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Outdoor
Everyone’s piling into outdoor for the snow season — only The North Face can outdo itself
Pricier yet snapped up: how Kailas toppled Arc’teryx to top China’s outdoor market
‘Cool-white’ skin even under blazing sun? Camel redefines professional sun-protective wear
Beneunder unveils China’s first sun-protective clothing white paper and industry standard
¥10B+ in China: Decathlon’s Rita rethinks the circular economy from the user’s view
Up 49.73% in nine months — Sanfo Outdoor’s Sun Lei on growing against the tide
Sportswear
Why lululemon chose now to open its Douyin e-commerce store
In conversation with Skechers China's GM: doubling again in three years, confident in the China market
Topping Shopee, surging across SEA: how Xtep makes Chinese running shoes win globally
No more shrunken-adult gear: how moodytiger reinvents kids’ leggings
Innerwear
Pushing localization hard: how Victoria's Secret China seizes ‘fashion's last slice of cake’
Soft-support underwear, upgraded: Bananain refuses to let ‘comfort and tech’ ring hollow
4,000+ stores and back to profit after a ‘second startup’: Cosmo Lady's turnaround
From ¥6B to ¥18B in three years — Miiow’s You Lin on seeing the greatest hope in the winter
Down
Quality with warmth: how Bosideng’s “good down” became a new voice of domestic pride
China’s premium rise: Gaofan’s pro tech powers polar-sailing gear leadership
From down-jacket veteran to outdoor dark horse: the transformation of Tonlion
¥10B in a down market — YAYA’s Liu Yongxi on building a new national brand
Apparel
UNIQLO's 'magic' pants series launches: how to effortlessly style endless looks?
Partnering with “Call Me By Fire”: how Lilang tells the new story of men’s consumption
Peacebird at 30: courage and resilience through the storm
From logo worship to emotional resonance: how did Baoxiniao become China's new benchmark in suits?
Accessories
1,600+ stores, profit set to double — CHJ’s Cai Zhonghua on why young people buy gold
China’s first diamond in 1963: how DEINO opens a sustainable diamond-brand epic
3M pairs a year: how LOHO’s “four pairs per person” took off in scene-based consumption
From emotional resonance to shared value: Haichang breaks the deadlock with long-termism
From passion to cultural mission: a Chinese luxury brand’s 15-year epiphany
