定焦One . 深度影响创新。 来源 丨 定焦One（ID：dingjiaoone） 作者 丨 陈丹 以下文章来源于定焦One ，作者定焦One团队 图源 丨Midjourney "草原的牛马一只没看到，都市的'牛马'倒是扎堆了。" 国庆期间，一位在内蒙古大青山徒步的驴友如此调侃当下年轻人的"进山热"。 这座隶属阴山山脉的大青山，因草甸铺展、奇石嶙峋、裂谷深邃，被网友冠以"人间塞尔达"的称号，并在 过去一年成了京津冀 年轻人争相打卡的"流量高地"。但想要通往"塞尔达"却并不轻松。如果选择从北京坐高铁，需要两个半小时车程到达赤峰后再转 包车颠簸2-3小时，才能最终抵达山脚。 大青山 图源 / 网友薛定饿的猫 同样爆火的还有河北蔚县的麻田岭。这个被称作"京郊阿勒泰"的山野秘境，距北京市区200多公里，单程车程超过3小时。可再 远的路，也挡不住年轻人的热情。节假日里，麻田岭山脚下车队长龙，登山人流蜿蜒至山顶，网友笑称那是"万人攻打麻田岭"。 从大青山到麻田岭，乃至更为遥远的雨崩，徒步热潮正一路蔓延。山野间的小路，成了年轻人逃离都市、亲近自然的新出口，也 点燃了一门正在迅速升温的新生意。 逃离5A景区 年轻人为何偏爱 ...

Core Insights - The outdoor hiking trend is rapidly growing among young urbanites, with nearly 70% of individuals aged 18-29 favoring hiking and mountaineering as their preferred outdoor activities [1][6][12] - Social media engagement around hiking is significant, with over 15 million views on the hashtag 早八徒步人 and more than 500,000 members in Douban hiking-related groups [1][3] - Hiking is increasingly seen as a way to escape the pressures of modern life, combining leisure and exercise, and is evolving into a broader lifestyle choice [13][36] Industry Trends - The hiking market is experiencing a rapid development phase, transitioning from a niche activity to a mainstream lifestyle choice, which is expected to further expand the growth potential for various sports brands [6][31] - The demand for hiking-related gear, including footwear, clothing, and camping equipment, is on the rise, with hiking shoes alone accounting for over 50% of the hiking shoe market [17][20] - The outdoor apparel market is also booming, with sales of multifunctional jackets increasing by 140% year-on-year in 2023, indicating a strong consumer interest in stylish yet functional outdoor wear [20][22] Consumer Behavior - Consumers are increasingly willing to invest in quality hiking gear, with a notable trend towards mid to high-end brands, while domestic brands are gaining traction due to their cost-effectiveness [33][34] - The average spending on outdoor activities is rising, with consumers prioritizing safety and experience through their purchases, reflecting a shift in consumer behavior towards more serious outdoor engagement [22][25] - The hiking experience is being enhanced by the development of infrastructure, with over 32 designated hiking trails established in China, totaling more than 3,000 kilometers [35]

Group 1 - The trend of "hiking" is emerging as a new travel method among young people, moving away from traditional tourism and budget travel [1][2] - Data from Meituan and Dianping indicates that the search volume for "hiking" is expected to increase by nearly 100% year-on-year in 2024 [3] - Popular hiking destinations such as Nanjing Lu, Tiger Leaping Gorge, and Rainy崩 are becoming mainstream, while nearby day trips are replacing traditional weekend getaways [4][6] Group 2 - Hiking is perceived as a form of mental healing, allowing participants to disconnect from digital distractions and immerse themselves in nature [5][12] - The outdoor market is thriving, with a reported 50% increase in revenue for hiking shoes and over 20% for equipment from Decathlon in 2024 [7] - The hiking trend is leading to a diversification of products, with brands focusing on footwear, apparel, and accessories as new market opportunities [8][28] Group 3 - The hiking movement is becoming more inclusive, with a significant increase in sales of related products, showing over 60% compound growth since 2021 [29] - Companies like Arc'teryx and Salomon are experiencing substantial revenue growth, with a reported 53.7% increase in revenue in the Greater China region [30] - The hiking community is expanding, with brands like Anta acquiring outdoor brands to enhance their market presence [31] Group 4 - The conversion rate for hiking as an outdoor activity is high, with 47% of interested individuals actually trying it [32] - The market is seeing a wide range of products catering to different consumer needs, from budget-friendly options to high-end technical gear [34] - As hiking becomes a popular lifestyle choice among young people, it signifies a shift towards outdoor activities beyond traditional sports like marathons and trail running [35]