УДК 339
DOI: 10.36871/ek.up.p.r.2025.12.08.014

Авторы

Pan Bin,
Peoples’ Friendship University of Russia (RUDN University)

Аннотация

Over the past decade, the global outdoor sector has surged with remarkable vitality — but who could have predicted that emerging markets, helmed by China, would account for nearly 60% of the industry’s new global revenues between 2020 and 2024? For years, China’s outdoor labels were mired in the low-value rungs of the global supply chain, known merely as purveyors of budget-friendly gear. Today, trailblazers like Anta, Kailas, and Li-Ning are seizing the nitiative to carve out high-end positioning, discarding the anachronistic “affordable China” stigma. This seismic shift isn’t accidental — it’s rooted in sweeping socioeconomic tides. China’s middle class now wields greater purchasing clout; policymakers back high-value-added sectors; and postpandemic, health-driven outdoor pursuits have exploded in popularity. Three forces, converging to propel change.
By weaving together theories from international marketing, brand governance, and industrial economics, this paper synthesizes insights from over 30 scholars spanning China, Russia, and beyond. It delves into two pivotal strategies adopted by Chinese enterprises: cross-border mergers and acquisitions (M&A) fueled by capital infusion, and independent research and development (R&D) propelled by technological breakthroughs. The study also scrutinizes external dynamics shaping these endeavors — consumer preferences across Eurasian markets, Sino-Russian policy synergies, and the competitive pressure exerted by Western marquees.
This research uncovers glaring gaps in existing scholarship: a paucity of cross-cultural comparative analyses, and scant examination of Sino-Russian collaborative potential within the outdoor sphere. It argues that Chinese outdoor enterprises must fuse Western brand management paradigms with nuanced understandings of local market realities — offering actionable navigational cues for emerging-market brands striving to transcend low-cost production molds.

Ключевые слова

Chinese Outdoor Brands, Premium Positioning, Strategic Transformation, Emerging Markets, Brand Management

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