If someone asks you how many people are at the morning market, you’d probably find it hard to give an exact answer. Similarly, if someone were to ask how many outdoor brands currently exist in the Chinese market, no one could give a precise number—not even an expert in the outdoor industry. The reason is that there are far too many businesses engaged in outdoor gear sales, and new ones often replace old ones, just like the bustling, diverse crowd at a market. China’s outdoor industry is currently in an era of “brand chaos.”
I remember during the SARS period, many people didn’t want to stay cooped up in the gloomy, oppressive city, so they organized trips to the suburbs to camp, hike, and have picnics, releasing their passion in nature. At that time, almost all the brands on the market were foreign, while many factories in the Jiangsu-Zhejiang-Fujian-Guangdong regions were still doing OEM work for these international brands. Through contract manufacturing, they gained experience and prepared for future business upgrades. After the 2008 Beijing Olympics, the Chinese people’s enthusiasm for sports and leisure surged like never before. This was followed by the introduction of numerous foreign brands. At the same time, domestic OEM manufacturers, after years of development, began boldly creating their own brands. Even companies outside the industry—like ADIDAS, Li-Ning, Taiya, and Jihua—started cross-sector operations, venturing into the outdoor field. For a time, it was a scene of “a hundred boats racing, ten thousand horses galloping.”
I remember during the SARS period, many people didn’t want to stay cooped up in the gloomy, oppressive city, so they organized trips to the suburbs to camp, hike, and have picnics, releasing their passion in nature. At that time, almost all the brands on the market were foreign, while many factories in the Jiangsu-Zhejiang-Fujian-Guangdong regions were still doing OEM work for these international brands. Through contract manufacturing, they gained experience and prepared for future business upgrades. After the 2008 Beijing Olympics, the Chinese people’s enthusiasm for sports and leisure surged like never before. This was followed by the introduction of numerous foreign brands. At the same time, domestic OEM manufacturers, after years of development, began boldly creating their own brands. Even companies outside the industry—like ADIDAS, Li-Ning, Taiya, and Jihua—started cross-sector operations, venturing into the outdoor field. For a time, it was a scene of “a hundred boats racing, ten thousand horses galloping.”
In the fields of outdoor activities, sports, leisure, and fashion, we frequently see well-known brands like Red Bull, The North Face, and Columbia. They are so close to the general public, excel at cross-industry marketing, and maintain continuous topic engagement. Whether through advertising, PR, events, or cross-sector collaborations, they integrate everything seamlessly, making their brand strength even more formidable. There was a time when we could also see the OZARK brand everywhere—it was considered a flagship of China’s outdoor industry. However, due to the long-standing conservative marketing strategy of OZARK’s management, the brand always kept a distance from the general public. There were rarely any related topics, industry discussions, or interactive campaigns, causing it to repeatedly miss opportunities to grow rapidly and pull ahead of competitors. Eventually, it was surpassed by brands like Toread, KAILAS, and KINGCAMP. As the old saying goes, “Opportunities seldom come twice, and time never returns.”
Benchmarks in the Brand Chaos
Business is like war—there are winners and losers. The wise learn from others, dare to innovate, act decisively, and thus achieve glory. The mediocre stick to the old ways, think conservatively, hesitate, and are eventually eliminated.
We may feel saddened by the decline of some star brands, but we’re even more excited by the rise of brands like Toread, KINGCAMP, KAILAS, and Sanfo. They are getting better and better in brand management, operations, and marketing, growing increasingly competitive and setting benchmarks for their peers.
Brand chaos is like floating clouds—when the wind blows them away, the sky becomes clearer. Gearing up and charging forward together, let’s see who will ultimately prevail.