The development and characteristics of the children's outdoor market within China's outdoor industry are important issues of concern to professionals in the field. The basic reasoning among industry insiders is that after 2000, China's outdoor sports population reached a certain scale, the total output value of the outdoor gear industry was around 50 million RMB, and a number of new outdoor gear brands emerged domestically. In the first decade of the new century, China's outdoor industry grew at an exceptionally high rate year by year. By 2014, the generation that first participated in outdoor activities had generally become parents, and their children were mostly aged between 5 and 10. It is highly probable that these children, influenced by their outdoor-loving parents, would be exposed to and engage in outdoor activities themselves, thus becoming what we call "second-generation outdoor enthusiasts." From this, we can infer that China's children's outdoor market has entered a phase of rapid development.
Any seemingly reasonable inference must be substantiated by evidence. The author, without presumption of expertise, attempts to forecast the development of China's children's outdoor market over the next 3–5 years from three aspects: potential market size, outdoor activity legacy, and national policy direction. Using the operations of TOREADkids as a representative case, the author also analyzes the strategies of major domestic children's outdoor brands currently on the market.
Taking TOREADkids as an example
TOREADkids, the children’s outdoor brand co-created by Toread and Parkland, is a dedicated outdoor brand for children and adolescents. Toread is a leading brand in China’s outdoor gear industry, while Parkland is a seasoned brand with 20 years of experience in the domestic children's apparel sector. This powerhouse collaboration, driven by Toread’s spirit of courage, encourages children and adolescents to experience outdoor sports, embrace an outdoor lifestyle, and cultivate an adventurous outdoor spirit—daring to think, challenge, live vibrantly, and surpass limits. It provides safe and comfortable outdoor gear for children aged 2–16 who are eager to explore. With the theme “Set the Courageous Heart Free,” TOREADkids realizes dreams of exploring nature and connecting closely with animals through four major series: Hero, Trekking, Travelax, and Surfing. Following the official launch of Toread children’s apparel, the first batch of stores will open across the country. In the second half of 2014, the focus will be on first- and second-tier markets in northern regions, with nearly 100 stores opening in cities such as Beijing, Shanghai, Tianjin, Nanjing, Wuhan, Harbin, Changchun, Shenyang, Hebei, and Henan, forming a grand presence spanning North China, East China, and Northeast China. It is evident that Toread aims to rapidly capture market share and influence consumers by building a professional outdoor product brand, leveraging Parkland’s sales channel resources, and tapping into the children’s market. Toread believes that China’s children's apparel market will enter a phase of rapid development, with much more yet to be discovered and explored.
In addition, in Fujian, a hub for manufacturing enterprises in China, several outdoor brands are turning their attention to the children's outdoor market. Notably, the CAMKIDS brand, established in 2009, went public on the UK’s Alternative Investment Market in 2012. Other brands such as Tianluntian, Sainte Froi, and Lion, are also strategically developing their presence in the children's outdoor market based on their respective business conditions. From the perspective of international brands entering the market, Finland’s Reima is a representative player, along with South Korea’s BLACKYAK, which has also added a children’s outdoor product line. Roughly 20 such brands can be counted in total.
Conclusion
Over the next 3–5 years, China's children's outdoor market is expected to show a stable expansion trend, with growth neither overly rapid nor unduly sluggish.
(Image source: Internet)