Outdoor apparel, designed specifically for outdoor enthusiasts, plays a crucial role in helping individuals adapt to diverse and unpredictable outdoor conditions. With various styles and types tailored to specific activities, this segment caters to a wide range of needs.
Despite challenges in the broader footwear and apparel industry, such as high inventory levels and low sales, the outdoor market has risen as a formidable new contender. Driven by the growing influence of “outdoor culture,” this market has steadily expanded its share, reshaping industry trends and consumer preferences.
Rapid Growth in China’s Outdoor Clothing Market
In recent years, China’s outdoor clothing market has experienced considerable growth, valued approximately at $34.8 billion in 2022 and projected to surpass $45 billion by 2027.
数据来源：Statista2023
Despite challenges posed by the pandemic, China’s outdoor clothing market has outperformed the global average. Since 2021, the compound annual growth rate of outdoor footwear and apparel in China has exceeded 20% for two consecutive years. By 2025, the market is expected to reach a scale of 400 billion yuan.
This rapid expansion has drawn in specialized brands like North Face and Columbia. International companies are also tailoring products to Chinese consumers, including sun-protection-focused items. Notably, in March 2023, sales of full-face sun protection masks and sun-protection clothing on Tmall increased by 170% and 150%, respectively.
Young adults are the primary consumers of outdoor apparel. While the post-70s and post-90s generations account for over 50% of outdoor enthusiasts, consumption among post-95s is growing at a faster rate. Millennials are also driving demand, often incorporating outdoor apparel into their fitness routines, reshaping the industry’s development trajectory.
The Ritual of Outdoor Sports: A Push for Professional Gear
In the wake of the pandemic, people have increasingly embraced a healthier lifestyle, and the extended time spent indoors has sparked a renewed enthusiasm for outdoor sports. Activities like frisbee, trail running, and skiing have surged in popularity, drawing a growing community of passionate participants
As outdoor enthusiasts become increasingly informed about sports, many are recognizing the importance of professional equipment. High-quality gear can enhance performance, reduce fatigue, and protect the body and joints in diverse environments and weather conditions. This shift in mindset has driven demand for more specialized outdoor footwear and apparel.
Skiing, for instance, requires essential specialized gear to meet the sport’s unique demands, such as warmth, breathability, waterproofing, and cushioning. Features that even thick down jackets cannot provide.
The rising popularity of skiing has naturally led to a boom in sales of ski apparel. Over the past three years, Tmall’s ski market has seen a rapid increase in penetration within the sports and outdoor category, with a potential user base of 53 million and a potential reach of 650 million users. Consumers are increasingly purchasing ski-specific items like jackets, pants, suits, and footwear to meet the growing demand for performance-oriented gear.
Driving Sustainability and Innovation in the Outdoor Apparel Market
The rise of environmental awareness is a significant factor influencing consumers’ preference for professional sportswear. Consumers have growing concerns over climate change and environmental issues, consumers. Influenced by media campaigns, they are increasingly prioritizing sustainability in their purchasing decisions.
Brands offering outdoor footwear and apparel made with environmentally friendly features, biodegradable materials, and sustainable practices have garnered widespread recognition. Patagonia, a leader in outdoor gear, uses organic cotton, recycled polyester fibers, and reclaimed wool to create eco-conscious products. Similarly, domestic brands like 361 Degrees and Anta incorporate eco-friendly dyes, recycled fibers, and TENCEL™ fibers into their design, earning high praise from environmentally conscious consumers.
The Challenge of Brand Differentiation
While the demand for outdoor apparel continues to grow in China, the market faces challenges such as product homogeneity and limited innovation. Many brands replicate popular styles and designs, creating a saturated market where consumers struggle to differentiate between products. This not only undermines the original brand’s intellectual property but also stifles imitators’ ability to build unique brand identities.
To stand out in a crowded marketplace, brands are focusing on enhancing their premium value and brand image. Initiates such as increasing online marketing efforts, participating in sports philanthropy (e.x., donating sports equipment to underserved communities), and showcasing social responsibility have resonated well on social media.
However, beyond image-building, consumers are primarily drawn to functionality, cost-effectiveness, and user experience. For example, Decathlon has gained a loyal following by offering products that balance affordability and quality. Their offline stores provide opportunities for customers to test products for free, fostering trust and enhancing the shopping experience
In conclusion, to thrive outdoor brands must address diverse consumer needs by blending innovation with environmental responsibility. Prioritizing product refinement, improving functionality and comfort while maintaining aesthetics, can create a lasting impression. By leveraging these strengths, brands can establish a solid foundation for sustained growth, ensuring they remain competitive in the market.
