央视网消息：刚刚过去的国庆中秋假期，看一场体育比赛，"跟着赛事去旅行"成为许多人的度假新选择。体育消费动能强劲，赛场内外热 力十足。 在浙江富阳体育中心，一支6人摩托车队伍正合影留念，假日期间，她们相约从温州骑行300多公里来到杭州，观看自己的家乡篮球队与富 阳篮球队即将展开的篮球对战。 这个假期，浙江城市篮球联赛密集推出19场赛事，配套打造文旅市集等消费新场景，拉动多业态综合消费超过1亿元。在湖南多地火热开 赛的"湘超"赛事，联动文旅资源，多处景区向购票观众免费开放，推动全域旅游显著升温。 广东清远以"亲水"为核心主题打造户外运动线路，整合沿线自然景区、乡村风光和体育设施，串联起徒步、漂流、溯溪等运动场景。 一站式运动畅游 到户外领略山水风光 这个假期，国家体育总局发布14条户外运动精品线路，统筹各线路多类型户外运动资源及配套服务设施，在户外运动中游览山水风光成为 度假新时尚。 辽宁大连围绕58公里的黄金海岸线，打造融合公路骑行、海钓、龙舟等多种运动场景的户外运动线路，国庆期间配套推出高水平山海赛 事、文体旅活动80余项，参与群众近百万人。 反向出行 身边的体育公园人气爆棚 各大热门景点人潮涌动之时，用运动 ...

面对安全事故时有发生的情况，如何更好地参与户外运动？"爱好者需主动学习掌握户外安全知识，了 解可能存在的风险与挑战，同时充分了解目的地的天气变化、地域特点以及所从事运动项目的相关情 况。"蒋依依建议，"各地政府也要做好相关的安全提示和说明，及时掌握游客情况，做好应急管理预 案。" 《 人民日报 》（ 2025年10月09日 14 版） (责编：牛镛、岳弘彬) 国家体育总局日前发布了四川德阳市三星堆探秘·动感山水户外运动线路、辽宁大连市南部山海户外运 动线路、浙江台州市"天之阔"无动力滑翔户外运动线路等14条户外运动精品路线，涵盖全国多地，涉及 多种户外运动项目，为大众参与户外运动提供了参考和借鉴。 近年来，户外运动产业呈现出良好势头。今年，《关于建设高质量户外运动目的地的指导意见》《关于 释放体育消费潜力进一步推进体育产业高质量发展的意见》等文件相继出台，进一步推动户外运动高质 量发展。 北京体育大学体育休闲与旅游学院院长蒋依依表示，随着经济社会发展，人们对户外运动的需求不断增 加，并呈现多元化的发展特点。14条精品线路的选择综合考虑了线路特色、配套设施以及相关产业成熟 度等，既体现出各地户外运动的发展成果， ...

提前向目的地主管部门或景区报备行程至关重要。需要明确告知路线人数及返程时间，以便在遇到 危险时，救援人员能够及时准确地展开救援行动。 在具有丰富户外运动经验的人看来，在规划集体性的户外运动时，至少三个方面的准备必不可少。 长假期间，两起徒步爱好者大规模受困事件引发广泛关注。在青海海北藏族自治州门源回族自治县 老虎沟地区，百余名徒步爱好者因连续降雪受困，经全力救援，已安全转移137人，但另有一人因失温 和高原反应不幸遇难。几乎同时，西藏日喀则市定日县珠峰东坡营地因突降暴雪，导致大批徒步游客被 困。 救援行动牵动人心。平均海拔超过4000米的老虎沟，地形复杂，气候多变，加之连续降雪，使得搜 救工作异常艰难。面对险峻山势和恶劣天气，当地公安、应急等部门迅速响应，投入300多名搜寻力 量，并动用无人机开展地毯式搜索，最终实现137人安全转移。这无疑是一场与时间赛跑的救援考验， 尽管悲剧未能完全避免，但相关部门的快速反应和高效组织，展现了基层应急体系在关键时刻的担当与 能力。 而在西藏珠峰东坡，面对突如其来的暴雪天气，当地连夜组织力量深入高海拔地区与游客建立联 系，提供引导、保障物资，最终使受困人员有序撤离。整个过程有 ...

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 ...

