Guvet, a high-end outdoor and down jacket domestic brand, is advancing its market position through product innovation, targeted consumer engagement and global expansion.

Recently, the brand expanded its offline retail presence by opening pop-up stores in Beijing SKP and a leading department store in Shenyang, Liaoning province, to improve consumer engagement.

Guvet also introduced its Nature craft series, an innovation that combines cashmere and goose down. The brand aims to meet the growing consumer demand for quality, functionality and sustainability, said its executive.

"We are focused on delivering high-quality, timeless products that offer long-term value," said Qi Peiwen, chief marketing officer and overseas business manager of Guvet.

"Our innovation responds to consumers who value sustainability and classic design."

The brand has also capitalized on the growing confidence in Chinese domestic brands, particularly among younger consumers.

"The post-90s and post-95s generations are more open to Chinese high-end brands, and Guvet is gaining recognition within that demographic," Qi said.