Vision | ISPO BEIJING 2019 on-site heavyweight list released: Tmall X Yicai's "Annual Sports & Outdoor List" ...

On January 17, Tmall Sports & Outdoor, together with Yicai (First Financial), unveiled the "Tmall x Yicai Annual Sports & Outdoor List" at the ISPO Beijing exhibition.

In this collaboration between Tmall and Yicai, they made full use of their respective big data collection and analysis strengths, divided the market into five major segments: urban outdoor, skiing gear, treadmills, yoga, and fishing. They then evaluated these segments based on five criteria—influence, user experience, value for money, brand strength, and reputation—to compile the annual list and also published the "2019 Tmall Outdoor Sports Trend Analysis."

Image source: "2019 Tmall Outdoor Sports Trend Analysis"

Overall Overview

The sports and outdoor market is gradually entering a growth phase, showing a clear upward trend. The overall industry penetration rate and number of participants are steadily increasing, while the market is progressively moving toward branding. The industry scale will continue to expand, with growth expected to exceed 20% in 2020.

Market Size

Among outdoor fitness activities, fishing, urban outdoor, and treadmills have large market sizes, while skiing and yoga show notable growth rates. Emerging outdoor fitness trends are sparking consumer enthusiasm.

Image source: "2019 Tmall Outdoor Sports Trend Analysis"

1. Urban Outdoor

Women are gradually joining the urban outdoor community. First-tier and new first-tier cities remain the main consumer markets. The core consumer group—the post-80s—are showing a year-on-year increase in spending. More fashionable and more casual styles have become two major trends in outdoor activities.

Image provided by Tmall

2. Skiing

The online audience represents a blue ocean market, with clear brand trends and rapid growth among medium-sized merchants. Consumers are starting to purchase complete sets of skiing gear both online and offline, with international brands favored by shoppers.

Image provided by Tmall

3. Yoga

In the era of "she economy," women have become the main group for yoga. A more professional and segmented product model is the future trend. The post-80s are the primary consumers, while the post-95s are gradually joining in, overall reflecting a trend of joyful and enjoyable yoga practice.

4. Treadmills

Female consumers maintain steady enthusiasm for home fitness. The post-90s and post-95s are becoming potential consumer groups. Treadmills priced over one thousand yuan continue to be the most recognized price range. Portability, intelligence, and protection are emerging as new trends in treadmill features.

Image provided by Tmall

5. Fishing

It is estimated that by 2020, China’s fishing market could surpass 110 billion yuan. Over the past three years, sales in the fishing category on the Taobao ecosystem have seen substantial year-on-year growth, and are projected to reach the 10-billion-yuan mark in 2019.

Image provided by Tmall

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