The biggest buzz in China's homegrown outdoor scene lately? PELLIOT has filed its prospectus with the Hong Kong Stock Exchange for the third time — and officially renamed its group to "Rush to Nature."

From the old "French explorer" narrative to the culturally rooted idea of "Bo Ya playing the qin — high mountains and flowing water," and now to the fresh brand philosophy of "Rush to Nature," PELLIOT is undergoing a full-scale brand reinvention. After all, with revenue surging from ¥900 million to nearly ¥2.8 billion in just three years — plus a ¥300 million strategic investment from Tencent — PELLIOT is undeniably the standout star of China's outdoor apparel race.

The IPO push marks a pivotal moment in PELLIOT's journey. Having started as an online-native challenger brand, PELLIOT now stands at the threshold of evolving from "viral hit" to "lasting brand." With its sights set on a bigger commercial stage and broader public reach, the company has set a clearer vision for itself — getting more people to "Rush to Nature." And making that vision real hinges on one non-negotiable foundation: digital operations.

Three Things Behind "Rush to Nature"

Standing at the doorstep of the Hong Kong exchange, PELLIOT's challenge is no longer about survival — it's about moving steadily and going the distance. Specifically, this vision demands solving three things:

First, bringing structure to scale. Stores have grown from 77 to 230, and revenue has tripled in three years — PELLIOT is in full expansion mode. How does every single jacket flow efficiently between nationwide stores and online channels? Is inventory data accurate in real time? Can management see the full picture at any given moment? TA new name says goodbye to the past; an IPO is the starting point for the future. From viral sensation to enduring brand, PELLIOT is taking a systematic approach to make its "Rush to Nature" vision steadier and farther-reaching. Century Lead is honored to stand shoulder to shoulder with PELLIOT — powering its journey with end-to-end RFID solutions, so it can travel light, rush to nature, and charge toward an even broader future on a bigger commercial stage.hese are the capabilities that scaling simply can't do without.

Second, backing up the brand promise. PELLIOT is moving beyond the "affordable alternative" narrative, and consumer expectations are rising accordingly. Making a bold claim like "Rush to Nature" requires real product quality and trustworthy traceability as its foundation. As a brand moves upmarket, supply chain transparency and traceability become essential pillars of trust.

Third, focusing energy on what truly matters. As stores and SKUs keep multiplying, if the team gets bogged down in receiving, shipping, stocktaking, and hunting for products, there's little bandwidth left for product R&D, customer engagement, and brand experience — the very things that actually fuel growth. Freeing people from repetitive, low-value tasks is the only way to zero in on core value.

RFID Technology: Turning Vision into Reality

A clear vision is one thing — a clear path to get there is another. RFID technology is exactly the critical infrastructure that makes PELLIOT's ambitions land.

As PELLIOT's digital partner behind the scenes, Century Lead is proud to walk alongside this frontrunner in the outdoor space:

Making scale feel effortless. By giving every PELLIOT jacket a unique RFID "digital ID," Century Lead's solution enables real-time tracking across the entire chain — from factory to warehouse to store. No matter how far the store network expands or how rich the SKU lineup becomes, management gains a real-time, full-picture inventory view. Scaling up becomes something you can count on.

Giving brand value a visible trust endorsement. When PELLIOT puts "Rush to Nature" front and center, product traceability becomes a core part of brand equity. RFID technology makes the raw material origins and production journey of every product clearly verifiable — the most tangible promise to consumers, and the concrete product-level expression of the "Rush to Nature" philosophy.

Saving energy for the bigger things. Traditional manual stocktaking is time-consuming and labor-intensive, while RFID enables batch scanning in seconds. Century Lead has served over 100 fashion brands with a 100% project success rate — using technology to free PELLIOT's teams from repetitive labor so they can pour more into product refinement and customer experience innovation.