2022
0
China The Outdoor Consumer Market Report 2022
2022-02-11T03:06:46+00:00
OX1101403
3695
147862
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Report
en_GB
  "In order to appeal to the mainstream, outdoor experiences should be comfortable and relaxing, helping consumers to bond with family and friends and get away from stress. Camping/glamping will…

China The Outdoor Consumer Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

 

“In order to appeal to the mainstream, outdoor experiences should be comfortable and relaxing, helping consumers to bond with family and friends and get away from stress. Camping/glamping will gain further popularity as it is evolving into a healthy lifestyle activity – calling for brands to incorporate lifestyle elements (eg arts and crafts) into new offerings. Niche outdoor activities have huge growth potential. Brands may target the young generation who look for new and fun experiences. Social media, pop culture, and star athletes can act as powerful tools to engage with young consumers.”

– Laurel Gu, Category Director

This report will look at the following areas:

  • The profile picture of different types of outdoor consumers, including the Gear Hoarders, Low Budget Sports Enthusiasts, Ambitious Beginners, Perfect Shot Seekers and the Indifferent
  • The different types of outdoor activities (including those in the wild and in urban areas) and their participants
  • Which types of stimuli can best motivate people to join outdoor activities
  • Besides outdoor activities, the other trendy leisure activities people are interested in taking part in during their leisure time.
  • Decoding the growing popularity of glamping and Frisbee among the youth.
  • Key things to bear in mind when marketing niche outdoor activities to the mainstream and to young consumers (eg Gen Z) in particular.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Covered in this Report
          • Demographic classifications
          • Executive Summary

              • Market Overview
                • China’s outdoor recreation market is taking off
                  • Figure 1: Revenue and growth rate of listed outdoor companies, 2015-2020
                • Emerging sectors to watch
                  • Star athletes rise as a new driving force
                    • The Consumer
                      • Brief profile pictures of outdoor consumer segments
                          • Figure 2: Attitudes towards outdoors: strongly agree, by consumer segmentation, 2021
                        • Running (jogging) and hiking are most popular, followed by cycling, skiing, camping and skateboarding (roller-skating)
                          • Figure 3: Outdoor activity participation (in the wild), 2021
                          • Figure 4: Outdoor activity participation (urban), 2021
                        • Meeting like-minded people in nature is the key motivator
                          • Figure 5: Important factors when choosing outdoor activities, 2021
                        • Scope for campsites to integrate more popular recreational activities
                          • Figure 6: Interest in popular leisure activities, 2021
                        • Outdoor tech device functions: safety outweighs entertainment
                          • Figure 7: Important functions of outdoor technology devices, 2021
                        • What we think
                        • Issues and Insights

                          • Enjoying the great outdoors as a relaxing experience rather than a solo pursuit
                              • Figure 8: Adidas TERREX’s travel safety instruction campaign, China, 2021
                              • Figure 9: RE-Bike, China, 2019-21
                            • Frisbee is reinvigorated as a social currency among the youth
                                • Figure 10: Marketing activities featuring Frisbee, China, 2021
                              • Social media marketing fuelling the evolution of glamping into a lifestyle
                                • Figure 11: Popular camping/glamping sites and activities, China, 2021
                                • Figure 12: Examples of camping-related products promoted via Xiaohongshu, China, 2021
                                • Figure 13: Green Camping Proposal campaign on Xiaohongshu, 2021
                            • Market Factors

                              • Economic development and increasing disposable income bring in more outdoor choices
                                • Figure 14: Relationship between development of outdoor sports and per capita GDP, 2021
                                • Figure 15: Keyword search index of selected outdoor sports on Baidu.com, 2016-2021
                                • Figure 16: Revenue and growth rate of listed outdoor companies, 2015-2020
                              • Growing desire for exploring nature in urban settings
                                  • Figure 17: Examples of urban spaces adapted to outdoor activities, 2021
                                • Star athletes promoting outdoor sports among the young generation
                                  • Figure 18: Campaigns featuring star athletes, China and global, 2020-21
                              • Consumer Segmentation

                                • Five types of outdoor consumers
                                    • Figure 19: Types of outdoor consumers, 2021
                                  • Characteristics of each consumer segment
                                    • Gear Hoarders
                                        • Figure 20: Attitudes towards outdoor activities: strongly agree, by consumer segmentation, 2021
                                      • Low Budget Sports Enthusiasts
                                        • The Ambitious Beginners
                                          • The Perfect Shot Seekers
                                            • The Indifferent
                                            • Outdoor Activity Participation (In the Wild)

                                              • Young and wealthy consumers go for niche activities
                                                  • Figure 21: Outdoor activity participation (in the wild), 2021
                                                • Mountain cycling attracts Gear Hoarders
                                                  • Figure 22: Outdoor activity participation (in the wild), by consumer segmentation, 2021
                                              • Outdoor Activity Participation (Urban Nature)

                                                • Rising varieties of urban outdoor activities appealing to different demographics
                                                    • Figure 23: Outdoor activity participation (urban), 2021
                                                  • Gear Hoarders show interest in group activities and competitive games
                                                    • Figure 24: Outdoor activity participation (urban), by consumer segmentation, 2021
                                                • Motivators for Participation

                                                  • The common theme: meeting like-minded people in nature
                                                    • Figure 25: Important factors when choosing outdoor activities, 2021
                                                  • Incorporating social, teamwork and trendy elements to widen consumer access
                                                    • Figure 26: Important factors when choosing outdoor activities, by consumer segmentation, 2021
                                                • Interest in Recreational Activities

                                                  • Popular leisure venues meeting with trendy outdoor activities
                                                    • Figure 27: Interest in popular leisure activities, 2021
                                                  • Arts and crafts, tabletop games, e-gaming are popular campsite activities
                                                    • Figure 28: Interest in popular leisure activities, among camping participants*, 2021
                                                  • Gear Hoarders enjoy visiting home retail stores and fitness venues in their leisure time
                                                    • Figure 29: Interest in popular leisure activities, by consumer segmentation, 2021
                                                • Desired Functions from Outdoor Technology Devices

                                                  • Smartwatches are becoming “must-haves”
                                                    • Figure 30: Important functions of outdoor technology devices, 2021
                                                  • Low Budget Sports Enthusiasts: safety outweighs entertainment
                                                    • Figure 31: Important functions of outdoor technology devices, by consumer segmentation, 2021
                                                • Appendix – Methodology and Abbreviations

                                                  • Methodology
                                                    • Abbreviations

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