1. Focusing on Technology as a Selling Point
Technology has always been a buzzword in the apparel and footwear industry. More and more companies are emphasizing technological innovation, and various key technical challenges in production processes have been overcome one after another. This not only reflects consumers’ desire for a higher-end lifestyle but also places greater demands on the companies providing the products. However, focusing on technology does not mean drifting away from trends—in fact, those companies that lead the industry in pioneering technologies often become role models for others to follow.
Due to its inherent nature, the outdoor industry holds products to higher standards when it comes to technical content. So, as representatives of top players in the domestic and international outdoor sectors, how exactly do Columbia and Toread translate technological concepts into real-world applications?
Columbia: Independent R&D + Acquisitions
As an outdoor brand with a solid reputation, Columbia integrates all-weather outdoor technology throughout the entire process—from fabric development to garment cutting.
Columbia independently developed the patented fabric Omni-Tech (a windproof, waterproof, and breathable material), which, through professional sealing treatment, meets consumers' needs for windproofing, waterproofing, and breathability in outdoor settings. Decades of dedicated R&D have resulted in key technologies from Columbia that are fully adaptable to different outdoor activities—such as UV protection, 3D knee articulation, full-range-motion sleeves, and convective ventilation systems. It is this unique technology that delivers an authentic outdoor experience, setting Columbia apart.
In addition, Columbia ensures its technological leadership by acquiring brands to integrate their expertise. Columbia acquired Montrail, a brand renowned for high-quality running shoes, hiking shoes, and mountaineering boots, which was once ranked by the SNEWS Outdoor Retailer Survey as the best-selling footwear brand in the outdoor specialty products category. In its pursuit of top-tier technology, Columbia spares no effort, ensuring that every piece of outdoor gear delivers value and incorporates numerous lesser-known technological innovations.
Toread: Dumbbell Model + Largest R&D Center
In terms of technology, Toread has insisted on innovation for over a decade by adopting a “dumbbell” model—investing heavily in the high-value upstream and downstream segments of the business chain while outsourcing the midstream (manufacturing). Specifically, Toread places great emphasis on product design and R&D. According to data, Toread’s R&D investments from 2008 to 2010 were 6.34 million yuan, 8.92 million yuan, and 14.48 million yuan respectively, accounting for about 3% of annual revenue, and it has obtained nearly ten patents.
Toread is committed to building its own proprietary technology and follows a strategy centered on core technological strengths. It operates the largest R&D center in China’s outdoor products industry, and its developed products have won prestigious awards such as the China Innovation Design Red Star Award. Its independently developed TiEF fabric combines natural active substance modification technology and has undergone repeated technical improvements and innovations to enhance both functionality and comfort for professional outdoor gear. Toread continues to deepen its research on TiEF to develop high-performance, cost-effective, eco-friendly fabric technologies.
Conclusion: Whether it’s Columbia or Toread, their continuous exploration and innovation in technology, along with the high-tech content infused into every product, aim to ensure premium quality and better serve users.