Key Highlights: Outdoor activities are becoming a new lifestyle for entertainment, leisure, and improving quality of life. In recent years, they have gained widespread popularity among China’s young and middle-aged adults as well as highly educated individuals. The related industries have developed rapidly, competition has intensified, and the focus has quickly shifted toward brand-oriented and comprehensive strength competition centered on high-quality services. “Experiential marketing” has become a powerful tool in market competition. The Hefei Outdoor Exhibition leverages this trend to host a New Year carnival and exhibition event.
Rollerblading, fishing, hiking, mountaineering, rock climbing, camping, diving, surfing, exploration... These terms have increasingly appeared in the media and entered the public eye in recent years, becoming a lifestyle attitude and fashion trend among urban dwellers.
China’s outdoor leisure sports are thriving, with strong momentum in industrial development
Seeking nature and relieving stress. In the 1970s, an unusual phenomenon occurred in the population development of the United States across the ocean—non-urban areas grew faster than metropolitan regions, a trend referred to as “counter-urbanization.” This period also became the fastest-growing phase for the outdoor industry in the U.S.
Currently, with the advancement of industrialization and urbanization in China, the immense pressure of urban life, along with weariness of conventional daily routines, has given rise to people’s desire to relax. More and more individuals are venturing outdoors, donning sports gear to go off-road exploring in forests, hiking mountains to connect with nature, or paddling and fishing on the water... The term “traveler” (lǚyǒu) was unfamiliar just a few years ago, but now it has become one of the buzzwords of the era. Outdoor sports are gradually shifting from a “niche” activity to a mainstream pastime.
With the rise of various outdoor activities and the push of diverse demands, industries related to outdoor equipment, apparel, and gear have seen rapid growth. The total retail sales of outdoor products increased at a compound annual growth rate of 42% from 2000 to 2014.
The era of branding has arrived, with service experience becoming a development trend
Based on a survey of outdoor sports consumers in China, we discovered two rather interesting data points:
First: Surveys show that among those who regularly engage in outdoor sports, nearly 90% have a college education or higher. In terms of income, those earning over 4,000 yuan per month account for over 70%, using 4,000 yuan as a benchmark. In terms of age, the outdoor sports consumer group mainly consists of individuals aged 16–45, making up 87% of the surveyed population. However, possibly due to the relatively late start of outdoor sports in China, these consumers have low brand recognition for outdoor gear.
Second: Currently, outdoor clubs and travel agencies are the main organizers of outdoor sports tourism. In practice, the two often collaborate to jointly provide outdoor services. Offline outdoor club activities are usually short-distance and high-frequency, often operating on an AA basis. While these operations are not profitable on their own, the large number of participants and frequent events help drive post-activity product purchases. Typically, around 40% of customers who initially know little about the brands will return to make purchases within two weeks after experiencing them at large retail stores and participating in club activities, which plays a significant role in customer acquisition.
Affected by the domestic economic slowdown and the sluggish retail environment, the growth of the outdoor products industry began to slow in 2013, entering an adjustment period. Due to low brand recognition among consumers, competition has intensified both between domestic brands and between domestic and international brands. Brands that can offer high-quality experiential services to expand the outdoor sports participant base and enhance customer loyalty will gain a competitive edge.
360° View of the Outdoors: Fully Interpreting “Experiential Marketing,” the Hefei Outdoor Exhibition Held Across the New Year
Guided by the core concept of “experiential marketing” to promote healthy living consumption, the 2018 Hefei Outdoor Exhibition is scheduled to take place from December 30, 2018, to January 1, 2019, at the Hefei Binhu International Convention and Exhibition Center. The exhibition adopts a “carnival + display” format, leveraging various experiential carnival activities to invite brands entering the Anhui market to participate, thereby bringing outdoor product brands closer to the public.
The exhibition is jointly organized by the Anhui Provincial Committee of the China Council for the Promotion of International Trade and the People’s Government of Hefei Municipality. Themed “360° View of the Outdoors,” it integrates exhibitions, competitions, interactive experiences, festive entertainment, and various business promotion activities to comprehensively and multi-dimensionally showcase new products, achievements, and models in leisure sports and outdoor gear. The event will feature:
1. Blast – Car Fun Zone: Drift performances by modified cars, modified motorcycle displays and stunt shows, extreme performances by mountain bikes, etc.
2. Play – Rock Climbing Competition and Experience
3. Cool – Roller Skating and Skateboarding Challenge
4. Hot – 3-on-3 Street Basketball Tournament
5. Ignite – Mass Fitness Performance Series: Yoga, street dance, aerobics, taekwondo, traveler sharing sessions, etc.
The above carnival activities are open to the public. Equipment manufacturers, clubs, and business associations may apply to co-host these events.