China's outdoor market has gradually entered an era of mass participation. Outdoor sports have moved beyond the realm of a niche hobby, with more and more ordinary people joining the outdoor community, giving rise to countless outdoor clubs and companies.
The Rise of Light Outdoor Activities
For a long time, hiking and mountaineering were closely associated with the term "hiker." Professional windbreak jackets, large-capacity backpacks, tents, trekking poles, and outdoor stoves became standard gear for hikers. Climbing wild mountains, taking off-trail paths, self-imposed hardship, and adventure crossings formed the public image of hikers, which deterred many beginners who wanted to try outdoor activities. They worried about whether they were capable enough or if they would face significant outdoor risks.
To address this group of hesitant newcomers, some outdoor organizations and companies advocating "light outdoor" activities emerged. The concept of "light outdoor" emphasizes safe experiences and healthy exercise, reducing the difficulty, intensity, and risk of routes. "The charm of hiking is immense, with numerous benefits. Beyond those thrill-seekers and adventurers, we hope more ordinary people can join in and take that first brave step," said the head of Global Hiking, an outdoor travel company established two years ago in Beijing. The company runs the Global Hiking website, dedicated to creating outdoor routes and products suitable for the general public, attracting a large number of newcomers—especially middle-aged and elderly outdoor enthusiasts who are particularly concerned about health, safety, and risk.
Routes Are Standard, Service Is Fundamental
To attract and encourage non-outdoor individuals to take up hiking, Global Hiking has put great effort into the research, development, and planning of route products. "For example, for single-day hiking activities around Beijing, we carefully screen existing hiker routes, evaluating factors such as scenic value, cultural interest, hiking distance, and elevation gain. We then redesign them into routes suitable for most beginners, which have been very popular," said Ms. Sun, the activity planning director at Global Hiking. "We’ve even gone to great lengths to incorporate unique local food experiences into our hiking routes—not just around Beijing but across the country—adding value to our routes and enhancing customer experience."
Although the outdoor industry market is vast, competition is equally fierce. Market analysts point out that while the entry barrier for the outdoor industry is low, standing out among thousands of seemingly similar outdoor clubs and companies requires more than just good routes. "Because routes are hard to make exclusive—once a new route is introduced, everyone copies it, and it quickly becomes a shared product."
The essence of the outdoor industry is the tertiary sector, and the foundation of the tertiary sector is the word 'service.' When routes and products can be easily replicated, only innovation in service provides a true competitive edge. "Everyone knows that Haidilao hotpot has been popular for years. In terms of taste, how much different is Haidilao’s hotpot from others? Most people go to Haidilao for its reputation for service," said the head of Global Hiking.
It is reported that Global Hiking has created many value-added services that exceed industry standards, centered around route products and customer experience. At the very least, participants in Global Hiking activities receive practical branded items such as magic scarves and luggage tags. "Activity start times are often very early, leaving little time for breakfast. Global Hiking thoughtfully provides each participant with a hot KFC breakfast, which other clubs don’t offer," said a veteran Global Hiking participant.
"Besides customer satisfaction, we also value the element of surprise in service," emphasized Ms. Sun, the activity director at Global Hiking. During medium- and long-distance outdoor trips, Global Hiking strives to bring a sense of "surprise" to participants. In recent flower-viewing tours in Wuyuan and Huizhou to see rapeseed blossoms, guides specially prepared dozens of Hanfu outfits for participants to take photos, greatly boosting enthusiasm for photography, with many photos receiving numerous likes on social media.
"In this highly competitive outdoor industry, we believe there are no shortcuts to success. Steadily improving service standards and quality, enhancing customer experience and loyalty, and thereby building our brand image—that’s our approach," concluded the head of Global Hiking.
Rapid Development of the Outdoor Industry
According to the fifth national census, among China's 1.3 billion population, 380 million live in urban areas, including 115 million in large cities (urban districts with non-agricultural populations exceeding 500,000). Among these, those aged 15–40—who currently make up the main body of outdoor sports consumers—account for about 40%, or 46 million. This huge population base indicates the vast potential of the outdoor sports market and promising prospects for the outdoor industry.
Compared to more specialized outdoor activities such as skiing and trail running, hiking requires relatively lower levels of physical fitness, skills, and equipment, making it the preferred outdoor activity for the general public and the largest segment within the overall outdoor sports market. The "2016 Sports Tourism Participation Status Survey Report" shows that among the sports tourism activities respondents have participated in, mountain and outdoor sports are the most popular, accounting for 43.57% of the total, with hiking (12.86%), trekking (12.69%), and camping (10.28%) being the most favored activities.