Core Insights - The "Ancestor Bird" incident serves as a reminder for outdoor brands that fashion-oriented marketing can backfire if not handled carefully, emphasizing the need to adhere to core values and connect with their primary audience for sustainable growth [1] - The outdoor market is increasingly recognizing the importance of female consumers, who represent a significant growth opportunity, as brands shift focus from merely expanding their reach to embracing this demographic [2] Group 1: Brand Activities and Strategies - HOKA's recent event, the "Flying Carnival," attracted over 2,000 runners and included unique features such as providing female hygiene products at aid stations and hosting discussions on outdoor experiences, highlighting a shift towards inclusivity and fun [1][3] - Columbia's "Play Hiking Party" also emphasized gender balance by incorporating mixed-gender teams in its events, showcasing a commitment to inclusivity [1][3] - Brands like Salomon are actively targeting the female market, with initiatives such as appointing actress Zhao Jinmai as a brand ambassador to promote their "Samen Girl" concept, reflecting a strategic focus on female consumers [2][5] Group 2: Market Trends and Consumer Insights - The female consumer segment is becoming increasingly vital, with reports indicating that women accounted for up to 70% of outdoor users in China during 2022-2023, and brands are recognizing this potential for growth [2][9] - The outdoor industry is witnessing a shift in female participation in traditionally male-dominated sports, with female runners in events like UTMB increasing from 20% to 25% in 2024, indicating a growing interest and capability among women in outdoor activities [9][11] - Brands are adapting to the evolving preferences of female consumers, moving away from the notion of women's outdoor gear as merely smaller versions of men's products to creating specialized equipment that meets their unique needs [7][8] Group 3: Marketing and Brand Positioning - Outdoor brands are increasingly focusing on the emotional and spiritual aspects of female consumers, aiming to resonate with their inner strength and diverse expressions [5][7] - The trend of using younger female influencers and ambassadors is on the rise, as seen with Columbia's partnerships with Gen Z actresses, which helps to convey a modern and vibrant brand image [5][12] - Brands are also recognizing the importance of community engagement and emotional connection, with initiatives aimed at fostering female-centric discussions and activities to deepen brand loyalty [11][17]
户外品牌，正从女性人群要增长
3 6 Ke·2025-09-25 00:51