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]

似乎一夜之间，全国各大商场不约而同冒出一个火锅新品类——山野火锅。 名字还出奇地相似：三出山、山缓缓、山茑茑等等，一时间让人傻傻分不清楚。 山野火锅品牌门店的扩张速度也是肉眼可见。以品牌山缓缓为例，据其公众号发布的信息，仅2025年4月一个月，它就在13座城市开了13家新店，目前共 80家门店。三出山，2023年11月还只有10家门店，2025年4月已开37家门店。 不仅扩张速度快，有些还成了商场餐饮的新晋"排队王"。 排队2小时的山野火锅｜图源：（左）三出山（右）小红书@芋泥南瓜糊糊（已授权） 山野火锅究竟有什么特点？怎么就突然火起来了？ 山野火锅"三件套" 图源：山芸山、山鲜鲜、山盼盼火锅、三出山、山缓缓、下春山、见青山、山媛媛 二是传统火锅摇身一变，在名字里加个"山"，成为"半路出家"的山野火锅。 如歪胖子山野鲜货火锅，由歪胖子重庆老火锅升级而来。 图源：重庆歪胖子山野鲜货火锅 除了名字里多带个"山"字，这些山野火锅还有很多共同之处。 首先最重要的，是视觉上要给人偏山系户外的造景。 整体装修以大地色或原木色做基底，树林、石头、绿草甚至假山等元素遍地，桌子旁边就是各种绿植，即使坐落在成熟商圈或商场里，也要 ...