精练GymSquare . 以下文章来源于精练GymSquare ，作者Wynne 精练GYMSQUARE是中国领先的健身和运动生活方式产业服务品牌。通过深度和前沿的行业洞察，服 务中国健身和健康新经济，持续聚焦大健身产业、教练职业和用户运动趋势。我们强调原创与价值创 造：与精益练习者，建造自由运动广场。 来源丨 精练GymSquare （ID： GymSquare ） 作者丨 Wynne 图源丨Midjourney 始祖鸟事件给户外品牌们提了个醒——时尚化营销就像潘多拉魔盒，把握不好尺度终将反噬；户外品 牌应坚守核心价值观、始终和自己的核心人群站在一起，才能实现稳健增长。 而当下户外核心人群不断扩充，女性是不容忽视的增量，相比盲目扩圈，女性用户是户外品牌更值得 拥抱的人群。 9月13日，HOKA飞跑嘉年华3.0在宁波雪窦山开启，吸引了两千多名来自五湖四海的跑者。品牌在赛 道沿途的每个补给站备有女性卫生用品，赛间还举办「Dirty Talk分享会」，邀请嘉宾和女跑者围坐 畅谈户外自然环境「脏」的乐趣。 几乎同一天，另一家户外品牌Columbia 哥伦比亚的活动「玩徒派对」也在进行。活动涵盖徒步组、 越野组和亲 ...

Core Insights - The "Ancestor Bird" incident serves as a reminder for outdoor brands that fashion-oriented marketing can backfire if not handled carefully, emphasizing the need to adhere to core values and connect with their primary audience for sustainable growth [1] - The outdoor market is increasingly recognizing the importance of female consumers, who represent a significant growth opportunity, as brands shift focus from merely expanding their reach to embracing this demographic [2] Group 1: Brand Activities and Strategies - HOKA's recent event, the "Flying Carnival," attracted over 2,000 runners and included unique features such as providing female hygiene products at aid stations and hosting discussions on outdoor experiences, highlighting a shift towards inclusivity and fun [1][3] - Columbia's "Play Hiking Party" also emphasized gender balance by incorporating mixed-gender teams in its events, showcasing a commitment to inclusivity [1][3] - Brands like Salomon are actively targeting the female market, with initiatives such as appointing actress Zhao Jinmai as a brand ambassador to promote their "Samen Girl" concept, reflecting a strategic focus on female consumers [2][5] Group 2: Market Trends and Consumer Insights - The female consumer segment is becoming increasingly vital, with reports indicating that women accounted for up to 70% of outdoor users in China during 2022-2023, and brands are recognizing this potential for growth [2][9] - The outdoor industry is witnessing a shift in female participation in traditionally male-dominated sports, with female runners in events like UTMB increasing from 20% to 25% in 2024, indicating a growing interest and capability among women in outdoor activities [9][11] - Brands are adapting to the evolving preferences of female consumers, moving away from the notion of women's outdoor gear as merely smaller versions of men's products to creating specialized equipment that meets their unique needs [7][8] Group 3: Marketing and Brand Positioning - Outdoor brands are increasingly focusing on the emotional and spiritual aspects of female consumers, aiming to resonate with their inner strength and diverse expressions [5][7] - The trend of using younger female influencers and ambassadors is on the rise, as seen with Columbia's partnerships with Gen Z actresses, which helps to convey a modern and vibrant brand image [5][12] - Brands are also recognizing the importance of community engagement and emotional connection, with initiatives aimed at fostering female-centric discussions and activities to deepen brand loyalty [11][17]