品牌介绍Brand history
品牌个性Brand Personality
品牌定位Brand Positioning
品牌价值Brand values
品牌主张
 
 
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   CAM,Camp Above Mountain的英文缩写,意为山巅之上的营地,中文译为“垦牧”,“垦牧”承载着品牌的理念与精神,“垦”为开辟、创新之意,“牧”则代表了自由、户外。

   CAMKIDS垦牧,创立于2009年,中国第一个进入青少年户外运动的品牌,倡导健康、快乐的户外生活方式。品牌一经推出,定位中高端市场,迅速成为青少年户外行业的标杆。

 

    CAMKIDS产品系列完整,能同时满足户外爱好者对户外鞋、服装、配件的消费需求,产品风格具有强烈的户外风格。凭借时尚的设计走向,优异的质量,高价值的户外科技功能、出色的穿着表现为实力标杆,CAMKIDS现已稳居中国青少年户外运动市场第一品牌。

    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。

    CAMKIDS垦牧系明伟鞋服有限公司旗下的自主品牌,公司创建于1995年,座落于中国东亚文化之都、海上丝绸之路起点——泉州,是“中国鞋都”百家明星企业之一。历经20年精耕细作,公司发展成为集研发、生产、销售于一体的综合型、集团化企业,现已拥有26000多平方米现代科技化厂房、先进的生产流水线,员工1500余人。公司凭借不断创新的科技实力,拥有防滑、防水透气、矫姿保健等多项国家实用新型专利技术,为青少年提供专业的户外装备。

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.