2024春夏淘宝天猫运动户外趋势白皮书

Investment Rating - The report provides a positive investment rating for the sports and outdoor industry, highlighting significant growth potential in the upcoming seasons [4]. Core Insights - The sports and outdoor market is experiencing a robust growth trajectory, driven by increased consumer participation in outdoor activities and sports events [5][11]. - Key trends identified include the rise of casual outdoor activities, the diversification of consumer preferences, and the increasing importance of functionality and style in product offerings [12][18]. Market Overview - The sports and outdoor market has shown a continuous increase in consumer spending, with a notable growth rate of 27% in participation in outdoor activities over the past year [4]. - Major upcoming sports events, such as the 2024 Summer Olympics and various international competitions, are expected to further boost market engagement and spending [4][5]. Consumer Behavior - The primary motivations for participating in outdoor activities include fitness, social interaction, and enjoyment of nature, with 67% of consumers citing health benefits as a key reason for engagement [5][11]. - The report indicates a significant shift towards "pan-outdoor" activities, with a 62% increase in consumer interest in diverse outdoor experiences [4][5]. Market Segmentation - The report details the segmentation of the market into various categories, including casual outdoor, professional sports, and specialized outdoor gear, with each segment showing distinct growth patterns [5][11]. - High-value consumer segments are willing to pay a premium for specific outdoor activities, with 96% expressing a willingness to invest in quality products [11][12]. Trends and Styles - The report identifies three major trends: casual outdoor activities, diversified consumer scenarios, and a focus on high-value, functional products [12][18]. - The popularity of specific outdoor activities, such as hiking and cycling, has surged, with significant increases in consumer engagement and spending in these areas [21][25]. Product Insights - The report emphasizes the importance of product functionality, with consumers prioritizing features such as breathability, moisture-wicking, and multi-functionality in their purchasing decisions [18][22]. - There is a growing trend towards stylish and functional outdoor apparel, with consumers increasingly seeking products that combine aesthetics with performance [12][18].