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interface news reporter | shi yiying

interface news editor | ren xuesong

in mid-to-late september 2024, jd fashion reached a strategic cooperation with the british fashion council and became the london fashion council.zhou yathe brand also became the official online retail partner of europe and led several chinese clothing brands to appear on the catwalk, including chinese outdoor sports brands kelash and pelliot.

this time, brands such as pelliot landed on the london fashion week show. it has been 6 and a half years since li ning landed on the new york fashion week in early february 2018 and set off the "national tide" trend.

in the past six and a half years, almost all sports brands have been on the catwalk or turning new product launches into fashion shows. at almost the same time that brands such as pelliot were on the london fashion week, li ning also held a big show in jingdezhen and officially launched its main brand's outdoor product line.

behind this is the reflection of the intensified competition in the sports outdoor market segment in the past five years. appearing at fashion weeks and walking on catwalks seem to have become a must for all sports brands, but for consumers, it has become a way of launching new products that lacks novelty.

the current domestic sports outdoor market in china is as competitive as the running market segment.

international giant brands include arc'teryx, salomon, the north face and columbia, which have their own core products in the skiing, rock climbing, hiking and other markets. comprehensive sports brands such as nike, adidas and lululemon are also entering the outdoor market segment. nike's acg product line and adidas' terrex product line have relatively mature product layouts, while lululemon has introduced waterproof technology through products such as "raincoats" and windbreakers.

as for domestic sports brands, anta's main brand introduced anta champion as its outdoor product line, while li ning began to urgently increase its outdoor market layout from the middle of last year, including the launch of an outdoor product line under the main brand. at the same time, feifan lingyue, which has a close relationship with li ning, acquired the famous swedish outdoor brand haglofs at the end of last year.

at the same time, new outdoor sports brands in the domestic market are also flourishing. this trend is very similar to the mushrooming of lululemon alternatives around 2018. clothing brands such as bosideng and jiaoxia are also trying out jacket products to enter the outdoor sports market.

the rise of camel outdoor is a representative example. founded in the 1930s, the old brand has returned to the market spotlight with the outdoor sports trend. during the double eleven period in 2023, camel topped the list, surpassing the north face and kolon under the anta group, while pelliot and decathlon ranked fourth and fifth on this segmented list.

double eleven in 2023 has also become a landmark node in the domestic sports consumer market: the windbreaker seems to have become the hottest item in the large sports market overnight.

new outdoor brands like pelliot are also competing in this field.

in the outdoor sports track represented by jackets, camel and kalendar have obvious cost-effectiveness advantages, while north face and columbia, the established outdoor brands, have their own core technology patents, and arc'teryx has a clear brand value advantage. however, compared with competitors, new brands like pelliot do not have clear core competitiveness.

tianyancha app shows that pelliot outdoor sports group co., ltd. was established in bozhou city, anhui province in 2015. the legal person and chairman is liu zhen, and the registered capital is rmb 60,011,194. however, the official introduction page shows that pelliot was founded in beijing, china in 2012.

pelliot also "broke out of the circle" on double eleven 2023, and made it into the top five outdoor sports brand sales list, becoming one of the only two domestic sports brands in the top five.

pelliot has gone through two rounds of financing: the a round of financing was completed in june 2023, with investments from jianan group and guoyuan direct investment, but the specific amount of financing was not disclosed. the b round of financing was just completed at the end of august 2024, led by qiming venture partners, followed by sinovation ventures, gsr ventures and others.

when officially announcing the completion of its series b financing, boelli said the money would be used for the innovative design and research and development of the brand's professional and high-end product lines, as well as for the company's offline channel layout and improvement of its global supply chain system.

judging from the current product layout of pelliot, its main products, including jackets, three-in-one jackets and down jackets, are priced higher than the camel brand but lower than international outdoor sports brands such as the north face.

new domestic outdoor brands like pelliot hope to highlight their cost-effectiveness. however, in the overall outdoor sports market, new brands do not have as many core products as established outdoor brands. as the competition in the outdoor sports market becomes increasingly fierce, giants enter the market and increase their stakes, and the market competition pressure faced by pelliot and others is only increasing.

in terms of spokespersons, the signing of tong liya by perseverance is a very cost-effective signing. but in the outdoor sports market, brands like kolon signed liu shishi before and recently announced hu ge, while brands like the north face and columbia are playing the celebrity card. a new product may be worn by dozens of celebrities, olympic champions, and even celebrity coaches to increase exposure.

the fierce competition facing pelliot and others cannot be solved by appearing at a fashion week. as competition in the sports outdoor market intensifies, chinese consumers will become more and more picky. if arc'teryx and the north face, old outdoor brands, also enter the price war, then the living space of pelliot and others will be squeezed first.