DESCENTE, the Outdoor Brand with an Average Price of 3,000 Yuan, Sets Its Sights on the Domestic Market

At the Turn of Summer and Autumn, DESCENTE’s “Myth” in the Chinese Market Collapsed.This late summer and early autumn, Arc’teryx’s “myth” in the Chinese market came crashing down. On September 19, Arc’teryx staged a fireworks show called “Rising Dragon” in a remote area of the Himalayas in Tibet at an altitude of 5,500 meters. The fireworks shot along the ridges, tracing the shape of a giant dragon across the highland night sky. The spectacle quickly sparked online criticism over environmental concerns. Soon after, the Shigatse municipal committee and local government dispatched an investigation team to verify the situation on site. Meanwhile, Anta Sports, the shareholder behind Arc’teryx, saw its market value evaporate by HK$12.5 billion in a single day on September 22.In contrast to Arc’teryx’s high-profile marketing, another high-end brand under Anta, DESCENTE, appeared far more low-key. In August this year, to celebrate its 90th anniversary, DESCENTE held a “Precision Craftsmanship” brand exhibition in Shanghai. Rather than indulging in flashy ceremonies, the brand showcased interactive setups including robotic arms and wind tunnel labs, emphasizing its close connection to sports.However, for DESCENTE, which originated as a ski equipment brand, its social media presence today tells a different story: its downward-pointing arrow logo has been interpreted by netizens as “grounded and connected to the people,” and on Xiaohongshu (RED), the brand has even been associated with the trending topic of “in-system outfits”.From Ski Equipment to the “In-System” Wardrobe.DESCENTE started with ski gear. Founded in Japan in the 1950s, it initially focused almost exclusively on ski apparel, grounded in professionalism and functionality.

The three-arrow logo, established in 1961, represented three core skiing techniques, making the brand’s positioning clear: serving professional athletes.So why would a high-end brand rooted in skiing become associated with “in-system outfits”?What Is “In-System” Dressing?The term “in-system” has become a hot topic on social media over the past two years. It refers to employees within government, state-owned enterprises, and public institutions who have stable positions and incomes, and thus stable purchasing power. This group is large, consumes steadily, does not chase trends, and prioritizes durability, propriety, and cost-performance.Their daily work attire must balance multiple identities. Moving between offices, conference rooms, and field visits requires clothing that is both presentable and comfortable. Dark and neutral colors—black, gray, navy—are standard. Cuts must be crisp and clean, avoiding flashy styles and tight fits, with the principle of “acceptable and safe” prevailing. Branding must also be restrained, as overly prominent logos may be seen as ostentatious. This style reflects a self-protective mechanism shaped by workplace culture: low-key is safe, restrained is appropriate. Too flashy looks extravagant; too casual looks unprofessional. Clothing thus becomes a silent balancing act: neither standing out nor making mistakes.Historically, these needs were met by suits and shirts, but these traditional pieces have limitations in comfort and functionality.

In recent years, as boundaries between office and daily life blur, the in-system group began seeking options between athleisure and formal administrative wear—functional enough for meetings and fieldwork, yet comfortable for commuting and everyday wear. This trend provided an opportunity for functional sportswear brands.Why DESCENTE Fits the “In-System” Lifestyle.DESCENTE, originating from Japanese skiing, naturally aligns with in-system dressing psychology: subdued colors, simple cuts, understated symbols, and an emphasis on function and quality over visual flair. Unlike fashion brands, DESCENTE’s design language is subtle yet deliberate; its professional background translates into a sense of reliability and stability. This “weighty but not showy” temperament perfectly matches the in-system group’s desire for security.On social media, Xiaohongshu’s “in-system outfit guides” often recommend DESCENTE jackets and polo shirts. TikTok review videos compare DESCENTE with Arc’teryx and Kolon, emphasizing its advantages in price, design, and occasion adaptability. This user-driven discussion has gradually labeled DESCENTE as an “in-system” brand. For younger in-system consumers, buying a DESCENTE jacket is more than a clothing choice—it’s a form of group identity, a way to balance workplace culture with personal needs: rule-compliant yet comfortable, while retaining status recognition through price and brand symbol.

