In the post-epidemic era, the public's enthusiasm for outdoor activities is high, and the participation has increased rapidly.
According to the relevant data of the whale staff e-commerce data analysis platform, in 2023, the sales volume of the outdoor products market on the Tmall platform will be nearly 5800 million, with sales of more than 34.5 billion. At present, the number of brands, stores and products in the outdoor products market on the Tmall platform is about 260,000 and 1,560,000+.
*The data comes from Whale Advisor - Industry Trend Analysis (obtained and counted from public sources, data is for reference only).
The main function of outdoor sports goods is to provide protection, decoration and assistance for outdoor sports participants, and the main types of outdoor sports goods include clothing, footwear, backpacks, equipment, accessories and equipment. According to relevant data, the largest category in China's outdoor products market is outdoor clothing, accounting for 46%, boots and footwear products account for 22%, outdoor tools and camping equipment account for 20% and 12% respectively.
In the annual sales in 2023, from the perspective of product sales, outdoor clothing (jackets, sun-protective clothing), camping tents, picnic supplies, outdoor shoes (mountaineering shoes, hiking shoes), and fishing supplies (table fishing rods, reels, lure rods) are all sub-categories with large sales scale in outdoor products. Among them, the market share of jackets and sunscreen clothing is about about 4%, and the market share of camping tents and picnic equipment is also more than 4%.
*The data comes from the Whale Advisor-Category Ranking Analysis (obtained and counted from public sources, and the data is for reference only).
With the rapid development of the outdoor products market, there are many companies entering the track, therefore, the overall concentration of the outdoor products market is not high, and the top ten brands in the market account for only about 20%.
The top 10 brands mainly include Camel, Beimian, Boxihe, Bananaxia, Archaeopteryx, Columbia, Explorer, etc., except for Camel (4%), Beimian (3%) and Boxihe (2%), most of the top 10 brands have a market share of about 1%.
From the TOP10 brands, it can be seen that domestic and foreign brands in China's outdoor sports goods market have entered the game, and the fierce brand competition can be seen. However, domestic brands have certain advantages in the market, such as domestic outdoor sports goods brands represented by camels and bananas in the market.
*The data comes from the analysis of Whale Advisor-Brand Ranking (obtained and counted from public channels, and the data is for reference only).
In the past, outdoor sports have been regarded as a niche market in China, but the pandemic has caused a rapid expansion of the general population participating in outdoor activities. In recent years, new sports such as camping, skateboarding, fishing, roller skating, cycling, paddle boarding, and surfing have set off a boom. Therefore, with the generalization of consumer groups and the gradual increase of consumption scenarios, the outdoor sports goods market is expected to develop further.
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