Core Viewpoint - The article discusses the rapid changes in consumer preferences among the middle class in China, particularly in outdoor activities like camping, cycling, and skiing, highlighting a shift from enthusiasm to disillusionment and financial constraints [4][6][29]. Group 1: Changing Trends in Outdoor Activities - The once-popular outdoor activities, referred to as the "three treasures" of the middle class—camping, cycling, and skiing—are experiencing a decline in interest and participation [4][5]. - Social media trends have shifted from promoting outdoor activities to discussions about abandoning them due to high costs and inventory issues [5][6]. - The middle class's preferences are volatile, with a tendency to quickly abandon previous interests for new trends, leading to a cycle of rapid consumption and subsequent disillusionment [6][12]. Group 2: Market Dynamics and Consumer Behavior - The production of mid-to-high-end bicycles in China saw a 15.1% year-on-year increase in 2023, indicating a brief surge in interest before a market correction [9]. - Skiing gained popularity post-Winter Olympics, with a 209% increase in ski ticket orders in early November 2023 compared to 2019 [9]. - However, the skiing industry is facing significant challenges, with many brands reporting sales declines of 30%-50% and some even halting operations due to excess inventory [17][20]. Group 3: Economic Factors and Consumer Spending - The article notes a shift in consumer behavior, with middle-class individuals becoming more price-sensitive and seeking value for money, leading to a decline in spending on previously popular outdoor activities [24][29]. - The camping industry, which had seen growth during the pandemic, is now struggling with high competition and low consumer turnout, leading to many businesses closing or pivoting [21][22]. - The overall sentiment reflects a broader economic trend where middle-class consumers are prioritizing essential spending over luxury or leisure activities [24][29]. Group 4: Industry Challenges and Future Outlook - The influx of new businesses in the cycling and outdoor sectors has led to oversaturation, with many companies unable to sustain operations amid declining consumer interest [15][20]. - The article emphasizes the need for businesses in these sectors to adapt to changing consumer preferences and economic realities, suggesting that only those with a long-term vision and commitment to quality will survive [31][32]. - The narrative concludes with a cautionary note about the fleeting nature of trends and the importance of understanding the underlying consumer motivations in the outdoor industry [30][32].

Core Insights - The outdoor activities that were once symbols of middle-class lifestyle, such as camping, cycling, and skiing, have seen a significant decline in popularity, with many enthusiasts now abandoning these pursuits [1][2][6] - The middle class's preferences are rapidly changing, leading to a cycle of trends that come and go, often leaving businesses with excess inventory and financial losses [2][8] Industry Trends - The traditional sports associated with the affluent, such as tennis and golf, have shifted to more contemporary activities like camping and cycling, which gained popularity during the pandemic [2][4] - 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 temporary surge in interest [2] - Skiing has also become more accessible, with a 209% increase in ski ticket orders in early November 2023 compared to the same period in 2019, indicating a brief spike in consumer interest [4] Market Dynamics - The camping industry, which saw a boom during the pandemic, is now facing a downturn, with many businesses closing or pivoting due to decreased demand and increased competition [15][16] - The number of bicycle-related enterprises in China has surged to approximately 3.482 million, with a 110.6% increase in new businesses in 2023, yet many are struggling to sell products at original prices [9] - The ski industry is experiencing a significant drop in sales, with some brands reporting a 30%-50% decline in sales compared to previous years, leading to inventory clearance efforts [11][12] Consumer Behavior - The middle class is increasingly focused on cost-effectiveness, leading to a shift away from expensive outdoor activities like skiing and cycling towards more affordable options like hiking [19][21] - The perception of outdoor activities has changed, with many consumers now prioritizing value over brand prestige, resulting in a decline in sales for high-end outdoor brands [6][7][19] - The social aspect of outdoor sports has diminished, as many former enthusiasts have shifted their focus to other priorities, impacting the community around these activities [19][21] Business Challenges - Companies that invested heavily in outdoor sports infrastructure are now facing challenges due to the rapid decline in consumer interest, leading to financial strain [8][22] - The outdoor industry is characterized by a lack of standardization and a need for continuous innovation to meet changing consumer demands, making it difficult for businesses to maintain profitability [22] - The camping sector is particularly vulnerable to external factors such as weather, which can significantly impact operational days and revenue potential [22]