The average annual sales volume increased by more than 40%, and the outdoor sales completed nearly 100 million yuan in financing

According to reports from multiple financial media, the outdoor sportswear giant Naturehike has recently completed nearly 100 million yuan in financing. The report shows that this round of financing was exclusively invested by Eastern Bell Capital, and this is also the first time that Naturehike has accepted external investment.

Multi-platform layout, annual sales growth of over 40%

As of press time, Norwegian has not announced the use of the funds raised this time. However, this round of financing has also brought this outdoor product sales company into everyone's attention.

According to public information, Norke was founded in 2010 and is located in Ningbo City, Zhejiang Province. It focuses on the research and development, design and sales of equipment for hiking, mountaineering, camping, travel, etc. It is a global fashion equipment one-stop camping equipment brand, committed to providing high-quality services and products to outdoor enthusiasts around the world.

Its popular products are mainly tents, sleeping bags and folding tables and chairs. At present, Norke has formed 9 major product series including tents, air cushions, sleeping bags, tables and chairs, lamps, outdoor tableware, trekking poles, backpacks, and outdoor clothing .

It is understood that Norwegian has launched an international development strategy and global layout since 2016. At present, in addition to the domestic market, Norwegian's products have covered more than 80 countries and regions including North America, Japan, Western Europe, Africa and the Middle East, and have a solid market in Southeast Asia, Eastern Europe and South America. The company's average annual sales growth exceeds 40% .

In terms of sales channels, Norke mainly relies on online platforms for sales. In addition to having its own independent website, Norke has also established presence on Amazon, Tmall Global, and AliExpress. In 2018, Norke was awarded the titles of Amazon Global Expanded Seller, AliExpress Top 10 Overseas Brands, and Tmall Global Top 20 Overseas Brands.

During the epidemic, overseas consumers' demand for outdoor products increased instead of decreased, and outdoor camping activities became popular. During this period, many of Norwegian's products became hot-selling products on the Amazon platform.

The popular tent series products were sold out several times

Although NOKER has nine complete product systems, its tent series products are popular among international and domestic outdoor camping enthusiasts for their "strong sense of design and high quality assurance".

Currently, Norwegian products are sold on three Amazon sites in the North American market , six sites in the European market, and the Japanese site in the Asian market. According to Norwegian, its sales on the Amazon platform doubled in 2021, exceeding 10 million US dollars .

Among these sites, considering the superior natural conditions, rich outdoor resources, high degree of specialization, high consumption, good mass base and many outdoor camping enthusiasts in Europe and Japan, Norwegian will "break the circle" from these two markets and create new growth points.

Industry data shows that during the period 2019-2025, the revenue of the European camping tent market is expected to grow at a compound annual growth rate of nearly 8%. By 2025, the European camping tent market is expected to reach US$1.2 billion.

In the Japanese market, there are nearly 4,000 campsites registered on a dedicated camping reservation website . Despite this, during the peak season, popular campsites are often fully booked, and some people even have to make reservations half a year in advance. According to statistics from the Japan Camping Association, the number of people who go camping in Japan each year has risen to 8.4 million in 2017, and has continued to increase year after year.

How to seize market demand and create popular products?

It is understood that the creation of hit products by NOKER follows a three-step method. First, obtain consumer feedback from multiple channels and upgrade products according to consumer needs; second, focus on "product quality" over "product sales", refine products, and create "lightweight" camping equipment; third, high standards are applied throughout the entire process from product research and development to promotion.

According to the information on various sites on the Amazon platform, the selling points of its tent series products are: suitable for various needs, such as backpacking, camping, fishing, mountaineering, etc.; easy to set up and sufficient space; ventilated, waterproof and insect-proof; "lightweight" products, easy to carry.

Among them, "lightweight" is a major selling point of this product. The tent that can accommodate two people weighs only 1 kilogram, which is sought after by a large number of overseas professional campers. In addition, for professional mountaineering enthusiasts, it also greatly reduces the weight they carry.

From the buyer's perspective, most consumers said that the appearance of the NOKER tent is high-quality and the details are well handled. The materials, craftsmanship, packaging and other aspects are enough to reflect the exquisite aesthetic design.

Meanwhile, the tents of Nordic can still get high ratings of more than 4.5 stars in Japan, where the negative reviews are far higher than those in Europe and the United States . And in Germany, where the return rate is the highest among Amazon sites, the return rate of this brand is less than 1%, which is enough to show the "hard power" of its products.

This is inseparable from the strict control of product quality. All tents designed by NOKER have undergone rigorous product testing, during which professional outdoor athletes participated in the entire process and provided professional advice for product design and improvement. For popular products, NOKER will continue to upgrade them.

The branding journey of Norwegian

In addition to product factors, the branding journey of Norwegian over the years also contributed greatly to the creation of the hit product.

NOKER started its own branding journey very early. After choosing the development path of cross-border e-commerce, NOKER proposed the brand concept of "Light Outdoor, Light Travel" and focused on providing lightweight products , considering that there are many professional users of foreign consumers, who pay attention to product quality and storage functions, and are sensitive to weight.

In 2013, Norke established its own R&D center with nearly 40 people. According to the official website, Norke currently has more than 80 utility model and design patents. According to Liu Xianghua, manager of Norke's e-commerce department, Norke will continue to increase investment in R&D and plans to build another R&D center in the future to form a real technical barrier.

The investment in R&D has enabled Norke to have its own original technology and design. "Originality" is another major principle Norke adheres to . This can not only avoid problems such as infringement, but more importantly, it can bring real competitiveness to the brand and build its own brand moat.

In addition to R&D investment, Norke also attracts traffic through off-site marketing. On social platforms such as YouTube and Instagram, Norke created its own accounts and chose to cooperate with relevant KOLs and Internet celebrities to conduct creative content marketing and convey its brand concept to users.

In addition, Nookie has organized online and offline activities many times, created cross-border joint activities and products, constantly "breaking the circle" and further enhancing its influence.

By accurately positioning its brand and investing heavily in R&D and marketing, Norwegian is gradually expanding its brand influence and taking a further step on the road to overseas expansion .

Nook

outdoor

Financing