年轻人的“发疯”大赛，正在被包装成“消费游戏”

Core Insights - The "Survival Challenge" event in Zhangjiajie has achieved over 5 billion views, significantly boosting local tourism and related businesses, with ticket revenue increasing by 310% year-on-year and sponsor revenue tripling [1][2][11] - The event reflects a growing trend among young people seeking unconventional ways to relieve stress, leading to a complete cycle of "emotional release - traffic explosion - commercial monetization" [2][11] - The outdoor and survival content has become a new trend in short video platforms, with significant increases in viewership and engagement [5][6][11] Industry Impact - The outdoor camping concept stocks in A-shares have surged, with companies like Sanfu Outdoor hitting the daily limit, and related products seeing explosive sales [1][11] - The outdoor equipment market is projected to grow significantly, with estimates suggesting a market size of $44.5 billion in 2024, expanding to $91.8 billion by 2030 [9][11] - Brands are heavily investing in marketing, with companies like Berghaus and Toread increasing their advertising costs significantly, indicating a strong focus on capturing the outdoor consumer market [10][11] Consumer Behavior - Young consumers are increasingly participating in outdoor challenges, with a notable rise in interest in extreme sports and adventure activities, as evidenced by the popularity of events like the Spartan Race [12][13][22] - The willingness to pay for experiences is rising, with many young people valuing emotional consumption and immersive experiences, leading to higher entry fees for events [22][23][24] - Social media plays a crucial role in transforming these experiences into "social currency," with young consumers willing to pay for shareable moments [25][26]