[Chinese brand you need to know] KAILAS
We've been obsessing over this brand for a while now... 🏔️
Chinese brands are on the rise. From tech to tea, whether they’re going global or crushing the competition at home, we think there are some seriously cool brands out there worth knowing. This series aims to spotlight those brands and the strategies that make them stand out.
🥾 If you’ve been keeping an eye on global outdoor trends, you might have noticed something big brewing in China. The country’s outdoor sports sector is projected to surpass ¥3 trillion (≈$413 billion) in 2025, fueled by a surge in young, urban consumers embracing activities like hiking, trail running, and camping as part of their lifestyle.
Trends like “gorpcore” (think stylish, functional outdoor wear) have taken hold, blending fashion with functionality and making technical gear a staple even in city wardrobes.
Some stats to ‘wow’ you:
The total value of China’s outdoor sports industry has now surpassed ¥3 trillion (~$413 billion).
The outdoor apparel market alone exceeds ¥121.3 billion (~$17.3 billion), making it one of the fastest-growing in the world.
Over 335,000 outdoor-related companies are now active in China—with more than 24,000 added in the last year alone.
Search “户外” (outdoor) on Xiaohongshu (aka Rednote), and you’ll see it all happening in real time:
#OutdoorHiking – 5.8 billion views
#OutdoorCamping – 4.11 billion views
#OutdoorOutfit – 2.25 billion views
Amidst this backdrop, Chinese brand KAILAS is making waves. Known for its innovative designs and affordability, KAILAS is challenging global giants by offering gear tailored to local terrains and body types. With a projected revenue of ¥3.5 billion (≈$490 million) in 2024, it’s clear that Kailas isn’t just riding the wave—they’re helping to shape it.
Today we explore how KAILAS is redefining outdoor gear in China and why it might just be the next big thing on the global stage.
🔑 KAILAS Founding Story
Founder Zhong Chengzhan (钟承湛) is a true extreme/outdoor sports fanatic. Even after a skiing accident in 2013 left him paralyzed from the waist down, he became the first person in China to learn sit-skiing. Today, he still drives himself in a modified off-road vehicle, chasing peaks in every way he can.
That same spirit defines the company. Headquartered in Guangzhou Sports Center, KAILAS’ office features its own climbing wall, nicknamed “Rock Space.”
While others rode the pandemic-era camping wave, KAILAS cut their low-performance product lines and went all in on technical climbing gear. In 2023, they became the official supplier to China’s Antarctic Expedition Team.
🔑 Why this matters right now: Chinese consumers are looking for proven efficacy and quality. By focusing on premium lines and pairing up with the likes of the National Antarctic expedition team, the brand earns some serious (mountain) cred.
Today, their gear dominates the trails. Some now say:
“Nine out of ten mountain climbers in China wear KAILAS.”
“The mountains are full of KAILAS. Arc’teryx is what people wear at the mall at the foot of the mountain.”
To quickly capture the outdoor climbing market, KAILAS made a bold move during the first three years of its brand overhaul (2020-2023) — launching high-performance gear at more accessible prices. By offering products at 50–70% of the cost of brands like Arc’teryx and Mammut, the brand opened the door to a wider audience without compromising on quality.
*However, the brand has since updated its pricing and is now more on par with global brands.
⚡️Social Strategy
1. Content with real-world context
KAILAS’ livestreams are hosted by real climbers and outdoor pros, offering deep dives into product performance, tech specs, and extreme-condition footage — from icy mountains to vertical cliffs.
They host brand documentaries, charity features, and theme-driven campaigns like “Your First Snow Mountain”, bringing viewers into the outdoor lifestyle. From there, they’re invited to join the KAILAS Mountain Running Gang, unlocking exclusive discounts and real-world event invites.
2. UGC-driven buzz
From Rednote’s #KAILASDapowang (King of the Slope) to Douyin’s #EverythingCanClimb, KAILAS links real users with real trails through viral UGC. Star products are paired with challenges, city runs, and influencer-led content that feels organic—because it is.
3. Online + offline formula
KAILAS operates retail stores in major cities like Beijing, Shanghai, Guangzhou, and Chengdu, offering more than just shelves:
Community-building through classes and events
Government-backed IP campaigns that boost tourism while feeding online buzz
Hardcore athlete collabs (e.g., first ascents, route development) documented and shared
Hype drops like the “Dapowang” series, which sold out instantly and now resell for 1,000+ yuan premiums
And yes, every employee is expected to get outside, earning leader certificates and sharing their journeys on social media
4. Money well spent
KAILAS leverages paid tools to target and optimize for its target audience, but there is no visible over-reliance. On Rednote, feed ads target high-spending users (age 30–39) and boost influencer posts. On Douyin, product displays and interactive tools (e.g., lucky draws) are adjusted live to boost conversion.
5. Influencer collabs done right
Instead of generic influencer dumps, they work with a diverse mix—from fashion stylists to climbers to artists—each highlighting a unique product angle that still stays true to the brand.
6. Global image, local relevance
Internationally, KAILAS promotes elite trail races (e.g., Tor des Géants) on TikTok and partners with global athletes. Domestically, they focus on niche markets (like female trail runners) with emotional storytelling on Rednote to broaden appeal.
📈 The Impact
Sales Surge: KAILAS is projected to surpass ¥3.5 billion (≈$490 million) in revenue for 2024, with hit products like the FUGA trail shoes (34.8% domestic race share) and Mont-X hard shell jacket (prices doubled, still in short supply).
Viral Visibility: Its “Chinese Mountain Colors” (e.g., Glacier Green, Wilderness Purple) and trendy designs sparked massive buzz on RED, with topic views exceeding 500 million.
Breaking Into the Mainstream: Strategic sponsorships (200+ races) and public climbing route development (1,900+ routes) have helped the brand expand from hardcore outdoor circles to mass-market recognition.
We’re definitely eyeing KAILAS’ collections - and now, aren’t you?
As always, thanks for reading! ✌🏼
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