（来源：劳动报） 如消费者曹先生投诉称，其通过某电商平台购买一款徒步鞋，收货后发现两只鞋鞋面均有折痕，怀疑商家销售二手商品。 二是受低温天气影响，空调、热水器等消费投诉有所增多。假日期间，涉及家用电器类消费纠纷有822件。其中受降温影响，市民反映空调、燃气热水器、 电取暖器等产品制热防冻效果不佳、经营者发货延迟、售后维修无果等方面问题有所增多。 如消费者吴先生投诉称，近期他购买的地暖设备频繁出现自动关闭、报错等情形，向客服多次反映却无果。消费者王先生投诉称，其通过某电商平台购买一 台立式空调，商家宣称现货速发，平台亦承诺48小时内发货，但消费者购买至今已逾一周时间，商家仍未发货。 目前，上述投诉举报均已转派各区市场监管部门核查处理。 转自：劳动报 1月3日，上海市市场监管局介绍，2026年元旦假期，上海市市场监管局投诉举报系统共受理消费者投诉 【下载黑猫投诉客户端】10511件（同比增幅 4.3%）、登记举报3931件（同比增幅2.1%）、解答各类咨询37902件，其中服装鞋帽、食品、化妆品、家居用品、家用电器、通讯产品等诉求量居前。 一是线上消费诉求占比较高，服装鞋帽、食品、化妆品等诉求量相对集中。假日期间 ...

Group 1: Winter Sports Safety and Preparation - The article emphasizes the importance of preparation and knowledge for safely enjoying winter sports like skiing and winter swimming [2][3][4] - Skiing should start with mastering basic skills on gentle slopes before progressing to more challenging terrains, with a focus on maintaining proper posture and safety distance from other skiers [3][6] - For winter swimming, a systematic health check is recommended before participation, and gradual acclimatization to cold water is crucial to avoid cold shock [4][6] Group 2: Equipment and Clothing Recommendations - Ski equipment should prioritize practicality and suitability, with specific recommendations for ski length and protective gear such as helmets and goggles [3] - For winter hiking, a layered clothing approach is advised, including moisture-wicking base layers, insulating mid-layers, and waterproof outer layers, along with protective accessories for the head, hands, and feet [6][7] - Emergency gear such as survival blankets, heat packs, and waterproof GPS devices are suggested for outdoor activities [7] Group 3: Techniques and Nutrition - Proper techniques for walking on snow and ice are highlighted, including specific foot placements and movements to maintain balance and prevent falls [6] - Nutrition during winter activities should focus on high-calorie foods and warm beverages, with suggestions for cooking in the field if conditions allow [6] Group 4: Eye Protection and Treatment - Snow blindness, caused by UV exposure in snowy environments, is discussed, with symptoms and prevention methods outlined, including the use of UV-protective goggles [8] - Treatment recommendations for snow blindness include resting, avoiding eye rubbing, and using antibiotic eye drops if necessary [8]

基于对于市场趋势的深度分析和洞察，2026年梦饷科技对于三大类目增长进行全面展望和布局。 "时尚性将成为消费者最核心决策之一。"刘玉华表示，2026年鞋服市场将进入功能+时尚双轮驱动模 式，主打 "科技 + 时尚"，POLO裙 、徒步鞋 、科技跑鞋、羽毛球鞋等有望成为高潜力高增长品类。而 在运动器材方面，"质价比"与"她经济"成为未来一年的关键词，2026年运动器材全球规模预计158.8亿 美元，中国市场迎来爆发，市场潜力巨大，智能化趋势从高端渗透向中高端，将成为用户购买首选特 质。 箱包类目上，去LOGO化趋势延续，消费者更看重包袋本身的材质质感、精湛工艺和独特设计。本土品 牌崛起，非遗&东方美学元素受到青睐，经典款、大容量、优质面料、非遗工艺等成为热销关键词，用 现代设计诠释传统文化的品牌会更有机会。 近日，由梦饷科技主办的2025运动箱包配饰商家大会在上海举办。骆驼、斯凯奇、拓路者、迪卡侬、鸿 星尔克、Folli Follie等近百位品牌代表齐聚梦饷科技总部，探讨 2026 年行业趋势，助力行业生态高质量 发展。 2025 年业绩亮眼，细分品类多点开花 大会上，梦饷科技运动箱包配饰类目负责人刘玉华对 2 ...

