Core Insights - The outdoor activities have become a popular trend among young people in China, with significant growth in sales of outdoor-related products on e-commerce platforms during promotional events like "618" [1][5][12] - Social media plays a crucial role in promoting outdoor activities, with platforms like Douyin and Xiaohongshu seeing billions of views on outdoor-related content, indicating a strong interest in nature and outdoor exploration among the youth [2][4][12] - Outdoor influencers are emerging as key players in the market, leveraging their expertise to drive sales and engagement, although the sustainability of this model remains uncertain [4][13] Group 1: Market Trends - Outdoor sports are increasingly popular, driven by users' desire to relieve stress, improve health, and connect with nature, with nearly 90% of respondents engaging in outdoor activities monthly [5] - The sales of outdoor products on platforms like Tmall and JD.com have seen substantial increases, with some brands reporting over 100% year-on-year growth during promotional events [1][12] - The concept of "Citywalk" has gained traction, with a 140-fold increase in search volume on Xiaohongshu, indicating a shift towards simpler outdoor activities [8] Group 2: Influencer Impact - Outdoor influencers are distinct from traditional travel bloggers, focusing on authentic experiences and specialized knowledge, which enhances their ability to drive sales [4][13] - The rise of the "first snow mountain" concept has resonated with the public, making snow climbing more accessible and appealing to a broader audience [11] - Influencers with smaller followings can still achieve significant engagement and monetization opportunities, with some reporting monthly incomes of up to 100,000 yuan [13][14] Group 3: Market Potential - The outdoor equipment market in China is projected to grow significantly, with estimates suggesting a market size of approximately 44.5 billion USD by 2024 [12] - Brands like Decathlon are capitalizing on this trend, with rapid revenue growth reported in recent years [16] - The commercialization of outdoor activities is evident, with influencers and brands collaborating to create a robust ecosystem for outdoor products [12][13] Group 4: Challenges and Content Gaps - Despite the growing interest, there is a notable lack of professional knowledge dissemination in the outdoor space, leading to potential misperceptions about the challenges of outdoor activities [20][21] - The focus on marketing over research and development among new outdoor brands has raised concerns about product quality and user satisfaction [17][18] - The outdoor content landscape is crowded, but many influencers struggle to maintain relevance and provide valuable insights, highlighting the need for high-quality, differentiated content [22]

报告共计：31页 《2025出游趋势洞察报告》由艺恩出品，报告指出，在社会内卷化、焦虑情绪蔓延的背景下，旅行成为现代人逃离日常、寻求精神慰藉的重要方式，旅行者 的价值取向和体验方式愈发多元。从出游数据来看，2024年国内出游人次同比2023年增长14.8%，"旅行"相关内容在社交媒体的声量增长180% ，2025年小 长假出游相关内容声量也均实现增长，五一假期因多休一天热度爆发，声量同比激增121%。在出游玩法上，呈现出多样化的特点。"去班味旅行"受青睐， 打工人利用周末进行城市周边游、staycation或极限出境游，江浙沪周边游热度高，周末特种兵旅行也从学生群体扩展到职场人士，他们突破时间与距离限 制，前往港澳地区、越南等地 。随着全球签证政策放宽和国际航线恢复，出境游市场复苏，人们探索世界的热情高涨，免签国旅行更受欢迎，旅行家们打 卡人生清单，小众冷门目的地也受到更多关注。"反向旅行"兴起，旅行者挖掘宝藏小城，享受当地美食、安逸氛围和独特文化，一些小城因美食、闲适和文 化特色而走红 。文化朝圣之旅成为新潮流，《黑神话：悟空》带动山西古建旅游热，非遗民俗活动和圣地巡礼也吸引众多旅行者。此外，季节限定旅行备 ...