Founded in 1999, Beijing Toread Outdoor Products Co., Ltd. has rapidly developed under the booming backdrop of outdoor sports in China. By leveraging proprietary branding, R&D, marketing, and supply chain capabilities, the company has established a nationwide chain retail network and an e-commerce sales system, offering consumers safe and comfortable outdoor sports equipment. On October 30, 2009, as one of the first 28 companies, Toread successfully listed on the ChiNext board. The successful IPO laid a solid foundation for the company's sustained, healthy, and rapid growth. Its stock code on the Shenzhen Stock Exchange is 300005.
Toread’s rapid growth stems from the dream of building its own brand. With the mission of "creating an outstanding brand and sharing the joy of outdoor life," the company extensively adopts new materials, technologies, and processes. Its products cover all areas of outdoor living, meeting the needs of extreme sports enthusiasts in high-altitude exploration while promoting a positive and healthy outdoor leisure lifestyle to the general public. The company continues to strengthen its three core competencies — quality, innovation, and service — with an increasingly refined management system. It has built the largest and most innovative R&D center in China’s outdoor industry. On October 9, 2009, Toread outdoor products were designated as the "Exclusive Products for China's Antarctic (and Arctic) Expedition Teams," signifying high social recognition of the brand’s quality and comprehensive strength. In 2007, the Toread brand was recognized as a "Well-Known Trademark in China" and became an "Official Licensed Producer for the Beijing 2008 Olympic Games." On March 18, 2012, according to statistics from the National Bureau of Statistics Industry Enterprise Information Release Center, the Toread brand ranked first in sales volume in the Chinese market for four consecutive years. The brand’s marketing network now spans over 200 large and medium-sized cities across China, with more than 1,100 standardized stores.
Guided by the cultural core of "growing and sharing together," the company has established a unique employee welfare distribution system and extended this philosophy of sharing to relationships with partners, stakeholders, and even society at large. Environmental protection and social responsibility have become integral parts of the company’s culture. Toread has launched several public welfare initiatives, including "Protecting Tibetan Antelopes," "Mother’s Water Cellar," and "Protecting Yunnan Snub-Nosed Monkeys." On the day of the 2008 Wenchuan earthquake, the company dispatched two rescue teams to the frontline and donated over 2.6 million yuan worth of supplies and funds, earning it the title of "Advanced Collective in Earthquake Relief" from the All-China Federation of Industry and Commerce.
In 2010, Toread launched the "Find the Toreader Around You" campaign, dedicated to uncovering the extraordinary journeys of ordinary people and encouraging everyone to be their bravest selves. In 2012, Toread partnered with Travel Channel to produce the adventurous outdoor reality show — "I Am the Toreader" — showcasing the brand’s essence of brave exploration and continuing the search for the Toreaders among us.
The year 2012 marked a new starting point in the company’s development journey. A multi-brand strategy is being comprehensively advanced. The newly launched e-commerce sub-brand ACANU (阿肯诺) targets young online shoppers, advocating a fashionable, fresh, vibrant, and relaxed outdoor lifestyle with the brand proposition "Enjoy To Change." The company aims to build a multi-brand business system centered on the Toread brand as its core, supplemented by new outdoor leisure brands and e-commerce outdoor brands as strategic focuses. By refining brand positioning through market segmentation, the company continues to promote its multi-brand strategy and enhance brand reputation and loyalty.
The dream of soaring fuels the passion of a second entrepreneurial venture. The company is committed to evolving from excellence to greatness, striving to become a leading enterprise in China’s outdoor industry and a world-class outdoor brand operator.
Toread, the brave heart !