Core Insights - The trend of young people moving away from urban environments towards outdoor activities is gaining momentum, with nearly 30% choosing to travel on weekends and 69.9% preferring parks and natural settings [1] - The outdoor sports market in China is projected to reach a total scale of 852.6 billion yuan by 2025, with the outdoor equipment market expected to grow by 13.48% year-on-year, surpassing the global growth rate of 5.01% [1] - The inclusion of outdoor sports in the national fitness plan has further stimulated participation, with over 400 million people engaging in outdoor activities as of early April 2025 [1] Market Dynamics - The outdoor equipment and brands have become social currency for consumers, with 46.3% of consumers spending between 1,000 to 5,000 yuan annually on outdoor activities [4] - Major outdoor brands are strategically positioning themselves in the high-end market, with Anta's revenue projected to reach 14.97 billion USD (approximately 106.2 billion yuan) in 2024, making it the fourth largest sports giant globally [7] - Anta's market share in China has been increasing, with a 23% overall market share in the sports footwear and apparel sector [7] Competitive Landscape - The outdoor market is witnessing a shift as mass-market brands begin to target high-end consumers, challenging the traditional dominance of premium brands [15] - New outdoor-related enterprises are emerging rapidly, with 24,000 new companies established in the past six months [17] - Brands like Decathlon are innovating by offering high-performance products at competitive prices, while local brands like Camel are leveraging celebrity endorsements and live streaming to enhance brand visibility [31][32] Marketing Strategies - Outdoor brands are shifting their marketing strategies from traditional extreme sports narratives to more relatable lifestyle branding [22][24] - Patagonia emphasizes its environmental values, creating a strong connection with consumers who prioritize sustainability [25][27] - Decathlon focuses on providing a comprehensive retail experience, allowing consumers to test products in-store, which significantly boosts sales conversion rates [28][30] - Camel has successfully utilized celebrity endorsements and live streaming to penetrate the youth market, achieving significant sales growth [31][34] Conclusion - The transformation in the outdoor market reflects a broader change in consumer psychology, where outdoor activities are increasingly viewed as a lifestyle choice rather than just a sport [35] - The competition among brands is evolving from a focus on technical superiority to brand image and consumer engagement strategies [35]

Core Insights - The rise of hiking enthusiasts is injecting new momentum into the cultural tourism market, creating a multi-layered consumption landscape that includes group services, outdoor gear, and social media engagement [1][3][4] Group 1: Hiking Trends and Group Services - The popularity of hiking has led to the emergence of group services, with outdoor clubs organizing activities through social media platforms, offering affordable day trips typically under 200 yuan [4] - A significant number of urban residents are participating in weekend hiking activities, with platforms like Xiaohongshu reporting over 1.06 million outdoor notes related to "weekend" in the first half of 2025, generating 70 million interactions [3][4] Group 2: Outdoor Equipment Market - The outdoor equipment market is experiencing robust growth, transitioning from a niche to a mainstream consumer category, with a projected online consumption of approximately 300 billion yuan in 2024 [5][6] - Major outdoor brands are gaining traction in the market, with companies like Toread and Mobi Garden going public, and the domestic brand BERSHKA reporting rapid revenue growth from 378 million yuan in 2022 to an expected 1.766 billion yuan in 2024 [6] Group 3: Safety Concerns and Industry Challenges - Despite the growth in hiking activities, safety concerns are rising, with hiking accidents accounting for 73% of 335 reported incidents in 2024, highlighting the need for better risk management and qualified leadership in group hikes [8][9] - The lack of regulatory oversight and entry barriers for outdoor group services poses significant risks, as many group leaders lack professional training and emergency response skills [8][9] Group 4: Infrastructure and Route Development - There is a notable deficiency in the planning and development of fitness trails and hiking routes in China, with nearly 1 million unofficial routes lacking safety guarantees [9] - Some regions, like Yunnan and Jiangxi, are beginning to explore hiking tourism resources, aiming to develop safe and compliant hiking routes while enhancing rural tourism infrastructure [9]

