Young buyers have turned “Guochan Niao” (国产鸟) into the new workwear — racked up 20 million in sales, report says

Domestic outdoor goes mainstream

It has been reported that a wave of homegrown outdoor brands, nicknamed “Guochan Niao” (国产鸟) in China, have collectively racked up roughly 20 million yuan in recent sales as young consumers adopt technical jackets and ski gear as everyday workwear. What began as a niche functional market for hikers and campers has migrated into city life: lightweight, weatherproof pieces now sit beside suits and office staples in commuters’ wardrobes. The shift is partly cultural — pandemic-era escapes to nature turned many white‑collar workers into occasional outdoorists — and partly economic, as consumers hunt for high value at lower price points.

Materials, factories and a fast pivot

Domestic material innovators and established sports brands have helped make that shift possible. Longtime players such as Anta (安踏) and Li‑Ning (李宁) have pushed technology into mass-market lines, while brands like Camel (骆驼) and Boshihe (伯希和) have reportedly grown rapidly — Boshihe is said to have sold about 3.8 million pieces from 2022–2024, a claimed 144% compound annual growth. Once-dominant international suppliers like GORE‑TEX are no longer the only route to performance garments; Chinese membranes and coatings — marketed as Anta Membrane, Toread (探路者) nano technologies, Camel ENFO, Boshihe Storm Breath and Kailas (凯乐石) Filtertec — are lowering the “outdoor tax” and letting low‑price, high‑performance jackets proliferate. Factories that made jeans or office wear have retooled for outdoor orders. Even small designers report turning a profit by focusing on a few well‑made SKUs.

Booming demand, rising risks

But mass adoption brings risks. Returns on cheap flash‑in‑the‑pan trekking and ski items are reportedly climbing, and industry insiders warn that poor materials and shortcuts can create safety problems on slopes and in cold weather — windproofing, breathability and proper insulation matter. Some entrepreneurs complain that opportunistic players undercut legitimate makers by producing to the bare minimum or selling counterfeit labels, pushing honest suppliers into loss‑making clearance. Amid broader supply‑chain shifts and trade frictions, domestic capability is growing fast — but so too is market noise. Will quality and consumer education keep pace with the hype? For now, China’s outdoor boom looks less like a fad and more like a new everyday uniform — but the next phase will test whether “Guochan Niao” can be both affordable and dependable.