This collective behavior naturally forms a subtle uniform culture.From “Outdoor Professional” to “In-System”DESCENTE’s domestic strategy aligns closely with everyday consumer needs. The skiing market has a clear ceiling: niche consumer base, limited by geography and season, making long-term brand expansion difficult. Therefore, DESCENTE had to seek new scenarios. In 2008, the ALLTERRAIN line attempted to “step off the slopes”, incorporating heat-sealed seams and waterproof-breathable technology into down jackets and outerwear, notably the Mizusawa Down. It solved problems like feather leakage and water penetration while maintaining a minimalist aesthetic appreciated by urban consumers. This marked the transition from professional gear to functional everyday wear.The Chinese market became a testing ground. In 2016, Anta partnered with Itochu and DESCENTE Japan to establish a joint venture: Anta handled retail and supply chains, DESCENTE provided technology and design, and Itochu offered channel resources. This structure enabled faster adaptation in China and flexible product planning. Recent lines like DUALIS and VERTEX differ from traditional ski gear in cut and color, resembling administrative jackets in black, gray, and navy, emphasizing commute-friendliness.This evolution is partly due to the Chinese outdoor market being still underdeveloped, while city commuting and in-system scenarios present clear demand.

Compared to Arc’teryx’s high pricing, DESCENTE maintains an average order value around 3,000 yuan, offering a respectable identity symbol without the risk of ostentation—perfectly matching in-system middle-class consumption habits. In short, DESCENTE’s move into the in-system sphere is a natural result of its product line evolution: from slopes to streets, from functional to everyday, localized under Anta’s ecosystem, and finding alignment with an unexpected consumer segment.Challenges Ahead.As a ski-pro origin brand increasingly associated with “low-key commuting,” can DESCENTE maintain its core value? Beyond stable in-system demand, what new narratives can it tell? Balancing scale and brand tone, DESCENTE faces ongoing challenges in China. In the past two years, it has expanded into high-end shopping districts in first-tier cities: a new three-story concept store at Hangzhou’s IN77 in July, blending bamboo forests and snow-capped imagery with Jiangnan culture; an upgraded store in Chengdu Taikoo Li continuing this scenographic design; and a Beijing flagship occupying a 1,400-square-meter standalone store formerly belonging to Armani.Through space and neighborhood choices, DESCENTE positions itself within a high-end narrative framework. Yet scaling up risks diluting this narrative. Data from Jihai shows DESCENTE now has 260 stores in China, far exceeding Lululemon’s ~180 stores. Consumers may not distinguish between flagship and standard stores, making brand tone dependent on average customer experience.

If the premium image in flagship stores cannot be replicated elsewhere, the brand risks being perceived as an ordinary sportswear label.DESCENTE also borrows luxury brand strategies: scarce locations, refined spaces, and premium service to reinforce high-end perception. Yet its core growth driver comes from in-system outfits and outdoor functionality. These motivations diverge from luxury logic: one values restraint and safety; the other values display and premium. Should DESCENTE emphasize high-end experience or align with consumers’ desire for discretion and security?A brand striving to be both “technical representative of the slopes” and “in-system invisible uniform” faces a value-narrative balancing act. Overemphasizing professionalism risks alienating commuters; overemphasizing commuting could dilute recognition from professional users. This raises market boundary questions: in-system consumption is stable but limited in scale. Can young consumers treat it as a trend piece? Will professional athletes still value its technical edge? These are pressing questions for the future.Today, DESCENTE treads two paths simultaneously: high-end narrative through flagship stores in top-tier districts, and large-scale coverage via commute-friendly products. These paths are not entirely conflicting, but the real challenge lies in the middle: translating flagship store technology and design into standard-store experiences; making a low-key administrative jacket still perceptibly different; maintaining turnover while preserving space to tell a professional story.