Core Insights - The summer season has seen a significant increase in participation in water sports, with paddleboards, surfboards, and diving equipment becoming key players in the sports consumption market [1][3][5] Group 1: Paddleboarding and Surfing - Paddleboard sales have doubled year-on-year in popular locations like Sanya, with consumers favoring high-quality options such as the Blue Science inflatable paddleboard, which is CE certified and offers a strong performance [1][3] - Surfing equipment, particularly surfboards, has also seen a doubling in sales since the summer solstice in coastal cities like Sanya and Shenzhen, driven by the rising popularity of island tourism [3] Group 2: Diving Equipment - There has been a more than 200% month-on-month increase in sales of diving gear, including masks, snorkels, and fins, particularly in regions like Zhejiang and Chongqing [3] - Notable products include the Water River adult prescription diving mask set, designed for clarity and comfort, and Decathlon's quick-drying sun protection diving suit, which features excellent water-repellent properties [3] Group 3: Outdoor Footwear - Creek shoes have emerged as a popular item, with sales showing double-digit year-on-year growth in the past month, catering to the demand for versatile footwear suitable for both land and water activities [5] - Popular models include HOKA ONE ONE's summer creek shoes, which are easy to wear and moisture-wicking, and Decathlon's outdoor creek shoes, known for their slip resistance and comfort [5] Group 4: Sun Protection Clothing - Sun protection clothing has become essential, with sales also experiencing double-digit year-on-year growth, particularly for lightweight and breathable materials [7] - Popular items include the Langsha ice silk ultra-thin outdoor skin jacket and Decathlon's men's sun protection jacket, which is made from high-elasticity fabric that resists deformation [7] Group 5: Promotional Activities - The "Cool Summer" campaign on JD.com offers various promotions, including discounts on outdoor gear and apparel, encouraging consumers to engage in summer activities [9]