Recently, the ordering event for ACOME, a brand under Shanghai Lexiang Company, was held. Photos from the event showed that Tecnica, an internationally renowned outdoor footwear brand, was also present for a simultaneous launch and showcase. Upon inquiry with relevant authorities, reporters learned that Tecnica and ACOME have formed a strategic partnership in mall distribution channels. It seems this is yet another story of “wearing shoes into the mall” in the outdoor industry.
Outdoor gear differs from sports equipment in that it requires higher craftsmanship and more functional features, with outdoor footwear being particularly specialized—so much so that focusing solely on making outdoor shoes can build a brand. Among them, Italian outdoor shoe brands enjoy the most cutting-edge reputation. On the other hand, in China, most outdoor products are sold through mall channels, which is different from the situation in Europe and America. When selling in malls, the more comprehensive a brand’s product line, the more it boosts sales.
In the first half of 2011, GARMONT and MARMOT reached a cooperation agreement. Considering their brand positioning and matching market recognition, they ultimately entered mall sales together. Similar cases include the Arc'teryx brand, represented by Shanghai Feiwa Company, along with CRISPI and AKU. CRISPI has already established several classic shoe models, and for the trend-driven mall market, AKU—the latest outdoor footwear brand they represented in 2011—offered more diverse and innovative styles. These not only met the needs of mall sales but also complemented Arc'teryx appropriately.
Of course, the match between outdoor footwear brands and outdoor apparel brands is key. For example, in 2011, LOWA and NORTHLAND split their operations, with LOWA opening its own dedicated counter due to differences in brand culture and positioning. NORTHLAND, not wanting to fall behind, quickly established an outdoor footwear R&D center in Beijing to design outdoor shoes suitable for the Chinese market.
There are two paths when expanding from apparel to footwear or from footwear to apparel. The former includes brands like Toread, Osprey, and Kailas, all of which have gone through such a process of expanding their product lines. The latter is exemplified by domestic footwear brand CLORTS, which is ambitiously striving to move from success in outdoor footwear to achieving success across a full product line. There is also a middle path, such as HINATURE outdoor footwear combined with the outdoor apparel brand Pashanhu, which they represent. In short, each brand, based on its own inherent resources and development stage, is striving to fill both the footwear and apparel gaps in mall distribution channels. As for outdoor footwear, due to its complex manufacturing techniques and numerous functional requirements, it plays an “eye-catching” role on par with apparel.
Such brand combinations entering malls are a uniquely Chinese phenomenon, and these changes are still relatively superficial. In the future, there will be even deeper impacts and transformations at the product level.
