由于早期的品牌LOGO上拥有骆驼图形，而被顺其自然地叫成“小骆驼”。2014年，CAMKIDS进行品牌优化升级，CAM，Camp Above Mountain的英文缩写，寓意山巅上的营地，中文译为“垦牧”，为了结合“山巅上的营地”，标志中的骆驼形象转化为山峰的形象设计。2016年，CAMKIDS正式启动使用中文名“垦牧”，以“玩乐童年，尽享户外”为品牌主张，致力于为每个家庭创造美好的童年回忆，以保护儿童外出安全为使命，打造亲子户外综合服务商，实现产业链价值。
All of the Group’s domestic market products are sold under the brand ‘Camkids’, which is an established and recognisable brand. In 2010, Camkids was awarded as one of the top ten children’s shoe brands at the China Shoe Industry Summit Forum and was recently recognised as one of the top 500 brands in Asia.
The Group’s target market is the children and teenager outdoor wear and equipment market. The Camkids brand aims to encourage its target market to ‘discover the joy of sports’ as well as embrace the fun which the ‘great outdoors’ offers them. Camkids has been one of the top domestic brands for children and teenagers outdoor wear in China due to its wide range of products, stylish design and the high quality and numerous technical functions of it’s clothes and equipment.
Camkids focuses its brand at the mid and high end markets and on Chinese tier 1 and tier 2 cities supplemented by tier 3 cities and the surrounding markets. In so doing, the Group is targeting mid-high earners.
The Group holds five patents specifically on children and teenagers’ outdoor footwear and the combination of brand strategy and technology qualifications has been rewarded with impressive market performance.