中产「三宝」，集体崩盘

Core Viewpoint - The article discusses the rapid changes in consumer preferences among the middle class in China, particularly regarding outdoor activities such as camping, cycling, and skiing, highlighting a shift from enthusiasm to disillusionment and the impact on related industries [3][5][12]. Group 1: Changing Consumer Preferences - The once-popular outdoor activities, referred to as the "three treasures" of the middle class, have seen a decline in interest, with social media reflecting a shift from promotion to liquidation of related gear [5][6]. - The middle class's preferences are volatile, with trends rapidly changing from traditional sports to newer activities like camping and cycling, which were once seen as symbols of a refined lifestyle [7][12]. - Data from the China Bicycle Association indicates a 15.1% year-on-year increase in the production of mid-to-high-end bicycles priced over 1,000 yuan in 2023, reflecting a brief surge in interest before a downturn [9]. Group 2: Industry Impact - The skiing industry, influenced by the Winter Olympics, saw a significant increase in participation, with a 209% rise in ski ticket orders in early November 2023 compared to 2019 [9][11]. - However, the skiing market is experiencing a downturn, with many brands reporting sales declines of 30%-50% and some even halting operations due to excess inventory [17][19]. - The camping industry, which thrived during the pandemic, is now facing challenges as many businesses are unable to sustain operations, leading to closures and a significant drop in consumer interest [21][22]. Group 3: Economic Factors - The article notes a shift in consumer behavior towards cost-effectiveness, with middle-class individuals prioritizing budget-friendly options over luxury experiences, leading to a decline in spending on outdoor activities [24][26]. - The economic environment has changed, with individuals now more focused on finding discounts and deals, contrasting sharply with previous years of carefree spending [25][26]. - The article emphasizes that the outdoor industry is facing a "survival of the fittest" scenario, where only those with deep industry knowledge and experience will thrive amid the changing landscape [30][31].