Mass-market and affordable products are more likely to attract the majority of consumers
What you play should look the part—just take a look at your fashion attire and high heels; they're definitely not suitable for the outdoors. You'll need specialized "gear" for outdoor activities.
Compared to aesthetics, outdoor clothing places greater emphasis on functionality, focusing on waterproofing, windproofing, warmth, breathability, and durability.
Moreover, nowadays there is an endless stream of outdoor clothing brands, each showcasing their unique materials. Beyond "high-tech" features, they also consider fashion.
Outdoor wear also plays the fashion card
"The outdoor gear market is still relatively niche," said Mr. Qi. Having purchased outdoor gear for many years and often wearing it in daily life, he mentioned that current outdoor brand apparel also caters to everyday wear needs, with "hardshell jackets" being the most common example.
After browsing through malls, you'll notice that this year, many brands break away from the traditional loose-fitting outdoor silhouettes as their first impression.
Slim-fit hardshell jackets are prominently displayed at counters, with fashion and functionality being the brands' key selling points. Salespeople describe these as leaning more toward business-casual.
Beyond styles, outdoor gear has also moved beyond the previously dull color palette, now offering a variety of vibrant hues.
These somewhat trendy styles target younger customers more, though some brand agents believe that the rapidly changing and hard-to-please aesthetic preferences of this demographic remain a challenge for such brands.
One outfit, multiple uses
Currently, outdoor consumption mainly falls into two major categories: mass-market outdoor spending and mid-to-high-end outdoor spending.
Mid-to-high-end outdoor brands, such as Columbia and The North Face, have expanded into multiple product lines, covering everything from professional to casual series. Meanwhile, high-end outdoor brands, although continuously venturing into other sports areas, maintain product lines that are relatively more focused on professional sports.
"A market that only targets professional outdoor enthusiasts is too narrow," said an outdoor gear agent.
Different from the development path of outdoor sports in Europe and America, the concept of "casual outdoor" has now been introduced for many entry-level customers.
Currently, in the Chinese market, due to demographic factors, the professional "small outdoor" sports gear market accounts for 15%, while the remaining 85% belongs to the "big outdoor" or "light outdoor" segment, indicating huge untapped market potential.
Especially among domestic brands. He explained that most well-known local outdoor brands promote lifestyles and leisure, with some positioning themselves as "family outdoor advocates" and others leaning toward fashionable outdoor wear.
"Perhaps from the brands' perspective, compared to those with specialized purposes, mass-market and平民化的 products are more likely to attract the majority of consumers," said a manager of an outdoor brand at a department store. Outdoor brand prices are still not low, so cultivating a broader outdoor audience and lowering the barrier to outdoor consumption also aims to expand market demand.
"It's not out of the question that they wear outdoor clothing as casual wear," the manager added. "The outdoor brand market is gradually encroaching on casual sportswear like golf."
Although many people treat outdoor clothing as more comfortable "casual wear," it doesn't diminish their interest or enthusiasm for outdoor activities. The number of people who love outdoor sports will continue to grow, and the demand for professional outdoor gear will also increase day by day.
Functionality is the key to survival
"Many people might buy outdoor brands," said Mr. Qi.
Currently, many consumers lack professional knowledge about outdoor gear. They focus more on hardshell jackets but still know little about more specialized items like trekking poles, backpacks, and tents.
For example, during the upcoming May Day holiday, for ordinary consumers, a good pair of hiking shoes, quick-dry shirts and pants, sun protection gear, and a lightweight backpack might suffice. But for professionals, protective hiking gear, guards, trekking poles, and the like are more appealing.
"No matter what you choose, functionality should be the top priority when buying outdoor gear."
"How each brand embodies functionality is their core competitiveness," said Chen Yiqiong, section chief at Denis Department Store's Renmin Road branch. For instance, this year Columbia incorporated the superior evolutionary traits of natural organisms—such as form, structure, characteristics, and functionality—into their spring/summer 2013 clothing designs.
"If appearance outweighs function, it will only appeal to a small group of entry-level non-professional consumers. If the brand positioning doesn't differentiate itself from ordinary casual brands, it will be hard to maintain long-term vitality in the outdoor gear market, where professionalism speaks volumes," Chen Yiqiong said.
Although some businesses promote fashionable outdoor concepts like "casual outdoor" to attract more consumers and familiarize the public with outdoor gear, expanding the outdoor market still relies on the guidance of professional outdoor enthusiasts and the drive of outdoor aficionados.