In the 1953 film *Gentlemen Prefer Blondes*, Marilyn Monroe sang: "Diamonds are a girl's best friend."
Nearly half a century later, women may still be crazy about diamonds, but another fascinating world is gradually capturing their attention. Life may remain as ordinary as ever, but outdoor sports can light up their path ahead, empowering them to embark on those unknown journeys with elegance and confidence. Activities such as mountaineering, camping, hiking, and skiing are no longer male-dominated arenas—women’s outdoor activities have now secured an important place in the outdoor market.
Women Who “Go Out”
At the 2014 Asia Outdoor Show, the 2013 China Outdoor Market Report, jointly released by Beijing Dehengmans and COA, revealed that approximately 27.79% of people in China engage in sports, 9.5% participate in broad outdoor activities such as hiking and leisure outdoor pursuits, and 4.38% of the population take part in activities like mountaineering, rock climbing, and trekking. With the growing popularity of outdoor sports, consumer spending on outdoor gear has also increased significantly. Around 26.3% of consumers spend between 1,000 and 2,000 yuan annually, 33.1% spend between 2,000 and 5,000 yuan, and those spending over 5,000 yuan annually account for about 26.1%. Statistics show that the proportion of female consumers in 2013 rose by 3.4% compared to previous years, reaching 38.9%, and the female consumer ratio continued to climb in 2014. The share of female consumers is steadily increasing, especially among higher-income women, and considering their consumption habits, this segment of the market is expected to see further growth potential.
At every Asia Outdoor Show, attentive attendees will easily notice that brands such as Kailas, MobiGarden, NORTHLAND, SCALER, and TOREAD have developed highly comprehensive women’s outdoor equipment lines. Brands like Adidas, ARC’TERYX, and The North Face have even launched dedicated women’s outdoor product stores, focusing exclusively on the female outdoor market, with store displays and product offerings specially curated for women. Women’s outdoor gear is sweeping in with its unique charm.
The Women’s Outdoor Product Award has always been a highlight of the Asia Outdoor Show. This award was first introduced in the 2011 Asia Outdoor Industry Awards, aiming to recognize products that excel in both color schemes and functionality tailored to women’s needs. At the 2014 Asia Outdoor Show, the fifth Women’s Outdoor Product Award went to the ASICS NIMBUS16 women’s running shoes and the Kailas KG220070 women’s ice climbing softshell jacket. The ASICS NIMBUS16 running shoes won over judges with their stylish design and high-tech features, while the Kailas ice climbing softshell jacket combines fashion with function, featuring innovative 3D padding on the back and shoulders to enhance protection and breathability, showcasing the innovation and trends in women’s outdoor gear.
The passionate collision and exchange of different outdoor elements show us the unstoppable momentum of market segmentation within the outdoor industry. As a barometer of the outdoor market, the Asia Outdoor Show has consistently provided the most authoritative industry platform. We believe the 10th-anniversary edition of the Asia Outdoor Show will present an even richer array of women’s outdoor products and outdoor culture. Stay tuned for the latest updates on the 2015 show.