国货登顶、洋牌抢滩：户外运动2025，3万亿赛道谁主沉浮

Core Insights - In 2025, the outdoor sports industry in China is experiencing a significant transformation, moving from a niche market to a mainstream consumer option, driven by the rise of outdoor lifestyles and the national fitness craze [1][2] - The market is witnessing a reshaping of its competitive landscape, with domestic brands gaining prominence and international brands adapting to local demands [5][11] Trend 1: Rapid Industry Expansion - The outdoor sports market is no longer a fleeting trend but has become a daily consumption choice, with 335,000 outdoor-related enterprises in China as of June 2025, including 24,000 newly registered in the first half of the year [2] - Sales of outdoor sports products are surging, with ski poles, goggles, shoes, and snowboards seeing over 80% growth, and trail running shoes sales increasing by 100% [2][4] - The market size of the sports footwear and apparel industry in China is projected to reach 598.9 billion yuan in 2025, with expectations to grow to 896.3 billion yuan by 2030 [2] Trend 2: Domestic Brand Resurgence - Domestic brands have transitioned from being "also-rans" to key players in the market, achieving historic breakthroughs through deep insights into local consumer needs [5][6] - The dominance of international brands has been challenged, with domestic brands capturing over half of the top ten positions in outdoor sales rankings by 2024-2025 [8][10] Trend 3: International Brands Entering China - Despite the rise of domestic brands, the allure of the Chinese market continues to attract international brands, with nearly ten new outdoor brands entering China in 2025 [11] - These brands are employing diverse strategies, including partnerships with local capital and leveraging celebrity endorsements to penetrate the market [11] Trend 4: Price Increases Among Domestic Brands - A notable trend is the structural price increase among domestic outdoor brands, with products like jackets and tents priced significantly higher, reflecting a shift towards higher value perception [12][14] - Major domestic brands are seeing substantial increases in profit margins, with Anta's main brand achieving a gross margin of 54.9% in the first half of 2025 [14] Trend 5: Emergence of "Light Outdoor" Activities - The concept of "light outdoor" activities is gaining traction, characterized by lower barriers to entry and a focus on aesthetic and emotional value, with women driving this trend [16][18] - In first-tier cities, 63% of the light outdoor demographic is female, indicating a shift in market dynamics towards experiences and social sharing [16] Conclusion - The year 2025 marks a pivotal moment for the Chinese outdoor sports industry, characterized by rapid market growth, the rise of domestic brands, the influence of female consumers, and significant changes in pricing and marketing strategies [18]