TOREAD
探路者
Beijing TOREAD Outdoor Products Co., Ltd. is a high-tech enterprise specializing in the research, design, production, and sale of outdoor products. In 2008, TOREAD established the largest and most innovative R&D center in China’s outdoor product industry, and three of its designed products won the “Red Star Award”, the most authoritative industrial design award in China. Its marketing network covers 133 major cities in China, with over 400 standardized stores. The brand is first in recall rate among target consumers and also leads in presence within top-tier shopping malls.
Established in 1999, Beijing TOREAD Outdoor Products Co., Ltd. commits to “pursue technological innovation and provide safe and comfortable outdoor equipment for the brave and adventurous.” Its products span various outdoor living sectors. With the strategic upgrade of the TOREAD ecosystem, centered around user needs, the company’s operations have expanded to cover outdoor, travel, and sports sectors. In June 2015, the company was officially renamed “TOREAD Holdings Co., Ltd.”
The company is China’s largest outdoor product enterprise, ranking first in market sales and market share. It owns the renowned trademark “TOREAD”, which is also the only ethnic Chinese brand among the top three in sales volume. With “comprehensive outdoor protection” as its brand foundation, the company widely adopts new materials, technologies, and processes to continuously launch functional, stylish, and reliable outdoor products. These range from outdoor clothing, functional shoes, and outdoor equipment, including storm jackets, ski outfits, quick-drying clothing, hiking shoes, walking shoes, backpacks, tents, sleeping bags, trekking poles, folding tables and chairs, and camping tools.
Beijing TOREAD Outdoor Products Co., Ltd. (300005, Shenzhen), founded in 1999, specializes in outdoor product R&D, outsourced manufacturing, and sales. Through brand shaping, product design, network marketing, and supply chain integration, the company adopts a dumbbell-style brand management model, establishing a retail chain network in China. In 2007, the TOREAD brand was recognized as a “Chinese Famous Brand” and became an official manufacturer for the “Beijing 2008 Olympics”, setting two unique achievements in China’s outdoor product industry. By 2008, its marketing network covered over 170 cities with more than 600 standardized stores. Growing at an annual compound growth rate of over 50%, TOREAD has become a legend in China’s outdoor industry.
TOREAD’s rapid growth originates from its dream of having an independent brand. With the mission of “building an excellent brand and sharing the outdoor sunny life,” and the foundation of providing comprehensive outdoor protection, its products meet the needs of both extreme enthusiasts and the general public. The company has achieved certifications in ISO9001, ISO14001, and ISO18001, establishing a standard governance structure and strict internal control system.
The company emphasizes the TOREAD culture of “growing together and sharing together,” establishing a unique employee welfare distribution system. It has launched several public welfare initiatives, such as “Protecting Tibetan Antelope,” “I Want to Read,” “Mother’s Cistern,” “Protecting the Yunnan Golden Monkey,” and more. On the day of the 2008 Wenchuan earthquake, the company dispatched two rescue teams and donated over 2.6 million yuan worth of funds and goods, earning the title of “Advanced Group in Earthquake Relief” from the All-China Federation of Industry and Commerce. In the same year, the company supported China’s space industry by providing outdoor clothing and equipment for the “Shenzhou-7” staff. In 2009, TOREAD became the exclusive product supplier for the Chinese Polar Expedition Teams. In 2010, the company initiated the annual theme event “Find the TOREAD Around,” hoping to share and motivate the public with stories of ordinary individuals achieving extraordinary feats in exploration, innovation, environmental protection, public welfare, and dreams. Ecological protection and social responsibility have become integral parts of the TOREAD culture.
On March 21, 2009, a survey by the National Bureau of Statistics’ Enterprise Information Release Center showed that TOREAD outdoor products ranked first in sales among similar products in China. On October 9, 2009, the company officially partnered with the Polar Office of the State Oceanic Administration, making TOREAD the exclusive product for the Chinese Polar Expedition Teams, highlighting the scientific community’s high recognition of the brand. On October 30, 2009, TOREAD was successfully listed on the Growth Enterprise Board, becoming one of the first 28 enterprises on the board with the stock code: 300005.
In 2010, with dreams of soaring higher and the passion of a second startup, TOREAD was determined to transition from excellence to preeminence, aiming to be a leader in China’s outdoor industry and a top-tier international outdoor brand operator.
The goal is to transform “TOREAD” into the number one brand in China’s outdoor products industry and advance towards becoming a world-class brand. The vision is to be an outstanding enterprise that values integrity, innovation, structured management, continuous profitability, and growth – to be one of the most respected and beloved companies in China.
Best-selling Products from the TOREAD Brand：
