Spring in March is a good time to carry out outdoor sports. More and more people buy outdoor equipment on websites and shops. A few days ago, the reporter visited several outdoor products stores in Beijing and found that outdoor products such as tents, bicycles and jackets have been placed in conspicuous positions, attracting many consumers to stop for consultation.
"The weather is warm, and I plan to go camping with my family in the suburbs to enjoy flowers. I found that there are more and more’ lightweight’ equipment when I did my homework online. This time I came here to have a look." Wang Jingjing, who is shopping with her children, said.
"Since the beginning of March, there have been more people coming to the store to learn about outdoor equipment. There are more people who know about camping equipment and cycling equipment, and lightweight equipment is more popular." A salesperson of an outdoor products franchise store in South Fourth Ring Road in Beijing told reporters.
The White Paper on Outdoor Industry Trends of Taobao Tmall Sports in Spring and Summer of 2024 (hereinafter referred to as "White Paper") released by Tmall recently shows that cycling, water sports and hiking are consumers’ first choices for outdoor sports in spring and summer. Since the beginning of this year, the turnover of bicycle accessories in Tmall has increased by 70% year-on-year, and the number of transactions has increased by over 50% year-on-year. At the same time, Tmall’s vehicle transaction shows a trend of consumption upgrading, and the unit price of buying road vehicles is the highest among bicycle items. This also means that more and more cycling enthusiasts’ consumption choices are moving from entry-level to professional.
The White Paper also reveals three major trends of people in the outdoor sports industry in 2024-"younger people", "advanced consumption" and "diversified scenes". Through these three trends, we can see that under the conditions of policy guidance and market development, outdoor consumption shows great potential, and outdoor equipment continues to sell well, and the growth of sub-categories is strong, pushing the market to develop in a more diversified and professional direction.
It is worth mentioning that in recent years, women’s sports consumption has accounted for an increasing proportion of outdoor consumption. In the "Goddess Day" promotion activities of major e-commerce platforms in the past, sports equipment has become a new bright spot. During the promotion period of Women’s Day, the GMV (total merchandise transaction) of "yoga" related products increased by 14.95% year-on-year.
In recent years, many sports and outdoor brands have continuously expanded their product lines, and more and more yoga clothes have appeared in different outdoor sports scenes such as hiking, fitness and running.
What is worth buying? The relevant person in charge of the sports industry said in an interview: "In recent years, more and more brands have been deeply involved in market segments, and refined analysis and disassembly of different sports scenes and consumer circles have provided more and more suitable commodity choices, from technology to quality to cost performance, and won more consumers."
The person in charge believes that in recent years, young consumers have joined the outdoor circle. Compared with the advanced and breakthrough pursued by outdoor enthusiasts, the current outdoor new crowd is more pursuing the experience of the process. Therefore, in terms of relevant consumption choices, the focus of outdoor products has also changed from professional and all-round products in the past to products with more vitality and wider application scenarios. (From March 21st, China Sports Daily, 07 edition)
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