2025年，随着全民健身战略的深入实施，以"苏超"为代表的多元化赛事持续激发体育消费活力。《关于 金融支持体育产业高质量发展的指导意见》《关于做好高质量户外运动目的地建设工作的通知》《2025 年群众体育工作要点》等多项政策"春风"，有力推进了体育强国、健康中国建设。 在政策支持与市场热情的双重推动下，运动鞋服行业"乘势前行"，步入高质量发展新阶段。 业绩稳健增长 今年上半年，国内外运动鞋服企业普遍交出了一份稳健的业绩答卷，增长态势显著。 特步国际控股有限公司(以下简称"特步")上半年持续经营业务收入为68.38亿元，同比增加7.1%；净利润 达9.14亿元，同比增长21.5%。特步方面对记者表示，对下半年的行业前景保持乐观，将通过优化供应 链体系进一步巩固自身的竞争优势，以快速回应消费趋势的变化，把握新兴市场机遇，持续提升价值创 造能力。 "各公司对2025年展望积极稳健，伴随消费环境与政策预期逐步明朗，各公司有望在销售端逐步实现企 稳复苏。目前运动板块公司估值普遍回落到历史较低位置，从1年维度和更长期维度看，运动仍是兼具 高景气和清晰格局的优质消费赛道。"有消费行业分析师如此表示。 强化细分赛道竞争力 当 ...

Core Insights - The Chinese outdoor sports market is projected to exceed 300 billion yuan in total consumption by 2024, with a growth rate of nearly 40% [1] - The outdoor sports industry in China is becoming a significant force in driving the overall sports industry development, with increasing consumer demand and participation [1][2] - The outdoor sports sector is experiencing rapid growth, with a notable shift towards high-performance gear over luxury brands [1][2] Industry Trends - The outdoor sports industry in China has become one of the fastest-growing segments within the sports industry over the past decade [2] - There is a growing trend of outdoor sports becoming more popular and diversified, with an increasing number of participants engaging in various outdoor activities, including niche extreme sports [2] - The integration of outdoor sports with cultural tourism and commercial activities is deepening, reflecting a broader trend of lifestyle changes among consumers [2][3] Consumer Behavior - The rise in outdoor sports consumption is linked to increased disposable income and changing lifestyles, with outdoor activities becoming a key component of new consumption patterns [2] - Urbanization and the implementation of health initiatives in China are driving the demand for outdoor activities, as people seek closer connections with nature [2][3] Future Outlook - China is expected to maintain high growth potential in the global outdoor sports market for the foreseeable future [3] - The industry needs to transition from extensive development to high-quality, differentiated, and standardized growth, focusing on brand development and professionalization [3][4] - The outdoor sports boom reflects changes in consumer structure and lifestyle, contributing to economic transformation and providing new growth opportunities in urban and rural areas [4]