Joining Hands to Celebrate the Outdoor Boom Domestic Outdoor Brands Gain Increased Attention
The trend of outdoor industry popularization became evident this year, with various outdoor activities such as hiking, trekking, camping, cycling, and marathons attracting growing participation and enthusiasm from the general public. Coupled with the influence of the Olympic year, numerous outdoor events flourished. At the two most recognized industry expos in the outdoor sector—ISPO and the Nanjing Asia Outdoor Trade Show—it was clear that both the number of exhibitors and attendees continued to rise. The scale and style of major outdoor brand exhibits also matured steadily. In particular, domestic outdoor brands saw a significant boost in attention throughout the year. Aside from Trail Explorer, which is already listed on the Growth Enterprise Market, Skyleader, as one of the five major brands in the China Outdoor Alliance, garnered widespread favor among both distributors and end consumers. Its brand reputation and recognition both improved considerably.
The "2011 China Outdoor Market Survey Report" released at the 7th Asia Outdoor Trade Show showed that the total retail sales of the outdoor gear market grew from 6.97 billion RMB in 2010 to 11 billion RMB in 2011, representing an annual growth rate of 57.8%. This data was further validated in the retail performance of major outdoor brands in 2012. According to statistics published by 8264 Outdoor Information Network, retail sales of major outdoor brands in 2012 increased to varying degrees, with both terminal stores and coverage expanding significantly. It was reported that Skyleader, relying on its products that balance technology and fashion as well as its continuous efforts and breakthroughs in promoting the outdoor lifestyle, achieved a retail sales increase of over 60% in 2012. The number of terminal stores also grew by more than 150, covering most provinces and cities across the country.
Love in Public Welfare Activating Outdoor Positive Energy
2012 was a year of vigorous development for the outdoor industry. However, the impact of the Mount Ling accident at year’s end once again sounded the alarm for outdoor safety, prompting various discussions on the topic. Whether due to underestimating the threats of nature or overestimating one’s own abilities, outdoor safety remains a crucial factor to consider on any outdoor trip. Looking back at 2012, the positive energy of outdoor safety has also been steadily exerting a strong guiding influence through the practices of various public welfare organizations. The ongoing public welfare training sessions conducted by the One Foundation Rescue Alliance throughout 2012 are a notable example of such positive energy in outdoor safety.
On May 18, 2012, the One Foundation Rescue Alliance's Outdoor Safety Public Welfare Training Classroom officially launched at the Beijing Skyleader Outdoor Life Store. Since then, a series of outdoor safety courses have been systematically offered—from summer outdoor safety lessons to autumn and winter precautions, self-rescue methods, and the versatile use of ropes. Every Wednesday afternoon, many outdoor enthusiasts gather at the Skyleader Outdoor Life Store to attend these classes, expressing high approval for their practical value. "These classes are very useful for us—not only for outdoor trips but even for everyday safety knowledge," said a staff member at the Skyleader Outdoor Life Store. Many customers who initially came just to shop for outdoor gear have become loyal followers of the classes and have benefited greatly. It is reported that aside from regularly holding public welfare training sessions at the Skyleader Outdoor Life Store, the One Foundation Rescue Alliance also launched the "Love Around Us, Public Welfare Guide Program" together with Skyleader in Beijing, jointly creating a safe and enjoyable outdoor environment.
Dream Walkers Loving While Exploring
"Love in Public Welfare, Enjoy the Outdoors"—this was the theme of the One Foundation Rescue Alliance’s public welfare classroom unveiling at the Skyleader Outdoor Life Store and also the overarching theme of outdoor experiences in 2012. Despite some safety incidents that served as warnings, 2012 was filled more with wonderful outdoor experiences. That year, we witnessed alpine weddings with unique outdoor themes, diverse camping gatherings, various exploratory expeditions led by renowned adventurers, cross-industry outdoor activities, and spontaneous treks and hikes organized by outdoor enthusiasts. Amidst the beauty of nature and uplifting outdoor moments, the charm of the outdoors proved irresistible.
In October 2012, when the famous explorer Jin Feibao launched his new book "Desert Sahara," a nationwide campaign called "Dream Walkers: Explore Yunnan" was also launched as scheduled. Led by Jin Feibao and Ms. Zeng Hua, the founder of the well-known fashion outdoor brand Skyleader, the dream walkers trekked through the uninhabited Three Rivers region and explored its rare ecological zones. Their journey began and continued with dreams and love, spreading seeds of compassion and bringing hope to children who had never left the mountains. "Loving while exploring" reflects not only the deep care of these dream walkers but also the shared compassion of many fellow outdoor enthusiasts. In 2012, many celebrities also practiced the concept of outdoor love while exploring.
The outdoors embodies great love and offers countless interpretations of beauty and imagination. Enjoying the outdoors—let’s all embrace it together in 2013. This is not just a slogan we want to shout after this review, but also the heartfelt wish of everyone in the outdoor industry. "Our goal is to enable everyone to easily enjoy the comfort and joy of the outdoors!" said Ms. Zeng Hua, founder of Skyleader, who expressed strong confidence in the outdoor outlook for 2013. She noted that in 2013, Skyleader will continue to join everyone in enjoying the outdoors, striving for the development of the industry with better products and enhanced outdoor cultural experiences.