On the morning of April 2, Zhao Mengda, CEO of Longcharm Group and President of the China Culture Promotion Association Industrial Investment Association, together with Liu Hailiang, Founder of Shanghai Velowind Network Technology Co., Ltd., at the invitation of Kong Ying, Government Affairs Director of Amer Sports, visited the ARC'TERYX Museum located in Shanghai. Wang Zhenhua, Senior Manager from Amer Sports’ Government Affairs Department, accompanied the tour.
As a flagship venue for Amer Sports’ top outdoor brand, the ARC'TERYX Museum on Nanjing West Road in Shanghai is not only the world’s first brand store officially named a “museum” but also the largest and most immersive flagship store of ARC'TERYX globally. Covering a total area of 2,400 square meters, the museum features four distinct themed zones designed to recreate a “museum-like” artistic space, vividly showcasing the brand’s evolution and core spirit since its inception.
During the visit, Kong Ying highlighted the technological innovations and breakthroughs across ARC'TERYX’s product lines. She explained that ARC'TERYX’s design is rooted in the real demands of high mountain environments. From innovations in waterproof and breathable fabrics to continuous optimization of ergonomic cuts, each product embodies a deep understanding of extreme scenarios. For instance, the newly launched Beta SV hard shell in 2026, specially crafted for high-altitude trekking, offers durable protection with its rugged shell jackets and pants, constantly providing explorers with reliable safety and confidence in challenging conditions. The brand consistently pushes the boundaries of material science and manufacturing processes, offering comprehensive solutions from professional climbing to urban exploration. The accumulation of these technological innovations and product strengths lays a vital foundation for ARC'TERYX’s sustained leadership in shaping China's outdoor consumer culture.
Following the tour, the participants engaged in an in-depth discussion on the forefront of the outdoor sports industry. They exchanged views on the future development of outdoor activities and analyzed current trends in China’s outdoor consumer market. Zhao Mengda noted that the vigorous growth of outdoor sports culture has effectively stimulated China’s outdoor industry market potential, making it one of the most dynamic sectors within the sports industry, with a significant influence on fashion and lifestyle trends. Liu Hailiang shared insights based on Velowind’s experience in integrating digital technology with lifestyle concepts, offering perspectives on empowering outdoor scenes through innovative applications.
All parties concurred that a profound understanding of market changes and consumer needs is an essential foundation for the sustained and healthy development of outdoor sports.
This visit and exchange not only deepened mutual understanding between the Industrial Investment Association, eco-enterprises, and leading international outdoor brands but also provided valuable industry insights into China’s outdoor market dynamics and evolving consumer trends. The event exemplified a positive collaboration model driven by the CCPAIIA leadership and enterprises' synergies, injecting fresh ideas and vitality into the high-quality development of China’s outdoor sports industry.