Company Profile
As one of China’s Top Five Outdoor Alliance Brands and the Annual Innovation Brand of China’s Outdoor Industry, Beijing SCALER Outdoor Products Co., Ltd. (hereinafter referred to as SCALER) was established in 2003. It is an outdoor products company dedicated to enhancing the quality and experience of outdoor living. The company integrates design, R&D, production, customization, and sales. With highly competitive one-stop outdoor products procurement and service advantages, and a product strategy that combines the latest technology, craftsmanship, and fashion trends, it comprehensively meets the high-quality outdoor product needs of outdoor enthusiasts and corporate clients. It has also formed a standardized channel support system and shows a stable upward trend in market share, with strategic layouts covering most provinces and cities across the country.
SCALER ― The Climber Born from Nature and Dreams!
Scientists once conducted an experiment where they placed a ladybug on one end of a seesaw. The ladybug would climb upward along the seesaw. When it reached the other end, that side would descend, and the ladybug would then turn around and continue climbing upward.
In 2003, a group of nature-loving, outdoor-oriented climbers drew inspiration from the upward force of the ladybug and founded Beijing SCALER Outdoor Products Co., Ltd. (hereinafter referred to as SCALER). They adopted the ladybug design as the main brand logo and named the brand “SCALER” (translated as “climber,” phonetically “Scaler”), symbolizing the continuation and transmission of the outdoor spirit and strength of upward climbing. It represents a natural, optimistic, and uplifting lifestyle.
SCALER ― The Fashion Leader in Outdoor Living!
Ms. Zeng Hua, the founder of SCALER, said she wanted everyone who loves life to experience the relaxation, comfort, and joy that the outdoors brings. Since its establishment in 2003, the company has remained committed to this dream. Not only does it meet the needs of various outdoor enthusiasts with outstanding quality outdoor products, but it also boldly breaks through and innovates, implementing a product strategy that combines the latest technological applications with fashionable design. While fully considering the functional needs of outdoor enthusiasts, it creates a new realm of beautiful outdoor living.
The SCALER brand is grounded in the outdoors, positioned in fashionable outdoor living, integrates fashion into the outdoors, maintains consistent quality, and incorporates more humanized design. It fully considers the combination of comfort, practicality, and fashion, striving to shape an outdoor products brand rich in intellectual depth. Currently, the company covers all aspects of outdoor sports, including nearly a thousand products such as outdoor apparel, equipment, accessories, and footwear, capable of comprehensively meeting the personalized customization needs of outdoor enthusiasts and corporate users.
Focus on the Outdoors, Enjoy the Outdoors
Currently, SCALER has developed a business model where direct sales and chain franchises advance together, while also expanding cross-sector collaborations in outdoor services and marketing. SCALER is now spread across most regions of the country, with over 300 agent and direct sales stores providing offline service support. The stores are exemplary in both display design and product experience.
SCALER interprets the outdoor spirit of “Thought, Triumph, Joy” through action, leading more and more people into the embrace of nature and enjoying the boundless excitement of outdoor living in a fashionable way!
[Founder’s Story]
Ms. Zeng Hua, the founder and general manager of SCALER, is an outstanding female entrepreneur who loves the outdoors and advocates for public welfare. She was the runner-up in Season 3 of CCTV’s “Win in China,” a Person of the Year in China’s Outdoor Sports Industry, a youth entrepreneurship mentor, and one of the Top Ten Rising Entrepreneurs.
She said the creation of SCALER Outdoor stems from a heartfelt love. “I’m not a professional outdoor enthusiast. My choice comes simply from my innate affinity for nature. Like all modern urban white-collar workers in the concrete age, everyone harbors a pure dream of venturing outdoors.”
She has successfully summited Mount Kilimanjaro and Yuzhu Peak, trekked in Nepal, and walked countless mountains and rivers. Her life journey has always been driven by an upward force, just like her passion for climbing and the brand she created, SCALER. Thought, Triumph, Joy have always been her life goals and the main theme!
[Brand Growth Journey]
2003 – SCALER was born;
2004 – SCALER sleeping bags and self-inflating mats won widespread acclaim in the industry and received gold awards;
2005 – SCALER’s product line continued to expand, and significant strides were made in the design and development of outdoor clothing and footwear;
2006 – SCALER opened its first SCALER specialty store in Beijing;
2007 – SCALER launched its chain franchise operation system, and SCALER specialty stores sprouted up across the country;
2008 – Zeng Hua, the founder of SCALER, led the SCALER brand to participate in CCTV-2’s “Win in China” program, winning the runner-up in the finals. SCALER’s image as a brand dedicated to the outdoors became even more deeply rooted;
2009 – SCALER received the Outdoor Innovation Brand Award in the industry’s annual review;
2010 – SCALER continued its philanthropic efforts, supporting numerous public welfare projects and caring for the employment and entrepreneurship of the next generation;
2011 – SCALER was awarded one of the Top Ten Innovative Brands in China’s Outdoor Industry for 2011 in the China Outdoor Industry Annual Selection. It also participated in the recording of Tianjin Satellite TV’s “You Are the One,” becoming a representative enterprise in a sunrise industry;
2012 – The One Foundation Rescue Alliance Public Welfare Training Classroom was established at SCALER’s first Outdoor Life Pavilion, launching a new experience of love in public welfare and joy in outdoor living, sparking a new trend in outdoor experiences.
2013 – SCALER once again won the Annual Innovation Brand Award in the China Outdoor Industry Annual Selection.
SCALER ― Walking the Outdoor Path with You All the Way!
For more information, please visit our official website:http://www.scaler.com.cn/
Official Weibo:http://weibo.com/scaleroutdoor
Address: 4th Floor, Aviation Building, No. A2 Xidawang Road, Chaoyang District, Beijing
E-mail:scaler@scaler.com.cn
Tel: 010-59799839 Fax: 010-58857178
2013 Asia Outdoor Products Expo Nanjing Booth No. A1300