Interface News Reporter | Huang Shan
Interface News Editor | Lou Jingqin
ANTA SPORTS HOLDINGS, A KOREAN PREMIUM OUTDOOR BRAND, KOLON SPORT, RECENTLY ANNOUNCED A PARTNERSHIP WITH BOUTIQUE HOTEL LABEL JIXIASHAN TO OPEN A STORE IN LUOWULI VILLAGE, BINGZHONG, YUNNAN PROVINCE, "AIMING TO PROVIDE RELIABLE OUTDOOR GEAR SUPPORT FOR BACKPACKERS AND SELF-DRIVING ENTHUSIASTS." ”
According to the brand's public information, the store opened by Kolon in collaboration with Jishishiyama is located at the entrance of the Jishiyama Kiri Camp. The camp is located in Wuli Village, Bingzhongluo Town, Gongshan Dulong Nu Autonomous Prefecture, Nujiang Lisu Autonomous Prefecture, Yunnan Province (hereinafter referred to as "Nujiang Prefecture").
Nujiang Prefecture is located in the northwest of Yunnan Province and is named after the Nu River that runs through the whole territory. Luowuli Village is also known as the "North Gate" of the Nu River, and its Biluo Snow Mountain to the east and Gaoligong Mountain to the west make the village a hub for outdoor adventurers in the region.
The village's proximity to the location has also become a key to Kolon's location. The store is also known as the "Ultimate Destination Store" by Kolon. ”
The so-called "destination stores", that is, stores opened in travel destinations or on the way, are mainly aimed at various types of travel consumers. Since 2021, there has been a wave of "destination stores" opening in China, with brands opening stores in popular tourist destinations such as Sanya in Hainan, Aranya in Qinhuangdao in Hebei Province, and Shangri-La in Yunnan.
Among them, high-end outdoor sports brands are also a major force. Jiemian News previously reported that the urban middle class's yearning for nature has promoted the rise of exquisite camping around 2021. Under the strong demand for outdoor activities, high-end outdoor clothing and camping equipment are widely sought after, which directly promotes the growth of the outdoor sports market. In those two years, the business of imported camping equipment buyers in the city was booming, and camping equipment and supplies of imported brands such as Snow Peak, Springbar, and Tintipi also appeared in camps around the city.
Under this trend, established commercial brands have also seized business opportunities. In August 2022, Canadian luxury outdoor brand Arc'teryx opened two new stores in Yunnan, one in the Hang Lung Plaza in Kunming, the "Spring City", and the other in the Linka Hotel, Songtsam, on a mountain above sea level of more than 3,000 meters.
The store was opened by Arc'teryx and Songtsam in partnership with Songtsam after a five-year partnership was signed and a new retail concept of Arc'teryx "Destination Stores" was launched. In November of the same year, Arc'teryx opened its second "destination store" in Beidahu, Jilin, one of the northeastern ski resorts in mainland China.
The "destination store" seems to be located far away from the center of first- and second-tier cities, but it is actually the result of the brand's more refined management of the customer base. As a global outdoor sports ceiling-level brand, Arc'teryx's core customer group has higher requirements for professional outdoor clothing and equipment, and also has stronger purchasing power. This overlaps with Shangri-La Hotel, Songtsam's guest base.
Yicai has reported that regarding the cooperation with Songtsam Hotel, Xu Yang, general manager of Arc'teryx Greater China, has said that customers can often be seen wearing Arc'teryx products in the hotel, and he even believes that "Songtsam is the place where the most people can wear the brand's clothing except for Arc'teryx Company." ”
Collaboration with destination hotels can also add creative points to brands to plan experiential activities and provide more chic scenes. Under the joint planning of both parties, local brand activities can ultimately help brands effectively break the circle and build momentum for brand influence. This can have a positive effect on the overall development strategy of the brand.
Whether it's Arc'teryx's "destination stores" around the world, Chongqing-based boutiques SND opening stores in Aranya and Sanya EDITION, or luxury brands Dior and FENDI's months-long pop-up stores in Sanya EDITION, they have all sparked a lot of discussion on social media, and the discussion has also gone beyond their destinations and returned to first- and second-tier cities.
For now, it seems that KOLON is trying to replicate the success of Arc'teryx's new retail concept of "destination stores". However, unlike Arc'teryx, which is also owned by Anta, which focuses on high-end outdoor functional clothing, Kolon's target track is "outdoor camping".
This time, KOLON opened a "destination store" in Wuli Village, on the banks of the Nu River in Yunnan Province, and Kolon's chosen partner, "Jijishan", is also a veteran in the operation of outdoor leisure and vacation IP. "Jixiashan" is currently the most famous small and medium-sized high-end boutique hotel brand in China, and "Jixiashan Meili", "Jixiashan Datong" and "Jixiashan Chongqing" are all well-known IPs.
Jiemian News saw in the Tianyancha APP that the company behind the IP of "Both Down the Mountain" is "Chongqing Wagang Washe Hotel Enterprise Management Co., Ltd.", and its trader Lai Guoping is one of the earliest leaders of high-end boutique hotels in China.
According to an article on the WeChat public account "FASHENG", Lai Guoping has been staying on the "Downhill and Foggy" project in recent years. Compared with traditional luxury resorts, this hotel project is "very inconvenient" and more "original and natural living form". From the perspective of geographical location and ecological environment, "both down the mountain and in the fog" is positioned as a wild luxury hotel, which mainly attracts people who prefer outdoor camping and self-driving adventures.
Along with the implementation of the project, KOLON also held local outdoor experience activities in Bingzhongluo, including outdoor camping life experience, Xi how to observe wildlife in the nearby primeval forest, and entering Meili Snow Mountain to use KOLON outdoor equipment. From the construction of destination scenarios to the holding of local events, KOLON is practicing the "destination" marketing strategy.
Founded in 1973, KOLON started out as a camping and mountaineering apparel. The brand first entered the Chinese market in 2006 and has made a name for itself in niche outdoor circles, but it has always been small.
In 2017, ANTA Sports announced the establishment of a joint venture with ANTA Sports in Greater China, which will be exclusively operated and marketed, sold and distributed with the Kolon Sport IP and trademark. The transaction was officially completed in October 2017. But in the years since it was acquired by Anta, Kolon has not made much moves in the Chinese market.
Until 2023, which coincides with the 50th anniversary of the establishment of the KOLON brand, under the guidance of ANTA Sports, the brand has clearly defined its goal of developing an exquisite outdoor camping track, and has begun intensive store opening and marketing actions. In April 2023, KOLON opened its first brand culture center at Shangsheng Xinsuo in Shanghai, which it named "KOLON 1973."
The two-story store, which serves as a showcase space for the Kolon brand, is designed in an outdoor and mountain style, with camping equipment as an experiential space. The store is also known as the venue where KOLON hosts brand events in Shanghai. In the past year, KOLON has held brand events and camping festivals in Chengdu, Xining, Ninghai, Shanghai, Hong Kong and other places under the theme of "50 Arrivals".
Behind KOLON's efforts is the result of ANTA Sports' diversified brand strategy. Currently, ANTA Sports' "All Other Brands" segment, where KOLON is located, is the group's fastest-growing business. According to the latest 2023 performance report released by ANTA Sports, the retail sales of its "All Other Brands" segment increased by 60% to 65% year-on-year.
This growth rate is nearly 2.5 times higher than in 2022. In 2022, ANTA Sports' "Other Brands" segment achieved a year-on-year increase of 26.1% in revenue to RMB4.41 billion.