In 2012, China’s outdoor industry achieved substantial progress. Five leading domestic outdoor brands, including Toread and Scalpel, established the China Outdoor Alliance to push for the healthy growth of the sector. International brands like The North Face and Jack Wolfskin leveraged their well-established marketing strengths to secure a firm foothold in the Chinese market with an eye on long-term development. According to data published by Outdoor Information Network, major outdoor brands experienced varying degrees of retail sales growth in 2012, with both terminal stores and market coverage expanding significantly. The overall layout of China’s outdoor industry has gradually matured.
Amid this strong progress, the 2012 China Outdoor Industry Annual Awards reached a heated climax, with brands fiercely competing. The results were announced on January 18. Scalpel, known for its fashionable outdoor positioning and leadership in China’s outdoor fashion trends, once again won the Annual Innovation Brand Award. Ms. Zeng Hua, its General Manager and a prominent figure in China’s stylish outdoor scene, embodies the pursuit of a high-quality life filled with joy and happiness through the SCALER brand, earning her the Annual Outdoor Manager Award once more. This marks the multiple consecutive years she has received this honor.
Scalpel’s 2012 Outdoor Products Gain Wide Market Recognition
During a trip along the Three Rivers, Ms. Zeng Hua, General Manager of Scalpel, holds a child from the region in her arms
It is reported that the Annual Innovation Award was one of the most sought-after accolades of the year, with many brands making notable strides in innovation during 2012. Scalpel not only focused on internal improvement but also continued to enhance innovation efforts across multiple fronts in 2012, achieving results in brand innovation, business model innovation, product design innovation, and management innovation. In terms of brand innovation, Scalpel advocated and promoted a relaxed outdoor lifestyle in 2012, carrying out a series of innovative initiatives and practices in the field of public welfare outdoor activities. For business model innovation, the brand boldly broke away from traditional operational models by launching its first Outdoor Lifestyle Store in Beijing’s CBD core area. It introduced the concept of experiential outdoor and pioneered a lifestyle store model integrating outdoor experiences, products, and sharing. In product innovation, Scalpel clarified a strategy that combined cutting-edge technology with fashionable design, meeting the functional needs of outdoor enthusiasts while creating a new realm of enjoyable outdoor living. In 2012, the brand made significant breakthroughs in product fashionability — the bold colors and stylish designs of its spring/summer skin jackets and autumn/winter lightweight down jackets received strong market validation and acclaim. Regarding management innovation, Scalpel made great strides in information management in 2012, achieving substantial progress in enterprise internal systems, dealer management, and supplier system informatization. Internal work efficiency and oversight mechanisms continued to improve, and product quality assurance measures were further strengthened.
One Foundation Rescue Alliance Public Welfare Class Established at Scalpel Outdoor Lifestyle Store
Ms. Zeng Hua, General Manager of Scalpel, Summits Yuzhu Peak
These innovative measures are closely linked to Ms. Zeng Hua, founder and General Manager of the Scalpel brand, making the Annual Outdoor Manager Award well-deserved. In 2012, while continuing to optimize and elevate Scalpel’s brand management, Ms. Zeng also pursued her passion for exploration. She conducted comprehensive research on the European outdoor products market, successfully summited Yuzhu Peak, and trekked through the pristine villages of the Three Rivers. Through these actions, she continuously communicated and demonstrated the company’s philosophy of dedication to the outdoors and enjoying outdoor life, thus propelling the industry forward. At the same time, she continued to promote a relaxed and joyful outdoor lifestyle via the Tianjin TV show “You Are Hired,” inspiring more people to venture outdoors and develop a love for it. “I have always believed that everyone holds an outdoor dream in their heart, and striving to realize that dream is Scalpel’s goal and our source of motivation. Winning this award again is truly thanks to everyone’s support and attention. Looking ahead, we will continue working hard to promote the healthy development of the outdoor industry!” Ms. Zeng expressed great confidence and hope for the future of outdoor in 2013.