出门即「室外高人」，天猫打破户外与一切场景间壁垒

Core Insights - The article discusses the transformation of outdoor activities in urban settings, highlighting a shift from traditional, equipment-heavy approaches to more spontaneous and social outdoor experiences [3] - Tmall's introduction of the "Circle" feature aims to respond to changing consumer behaviors and preferences in the outdoor market, focusing on community engagement and emotional resonance with brands [5][6] Industry Trends - The outdoor population in China has reached 540 million, with 93.2% identified as lightweight outdoor enthusiasts [5] - The outdoor consumption market is shifting from equipment-driven to scenario-driven, with consumers seeking social connections and emotional value from brands [5][6] Company Strategy - Tmall's "Circle" feature allows users to engage with brands through offline activities, fostering a community around shared interests and enhancing brand loyalty [6][12] - The platform aims to understand consumer lifestyles better, moving beyond mere product sales to creating immersive outdoor experiences [14][39] Community Engagement - Tmall has successfully onboarded over 40 core brands since launching the "Circle" feature, creating a diverse content ecosystem [12] - The platform organizes various outdoor activities, such as fishing and hiking, to enhance user participation and brand interaction [17][29] Content Creation and Marketing - Tmall emphasizes the importance of content in driving consumer engagement, utilizing social media to amplify offline experiences and create lasting brand memories [40][45] - The platform's marketing strategy includes leveraging influencers and user-generated content to lower the psychological barriers to outdoor activities [50][51] Future Outlook - Tmall plans to continue expanding the "Circle" feature to deepen community connections and convert interests into business opportunities, aiming for sustained user relationships in the growing outdoor market [53]