国庆、中秋假期，一群户外爱好者正背着登山包走向山川湖海的深处——没有精致的商业街，却有最动人的风光；没有摩肩接踵的游客，却有与天地对话 的宁静。用脚步丈量远方，每一步都是对城市压力的消解。 当户外爱好者"用脚投票"，市场也随之转向。冲锋衣、徒步鞋、运动相机、智能手表……户外运动产业活力十足。 数据显示，2024年，我国户外运动线上消费人次约2亿人次，消费总额超3000亿元。根据国家发改委与体育总局联合发布的规划，到2025年末，我国户外 运动产业总规模有望突破3万亿元。 从5A景区到无人之境 户外徒步火了 国庆、中秋假期首日，北京芍药居地铁旁，一群背着登山包的户外爱好者正在集结，几辆大巴车的发动机已经启动，他们将连夜赶往内蒙古的草原腹地， 进行为期三天总计数十公里的山野徒步。 近年来，越来越多有出行计划的人们选择在节假日避开热门景区，奔赴人迹相对罕至的"旷野"。户外爱好者林彦谈起自己爱上徒步的理由："虽然基础设 施差了点，条件简陋了点，但风景一点都不比5A景区差，更有融入自然的野趣。" 大自然就像是"充电宝"，林彦提到，城市里快节奏压力大的工作和生活，让很多人更追求"情绪价值"和体验感，大家希望通过"寄情山水 ...

Core Viewpoint - The outdoor sports industry in China is experiencing significant growth, with a strong recovery observed from 2022 to 2023, driven by increased investment in outdoor equipment and event services, although the market is still in its early stages [1][2][4]. Industry Growth - The number of newly registered outdoor sports-related companies increased by 103.5% in 2023, with over 55,000 new registrations [3]. - The number of newly registered outdoor sports facilities also saw a rise of 96.64%, totaling 56,100 new companies [3]. - Financing events in the outdoor sports sector accounted for 30.8% of the total sports industry financing events in the first half of 2023, indicating a positive outlook from social capital [3]. Sales Performance - Decathlon reported a nearly 20% year-on-year increase in sales for outdoor categories such as hiking, camping, and skiing during September and October [2]. - The outdoor apparel sector, particularly jackets, has shown significant growth, with a notable increase compared to the previous year [2]. - Online searches for "outdoor hiking" surged by 370% since September, while sales of fishing gear and self-driving camping equipment rose by 153% and 167%, respectively [2]. Investment and R&D - Companies like Toray and Decathlon are increasing their R&D investments, with Toray reporting a 34.51% increase in 2022 and a further 44.55% increase in Q1 2023 [3]. - Decathlon plans to collaborate with high-quality ski resorts to promote winter sports activities [3]. Market Characteristics - The outdoor sports market is expanding rapidly, with diverse and personalized consumer demands emerging, particularly in footwear and apparel [4]. - There is a noticeable trend towards smart and service-oriented products in the outdoor equipment market [4]. Policy Support - The Chinese government has introduced a plan to boost the outdoor sports industry, aiming for a total market size of 3 trillion yuan by 2025 [5]. - The establishment of standards for outdoor sports is progressing, with 11 national standards for ice and snow sports approved this year [5]. Consumer Trends - There is a growing interest in outdoor sports among consumers, driven by demands for quality and upgraded experiences [6]. - However, the high-end market remains dominated by international brands, indicating a need for domestic brand development [6].

Core Viewpoint - The National Development and Reform Commission emphasizes the importance of promoting high-quality development in outdoor sports, including ice and snow, water, and mountain activities, aiming to establish around 100 high-quality outdoor sports destinations by 2030 [1] Group 1: Development Goals - The initiative aims to enhance public service facilities, improve service quality, and enrich event activities related to outdoor sports [1] - The focus is on regions with favorable resource endowments, good development foundations, and active participation [1] Group 2: Industry Promotion - The plan seeks to expand public participation in fitness activities and actively promote the development of the outdoor sports industry [1] - Brand cultivation and event diversification are key components of the strategy to enhance the outdoor sports sector [1]

Group 1 - The Shandong Provincial Government is promoting the integration of sports, culture, and tourism to stimulate consumer activity and economic growth [1] - Shandong has a natural advantage in hosting high-end sports events due to its rich outdoor sports venue resources [1] - The provincial sports bureau plans to host 200 national-level events by 2025, with a focus on attracting international and domestic major events [1][2] Group 2 - There is an emphasis on cultivating and enhancing local brand events, aiming for a structure where every city has a brand and every county has a unique event [2] - The province aims to increase the visibility and influence of traditional events like the Taishan International Climbing Competition and the Yellow River Estuary Marathon [2] - Plans include hosting 50 marathons with over 5,000 participants and 500 large-scale events with over 1,000 participants throughout the year [2] Group 3 - The development of the outdoor sports industry is a priority, with initiatives to encourage various outdoor activities such as climbing, hiking, and mountain biking [3] - The province is supporting the establishment of outdoor sports facilities, including driving and aviation centers, ski resorts, and water sports training centers [3] - The "Good Luck Shandong" outdoor sports station initiative aims to create a comprehensive service system for outdoor activities, including an information platform and a WeChat mini-program [3]

Core Insights - The outdoor sports industry in Shandong is experiencing significant growth, driven by increasing consumer demand and a higher quality of life expectation, leading to innovative sports consumption scenarios [2] - The first Outdoor Sports Industry Conference in Shandong aims to explore transformation paths for industry development and promote high-quality growth in the outdoor sports sector [1][3] Industry Overview - As of April 2025, Shandong has over 10,000 registered outdoor sports-related enterprises and more than 3,600 outdoor sports associations and clubs, with participation exceeding 30 million people [2] - The outdoor sports industry is becoming a key driver for upgrading national fitness, transforming the sports industry, and fostering innovative economic growth in the region [2] Event Highlights - The Outdoor Sports Carnival and the "Good Luck Shandong" hiking competition showcased the vibrant atmosphere of public fitness in Weihai, enhancing the area's tourism appeal [1] - The establishment of Shandong's first outdoor sports station in Weihai aims to provide comprehensive services and promote local outdoor sports industry development through a fusion operation model [3] Strategic Initiatives - Shandong's sports authorities plan to build high-quality outdoor sports destinations, leveraging local natural resources and cultural heritage to create sustainable green development models [3] - The "Sports+" strategy will be deepened to integrate sports with tourism, health, and education sectors, maximizing the multifaceted value of sports [3]