户外徒步火了！“走”出万亿新消费

Core Insights - The outdoor sports industry in China is experiencing significant growth, with online consumption expected to reach approximately 300 billion yuan in 2024, driven by around 200 million participants [2][8] - The trend of outdoor activities is shifting from niche to mainstream, with a growing number of people opting for less crowded natural settings over popular tourist attractions [3][10] Industry Trends - The outdoor sports market is projected to exceed 3 trillion yuan by the end of 2025, indicating a robust expansion in the sector [2][8] - There is a notable increase in interest in hiking and outdoor activities, with related search volumes on platforms like Meituan and Xiaohongshu showing nearly 100% and over 190% growth, respectively [7][8] - The outdoor sports industry is becoming more integrated with lifestyle choices, as consumers increasingly invest in outdoor gear and experiences [8][10] Consumer Behavior - Participants in outdoor activities are spending significantly on gear, with individuals reporting expenditures of nearly 30,000 yuan on various equipment [8] - The appeal of outdoor activities is linked to the desire for emotional value and relaxation, as urban dwellers seek to escape the pressures of city life [3][6] Market Dynamics - Over 20 international outdoor brands have entered the Chinese market in the past three years, highlighting the growing global interest in China's outdoor sports sector [8] - Domestic brands like KAILAS and Decathlon are gaining market share, with Decathlon achieving a 5.2% market share in high-performance outdoor apparel [8] Technological Innovations - New consumer electronics, such as drones and action cameras, are emerging as popular tools for outdoor enthusiasts, with significant sales figures reported for products like the DJI Pocket 3 [9] - The market for portable Vlog cameras is expanding, with companies developing new products to meet the needs of outdoor content creators [9] Policy and Development - The Chinese government is actively promoting the development of the outdoor sports industry, with plans to create a national trail system and enhance outdoor activity destinations [10] - The integration of outdoor sports with tourism and other sectors is seen as a pathway to create a multi-trillion yuan ecosystem [10]