In 1994, China’s first group of outdoor enthusiasts traveled to Qinghai to climb Mount Anyemaqen. Without professional gear and driven only by passion, they borrowed mismatched hiking boots and second-hand crampons from the China Mountaineering Association. The result was a tragedy—one death and one disappearance. The pain transformed into motivation, inspiring the establishment of China’s first outdoor shops. These pioneering professional players, as shop owners, were deeply committed and passionate about outdoor sports. To this day, the shop owners—evolved from dedicated hikers—continue to carry forward the entrepreneurial spirit of those early heroes.
Fan Outdoor? Better yet, Broad Outdoor
Dreams deserve respect, and perseverance is moving—this brings to mind Italy’s footwear heritage.
Italian brand GARMONT spent 143 years and five generations perfecting its footwear. “Through generations of accumulation, GARMONT has developed a unique philosophy: outdoor shoes are functional products. Without functionality, they lose their purpose.” Similarly, KAILAS, another brand committed to professionalism and functionality, repeatedly emphasizes the word “professional”: “We’ve always stayed true to ‘professional’ outdoor... Different types of outdoor activities require different gear, and we stick to our own path.”
Times change, and so should strategies. While professional outdoor brands remain insular, unwilling to step beyond their niche, broad outdoor has capitalized on the opportunity and grown ever more loosely defined.
What is “broad outdoor”? Professor Luo Yongtai from Tianjin University of Finance and Economics, who first proposed the concept, explains: “If outdoor sports are limited to simple activities like mountaineering or skiing, the industry will cater only to specific consumer groups. The idea of broad outdoor justifies an expansion of product lines. These lines are rooted in people’s consumption habits—for example, mountain-related goods. Outdoor sports aren’t just about traveling outdoors; the range of products should be much broader.”
Broad outdoor is widely favored. Today, 85% of products from Explore are designed for everyday outdoor experiences, with only 15% being professional gear. Chairman Sheng Faqiang believes the broad outdoor market is larger. “A thriving outdoor market promotes a positive lifestyle and helps the public embrace the concept of broad outdoor. Outdoor isn’t just about climbing or camping—it’s not just about backpacks and tents,” says Luo Bo, the Chongqing general agent for CAMP. “The focus on specialized functionality is fading, while comfort is becoming more prominent—a clear trend.”
The benefits of outdoor brands shifting toward broad outdoor are obvious: first, lower investment, overcoming the drawbacks of strict technical requirements, long R&D cycles, and high costs associated with professional outdoor products; second, lower barriers, allowing international brand agency without qualification issues and avoiding direct competition with global brands when operating private labels; third, a relatively premium position, entering the leisure market with outdoor products, starting from a higher ground than regular leisure goods, with promising prospects.
In China, there’s an unwritten 832 rule. When a leading company launches a product, if a follower can offer one with 80% of the performance at one-third the price, the follower’s market size can reach twice that of the leader.
It’s easy to see why, under the banner of broad outdoor, Camel’s stores are multiplying and business is booming—not only penetrating third- and fourth-tier cities, where they’re local brands, but even setting standards for hiking shoes in the outdoor industry. Thanks to sharp foresight and early moves, Camel and Saint Flow, both under Ledon, ranked in the top ten for national outdoor sports shoe sales last year, with Camel taking the top spot.
Outdoor media expert Li Changfa believes broad outdoor is a top-down concept, conveyed by brands to consumers through marketing. Its vision extends far beyond the narrow scope of traditional outdoor, which is why broad outdoor continues to grow.