This article is about 1800 words
Read it for about 5 minutes
Financial Investment News reporter Lin Ke
The camping craze once led to the outdoor market, and since the end of 2023, the outdoor market has been active again after the ice and snow tourism represented by Harbin has been hot out of the circle.
The reporter of Financial Investment News noticed that benefiting from the rising enthusiasm of residents for ice and snow tourism, since the New Year's Day in 2024, the data on ice and snow tourism has shown an explosive growth trend, among which the sales of outdoor related products have grown rapidly. With the approach of the Spring Festival travel peak in the Year of the Dragon, the high prosperity of the outdoor market will continue.
A young man buys warm clothes in a shopping mall.
Sales of warm clothing continued to rise
With the continuous popularity of ice and snow tourism, the heat of the outdoor market has been ignited.
According to reports, the Asian Sporting Goods & Fashion Show will be grandly opened at the China National Convention Center in Beijing from January 12 to 14, 2024, with an exhibition area of 350,000 square meters, more than 700 brands exhibited. This year's exhibition focuses on the latest products and cutting-edge technologies in outdoor life, camping and car travel, urban sports, cycling, skiing and other outdoor fields. Among them, the new products of the outdoor faucet Sanfu Outdoor, Mu Gaodi, and Pathfinder have been unveiled one after another, and there is an endless stream of visitors, highlighting the high popularity of the current outdoor sports.
A reporter from the Financial Investment News found that the popularity of down jackets has not decreased. The sales staff of a brand down jacket store told reporters: "The winter sales of down jackets in the store in 2023 will increase compared with the winter of 2022, and down jackets with better cold resistance are more favored by consumers, which may be related to the hot ice and snow tourism." However, compared to down jackets, the sales of jackets that can cope with more scenes are much larger. ”
As a professional outdoor clothing equipment, the jacket needs to have waterproof, windproof, breathable and other functions to cope with the complex outdoor environment. Therefore, functionality has become the most emphasized selling point of the jacket. As another new consumption growth point in the outdoor industry, jackets are gaining popularity on major platforms.
According to the trend of the number of relevant notes on a social platform, the discussion of the jacket on the platform has risen. At the same time, judging from the data of online shopping platforms, the sales and year-on-year growth rate of jackets have achieved continuous growth, and considerable sales results have been achieved in the consumer market in 2023. Relevant data shows that in 2023, the sales volume of jackets on the Jingdong platform will exceed 1.4 million, a year-on-year increase of about 89%; Sales of more than 9400 million yuan, a year-on-year increase of about 96%.
With the rapid rise of domestic brands, the sales of domestic brand jackets have surpassed those of imported brands.
From the perspective of the first belt, the jacket market is mainly concentrated in the price of less than 1,000 yuan, of which the mid-end ** belt of 600 yuan to 900 yuan occupies the mainstream of the market. According to data from an online shopping platform, the sales of jackets at this price have tripled year-on-year. At the same time, the jacket is developing towards the high-end market, and the sales of jackets of more than 1,000 yuan have shown a relatively strong growth momentum, of which the sales of high-end jackets of more than 3,000 yuan have doubled.
A reporter from the Financial Investment News found in a field visit in Chengdu that jackets within 1,000 yuan are the first choice of consumers.
A consumer told reporters: "In the absence of a particularly large gap in functionality, the cost performance of the jacket is still very important, a few hundred yuan of domestic jackets, obviously more affordable than thousands of dollars of imported brands." ”
The outdoor market has huge room for growth
In recent years, there has been a boom in camping, self-driving, trail running, and ice and snow tourism in the outdoor market. The emergence of these crazes represents the gradual formation of the outdoor sports lifestyle, and outdoor sports have become a part of people's daily life. It can be seen that the lifestyle-related industries will be large-scale and long-lasting industries, so the future development space of the outdoor industry is also relatively broad.
With the continuous release of demand for outdoor products, the rapid development of the industry can be expected. Some outdoor industry experts believe that compared with the participation rate of more than 50% in European and American countries, China's participation rate is still relatively low, and there is room for improvement. At present, the national policy has made efforts to lay the foundation for the high-quality development of the domestic outdoor sports industry; In addition, the steady growth of residents' income and the complete domestic infrastructure conditions have created good hardware conditions for the development of outdoor sports; In addition, the way residents travel has changed, outdoor sports have been favored, and they have gradually begun to integrate into the daily life of residents and become a hobby. Finally, lightweight outdoor sports lower the threshold for participation, which is conducive to expanding the participation group. Therefore, the increase in the participation rate of outdoor sports in the future has a relatively good driving factor, which is conducive to promoting the release of demand for outdoor products.
Huaxi** said that after a long period of silence, outdoor sports will become popular again in 2023. The similarity with the previous round of outbreak is that the rise of each round of outdoor sports occurs when the industry's first-class war is superimposed on destocking and consumers begin to seek new personalized needs. The difference is that the expansion of high-end brands leads the fashion, the rise of the "post-00s" constitutes a new consumer group increment, and the superimposed down jacket in the context of price increases in recent years, the characteristics of the jacket "one clothes and three wears" can be worn for three seasons, making its cost-effective advantage more prominent.
According to wind data, in 2022, the scale of China's outdoor industry will be 25.6 billion yuan, compared with the development space of the industry in Europe and the United States, Huaxi ** believes that affected by the growth of penetration, customer unit price and high-net-worth individuals, the scale of China's outdoor industry is expected to exceed 100 billion yuan in 2030, corresponding to a 7-year compound growth rate of 12%.
Edit|He Menglu Proofreading|Yuan Gang Audit|He YingThis article is:Financial Investment Newsjrtzb028(**Original articleUnauthorized, prohibited** If you need it**, please contact Jin Meier**Must be prominently placed at the beginning of the textIndicate the manuscript** and the author's name, and offenders will be prosecuted
Contact Sister KimBusiness cooperation: 028-86968491 Internet news information service license number: 51120180008