基地负责人介绍，暑假到来，桨板、皮划艇、帆船、水上自行车等都很火爆。除了经常前来的水上运动爱好者，以家庭和亲子为单位的体验型 消费群体明显增多，节假日日均客流量超过300人。 央视网消息：随着暑期的正式开启，长三角地区皮划艇、桨板、帆船、电动冲浪板等各种水上运动持续升温。 与传统冲浪板不同，电动冲浪板凭借自身产生的推进力，可以让驾驶者在无风无浪的水上完成冲浪，还可以自由调节前进速度。 在浙江金华的一个水上训练基地，学员们正在学习体验电动冲浪板运动。几组队员在水库设立的障碍物中穿梭，体验平面冲浪的风驰电掣。 皮划艇也是不少消费者的选择。在江苏太仓，刚放暑假的大学生刘犇和同学一起来到天镜湖水上运动基地，接受教练的专业指导。两人划着皮 划艇，绕着风光旖旎的湖面飘荡了两圈。 近年来，越来越多的消费者选择自行购买皮划艇、帆船等装备，水上运动的火爆也带动了相关装备订单的增长。 在浙江慈溪的一家皮划艇生产企业，企业负责人介绍，近年来，越来越多的家庭选择自己购买皮划艇供平时休闲玩乐。以往的皮划艇产品重量 大，对上肢力量要求较高。而新推出的家庭款、少儿款、脚踏款等产品，重量减轻了，操作也更加简单省力。 船桨是不少水上运动的重要 ...

与此同时，防晒衣成为人手必备的"防晒神器"。高倍防晒指数、透气速干的面料颇受欢迎，"山系风"的 款式尤其热销。近一个月来，京东防晒衣成交额同比实现双位数增长。浪莎冰丝款超薄户外皮肤衣舒爽 不粘汗，伯希和山系防晒衣超轻透气又百搭，迪卡侬男士防晒衣采用高弹力面料不易变形，这些都是夏 日清爽出行的"好搭子"。 从河滨湖畔到海边山野，运动爱好者"跋山涉水"式玩法呼吁一双"水陆双栖"的鞋子，满足这一需求的溯 溪鞋成为了当之无愧的人气单品。京东数据显示，近一个月来，溯溪鞋成交额同比实现双位数增长。 HOKA ONE ONE男款夏季霍帕拉户外溯溪鞋穿脱便捷、吸湿排汗，迪卡侬户外溯溪鞋防滑抓地、轻便 舒适，迈乐毒液洞洞鞋防滑耐磨、贴肤护脚，满足户外探险安全防护和舒适好穿的需求。 进入暑假，人们参与亲水运动的热情逐渐高涨，桨板、冲浪板及潜水装备等成为今夏运动消费市场的主 角。京东数据显示，入夏以来三亚等地冲浪板成交额同比增长翻倍；浙江、重庆等地的潜水装备热销， 迎来环比超2倍增长。户外"涉水"必备的防晒衣、溯溪鞋也成为消费热门，同比实现双位数增长。正值 京东清凉季，大家可以打开京东APP，搜索"时尚一夏"进入会场，桨板、冲浪板 ...

吸引更新一代的年轻人，永远都是运动品牌运营发展的关键。 当国内校园赛事不断升温，各大运动品牌也将赞助视野投至「象牙塔」内。不论是CURA阿迪达斯中国大学生路跑联赛，还是此前结束的ASICS亚瑟士x 北大高校接力赛，以及耐克跑百校高校接力挑战赛等，越来越多学生赛事中开始出现品牌的身影。 在这一趋势下，部分高校也开始成立专门的对接部门，吸引校外力量的加入，并借助其资源与专业支持，带动赛事规模和水平的进一步提升。 校企合作，正在迈入新的阶段。 高校赛事，从「象牙塔」破圈 高校体育赛事的热度，已经突破了校门的物理边界。 被称为「小全运会」的北体大校运会，多条视频片段在抖音等平台播放量突破百万，吸引着校外观众涌进体育场；走过六十八届的清华「马约翰杯」，囊 括了各项球类、田径运动，在校园内外流传出「一年比一次，一次比一年」的讨论；还有类似中国大学生篮球联赛（CUBAL）等成名已久的高校赛事， 每年吸引着体育迷的关注与热议。 而当学生们穿上了赞助品牌的装备，当记录与传播的镜头扫过赛道旁广告板上的logo，运动品牌们基于校企合作的赞助布局，也就收获了具象化的回报。 运动品牌们涌进高校体育场 从原本的校内关注到全网热点，从单纯 ...

Core Viewpoint - High-end sports brands are rapidly expanding their presence in airport retail channels, attracting travelers with a wide range of products and interactive experiences [1][4][5]. Group 1: Market Trends - High-end sports brands such as Lululemon, Arc'teryx, and Descente are increasingly entering airport markets, previously dominated by luxury brands like Hermes and Prada [4][5]. - The airport retail environment is evolving, with airports becoming key commercial hubs that integrate dining, shopping, and cultural experiences [7]. Group 2: Consumer Behavior - The consumer demographic at airports is characterized by strong purchasing power and low price sensitivity, aligning well with the target audience of high-end sports brands [7]. - Outdoor sports are transitioning from niche activities to mainstream lifestyle choices, with significant growth in outdoor apparel and equipment consumption [7][8]. Group 3: Brand Positioning - High-end sports brands are focusing on enhancing their brand image by promoting exclusivity and high quality, aiming to position themselves as premium lifestyle choices [5][9]. - The appeal of high-end sports brands lies in their functionality and social attributes, making them attractive to younger consumers seeking self-expression and social engagement [8][9].