中国商报（记者 王怡菲 文/图）体育产业的持续升级，让赛事活动、户外运动逐渐融入人们的休闲时光。在今年国庆与中秋"双节"叠加而成的超长假里，体 育消费市场呈现火爆态势，"点亮"了假日经济。 在北京，中国网球公开赛与WTT中国大满贯两大国际顶级赛事同城竞技，形成了强大的观赛效应。"同城双赛"不仅吸引了众多顶尖选手参赛，还拉动了周 边餐饮、购物、娱乐等多领域消费。据了解，这两大赛事的主办方在场馆周边打造了众多赛事消费的新场景。 其中，国家网球中心中央通道、西广场等区域汇聚了近60家餐饮品牌、超75个美食点位；而在WTT中国大满贯官方特许的文创商店，有着近40种文创商品 正在热销，WTT大满贯公园也向球迷开放体验定向迷宫、乒乓球VR等互动项目。此外，凭借赛事票根，观众还可在公园及首钢园区的30多家餐饮企业享受 优惠。 在赛事驱动下，南京文旅市场也迎来"开门红"。 国庆期间，正值"苏超"联赛进入季后赛的关键节点，10月4日，南京与连云港的对战于南京奥体中心抢先亮相。值得一提的是，南京主场比赛期间，全市开 设了近80个"第二现场"，遍布银杏里街区、金陵STYLE等热门商圈，并通过举办非遗集市、美食展销、音乐表演等打造消 ...

"看完比赛的票根先别丢"——这成为了不少消费者的新习惯。凭赛事票根享受当地景区优惠、演唱会门 票能享受餐饮折扣、机票票根兑换消费代金券……小小票根正成为连接商旅文体等各消费场景的钥匙。 中国城市专家智库委员会常务副秘书长林先平在接受《证券日报》记者采访时表示："今年以来，'票根 经济'在全国各地迅速兴起，其打通了城市消费场景，创造了消费新模式。这种模式的魅力在于构建多 方共赢的消费生态，不仅为商家带来了客流和销售额的双重提升，还增强了消费者的满意度和城市经济 活力。一批上市公司敏锐捕捉到这一趋势，积极掘金'票根经济'新蓝海。" "票根经济"兴起 上市公司积极试水 随着"票根经济"升温，一批上市公司积极捕捉商机，从文旅企业到消费企业，从服装企业到科技公司， 纷纷结合自身优势掘金"票根经济"。 正在火热进行中的"苏超"，不断释放消费活力，深耕户外运动产业的上市公司北京三夫户外（002780） 用品股份有限公司，运用丰富的品牌运营经验，抢占了一波"票根经济"市场机遇。该公司相关负责人在 投资者互动平台上表示："公司本次虽然没有赞助'苏超'比赛，但是持有'苏超'比赛票根的消费者，可以 到宿迁三夫仓店享受购物优惠。" ...

Group 1 - The core event is the launch of a series of cultural and tourism projects in Huizhou, coinciding with the National Day and Mid-Autumn Festival, aimed at boosting the local tourism market [1][2] - Eight key cultural and tourism projects were announced, including the transformation of idle resources into income-generating activities through the "Five Villages, One Factory, One Center, One Hotel" model [2][3] - A strategic partnership was established between Huizhou government and Ctrip Group to enhance tourism market development and promote high-quality tourism growth in Huizhou [2][4] Group 2 - A total of 54 premium activities were introduced, including a cultural tourism carnival and outdoor sports season, focusing on a three-dimensional integration of ecology, art, and consumption [3][4] - The event will feature the fourth Guangdong-Hong Kong-Macao Greater Bay Area Guitar Culture Art Exhibition, enhancing the music festival experience [3] - Huizhou aims to create a world-class tourism destination by leveraging its unique resources and developing a 218-kilometer scenic tourism road connecting major attractions [4]

Group 1 - The outdoor sports industry in China has experienced explosive growth, with a total scale exceeding 5 trillion yuan in 2023, representing a year-on-year increase of 28% [1] - The number of camping sites across the country has surpassed 45,000, marking a 300% increase since 2020, while participation in outdoor activities such as hiking, rock climbing, and paddleboarding has grown at an annual rate of 40% [1] - The growth is attributed to rising health awareness, consumption upgrades, and supportive policies, transforming outdoor sports from a niche hobby into a new engine for mass consumption [1] Group 2 - Government policies have provided strong support for the development of the outdoor sports industry, with the State Council issuing guidelines aiming for a total industry scale exceeding 3 trillion yuan by 2025, which has already been surpassed [3] - Local governments are creating development plans based on regional advantages, such as Zhejiang's focus on mountain and water sports, Yunnan's unique natural scenery for hiking and cycling, and Hainan's emphasis on marine outdoor activities [3] - The outdoor sports goods market reached 1.2 trillion yuan in 2023, growing by 35%, with professional outdoor equipment sales increasing by 52% [3] Group 3 - The integration of outdoor sports with tourism has become a mainstream model, creating a complete industry chain that includes sports experiences, scenic tours, and accommodation [4] - The number of youth outdoor camps has exceeded 12,000, focusing on developing practical skills and teamwork through activities like rock climbing and wilderness survival [4] - Infrastructure development has supported the outdoor sports industry, with over 30,000 kilometers of national fitness trails and more than 80,000 kilometers of provincial trails established by the end of 2023 [4] Group 4 - The explosive growth of the outdoor sports industry reflects a societal desire for healthy living and connection with nature, contributing to economic development [5] - The industry is expected to play a larger role in promoting consumption, creating jobs, and driving regional coordinated development, becoming a significant growth point for the national economy [5]