Core Viewpoint - The cancellation of the health run project in the Shanghai Marathon has sparked significant reactions among running enthusiasts, highlighting the event's unique status and the challenges of managing a large number of participants [2][5][11]. Group 1: Shanghai Marathon's Special Status - The Shanghai Marathon, established for 28 years, is a prestigious event with a "pilgrimage" status among runners, akin to the lottery system for housing in Shanghai [5]. - This year, the total number of applicants for the full marathon and health run reached 356,589, with a full marathon acceptance rate of only 7.2% and a health run acceptance rate of 38.3% [7]. Group 2: Decision to Cancel Health Run - The decision to cancel the health run is seen as a "subtraction" aimed at enhancing the professional and international reputation of the marathon, as health runs accounted for 40% of the total 38,000 slots [11]. - The cancellation also includes the controversial charity run, which was perceived as a "money-grabbing" opportunity, conflicting with the spirit of professional competition [11]. Group 3: Shift Towards Professionalization - The decision reflects a shift towards professionalization and elitism in top-tier events, encouraging community and park runs to take on the role of promoting public fitness [13]. - The trend of professionalization in events parallels the evolution of running gear, with runners now seeking specialized equipment tailored to different running scenarios [13][17]. Group 4: Evolution of Running Gear - The running shoe market has seen a shift towards specialized footwear, with carbon plate shoes becoming standard for competitive runners, and various designs catering to different terrains and needs [17][21]. - The importance of selecting appropriate running shoes is emphasized, as improper footwear can lead to injuries, highlighting the need for shoes that provide cushioning, support, stability, and grip [19][21]. Group 5: Growth of Trail Running - Trail running has gained popularity, with numerous events taking place across the country, and a significant portion of participants aged between 22 and 55 [29][31]. - The choice of appropriate trail shoes is crucial for safety and performance, with specific designs catering to various terrains and conditions [35]. Group 6: Rise of Hiking Shoes - Hiking shoes have become a new choice for urban commuting, reflecting a shift in workplace attire towards comfort and practicality [41]. - The functionality of hiking shoes, including waterproof materials and slip-resistant soles, meets the demands of urban commuters while blending outdoor practicality with urban fashion [47]. Group 7: Market Trends and Consumer Behavior - The market for specialized footwear is expanding, with both international and domestic brands innovating to meet diverse consumer needs [52][56]. - The evolving consumer mindset reflects a deeper connection to lifestyle choices, where footwear represents not just functionality but also identity and lifestyle expression [61][63].

Core Insights - The Chinese outdoor apparel market is experiencing a significant transformation, evolving from rapid growth to high-quality development, with an expected market size of over 143 billion yuan by 2025, doubling from 58 billion yuan in 2020 [1][2][6]. Market Overview - The development of the outdoor apparel industry in China is closely linked to changes in national lifestyle, with a notable shift from niche markets to mainstream fashion, particularly among younger consumers [2][4]. - The market is characterized by a "dumbbell" structure, where high-end international brands dominate the top tier, while domestic brands are gaining ground in the mid-tier market [3][4]. Competitive Landscape - High-end brands like Arc'teryx leverage advanced technology and brand culture to create barriers to entry, while mid-tier brands like The North Face and Columbia adopt a dual strategy of professionalism and trendiness [3][4]. - Domestic brands such as Kailas and Toread are focusing on core technologies and brand image revitalization to enhance competitiveness [4][14]. Consumer Behavior - The consumer base has expanded beyond middle-aged males to include young people, women, and families, with a significant increase in female consumers, who now account for nearly 40% of the market [4][16]. - Different consumer segments exhibit distinct preferences, with entry-level users prioritizing aesthetics and value, while professional users demand high-performance gear [5][16]. Future Trends - The outdoor apparel market in China has substantial growth potential, with current penetration rates significantly lower than those in Western countries [6][14]. - Key future trends include technological innovation (smart fabrics and wearable devices), fashion integration (cross-brand collaborations), sustainability (environmentally friendly materials), and omnichannel retailing [6][14][16].

Core Insights - The rise of urban outdoor lifestyle has led to hiking shoes becoming the new favorite for commuting, appealing to urban professionals and young people alike [1][3][5] - Hiking shoes are being redefined by brands to cater to urban environments, focusing on lightweight and stylish designs while maintaining functionality [7][10][20] - The global hiking shoe market is projected to grow from $3.60076 billion in 2021 to $4.5877 billion by the end of 2025, with the Asia-Pacific region expected to hold 21.10% of the market share [7] Group 1: Hiking Shoes as Commuting Footwear - Hiking shoes are increasingly seen as suitable for daily commuting, providing comfort and support for urban activities [11][13] - The lightweight design and advanced features of hiking shoes address common issues faced by commuters, such as discomfort from traditional dress shoes and lack of support from casual footwear [15][18] - Brands are marketing hiking shoes not just for outdoor activities but as versatile urban footwear, reflecting a shift in consumer perception [17][21] Group 2: Market Trends and Brand Innovations - The trend towards urban outdoor footwear is being embraced by various brands, which are launching products that blend outdoor functionality with urban style [8][10][20] - Companies like Merrell and Columbia are introducing new lines that maintain hiking attributes while incorporating fashionable elements for city life [10][18] - The increasing popularity of hiking shoes is supported by social media recommendations and consumer demand for comfortable, stylish, and functional footwear [5][11]