作者 | 弗雷迪 数据支持 | 勾股大数 据（www.gogudata.com） 近年来，户外运动开始作为一种时尚符号，得到了年轻人的狂热追捧。 户外运动的细分场景非常多，桨板、飞盘、陆冲、露营，再有登山、钓鱼、攀岩、越野跑等等，社交媒体上关于户外打卡的帖子数不胜数。 当新茶饮、新潮玩这些倚靠满足年轻人差异化需求的网红品牌日进斗金，它们的股票市值不断突飞猛进时，户外品牌们也在摩拳擦掌寻求上 市。 专业户外服饰，又是如何破圈，走进年轻大众的日常生活的？ 01 年轻人的社交货币 自疫情过后，庞大的出行需求拉动了户外运动消费，户外装备采购热潮早在五一前已经开启。 唯品会最新发布的《 2025 五一户外时尚数据洞察》显示，截至 4 月 23 日， 平台户外健身服饰销量环比前一周激增 51% 。 抖音电商数据显示，防晒服、运动背包成交额分别同比增长 428% 和 108% 。 对于选择在城市周边游玩的人来说，徒步鞋、防晒衣、工装裤成为了购物车的 "热门选项"；而对于选择到川西、新疆等地带的人来说，途径地 形和昼夜温差变化较大，功能性服饰更加不可或缺。 近两年，年轻人群开始加入到徒步运动中，在城市周边或景区进行短线徒步运 ...

受到赛事带动，大众的体育热情得以激发，运动消费市场的热度持续攀升。相关运动装备、户外装备的 生产和销售出现明显增长。 在四川成都的一家运动用品销售门店，前来选购户外装备的消费者络绎不绝。 消费者： 过来选购一款登山的背包、登山杖，再选一款夜灯，现在徒步的时间、难度都增加了，所以 会在这边采购一些更专业的装备。 浙江宁波某运动用品企业经理 林月云： 今年排产已经排到了7月，跟去年同期相比，销量增长了60%左 右。 同样忙碌的还有浙江三门一家户外冲锋衣生产企业，随着消费群体日益增加并趋向专业化，对冲锋衣个 性化、定制化的需求不断攀升。 浙江三门某户外用品企业销售经理 刘林祥： 这种100件、200件的订单占比占到了30%左右。这种订单 我们都是做到快速反应，一到两天一般都能发完，最晚三天内可以发货。 四川成都某体育用品商店副经理 朱宗匠： 目前登山和徒步装备在户外用品销售当中占比超过了40%， 其中登山背包和登山杖增长超过了30%。 激增的市场需求也传导到了生产端，在浙江宁波的一家运动杖生产车间，工人熟练地将杖杆与手柄衔 接、拧紧螺丝，运动杖迅速组装完成。 数据显示，今年"五一"小长假期间全国体育消费市场表现活跃 ...

Group 1: Market Trends - The sports consumption market in the province has seen a significant increase during the holiday, driven by the popularity of professional sports equipment, outdoor venues, and sporting events, reflecting a deep integration of health lifestyle concepts and consumption upgrades [1] - Sales of smart sports devices, particularly smart wristbands and watches, have surged, with a year-on-year increase of over 150%, especially in the price range of 1500-2000 yuan [2] - The demand for sports-related products, such as sun protection gear and lightweight footwear, has risen sharply due to high temperatures, indicating a trend towards immediate consumption and tourism [2] Group 2: Venue and Event Popularity - Sports venues have experienced high occupancy rates, with some facilities reporting over 90% booking rates during the holiday, and popular activities often fully booked within hours [4] - The integration of sports events with local tourism has proven beneficial, with events like the county basketball league attracting significant attendance and boosting local tourism revenue [6] - Collaborative events, such as music festivals and marathons, have increased foot traffic and participation in sports activities, enhancing the visibility and appeal of local venues [5][6] Group 3: Future Outlook - The growth of the sports consumer base, the emergence of new sports projects, and the increasing level of participant engagement are expected to drive explosive demand for sports products and enhance the commercial value of sports events [7] - The continuous integration of technology and evolving consumer attitudes towards health and fitness are anticipated to sustain the upward trend in the sports market, indicating vast potential for future growth [7]

Group 1: Core Themes of the Event - The 32nd China International Sporting Goods Expo will focus on the theme of "Exploring New and Quality Transformation and Upgrading Paths" [1] - The exhibition will cover over 160,000 square meters with more than 1,700 participating companies, setting a new record [1] - The event will feature three core exhibition areas: fitness, sports venues and equipment, and sports consumption and services, along with over 50 concurrent activities [1] Group 2: Weight Management and Personalized Solutions - The expo will highlight personalized weight management solutions, including AI smart devices that create individualized training plans based on body posture monitoring [2] - Equipment designed for older adults will emphasize safety and accessibility, while youth-focused fitness devices will incorporate engaging interactive features [2] - Home fitness solutions will include smart fitness mirrors and compact "one-square-meter gym" options, catering to fragmented home workout needs [2] Group 3: Digital Empowerment in Sports Facilities - The sports venue and equipment exhibition area will showcase innovations such as digital technology-enabled flexible sports flooring and advancements in artificial turf systems [3] - The trend towards sustainable development will continue, with many exhibitors presenting low-carbon materials and energy-efficient facility solutions [3] - The commercial fitness area will explore integrated gym operations, introducing smart management systems to optimize resource allocation [3] Group 4: Sports Consumption Trends - The sports consumption and services area will reflect the theme of "Upgraded Sports Consumption," featuring new products in niche markets like pickleball, sports bicycles, and roller skating [4] - Government sports departments will participate to provide policy insights and project information, aiming to foster collaboration between government and enterprises [4] - The event is expected to attract over 100,000 visitors, including approximately 3,000 pre-registered international attendees from nearly 60 countries and regions [4]