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Lightweight And Scene Oriented, The Trend Of Outdoor Clothing Has Changed Again?

2023/7/19 15:28:00 0

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This summer, more and more niche outdoor sports such as rowing, paddling, and Lu Chong attracted explosive attention and participation. Some insiders said that the outdoor craze has boosted the trend of sports lifestyle. Outdoor activities represented by Frisbee, camping, skateboarding and Luchong have weakened the special attribute of sports equipment. Sports equipment has become more routine, which has brought far-reaching influence to the development of the industry and will also become a new opportunity for outdoor clothing businesses.

Small crowd movement, break through each other

Recently, Taobao Tmall Sports Outdoor released the first list "TS100" of "chasing the new" in the outdoor sports industry. Data shows that camping on Taobao will become a new 10 billion scale market segment in 2022; In 2023, this growth momentum will continue. In the first quarter of this year, the camping, cycling and other market segments will achieve an increase of nearly 50% under the condition of high market size; New outdoor sports, such as paddling, surfing and canoeing, are popular with consumers.

About 30% of the new products listed in TS100 are domestic products, mainly focusing on new sports fields such as skateboarding, camping, cycling and fishing.

In the White Paper on Lightweight Outdoor Industry released by Jiaoxia and iResearch this year, the lightweight outdoor industry was also proposed and defined for the first time.

The "lightness" of lightweight outdoor is reflected in multiple dimensions: participants' mentality is more "light", and people's pursuit of sports is relaxation and pleasure, rather than self challenge; The sports style is more "light", and the professionalism is greatly reduced; The time occupation is also "light". You only need to spend part of your spare time playing Frisbee, tracing streams and camping in parks; Decision making has become "light", and there is no need for long-term preparation. These trends also point to the consumer end. Outdoor equipment also needs to be "light".

Huang Min, Vice President of Decathlon China, also said that niche sports have become a new way of life, and more and more sports brands have appeared in the golden position on the first floor of the shopping mall. According to the economic law, when the per capita GDP reaches 10000 US dollars, the consumer market begins to shift from material demand to spiritual demand. "The emergence of the minority movement is an inevitable product of the economic law, and the minority movement can meet everyone's different spiritual needs."

Circle culture, circle expansion and circle breaking

When referring to "what are the new trends in the outdoor sports equipment industry in terms of turnover?", Mi Lan, general manager of Taobao Tmall sports outdoor industry, said: "We find that the whole outdoor sports industry is becoming more and more obvious, with new trends and new sports emerging every year, such as Frisbee and Luchong, which are burning on social media In other words, the more professional minority sports attract a wide range of people to participate. The obvious layering and socialization, the close fitting of fashion and profession, and the further upgrading and subdivision of professional and scene demand have become the distinctive features of this wave of sports consumption boom. "

"The outdoor craze is expanding again. We also encourage brand merchants to firmly grasp the current new trend and deeply cooperate with Taobao Tmall platform. We will help merchants continue to break and expand their circles, and constantly accumulate brand assets and crowd assets," said Milan.

Sun protection, sun protection, sun protection

Since Frisbee and rowing are sports that need to be exposed to the outdoors for a long time, the data in the White Paper shows that outdoor protection has become the primary consideration when people participate in outdoor sports. 65.3% of participants mentioned this, which is more than "close to nature" and "pleasure".

Therefore, the overall penetration rate of sunscreen products in outdoor shopping is as high as 88.9%. Among consumers' purchases of lightweight outdoor products, 5 of the top 10 products are related to sunscreen, including sunscreen hats, sunscreen clothes, sunscreen umbrellas, and sunscreen masks.

The improvement of sunscreen and skin care requirements has indirectly affected people's preference for outdoor sports. This trend is also shown in the White Paper, that is, lightweight outdoor sports are more in line with the public's expectations for outdoor sports.

Don't sell single products, sell scenes

Another clear marketing trend is that outdoor products are more likely to sell scenes than single products.

On the online page, compared with display items, the current brands are more willing to present a fixed combination suitable for specific outdoor scenes. In its Tmall flagship store, Jiaoxia highlighted the product mix under the scenes of "weekend outing", "mountain stream tracing", "lawn frisbee", etc; Camel online product categories also have clear "hiking" and "river tracing" scenes; When sharing outdoor clothing, Little Red Book takes scenes as the first choice for product screening.

The White Paper shows that, therefore, in lightweight outdoor products, people's demand for products is diversified and complex. According to the statistics of iResearch, the top three consumers who purchase lightweight outdoor products are expected to be multi-functional, easy to store and daily wear. Many brands also have insight into the new trend and try to work on composite functionality. This has certain challenges for traditional big brands. Its extreme professionalism and functionality are "excess functions" for lightweight outdoor demand.

However, the marketing idea of focusing on scenarios instead of single products has also brought new problems to enterprises. For example, people who were still saving for the Frisbee Bureau may turn to love PEAK Ball. Therefore, the brand cannot create products for a specific scenario, but should refine the commonalities of scenarios so that the products can adapt to the changing outdoor needs.

Some new outdoor brands have seen the delicate balance. The Xiamen outdoor brand URBAN FORES, born in 2016, is based on a unique light outdoor style. Since the early days of its birth, it has carried scientific and technological fabrics such as COOLMAX, GORE-TEX, which are common in outdoor brands, on a variety of leisure style items. In addition, the brand has deliberately blurred the boundaries of clothing design between men and women to meet the needs of more scenes. If you and your partner are enthusiastic about outdoor culture, URBAN FOREST will be a good choice.

The strategy of Jiaoxia is to make full use of outdoor scenes, form a scientific and technological mix including fatigue protection, cold protection, and sweating protection, and reuse products to achieve multi-functional integration and cross category expansion. Uniqlo emphasizes more on the UV barrier rate, exclusive technology fabrics and public life scenes, emphasizing that the products are not dominated by fashion trends and are connected with daily life. In short, despite doing the same category, each brand has chosen the direction of its own strength, trying to occupy "its own circle", delineate "its own consumers" and achieve recognition.