Core Viewpoint - The article discusses the backlash against the brand Arc'teryx and artist Cai Guoqiang following a controversial fireworks display in a fragile ecological area, highlighting the disconnect between luxury branding and environmental responsibility [2][4][32]. Group 1: Brand Positioning and Market Strategy - Arc'teryx, under Amer Sports, aims to penetrate the outdoor, high-end apparel, and luxury markets, targeting a revenue goal of $5 billion within five years [6][34]. - The brand has shifted its retail strategy to open flagship stores in high-end shopping districts, significantly increasing its visibility and brand prestige [8][9]. - The brand's marketing approach includes creating a new concept of "luxury outdoor," appealing to affluent consumers rather than traditional outdoor enthusiasts [11][14]. Group 2: Consumer Demographics and Market Impact - Arc'teryx's customer base has evolved from outdoor enthusiasts to affluent individuals who may not engage in outdoor activities but are attracted to the brand's luxury image [14][22]. - The brand's marketing strategy has successfully attracted a new demographic, including investment bankers and professionals, rather than its original target audience [15][17]. - The disconnect between the brand's environmental messaging and its actual consumer base raises questions about authenticity and responsibility in luxury branding [32][34]. Group 3: Controversy and Public Perception - The fireworks incident has sparked significant public outrage, with many criticizing the brand for its environmental insensitivity, despite the brand's previous efforts to promote environmental values [2][24][32]. - The backlash has highlighted the irony of a luxury brand's environmental claims being undermined by its actions, leading to a complex public relations challenge [4][16][32]. - Despite the controversy, the brand's sales and reputation may remain unaffected, as luxury brands often manage to separate public criticism from their market performance [26][30].

Core Insights - The outdoor sports market in China has seen significant growth, with brands like Arc'teryx and domestic competitor Kailas gaining traction [1][6] - Arc'teryx has shifted its strategy towards becoming a "luxury sports brand," focusing on high-end marketing and exclusive retail experiences [2][4] - The brand's revenue has increased from $547 million in 2020 to $952 million in 2022, making it a key driver for its parent company, Amer Sports [6] Group 1: Market Dynamics - The outdoor market in China has evolved from a niche segment to a competitive landscape with both domestic and international brands [1][14] - Arc'teryx's growth rate in the Greater China region has slowed from 84% in FY2021 to 54% in FY2024, indicating increasing competition [14] - The rise of vertical brands focusing on specific outdoor activities poses a threat to Arc'teryx's market share [14] Group 2: Brand Strategy - Arc'teryx has opened themed flagship stores in major cities, employing luxury-style one-on-one customer service [2][4] - The brand has engaged in high-profile collaborations with fashion brands, enhancing its appeal beyond traditional outdoor enthusiasts [4][6] - Arc'teryx aims to achieve 20 billion RMB in sales by 2030 through 100 stores, with some locations already generating 1.5 to 2 billion RMB annually [14][15] Group 3: Consumer Perception - Despite its luxury positioning, Arc'teryx faces challenges in maintaining a positive brand image among broader consumer groups [11][12] - The brand's marketing strategies have led to mixed perceptions, with some consumers associating it with elitism and a disconnect from its outdoor roots [13][24] - The need to balance high-end branding with professional credibility is crucial for sustaining its reputation in the outdoor market [12][24] Group 4: Future Directions - Arc'teryx is expected to refocus on its core outdoor expertise while addressing the evolving consumer landscape [24][25] - The brand's recent leadership changes indicate a shift towards a more professional and performance-oriented approach [15][20] - Increased investment in professional outdoor events and community engagement is necessary to rebuild trust and relevance among outdoor enthusiasts [20][24]