Marketing to Outdoor Lovers - China - September 2019
Covered in this report
Mintel defines outdoor activities as the following 11 activities: hiking, climbing, biking, fishing, skiing/snowboarding, camping, diving, marathons, canoeing, rock climbing, and golfing in natural settings.
“Outdoor lovers” in this report refers to people who have participated in the above outdoor activities in the last 12 months. And based on their expertise and participation frequency, outdoor lovers are grouped into three segments, namely, “Professional” who have a certificate in an outdoor activity, “Passionate” who either “participate in outdoor activities at least twice a month” or “is a member of specialised outdoor clubs”, and the remainder which we call “Experiencing” consumers.
“The outdoor market in China is a new emerging market, although outdoor activities have been popular for years thanks to consumers’ increasing incomes and willingness to participate. Outdoor lovers, especially when seeking professional guidance, find it difficult to make choices. It is essential for outdoor clothing and equipment brands to think about not only how to differentiate their products from general sports brands or even fast-fashion brands, but also how to engage consumers with more outdoor knowledge and good practices. High fashion-consciousness and readiness to rent outdoor gear instead of purchase among Chinese outdoor lovers are challenges but at the same time new opportunities for outdoor brands.
– Alan Xie, Associate Research Analyst
This report looks at the following areas:
- Challenges in outdoor retail market and opportunities in renting services
- Difficulties in brand differentiation and insufficient marketing communication
- The pursuit of outdoor activities as a leisure experience drives fashion consciousness
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