During the recent "May Day" holiday, outdoor activities that combine travel, leisure, and exercise — such as hiking, rock climbing, and trekking — became vacation choices for many.
Interviews conducted by reporters in places like Jinjiang, Fujian, a "national sports industry base," revealed that with the rise of outdoor sports, many traditional sports equipment companies are accelerating their move into the outdoor gear market. Outdoor equipment is becoming a major new focus in the sports industry.
Zhao Jinsong, 29, works at a public institution in Fuzhou. A fitness enthusiast, he invited a few friends two days ago to go on an invigorating hiking trip in Xiang’an, Xiamen.
"Putting on hiking boots and climbing mountains or rocks with family and friends, while breathing fresh air and getting exercise — it’s absolutely exhilarating!" Zhao said.
Zhao Jinsong told reporters, "On May 6, an international mountain outdoor sports challenge will be held in Taining, Fujian. I’m planning to get ready with my friends and experience the event atmosphere firsthand."
Outdoor sports, which allow people to connect with nature and stay fit, are increasingly popular among urban youth. Along with this trend, China’s outdoor sports equipment industry is also growing rapidly.
On April 30, reporters visited a store of Kolon Sports Outdoor Products Co., Ltd. located on Fahaifang Road in Fuzhou. From windbreakers and snow boots to trekking poles and climbing ropes — it felt like stepping into a headquarters for wilderness sports gear, with a full range of outdoor equipment on display.
Chen Yan, regional manager for Kolon Sports Outdoor in Fujian, said that in recent years, as people increasingly value individuality, closeness to nature, and a spirit of exploration, the domestic market for outdoor sports goods has been thriving. The Kolon Sports Outdoor brand, founded in 2003, now operates over 300 retail outlets nationwide and has become one of China’s leading domestic outdoor brands.
With the growing demand for sports and leisure among Chinese residents, the sports industry has seen vigorous development. Many internationally renowned outdoor brands such as "The North Face" and "Jack Wolfskin" have stepped up their efforts to tap into the Chinese market.
On the other hand, domestic sports equipment companies that have made significant progress in recent years have also set their sights on this emerging market, giving rise to well-known brands like "Toread" and "Kolon Sports."
Fujian Jinjiang Mingwei Shoes & Apparel Co., Ltd. was originally an OEM manufacturer, producing sports shoes for foreign brands. Since 2008, the company has been hit hard by the financial crisis.
To reduce reliance on foreign orders, Mingwei registered a youth outdoor sports brand in China in 2009, specializing in the production of outdoor gear, and began expanding from exports to domestic sales.
According to Hong Qinming, a senior executive at Mingwei, after more than two years of market development, the company has gained some recognition in the domestic youth outdoor equipment market, operating over 500 stores nationwide, with plans to expand to six or seven hundred this year.
Similarly, Quanzhou-based Tayo Footwear Co., Ltd., the largest shoe sole manufacturer in Fujian, also spotted new business opportunities in the outdoor gear market. In December last year, Tayo invested 30 million yuan to establish Xiamen Rax E-commerce Co., Ltd., selling its own "RAX" brand apparel, footwear, bags, and other outdoor equipment online.
Affected by intensifying competition in the domestic market, sports equipment companies are increasingly focusing on differentiation and functionality. "And outdoor gear is precisely such a market with great potential," said He Wei, editor-in-chief of Fujian’s "Strait Sports" magazine.
Industry analysts note that, broadly speaking, outdoor gear is a subcategory of sports equipment, with a market size roughly one-quarter that of the overall sports goods industry.
According to statistics from the Outdoor Products Branch of the China Textile Commerce Association, in 2011 China’s outdoor gear industry achieved shipment and retail revenues of 5.43 billion yuan and 10.76 billion yuan respectively, with year-on-year growth rates of 69.16% and 50.91%.
"Consumers buying outdoor gear don’t necessarily engage in activities like hiking or rock climbing. It often represents modern urban dwellers’ pursuit of individuality and their longing for an independent, free lifestyle," said He Wei.
He Wei believes that China’s sports footwear and apparel industry has gradually caught up with international brands in areas such as material research, product manufacturing, and design. "But when it comes to outdoor gear, its value mainly lies in branding and cultural significance. Moving forward, Chinese outdoor equipment companies need to further develop their brands, enhance added value, and pursue product differentiation."