In China, outdoor sports such as hiking / walking, leisure and fitness mountaineering and camping are more popular with consumers. The main reason is that the intensity of the three sports is moderate, the requirements of the venue are low, and the time cost and economic cost of the sports are low.
Due to China’s rich natural resources, topography and climate, outdoor sports theme tourism has great development potential. With the improvement of China’s outdoor sports facilities, the blooming of indoor and outdoor ski resorts and the rise of island surfing clubs, more and more Chinese consumers choose to experience outdoor sports in China.
The popularity of outdoor sports tourism has promoted the sales volume and attention of outdoor sports apparel, the most important part of the whole industry, in China. In October, VF Corporation, which owns The North Face, Vans, Timberland and Dickies, released its performance report for the second quarter of fiscal year 2021. The data showed that in the three months ended September 26, the company’s sales fell 18% to $2.6 billion year on year, but The North Face,Vans, Timberland and other outdoor sports brands relying on China’s convenient and fast e-commerce channels, which have strongly driven the corporation’s business growth in mainland China up to 21%.
From the data of Chinese sportswear market scale. In 2015, China’s sportswear market scale is 165 billion yuan, and in 2020, it is 254 billion yuan. In five years, China’s sportswear market scale increases by 89 billion yuan, with an average annual growth of 17.8 billion yuan.
Although China’s outdoor sports started late, in recent years, the number of people who love outdoor sports in China is growing. It can be said that it is an era of outdoor sports for all people. As the saying goes, there is a market when there is demand, which makes the domestic outdoor brands develop rapidly. From the perspective of brand monitoring, TOREAD, Columbia and The North Facehave become the three most popular outdoor sports clothing brands in China.
There are two reasons behind the frequent appearance of professional outdoor sports brands in the Chinese market: one is that the real outdoor sports in China started late and is still in its infancy, and still has great development potential; The other is the Chinese urban middle class’s pursuit of outdoor sports. Surfing, skiing, camping, hiking and other outdoor sports have become their social currency and an important part of the new middle class lifestyle.