Overview#
Arc'teryx has collaborated with coffee roaster and retailer Peet’s Coffee to launch a coffee shop at the sportswear brand’s academy in Beidahu, Jilin Province — one of the most popular skiing destinations in China. Featuring the slogan "A power station for skiers," the in-store coffee shop offers two special coffee drinks exclusively for the Baidahu location in addition to the regular menu.
Peet’s Coffee has also launched canned drinks, which are convenient for replenishing energy while skiing. Elsewhere, the two parties will roll out outdoor coffee brewing workshops in Shanghai and Beijing in December, providing outdoor enthusiasts with professional tutorials and experiences.
Netizens’ Reaction#
The crossover between coffee and outdoor sports has excited consumers in China. With the winter sports season kicking off in November, skiing resorts in northern China are among travelers’ top choices. On Weibo, WeChat, and Xiaohongshu, users have shown their desire to visit the new coffee shop. Given urban-dwellers’ coffee-drinking habits, they enjoy following similar routines on their trips.
Verdict
Fashion and beauty players have tapped the coffee boom in China since last year, and Arc’teryx is not the first brand to open a coffee shop in an alpine resort. From December 2021 to February 2022, Fendi presented Fendi Caffe and a pop-up space with its winter sports capsule collection at Changbaishan International Resort. The temporary café became a social media-friendly spot that attracted skiers to check in.
However, as lockdowns and travel restrictions surge since the mainland adjusted its COVID-19 policy earlier this month, the inbound tourism prospects of this winter season seems to be gloomy. It’s uncertain if foot traffic to skiing resorts this year will soar like it did last year.
Still, Arc’teryx’s initiative showcases its commitment to its loyal communities in the Chinese market. With workshops, clinics, seminars, and socials, the Arc’teryx Academies program covers alpinism, backcountry skiing, running, and climbing. The partnership with Peet’s Coffee not only expands the services of the outdoor apparel label's Beidahu presence but also engages a broader audience of travelers, adventurers, and coffee lovers.