跨界融合、新兴消费…..这份报告藏着中国户外运动产业最新趋势

Core Insights - The number of participants in outdoor sports in China has exceeded 400 million, indicating a strong pursuit of a healthy lifestyle and significant market potential [1] - The 2025 China Outdoor Sports Industry Conference highlighted the robust growth of the outdoor sports industry, driven by the implementation of the Healthy China strategy and the increasing popularity of fitness among the public [1] Industry Overview - As of June 2025, there are 335,000 outdoor sports-related enterprises in China, with 24,000 new registrations in the first half of 2025, reflecting a positive outlook for the industry's future [2] - The primary consumer demographic for outdoor sports is the young and middle-aged population, particularly those aged 25-34, with distinct preferences in outdoor activities based on gender [2] Market Trends - The outdoor sports market is characterized by a diverse range of activities, with high participation in ice, mountain, and water sports, as well as growing interest in events like marathons and triathlons [2] - The sales of outdoor sports equipment have surged, with ski-related products seeing over 80% growth and off-road running shoes doubling in sales [3] Cross-Industry Integration - The outdoor sports industry is increasingly integrating with tourism, finance, and rural revitalization, with significant visitor numbers and revenue generated from ski resorts and outdoor events [5] - The ice and snow sports sector has reached a total scale of 970 billion yuan, with a year-on-year growth of approximately 9% [5] Policy Support - A robust policy framework supports the development of the outdoor sports industry, with multiple government initiatives aimed at enhancing infrastructure and promoting sports consumption [7] - By the end of 2024, there were 2,678 ice and snow sports venues in China, alongside extensive fitness trails and a growing number of outdoor activity camps [7]