“山野产业”不能野蛮生长

Core Insights - The rise of hiking enthusiasts is injecting new momentum into the cultural tourism market, creating a multi-layered consumption landscape that includes group services, outdoor gear, and social media engagement [1][3][4] Group 1: Hiking Trends and Group Services - The popularity of hiking has led to the emergence of group services, with outdoor clubs organizing activities through social media platforms, offering affordable day trips typically under 200 yuan [4] - A significant number of urban residents are participating in weekend hiking activities, with platforms like Xiaohongshu reporting over 1.06 million outdoor notes related to "weekend" in the first half of 2025, generating 70 million interactions [3][4] Group 2: Outdoor Equipment Market - The outdoor equipment market is experiencing robust growth, transitioning from a niche to a mainstream consumer category, with a projected online consumption of approximately 300 billion yuan in 2024 [5][6] - Major outdoor brands are gaining traction in the market, with companies like Toread and Mobi Garden going public, and the domestic brand BERSHKA reporting rapid revenue growth from 378 million yuan in 2022 to an expected 1.766 billion yuan in 2024 [6] Group 3: Safety Concerns and Industry Challenges - Despite the growth in hiking activities, safety concerns are rising, with hiking accidents accounting for 73% of 335 reported incidents in 2024, highlighting the need for better risk management and qualified leadership in group hikes [8][9] - The lack of regulatory oversight and entry barriers for outdoor group services poses significant risks, as many group leaders lack professional training and emergency response skills [8][9] Group 4: Infrastructure and Route Development - There is a notable deficiency in the planning and development of fitness trails and hiking routes in China, with nearly 1 million unofficial routes lacking safety guarantees [9] - Some regions, like Yunnan and Jiangxi, are beginning to explore hiking tourism resources, aiming to develop safe and compliant hiking routes while enhancing rural tourism infrastructure [9]