Case Study: Kailas | The Chinese Outdoor Brand Surpassing Arc’teryx

How Kailas Is Replacing Arc’teryx 

On Chinese social media platforms like Rednote (Xiaohongshu), Bilibili and WeChat, Kailas is frequently mentioned as a brand “replacing Arc’teryx” for Chinese outdoor and lifestyle users.

This shift comes from four consumer-visible advantages:

1. Comparable or better performance technology
2. More fashion-forward design
3. Strong cultural identity
4. Premium value at a more accessible price

Kailas combines technical performance with strong climbing, mountaineering and trail-running credibility and high fashion colour direction and Chinese aesthetics-inspired palettes, making them not just trusted by outdoor enthusiasts but also adaptable to everyday urban wear. 

The brand positions itself as a Chinese brand rooted in Chinese landscapes, a supporter of local climbing communities and a leader in outdoor culture, not just outdoor gear. 

With competitive design and technology, Kailas undercuts Arc’teryx by 20–40%, making it attractive for young urban buyers.

 

The “China Mountain Colours” Strategy: A Major Marketing Breakthrough

One of the biggest drivers of Kailas’s rise in 2024–2025 is its colour strategy. Rather than relying on typical outdoor colours, Kailas built a design system in collaboration with local artists called China Mountain Colours (中国山地色 Zhongguo Shandi se) — colour palettes inspired by real Chinese landscapes.

Examples include: Ice-Lake Green, inspired by Sapu Sacred Mountain glacial lakes, and Snow Dawn Purple, taken from Mount Gongga's twilight sky. 

The Mont-X shell jacket became a major trend and lifestyle fashion item. These unique colours not only make Kailas stand out visually in a crowded market but also deeply resonate with consumers in cultural identity and emotional connection.

Kailas Mont-X has become a major trend on Chinese social media. Images via Rednote

Community and CSR: A Long-Term Brand Trust Strategy

Kailas invests heavily in community building and corporate social responsibility — an important differentiator in China:

• Climbing route development
• Sustainability programmes
• A workplace culture Gen Z shares online

Through the “Rock Searching China” project, Kailas has funded and built nearly 2,000 climbing routes across China, made routes free for public use and supported outdoor access for new climbers.

It also commits to sustainability, for example, uses recycled ocean plastics, launches a backpack repair and reuse programme and maintains a durable product philosophy.

Even in the workplace, Kailas employees frequently post about group outdoor activities and its Guangzhou HQ features climbing walls and nature-inspired interiors. These strategies all organically boost brand perception among younger audiences.

Omnichannel Digital Commerce

Kailas has mapped its distribution to the modern Chinese consumer journey. The brand operates across all major channels, however, each with its own emphasis:

• Douyin (46% of sales) for conversion

• Xiaohongshu for colour inspiration, styling and UGC

• Bilibili for technical reviews and long-form content

• Tmall/JD for flagship-brand credibility

This omnichannel approach ensures high visibility in both performance and lifestyle searches.

Screenshots of Kailas' various channels. From left to right: Rednote, Douyin, Bilibili, Tmall and JD

International Expansion: The Next Stage for Kailas

Kailas is now expanding into Europe, positioning itself as a new global outdoor competitor with strong cultural and technological roots.

With its strong domestic track record, premium but accessible pricing, unique Chinese aesthetic and high-margin technical categories (shells and footwear), Kailas will be a strong competitor to the international outdoor market. 

Key Takeaways for Global Outdoor and Lifestyle Brands

1. Colour is now a competitive advantage
   Chinese consumers expect outdoor apparel to be performance-driven and fashion-relevant.
2. Culture-based design wins loyalty
   Rooting products in China’s mountains and landscapes builds emotional meaning.
3. Technical parity erases the old foreign-brand advantage
   Filtertec and cold-resistance tech bring Kailas close to Arc’teryx performance.
4. Community investment increases long-term brand value
   Supporting climbing, sustainability and youth culture builds real trust.
5. Douyin and Xiaohongshu dominate outdoor discovery
   Any brand not active here will lose the next generation of customers.