Although outdoor products are strong experiential products, the proportion of their e-commerce channel sales is gradually increasing. The “2015-2016 China Outdoor Travel User Behavior Analysis Report” (hereinafter referred to as the “Outdoor User Report”) released by the 8264 activity platform, the outdoor product purchase channels mainly include 40.54% of shopping mall stores, 35.68% of online shopping malls, and 17.84% of outdoor physical stores. 3.75% of clubs or societies, and 2.19% of other companies, online shopping malls are gradually increasing.


According to statistics from the Outdoor User Report, outdoor users aged 20-30 years and 30-40 years are significantly higher than before, 39.52% and 36.33% respectively, compared with 35% and 31.32% respectively. Young people are still the main force of outdoor travel, and the proportion is rising. The purchasing power and travel desire of this group of people are the most prominent, and the proportion of young people is increasing, which requires product diversification, innovation, and youthfulness. However, the proportion of men and women has not changed significantly and it has been around 7:3.



According to statistics of the 8264 activity platform, walking, in-depth travel, Dengxueshan and other projects are still popular. The trekking project leads the way with 40.75% of the order. The number of lines ordered in the 1-3 days is the highest, accounting for 48.79%. The number of days of travel is inversely proportional to the number of people ordered. The longer the number, the smaller the number of people. People's current outdoor consumption is mainly concentrated in three areas: outdoor shoes, 30.29%, outdoor clothing, 30.87%, outdoor equipment, 31.25%, outdoor books, 5.23%, and other 2.36%. The purchase channels of outdoor products mainly include mall stores 40.54%, online shopping malls 35.68%, outdoor physical stores 17.84%, clubs or clubs 3.75%. Other 2.19%, online shopping volume gradually increased. However, considering the entire online and offline channels, the proportion of online sales is approximately 1/2 of that under the line. Taking the brand as an example, the Pathfinder brand e-commerce channel achieved an income of 453 million yuan in 2015, a year-on-year increase of 20%. It accounted for 28% of the total revenue of the Pathfinder brand.


According to the analysis of the “Outdoor Users Report”, along with the general trend of consumption upgrade, the smaller areas such as drifting, flying, diving, and skiing have received increasing attention. More professional training is integrated into outdoor sports. The value of the leader's guidance will be further enlarged, and the outdoor sports participants will play more professional. From the perspective of the current outdoor market size and popularity, homogenized products cannot help brands to further occupy the minds of consumers, and may even reduce the ranking of brands. Therefore, vertical and professional development trends are obvious. The differentiation will be further increased and the competition in the industry will become increasingly fierce in the future.


Reproduced from: Beijing Commercial Daily

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