2023
0
China The Outdoor Consumer Market Report 2023
2023-02-25T03:08:59+00:00
OX1155753
3695
160817
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Report
en_GB
“The outdoor industry is expected to have a positive development outlook, on the back of supportive national policies and increasing consumer participation enthusiasm. Outdoor companies will need to digitise and…

China The Outdoor Consumer Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“The outdoor industry is expected to have a positive development outlook, on the back of supportive national policies and increasing consumer participation enthusiasm. Outdoor companies will need to digitise and add intelligence to their manufacturing plants, as well as supply, logistic, retail and operation systems, to improve productivity, quality of products and consumer experiences. Consumers also show high willingness to buy outdoor apparel that is environmental friendly, casual, comfortable and fashionable to wear in daily life. Specialist outdoor apparel brands are advised to develop multiple product lines to fulfil this consumer need.”

–   Shannon Liu, Senior Research Analyst

This report discusses the following key topics:

  • The development prospect of outdoor industry and market drivers
  • Innovative new products and marketing campaigns that can be inspirational for outdoor brands and manufacturers
  • The participation ratio and frequency of different types of outdoor activities among different consumer groups
  • Barriers and concerns of outdoor activity participation among consumers and possible solutions
  • Camping activities and services that can raise consumer interest
  • Decode consumers’ preferences in regards to outdoor brands/activities to look for business opportunities

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Covered in this Report
        • Executive Summary

            • The market
              • Favorable national policies support the outdoor industry to grow
                • Increasing consumer enthusiasm towards outdoor activities
                  • Integrate outdoor industry with tourism, health and wellness sectors
                    • Companies and brands
                      • Outdoor brands work on ESG strategies
                        • Outdoor brands adopt DTC model in product innovation, sales and marketing activities
                          • Crossover cooperation helps to enlarge consumer base
                            • Lightweight design and protectiveness is welcomed by consumers
                              • Practical product design to balance aesthetics and function
                                • One-stop solution catering to specific usage occasions
                                  • The consumer
                                    • Outdoors participation ratios varied considering frequencies and demographics
                                      • Figure 1: Outdoor participation rate and frequency, 2022
                                    • Free and nearby public spaces are the most chosen outdoor activity locations
                                      • Figure 2: Outdoor activity location, 2022
                                    • Drone captures the highest consumer’s purchase interest
                                      • Figure 3: Purchase intention of outdoor product, 2022
                                    • Requirement for skills and equipment are among the top concerns
                                      • Figure 4: Outdoor activity participation concerns, 2022
                                    • Self-service cooking and exploring nature are the most popular camping activities
                                      • Figure 5: Interested camping activities/services, 2022
                                    • Consumers value environmentally-conscious brands
                                      • Figure 6: Outdoor brand/activity preference, 2022
                                    • What we think
                                    • Issues and Insights

                                      • Educate consumers outdoor lifestyle through training courses and public welfare activities
                                        • Companies stand out via digitization and intelligentization
                                          • Create “Camping Plus” activities and services
                                              • Figure 7: Drama festival themed camping held by Dare Glamping, 2022
                                          • Market Factors

                                            • Favorable national policies for the outdoor industry
                                              • Booming consumer enthusiasm amid the post-pandemic condition
                                                • Figure 8: Revenue of outdoor products in China, 2019-21
                                              • Integration of outdoor industry with tourism, health and wellness sectors
                                              • Marketing Activities

                                                • ESG strategies of outdoor companies
                                                  • Figure 9: Toread holdings Gr’s consumer volunteer program in Hohxil reserve, China, 2022
                                                  • Figure 10: Patagonia’s environmental protection activities in China, 2022
                                                • Adopting the DTC model in product innovation, sales and marketing activities
                                                  • Enlarging the consumer base via crossover cooperation
                                                    • Figure 11: Mobigarden’s special camping product line for Geely Automoble’s large 7-seater SUV, 2022
                                                    • Figure 12: Outdoor 2021 golden Rhino award best outdoor movies, 2021
                                                • New Product Trends

                                                    • Technological innovations centering around protectiveness and lightweight
                                                      • Practical product design to balance aesthetics and function
                                                        • Figure 13: Multifunctional shell cap from Beneunder, 2022
                                                      • One-stop solution catering to specific usage occasions
                                                        • Figure 14: Blackdeer official website products classification, 2022
                                                    • Outdoor Participation Rate and Frequency

                                                      • Outdoor activities varied in popularity when considering the frequency and demographics
                                                          • Figure 15: Outdoor participation rate and frequency, 2022
                                                        • Frisbee/flag football shows the highest participation increase
                                                          • Figure 16: Outdoor participation rate change, 2021-22
                                                      • Outdoor Activity Location

                                                        • Consumers primarily go to free and nearby public spaces for outdoor activities
                                                          • Figure 17: Outdoor activity location, 2022
                                                        • Paid outdoor fields appeal to high-income households and families with pets
                                                          • Figure 18: Outdoor activity location by demographics, 2022
                                                      • Purchase Intention of Outdoor Product

                                                        • Drone, sports camera and outdoor electrical appliance are the rising opportunities
                                                          • Figure 19: Purchase intention of outdoor product, 2022
                                                        • High repeat/upgrade purchase intention on camping equipment despite low ownership
                                                          • Figure 20: Repeat purchase interest of outdoor products, 2022
                                                      • Outdoor activity participation concerns

                                                        • COVID-19 was the main concern that prevents consumers from going outdoors
                                                          • Figure 21: Outdoor activity participation concerns, 2022
                                                        • Young consumers are more concerned about cost and social issues
                                                          • Figure 22: Outdoor activity participation concerns by demographics, 2022
                                                      • Interested camping activities/services

                                                        • Self-service cooking and exploring nature draw the highest consumer interest
                                                          • Figure 23: Interested camping activities/services, 2022
                                                        • Camping with combined activities and services can greatly enhance consumer interests
                                                          • Figure 24: Interested camping activities/services, Turf analysis, 2022
                                                      • Outdoor brand/activity preference

                                                        • Consumers show strong environmental consciousness
                                                          • Figure 25: Outdoor brand/activity preference, 2022
                                                        • High-income households and females age 30-39 indicate higher outdoor lifestyle consciousness
                                                          • Figure 26: Selected outdoor brand/activity preference, by demographics, 2022
                                                        • Outdoor brands need to balance between functionality and fashionable design
                                                          • Figure 27: Outdoor brand/activity preferences by clothing style choices
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviations

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