Core Insights - The outdoor activities have transitioned from niche hobbies to mainstream lifestyles, significantly boosting consumer spending and creating new industry opportunities [1][4][6] Group 1: Consumer Trends - During the National Day and Mid-Autumn Festival holiday, searches for "outdoor hiking" and "outdoor rafting" on Meituan increased by over 253% and 121% year-on-year, respectively [1] - The popularity of outdoor activities is reflected in the increase in foot traffic and sales at camping sites, with one campsite in Qingdao reporting a 30% increase in visitor numbers and a 20% rise in sales compared to the previous year [2] - The number of participants in outdoor activities is expected to reach approximately 200 million in 2024 [1] Group 2: Industry Growth - The outdoor equipment market is experiencing rapid growth, with sales of hiking shoes in a Decathlon store in Chongqing increasing by over 50% during the holiday [4] - The number of registered outdoor-related companies in China has been on the rise, with 21,800 new registrations in the first four months of this year, marking a 4.13% year-on-year increase [5] - The outdoor economy is driving growth in related sectors such as hospitality and dining, particularly in popular outdoor destinations like Baga Town in Tibet [6] Group 3: Infrastructure and Policy Support - By the end of 2024, China is expected to have 171,800 fitness trails totaling 407,500 kilometers, along with 2,055 flying and automotive camps, and 914 ski resorts [3] - Government initiatives are promoting the development of outdoor sports facilities while emphasizing ecological protection, as outlined in the "Action Plan for Promoting Outdoor Sports Facility Construction and Service Enhancement (2023-2025)" [8] Group 4: Environmental Considerations - The rise in outdoor activities is accompanied by a growing emphasis on environmental protection, with events increasingly promoting "Leave No Trace" principles [7] - Experts stress the importance of balancing ecological protection with industry development to ensure the sustainability of the outdoor economy [8]

Core Insights - The outdoor economy in China is experiencing a significant surge, with outdoor activities transitioning from niche hobbies to mainstream lifestyle choices, driven by increased consumer interest and government support [1][3][4] Group 1: Consumer Trends - During the National Day and Mid-Autumn Festival holiday, searches for "outdoor hiking" and "outdoor rafting" increased by over 253% and 121% respectively on Meituan, indicating a growing interest in outdoor activities [1] - The popularity of outdoor activities is reflected in the sales growth of outdoor gear, with Decathlon reporting a more than 50% increase in hiking shoe sales in the Chongqing region during the holiday [4] - The number of participants in outdoor activities is projected to reach approximately 200 million in 2024, highlighting the expanding consumer base [1] Group 2: Industry Growth - The number of registered outdoor-related enterprises in China has been on the rise, with 21,800 new registrations in the first four months of this year, marking a 4.13% increase year-on-year [5] - The outdoor equipment market is thriving, with specific categories such as creek shoes and surfing gear seeing sales increases of 56% and 47% respectively [5] - The total length of fitness trails in China is expected to reach 407,500 kilometers by the end of 2024, with 2,055 flying and automotive camps and 914 ski resorts established nationwide [3] Group 3: Economic Impact - The outdoor economy is generating spillover effects, boosting local businesses in hospitality and dining, particularly in popular outdoor destinations like Baga Town in Tibet [6] - Local residents are capitalizing on outdoor tourism by offering services such as guiding and yak rentals, with daily earnings from guiding reaching around 400 yuan [6] - The outdoor industry's growth is seen as a new economic growth point, responding to modern consumers' emphasis on health, nature, and experiential activities [3][4] Group 4: Environmental Considerations - The rise in outdoor activities is accompanied by a growing emphasis on environmental protection, with initiatives promoting "Leave No Trace" principles gaining traction among outdoor enthusiasts [7] - The government is prioritizing ecological protection in outdoor facility development, as outlined in the "Action Plan for Promoting Outdoor Sports Facility Construction and Service Improvement (2023-2025)" [8] - Collaborative efforts among local governments, professional teams, and volunteer groups are essential to mitigate the negative environmental impacts of outdoor activities [7][8]