Research and Analysis on Female Consumer Trends in Outdoor Channels
Introduction:
Following8the29report released on [date missing], Shenzhen Kastone Sports Industry published China's first analysis titled "Women’s Sports Goods Consumption Trends in Department Stores," which received extensive attention from department stores and domestic sports brand merchants. The report was reprinted nearly a hundred times by industry media. To meet the diverse industries' interest in the female sports consumption market, Shenzhen Kastone Sports Industry this time shifts its focus to outdoor retail channels. Interview materials were collected from managers of over [number missing] outdoor gear stores including Fire Fox, Snowline Outdoor, Xi’an Keypoint Outdoor, Hangzhou Fengxue Outdoor, Green Ant, Nanjing Turen, and Jinzhengpeng, through telephone interviews. The study explores "Characteristics and Trends of Female Consumption in Outdoor Channels," providing an in-depth analysis of women’s needs and requirements for outdoor sports products.10more than [number missing]
(Part 1)
After reading this article, you will learn:
/font> WomenDemand for outdoor sports productsand future consumption trends;
/font> The consumption characteristics of women in outdoor sports products;
/font> Possibility of dividing the women's outdoor gear section
As the female consumer market grows, outdoor sports businesses are paying more attention to the needs of female consumers, analyzing their consumption characteristics and trends. They are attracting more female customers by improving product functionality, design, outdoor activity offerings, and service quality and methods.In this survey of nearly10A comprehensive outdoor gear store,30In telephone interviews with multiple regional heads, we found:
1, the main consumer group consists of young and middle-aged women.
The outdoor sports consumer group is mainly concentrated in21-40years old, accounting for the surveyed population67.1%31-40-year-old “70Later”80The “post-” group accounts for the highest proportion; followed by41-50aged, accounting for18.49%of the survey respondents;20those under, making up13.7%of the surveyed population. Among female outdoor consumer groups, middle-aged and young women are the main demographic. These individuals possess a certain level of spending power and lifestyle aspirations, and are more likely to be young professionals, young mothers, or40middle-aged women around that age who exercise with friends or their husbands.
2, mass-market outdoor gear consumption is the mainstream
The growth of specialized tool categories is relatively slow. Mass-market outdoor items such as clothing, backpacks, shoes, and tents dominate. It is understood that running, hiking, and travel-related products sell well.
3, reasons why women are embracing outdoor sports
Women view outdoor activities and sports as a form of social engagement; they enjoy the sense of freedom that comes with being outdoors with friends. Moreover, women often incorporate exercise and sports into larger social gatherings. As enthusiasm for fitness and sports grows among women, female consumers are also seeking fitness products and apparel that not only maximize athletic performance but can also be worn in other social settings.
Female outdoor gear consumption is on an upward trend, and the women’s outdoor market is an untapped opportunity
Keywords: the female sports consumer group continues to grow — are outdoor stores adapting to meet this demand?
Currently, the female outdoor segment holds an important place in the outdoor market. The proportion of female consumers is on an upward curve, with their share continuously increasing, especially among women with higher income levels. Considering their consumption habits and lifestyle formation, the female outdoor market is expected to see further growth in the future. There are currently regional differences in female outdoor consumption, with greater increases in coastal cities and less change inland.
Mr. Hu Yan Yong, General Manager of Shenzhen Fire Fox: “The male market is relatively saturated and more mature, while the female market has yet to be developed. Currently, the ratio of male to female consumers is roughly6:4.”
There has been a shift from initially meeting functional needs to a balanced development of functionality and fashion trends, especially in the design, style, taste, and technological content of outdoor clothing, where more fashion elements are integrated. Even non-mainstream items such as scarves, gloves, and backpacks now incorporate a large amount of fashionable design. Outdoor gear has ushered in a wave of fashion nationwide.
Mr. Wang Ping, General Manager of Hangzhou Fengxue Outdoor in Zhejiang: “Currently, outdoor stores still carry mostly male products, with male consumption dominating. However, there is a growing trend in female consumption. To cater to female needs, more attention is paid to clothing styles and color choices during procurement, and the range of clothing colors is becoming increasingly diverse.
Keywords: what is the consumption status in the women’s running segment?
Ms. Deng Tingting, Manager of Shenzhen Shan Ye Outdoor: “Although the general impression is that outdoor store customers are mostly male, there are actually quite a lot of female consumers — the male-to-female ratio is almost fifty-fifty. With the growing popularity of running groups and jogging, recent consumption has also increased.”
Mr. Li Chao, Brand Manager of Xi’an Key Outdoor: “Currently, the base of runners is large, with running as the main activity. There are beginner, intermediate, and advanced options for running gear. There will be a move toward comprehensive outdoor activities, with hiking and camping also developing. No significant increase in female consumption has been observed yet — it’s still male-dominated. But female sports may grow in the future.”
Keywords: the possibility of creating dedicated sections for female outdoor gear
During this telephone survey, we also found: due to differences in female physiology compared to males, women rely more heavily on sports equipment under the harsh conditions of extreme outdoor sports
Women consider style and color when selecting gear. Additionally, compared to men, women tend to be more detail-oriented and meticulous in preparing their gear. Coupled with physiological differences, women rely more on equipment under extreme outdoor conditions, placing greater demands on the warmth retention, moisture resistance of down sleeping bags, and the portability of gear. Women participating in outdoor sports should pay special attention to choosing suitable activities based on their physical condition.
Therefore, when establishing a women-exclusive outdoor gear store, the following should be considered:
1, display by brand and functional category is the main approach
Comprehensive outdoor stores still organize products by function first, then by brand. Typically, a customer might ask, ‘I’m going trekking or traveling in Tibet — what kind of backpack would be suitable?’ The staff then recommends based on the customer’s needs. Brand and price selection come after. Specialized outdoor stores focus on brands.
2, create a dedicated section for female outdoor gear
Consider organizing store products into three major categories: women’s, men’s, and children’s. Planning a women’s outdoor gear section is more feasible than opening a standalone women’s store. Designing a women’s outdoor section with attention to female customers’ feelings and experience may yield good results.”
Mr. Wang Ping, General Manager of Hangzhou Fengxue Outdoor: “The display will adopt a combination of brand zoning and functional category zoning, as required by the brand owners. Displaying by male, female, and children sections is more common in malls. But if an outdoor store also follows this approach, it may dilute the brand. Whether it works depends on the store’s size. If the area is large enough, there are enough brands, and there’s leverage to negotiate with brand distributors, then it might be feasible.”