasts and enjoys high recognition in China. Ironically, its fame has also led to widespread counterfeits, making it difficult for consumers to discern authenticity. So, it’s not surprising to see a sanitation worker wearing a knockoff version of the brand’s quick-dry shirt while working. The brand promotes the philosophy of “Never Stop Exploring.” Our textile and apparel companies should adopt a similarly relentless approach to exploring the quality of outdoor clothing.
Currently, a major issue plaguing China’s outdoor clothing industry is the lack of unified industry standards, resulting in inconsistent product quality. It’s worth noting that delays in establishing relevant standards are not uncommon in China’s textile and apparel sector. Without clear standards, consumers face significant challenges in seeking redress when issues or disputes arise. For example, outdoor T-shirts with specific functional requirements still adhere to the national standard GB/T 22849―2009 for knitted T-shirts.
Most domestic outdoor clothing brands are “newcomers” to the industry—either former sportswear manufacturers transitioning into the space or companies diversifying from other outdoor product lines. These businesses are adept at channel development and marketing but severely lack focus on after-sales service. China’s retail industry mandates a “three guarantees” policy (repair, replacement, refund), with “repair” being a key component. However, due to the specialized materials and production techniques used in outdoor clothing, repairs are notably cumbersome.
Like other apparel sectors, many well-known outdoor clothing brands outsource production to factories. Foreign brands, in particular, may source manufacturing from China one year and Vietnam or India the next. This complicates the process of returning products for repairs, often requiring shipment back to the brand’s home country and then to the overseas factory—inevitably incurring significant logistics costs.
Regardless, improving after-sales service for outdoor clothing is an urgent issue that brands must address. Frankly, the rapid growth of China’s outdoor clothing industry stems from rising living standards and evolving lifestyles. However, whether this rising star of the apparel industry can truly shine depends on its adherence to the “rules of the game”—namely, quality and innovation. Currently, domestic outdoor brands still lag behind their international counterparts in manufacturing and technological innovation, with some even acting as OEMs for foreign brands. This poses a significant challenge to the survival of independent domestic outdoor brands, warranting serious consideration. As outdoor activities attract more participants, the industry will inevitably draw increasing corporate investment. Intense competition is unavoidable. Focusing on quality, embracing innovation, and building strong brands are the keys to success in overcoming these challenges.