户外徒步火了！从景区到无人之境 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][5]. - The trend is shifting from niche outdoor activities to mainstream lifestyle choices, indicating a broader consumer base and increased spending on outdoor gear and experiences [5][8]. Industry Trends - There is a notable increase in participation in outdoor activities, with a significant rise in searches related to hiking and outdoor experiences, showing nearly 100% year-on-year growth in related searches and over 400% increase in specific keywords [4][5]. - The outdoor sports market is attracting global brands, with over 20 international outdoor brands entering the Chinese market in the past three years, alongside the rise of domestic brands like KAILAS and Decathlon [6][8]. Consumer Behavior - Consumers are increasingly investing in outdoor gear, with individuals spending substantial amounts on equipment such as jackets, shoes, and smart devices, reflecting a growing commitment to outdoor activities [5][6]. - The desire for emotional value and experiential engagement with nature is driving more people to seek outdoor experiences as a way to relieve urban stress [3][4]. Government Initiatives - The Chinese government is actively promoting the development of the outdoor sports industry, with plans to create a national outdoor sports development framework and enhance infrastructure to support various outdoor activities [8]. - Recent policies emphasize the integration of outdoor sports with tourism and other sectors, aiming to create a comprehensive ecosystem that supports diverse consumer experiences [8].