In 2022, over 3 million new sports and outdoor products were launched on Taobao Tmall, marking the opening of 29 flagship stores for outdoor and sports brands, each gaining over one million members.
Camping has emerged as a growing sub-market, reaching billion-dollar scale on Taobao. Purchases of trail running and off-road running shoes have doubled, while sports cycling items, such as cycling apparel, helmets, and eyewear, have all seen growth exceeding 50%.
The passion for outdoor activities continues to grow
Urban parks and suburban areas no longer meet the desires of consumers as a strong trend toward more adventurous outdoor pursuits is emerging. The combination of urban environments, wilderness, and snowy landscapes are the main settings for outdoor lifestyles. As of April 2023, content on Xiaohongshu (Little Red Book) related to outdoor activities has become more extreme, with sports such as scuba diving, bungee jumping, fishing, and parkour gaining popularity. Bungee jumping and fishing, in particular, have attracted 573 million and 255 million discussions, respectively.
Source: 2022年青年户外运动与社交生活洞察报告
At the same time, urban outdoor spaces are evolving, with new concepts like “Citywalk” emerging. Citywalk connects with specific demographics and daily life, turning individual city experiences into broader, more immersive ways of living. Between April and June 2023, the number of Citywalk-related posts on Xiaohongshu doubled each month, reflecting a growing trend in community involvement and shared experiences.
Source: DT研究院的《2023户外运动报告》
“Ultralight Outdoor” trend gains momentum, with brands striving to be at the forefront
Among the various outdoor consumption segments, “Ultralight Outdoor” has emerged as the latest trend.
In 2021, China’s outdoor products market reached a significant revenue of 183.12 billion yuan, and it is projected to grow at a steady rate of about 7% in the coming years. By the end of 2023, the market is expected to surpass 200 billion yuan. Consumer research reveals that 77.5% of outdoor product spending is currently directed toward ultralight gear, with an expected 14.1% increase in future spending on such products.
Leading brands like Li-Ning, PUMA SELECT, Nike, and KOLON SPORT have introduced ultralight products that blend urban fashion with outdoor practicality.
Source: Iresearch
A growing number of outdoor enthusiasts are drawn to activities that embody a “carefree mindset,” offering the spontaneity of “just setting off,” the need for “lightweight equipment,” and a “generous time allowance.” The ultralight outdoor lifestyle, marked by freedom from heavy equipment, restrictions, and time constraints, stands in contrast to traditional hardcore outdoor pursuits.
Source: Iresearch The growing fervor around the “outdoor boom” not only reflects consumers’ desire for a high-quality lifestyle but also stands as a dynamic symbol in today’s consumer market.
