FBeauty未来迹·2025-09-05 13:14Core Insights - The luxury industry has cooled down while the sports industry has risen, driven by a shift in consumer values from social status to health and authentic experiences [3] - The new generation of consumers is redefining what is worth spending money on, aligning with Maslow's hierarchy of needs focused on love and self-actualization [3] Group 1: Market Trends - The outdoor sports market in China is projected to grow significantly, with a 23% increase expected in 2024, reaching a market size of 150.4 billion [4] - Outdoor and sports-related products are becoming mainstream, with brands like Salomon noting the transition of outdoor sports from niche to mainstream culture [4] - The demand for outdoor and sports beauty products is rising, with 70% of sunscreen and 60% of makeup products tagged with "outdoor" or "sports" in the first seven months of 2025 [5] Group 2: Product Innovations - High-performance products are now essential, with features like "high SPF," "waterproof," and "sweat-resistant" becoming baseline requirements [8] - The fastest-growing segments include cycling and swimming, with sales for related products increasing by 20 times and over 80% respectively [8] - New product launches, such as the "Vibes" spray series by Adidas, are designed to meet the needs of outdoor enthusiasts, combining functionality with luxury [19][21] Group 3: Consumer Behavior - The rise of outdoor activities as a default lifestyle for urban dwellers is evident, with significant engagement on social media platforms [22] - The consumer base is diversifying, with male users and children's products becoming key growth areas, driven by specific needs for sun protection and safety [28] - There is a growing expectation for products to not only perform well but also to be aesthetically pleasing and easy to use [25] Group 4: Future Outlook - The outdoor/sports beauty market is still in its early growth stages, with significant potential for brands that can innovate and meet the evolving needs of consumers [29] - Brands must focus on technical innovation and rapid product development to capture the growing demand for outdoor and sports-related beauty products [30][31] - The integration of outdoor activities into everyday life is changing the value proposition of beauty and personal care products, emphasizing durability and ease of use [35][36]