Salomon in China has shown strong ambition to grow in the market, aiming to establish a firm foothold as outdoor sports continue to gain momentum in the country. With China’s outdoor industry steadily expanding, the brand sees significant opportunities to capture growing demand from consumers who are increasingly embracing hiking, camping, skiing, and other outdoor activities.
This ambition is supported by broader market dynamics. China’s outdoor equipment market has been growing steadily year by year, with revenue rising from RMB 5.83 billion in 2018 to RMB 9.82 billion in 2025. This consistent upward trend highlights the strong momentum of the industry, driven by a rising middle class, stronger health awareness, and the growing popularity of outdoor lifestyles. These factors have made China a strategic priority for international brands, reinforcing Salomon’s focus on expanding its presence in the market.
Salomon in China: From expansion to stronger consumer connection
Salomon’s parent company, Amer Sports (58% owned by Anta), recently stated that China contributes about 25% of its total revenue. In its fourth-quarter report, Amer Sports highlighted exceptionally strong growth in the region, with quarterly sales up 53.9% in China. This makes China an extremely important growth engine for Amer Sports. Much of Salomon’s growth comes from China, with not only rising sales figures but also strengthened brand awareness, an expanding store network, and enhanced direct-to-consumer channels.
A key driver behind this momentum is the support of Salomon’s parent company, Amer Sports, which is 58% owned by Anta. Anta’s backing gives Salomon access to valuable resources, local expertise, and distribution advantages that few foreign brands enjoy. In 2024, Anta reported domestic revenue of RMB 33.74 billion, emphasizing its dominant position in China’s sportswear market. This partnership means Salomon can enjoy Anta’s scale, network, and information on the Chinese customer preference.
Aligning store locations with core consumer segments
As of the first quarter of 2025, Salomon operated approximately 218 stores in China, with much of this growth concentrated in first-tier and new first-tier cities such as Beijing, Shanghai, Guangzhou, Chengdu, and Hangzhou. This store distribution closely matches the regions where Salomon’s core consumers are located. The brand is also on track to reach nearly 300 stores in China by the end of 2025, marking a sharp expansion compared to 163 stores in 2024 (see chart for details). This rapid pace of growth highlights Salomon’s strong commitment to scaling its presence in China’s booming outdoor market.
Salomon’s store distribution in China reflects a strategy of aligning with distinct consumer segments rather than simply covering broad groups like “young professionals.” Its core customers can be divided into three main categories: urban middle-class lifestyle seekers who view outdoor activities such as hiking or camping as part of a healthy, aspirational lifestyle. Performance-driven outdoor enthusiasts, including skiing and trail-running communities that prioritize technical quality and trend-conscious youth who adopt Salomon footwear as a fashion statement, are influenced by collaborations, celebrities, and social media seeding. Concentrating stores in first-tier and new first-tier cities allows the brand to reach these segments more effectively, particularly the middle-class consumers with strong purchasing power.
International outdoor brands win more trust in China
International outdoor brands tend to be more trusted and admired compared to domestic ones. Data from the Tmall 618 Outdoor & Sports Brand Sales Ranking shows that among the top 10 brands, only Anta and Li-Ning are domestic. The rest are international players. This indicates that Chinese consumers generally lean toward foreign brands in the outdoor segment. Salomon benefits from this preference, being perceived as a reliable and aspirational global brand.
Salomon in China: A shift toward youth and streetwear culture
To win over the Chinese market, Salomon is reshaping its brand direction with a clear push toward youth and trendiness. Beyond its professional outdoor heritage, the brand has started collaborating with fashion-forward labels such as Comme des Garçons, MM6, and Beams. This makes its products part of the streetwear conversation. At the same time, Salomon has tapped into the influence of celebrities. International icons like Rihanna to Chinese stars such as Bai Jingting, showcase its footwear. These efforts are further amplified on social platforms like Xiaohongshu and Douyin, where brand seeding, KOL endorsements, and celebrity exposure drive significant traction.
According to Xiaohongshu’s 2025 First-Half Outdoor Observation Report, posts with the keyword “weekend” and outdoor topics exceeded 1.06 million notes, generated over 70 million interactions, and accumulated more than 7.6 billion exposures. Salomon has actively tapped into this trend by positioning its products within these conversations—for example, through KOL seeding campaigns and celebrity posts on Xiaohongshu that connect its footwear to weekend outdoor lifestyles. By associating with these high-traffic keywords, Salomon not only gains visibility but also reinforces its image as both a professional and trendy outdoor brand.
Salomon in China: Further anchoring the middle class
Salomon is also working hard to strengthen its ties with China’s middle-class consumers. The brand actively connects with middle-class lifestyles by sponsoring and organizing outdoor activities such as frisbee games, running, and mountaineering events. At the same time, Salomon invests heavily in promotion through top KOLs, building strong visibility on social platforms. Dedicated hashtag campaigns and outfit-sharing posts on Xiaohongshu and Douyin help create buzz. Moreover, influencer-driven marketing makes Salomon part of the daily lifestyle conversation rather than just a performance brand.
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Creating exclusivity through scarcity marketing
Salomon is also good at scarcity marketing. New sneaker releases are often available only through lottery-based raffles. Consumers must sign up and wait for a chance to purchase. It creates a sense of exclusivity and scarcity around its products. As such, it is appealing to consumers who are eager for unique experiences and who see limited access as part of the brand’s value.
Key takeaways of Salomon’s journey in China
- Salomon has aligned with the steady expansion of China’s outdoor equipment market and is seeking to further strengthen its presence.
- The brand’s store distribution is concentrated in Tier-1 and emerging Tier-1 cities. This signals a clear focus on China’s growing middle class.
- Since Amer Sports was acquired by Anta, Salomon has pursued a younger brand image through collaborations with multiple labels. The brand also engages influential public figures to showcase its products.
- To deepen its connection with middle-class consumers, Salomon has organized a variety of sports and outdoor events. This embeds the brand into the lifestyles of active participants.
- Salomon leverages unique marketing tactics to capture attention, including limited sneaker releases that require lottery-style draws. It creates scarcity and boosts exposure through “hunger marketing.”
