Core Insights - The outdoor activities have become a popular trend among young people in China, with significant growth in sales of outdoor-related products on e-commerce platforms during promotional events like "618" [1][5][12] - Social media plays a crucial role in promoting outdoor activities, with platforms like Douyin and Xiaohongshu seeing billions of views on outdoor-related content, indicating a strong interest in nature and outdoor exploration among the youth [2][4][12] - Outdoor influencers are emerging as key players in the market, leveraging their expertise to drive sales and engagement, although the sustainability of this model remains uncertain [4][13] Group 1: Market Trends - Outdoor sports are increasingly popular, driven by users' desire to relieve stress, improve health, and connect with nature, with nearly 90% of respondents engaging in outdoor activities monthly [5] - The sales of outdoor products on platforms like Tmall and JD.com have seen substantial increases, with some brands reporting over 100% year-on-year growth during promotional events [1][12] - The concept of "Citywalk" has gained traction, with a 140-fold increase in search volume on Xiaohongshu, indicating a shift towards simpler outdoor activities [8] Group 2: Influencer Impact - Outdoor influencers are distinct from traditional travel bloggers, focusing on authentic experiences and specialized knowledge, which enhances their ability to drive sales [4][13] - The rise of the "first snow mountain" concept has resonated with the public, making snow climbing more accessible and appealing to a broader audience [11] - Influencers with smaller followings can still achieve significant engagement and monetization opportunities, with some reporting monthly incomes of up to 100,000 yuan [13][14] Group 3: Market Potential - The outdoor equipment market in China is projected to grow significantly, with estimates suggesting a market size of approximately 44.5 billion USD by 2024 [12] - Brands like Decathlon are capitalizing on this trend, with rapid revenue growth reported in recent years [16] - The commercialization of outdoor activities is evident, with influencers and brands collaborating to create a robust ecosystem for outdoor products [12][13] Group 4: Challenges and Content Gaps - Despite the growing interest, there is a notable lack of professional knowledge dissemination in the outdoor space, leading to potential misperceptions about the challenges of outdoor activities [20][21] - The focus on marketing over research and development among new outdoor brands has raised concerns about product quality and user satisfaction [17][18] - The outdoor content landscape is crowded, but many influencers struggle to maintain relevance and provide valuable insights, highlighting the need for high-quality, differentiated content [22]

转自：国际商报 ■ 本报记者 吴广宁 在厦门汉印股份有限公司展台，汉印消费电子事业部产品经理陈亮手持巴掌大小的设备，向围观人群热 情介绍着当下年轻人喜欢的拍立得产品。 "这个产品之前被国外几家公司所垄断，汉印是中国在这一领域中唯一一家能够与众多国际知名品牌展 开竞争的新型企业之一。"陈亮表示，汉印是一家专业从事打印设备的研发、生产、销售及服务的国家 级高新技术企业。将快闪店开在繁华热闹的中山街，不仅本地消费者能够近距离地接触到其产品，很多 游客也能近距离、沉浸式地体验到其产品，从而增加汉印品牌的曝光度，以更有效地支持其在国内市场 的拓展。 据了解，厦门正在积极培育创建区域性国际消费中心城市，推动服务消费高质量发展，推出了全国"棉 纺消费季"厦门方案——"百年中山路"配套活动，132家棉纺行业商户联动推出"百年经纬·'棉'延思明"主 题促销，中华城"五一城市玩家节"、来雅百货"轻松购"等IP活动轮番登场，并以此为契机推动以旧换新 活动迈向新的高度，将百年商业传统转化为创新的动力源泉，致力于将中山路打造成为内外贸一体化的 厦门试验区与展示平台。 （责任编辑：王婉莹） 近日，随着由商务部主办的全国"棉纺消费季"在厦 ...

现代时尚相信"设计应为大规模生产而生"，相信形式需服务于功能，相信衣食住行终将塑造每一个个体。无论时代如何更迭，The New Look 所承载的全球化气象与 积极向上的象征意义从未消散。 因此，我们决定把一档新栏目的名字定为「 New Look」，这会是一档关注时尚行业的访谈，在这里你会看到服饰巨头、运动新秀、奢侈品大牌、设计师新品牌的领 导人物如何思考生意、品牌、中国市场和消费者，洞悉"流行"究竟怎样发生，以及它们最终如何成为经典。 作者 | 贺哲馨 编辑 | 乔芊 22岁的凯文·普朗克（Kevin Plank）发明第一件贴身速干衣的时候，还没有人用"细分市场冠军"来赞美新来者的奇袭。普朗克为了说服商标局的工作人员 接受Under Armour这个名称都费尽心思，仅仅是因为无人理解"在运动外衣里穿一件内搭"的逻辑在哪里。 一开始，普朗克只在自己的橄榄球运动员圈子推广这件产品，这些人都是他从高中到大学时期就认识的运动员，普朗克告诉他们，如果喜欢就把速干衣送 给他们的队友，接着是篮球和曲棍球，"球员们的妻子和女友"也开始人手一件。一传十十传百，安德玛的"天使用户"就这样形成了。直到今天，普朗克都 坚持认为安德 ...