Selling 20 Million! Young People Turn 'Domestic Birds' into 'New Work Uniforms'

Trend: outdoor becomes the city uniform

China's outdoor apparel has quietly graduated from niche hobbyist kit to everyday workwear. What started as a pandemic-driven push into nature has mutated into a wardrobe default for young office workers: technical shells, down jackets and multifunctional vests now sit alongside suits and sneakers. Why the shift? Low-cost access to functional fabrics, heavy marketing from mainstream fashion houses, and a desire for practical, comfortable clothing in a high‑stress era have combined to make "outdoor" both a lifestyle and a safe purchase decision.

Small brands and veteran operators capture the moment. Founders interviewed say 70% of today's buyers are not hardcore outdoorspeople but urban consumers seeking versatility; reportedly one hot-selling jacket generated about ¥20 million in GMV. It has been reported that Camel (骆驼) has topped global shell‑jacket sales for six consecutive years, and Boshihe (伯希和) sold roughly 3.8 million units between 2022–2024, underscoring the scale of domestic demand.

Industry squeeze and the road ahead

The boom has a flip side. Factory upgrades, falling margins and rapid imitation have turned the sector into a price war. Cheap "flat‑substitute" ski suits and knockoff shells are common; industry insiders warn some low‑cost items are unsafe for high‑speed winter sports. Returns and steep discounts are rising, and many brands disappear after a single season of hype. Who survives? The ones who dig deeper—brands that solve real pain points (female‑specific cuts, soft technical fabrics), obsess over design, or build community through events and repeat customers.

Materials and geopolitics matter too. For years China's makers leaned on international suppliers such as GORE‑TEX; now, amid broader supply‑chain shifts and trade friction, domestic R&D has accelerated. Brands from Anta (安踏) and Li Ning (李宁) to Toread (探路者) and KAILAS (凯乐石) are rolling out proprietary membranes and coatings—Anta's in‑house membranes and ENFO from Camel among them—bringing high performance to lower price points. It has been reported that as these technologies scale, the sector will move from a price race to a quality and specialization race. The winners will likely be the brands that turn a fleeting street trend into durable product and culture.