It is estimated that China currently has over 200 domestic outdoor gear manufacturers, 70 to 80 globally renowned outdoor product makers and clubs, with annual sales of outdoor sports equipment reaching 700 million yuan. In 2002, this figure was less than 300 million, and in 2000, it was just 60 million yuan, showing tremendous market potential. In the winter of 2004, the number of people participating in outdoor sports in China exceeded 100 million.
However, industry insiders estimate that the market share of the outdoor industry remains conservative for now.
At the 16th China Sports Goods Expo, which concluded in June, "outdoor" sportswear, which has only recently gained popularity in China, revealed its "rising star" potential, drawing attention from professionals in the apparel industry. As an emerging sector in the clothing field, the significant market space for outdoor sportswear in China has already whetted many people’s appetites.
How big is the "outdoor" market?
The English term for outdoor sports is Outdoorsports, which encompasses a wide range of activities, from general outings or hiking (tracking) to mountaineering, rock climbing (Rockclimbing), mountain biking (MTB), as well as rafting and paragliding (Paragliding). Since 1998, outdoor sports have quietly emerged in cities like Beijing, Guangzhou, Kunming, and Shanghai in China, and have quickly become a social trend. The growing number of outdoor enthusiasts has led to a rapid expansion of the outdoor sports market.
Mr. Gary, the Managing Director of the Asia-Pacific region of the Textile Division at W. L. Gore & Associates, a U.S. company hailed by the "outdoor" industry as a global advocate of outdoor lifestyle, stated in an interview: "The Chinese outdoor sports market is truly enormous, with untapped potential beyond imagination." Supporting Gary’s optimism is the following data: it is estimated that China currently has over 200 domestic outdoor gear manufacturers, 70 to 80 globally renowned outdoor product makers and clubs, with annual sales of outdoor sports equipment reaching 800 million yuan. In 2002, this figure was less than 300 million, and in 2000, it was just 60 million yuan, showing tremendous market potential. In the winter of 2004, the number of people participating in outdoor sports in China exceeded 100 million.
From the perspective of Ms. Sun, head of the marketing department of the well-known outdoor brand OZARK, "the market share of the outdoor industry remains conservative for now. With the joint efforts of various brands, along with consumers’ improving economic capacity and shifting consumption attitudes, the overall market share of outdoor apparel is expected to increase significantly." Like many other emerging industries, the Chinese outdoor sports gear market is currently dominated by foreign brands.
According to our understanding, some of the more well-known outdoor sports brands in China include: The North Face from the U.S.: This company has shifted its product positioning from high-end expedition gear to mass-market outdoor products. Their outdoor clothing is finely crafted, with many thoughtful and durable design details; Germany’s Salewa: With a long history, it significantly expanded its production of functional outdoor apparel in 1978, including collaborating with Gore to design GORE-TEX functional clothing. France’s AIGLE: Entered the Chinese market in 1997, this international brand is known for being practical yet elegant, natural yet trendy. Switzerland’s OZARK: Since entering the Chinese market, it has taken Chinese consumer characteristics into full consideration in its designs, offering many outstanding localized products...
According to our understanding, some of the more well-known outdoor sports brands in China include: The North Face from the U.S.: This company has shifted its product positioning from high-end expedition gear to mass-market outdoor products. Their outdoor clothing is finely crafted, with many thoughtful and durable design details; Germany’s Salewa: With a long history, it significantly expanded its production of functional outdoor apparel in 1978, including collaborating with Gore to design GORE-TEX functional clothing. France’s AIGLE: Entered the Chinese market in 1997, this international brand is known for being practical yet elegant, natural yet trendy. Switzerland’s OZARK: Since entering the Chinese market, it has taken Chinese consumer characteristics into full consideration in its designs, offering many outstanding localized products...
In this field, Chinese sporting goods companies are also actively exploring, but they are still in the initial stage and have not yet established significant presence or strength. One of their weaknesses is the lack of promotion from a lifestyle perspective.
In fact, outdoor sports are not just a type of physical activity, but also a healthy way of life. Gary mentioned that when Gore first came to China eight years ago, the outdoor sports market was virtually non-existent. From that point on, Gore realized the need to start by changing people’s lifestyles and cultural awareness.
To this end, they organized various lectures and consumer events to introduce various concepts of outdoor sports to China. Domestic and international outdoor apparel brands such as The North Face and OZARK also take "selling a lifestyle and promoting an outdoor culture" as their mission. Earlier this year, The North Face sponsored the mountaineering-themed TV drama "Life and Death Extreme," while OZARK, as the sole outdoor gear sponsor, supported China’s 21st inland Antarctic ice sheet scientific expedition. The series of promotional efforts by these brands have helped the Chinese public better understand and appreciate outdoor sports, thereby expanding their market share. This is precisely what domestic brands lack.
Finding the Core of "Outdoor"
Outdoor sports are a highly specialized activity. In addition to the physical demands on participants, outdoor clothing must also withstand harsh weather and complex geographical environments, serving as the first line of "protection" in outdoor sports. The stringent requirements for the functionality and quality of outdoor apparel mean that only a very small number of high-tech advanced materials and specialized performance designs can meet the needs. Therefore, for outdoor brands, aside from promoting a lifestyle, product quality is key to the success or failure of the brand.
According to Mr. Ke Shaojun, General Manager of the renowned outdoor brand NIKKO, taking their use of GORE-TEX® as an example, the fabric of a single pair of shoes undergoes 500,000 tests, ensuring foot comfort even after walking over 500 kilometers; to guarantee that stitched areas of clothing do not leak, authorized GORE-TEX® producers must use their own pressure-sensitive tape and matching professional equipment for treatment, allowing users to hike freely in wind and rain.
"Counterfeit or imitation products, not only use inferior materials, but even if they use the same or similar materials, often fail to achieve the performance of genuine brand clothing due to lax craftsmanship and incomplete technical safeguards. Once consumers purchase such products, issues like gear leakage, water seepage, or poor insulation may occur at any time. Minor problems could lead to injuries or discomfort, while major ones could even threaten lives."
Thus, it’s not hard to understand the central role of technology in outdoor apparel. As Mr. Gary put it: "It’s like the Intel processor in a computer—the quality and class of the product depend on it."
And the true platform for domestic outdoor apparel companies to make a leap may very well lie here.