EASTMONEY(SZ:300059) Zhi Tong Cai Jing·2026-01-13 07:40Core Insights - The outdoor sports participation in China has surpassed 400 million people, with a participation rate of approximately 30% as of early April 2025, indicating a strong growth potential in the outdoor industry driven by multiple factors including policy, supply, and demand [1][2][5] Industry Overview - The outdoor sports industry in China is evolving from a niche activity to a mainstream lifestyle, integrating culture, ecology, and consumption into a comprehensive lifestyle approach [1] - The outdoor sports sector is one of the fastest-growing areas within the sports industry, with significant consumer loyalty translating into strong purchasing power [2] Market Trends - High-performance outdoor apparel is experiencing the fastest growth, with the market expected to exceed 100 billion yuan by 2024, showing a CAGR of 13.8% from 2019 to 2024, and projected to grow at 15.5% CAGR from 2025 to 2029, reaching approximately 215.8 billion yuan by 2029 [3] - The market for outdoor jackets and pants is particularly strong, expected to account for nearly 30% of the high-performance outdoor apparel market by 2024, with a CAGR of 18.9% from 2025 to 2029 [3] Company Performance - The brand Decathlon (伯希和) has rapidly risen in the outdoor market, achieving a total revenue of 1.77 billion yuan in 2024, a year-on-year increase of 94.5%, and an adjusted net profit of 300 million yuan, up 95.1% year-on-year [4] - Decathlon's growth is attributed to both external factors, such as increased outdoor demand post-pandemic, and internal strategies including effective product positioning and marketing [4] Future Outlook - The overall trend of increased participation in outdoor sports is expected to continue, with significant growth opportunities in lower-tier markets and for domestic brands that offer competitive pricing and quality [5][6] - The market for running shoes is also seeing a rise, with domestic brands gaining traction and focusing on innovation and event sponsorships to enhance consumer demand [6] Investment Recommendations - The outdoor and sports industry is anticipated to maintain growth potential, with recommendations to focus on diversified brands and companies that are likely to increase market share, such as Anta Sports, Xtep International, Li Ning, and 361 Degrees [7] - Decathlon is expected to pursue an IPO process, which could position it as a leading player in the high-performance outdoor lifestyle segment in China [7]