Chasing the Outdoor Trend

Chasing the Outdoor Trend

Genuine Passion or Following the Crowd?

In recent years, China’s outdoor sports market has witnessed unprecedented growth. Activities such as hiking, camping, and rock climbing are no longer exclusive to outdoor adventure enthusiasts; they have permeated a broader demographic, especially among China’s younger generation. The rising popularity of outdoor activities is undoubtedly fueled by a desire for genuine connection with nature but is without question also underpinned by the infectious virality of social media and a tendency to follow trends resulting in the new “outdoors craze”.

However, the challenges are not insurmountable. In recent years, fueled by the rise of Guochao (literally “national trend,” referring to the surge in popularity of homegrown brands with Chinese cultural elements), domestic consumers have grown increasingly confident in traditional culture. This shift has given rise to a new wave of Chinese luxury brands seeking to challenge the dominance of Western luxury houses.

I. The Rise of Outdoor Trends in China
How Is Outdoor Living Changing the Worldview of Chinese People?

Li Ran’s Hiking Experience: From Anxiety to Inner Peace
Li Ran was once a typical “urban captive,” surrounded by endless work and social pressure, with anxiety and insomnia becoming her norm. However, a hiking trip to Wugong Mountain changed everything. The air in the mountains was fresh, the soil beneath her feet was solid, and the setting sun cast a golden hue over the rolling mountains. Sitting on a rock, she gazed at the undulating sea of clouds in the distance, enveloped by an indescribable sense of calm. In that moment, she felt true freedom, as if her anxiety had dissipated with the wind. Hiking not only provided physical relief but also acted as a form of spiritual purification, allowing her to rediscover herself.

Mr. Zhao’s Family Camping: Reshaping Family Relationships
Mr. Zhao was previously very busy with work, resulting in minimal communication with his children. It wasn’t until a family camping trip that his perception of family relationships was utterly transformed. Setting up a tent under the starry sky and roasting marshmallows by the campfire, he and his son spent pure quality time together. The tranquil moments fishing by the lake in the morning helped them reconnect. This long-lost intimacy made him realize the warmth that is hard to find in city life.

These stories are not isolated; communal outdoor experiences are rising in China. Many young people have found like-minded friends through outdoor clubs, and some have even found life partners through hiking trips. This deeper level of interaction has transformed outdoor sports from a personal hobby into a part of group culture.

Social Media as a Catalyst for the Outdoors Trend?

Social media is a crucial catalyst driving this outdoor trend. Take cycling as an example, data from 2024 shows that there are over 5 million posts about cycling on RED, where users share personal experiences, route recommendations, and equipment reviews, forming a highly active community.

On social media platforms, KOLs showcase the joys of cycling through content such as vlogs and cycling challenges, creating a sense of “social currency” that inspires more young people to desire joining this trend. For example, Douyin (the Chinese version of TikTok) influencer @LS. has successfully brought niche cycling culture to the mainstream through the “female rider” tag, attracting a large female audience to cycling; Bilibili UP master @-CLIFF has garnered a significant following of outdoor enthusiasts due to his authentic adventure experiences and professional gear reviews.

From a psychological perspective, this trend can be explained by the “social identity theory.” Research indicates that people tend to follow the actions of those around them to gain a sense of belonging and identity. When content related to mountaineering and hiking challenges begins to appear in social circles, individuals are influenced and may choose to join the trend.

Additionally, the “sunk cost effect” from behavioral economics plays a role. When consumers invest in high-end skiing gear, they are more likely to use it frequently, thereby justifying their investment and further solidifying the status of outdoor sports among young consumers.

How Are Economic Growth and A More Sophisticated Consumer Driving the Outdoor Trend?

The booming outdoor market in China is not only a result of changing consumer demands but is also closely related to economic factors. Data shows that the outdoor products market in China reached 300 billion RMB in 2023 and is expected to continue growing over the next five years.

• Growth of the Middle Class: People are placing more emphasis on “experience-based consumption.” Activities that involve exploration, such as travel, skiing, and cycling, are gradually replacing traditional shopping consumption.
• Post-Pandemic Outdoor Economic Boom: Short weekend trips have become a new trend, boosting the growth of niche sectors like luxury camping and hiking.
• Government Policy Support: Various provinces in China encourage the development of the outdoor tourism economy. For example, regions like Xinjiang and Sichuan have launched “hiking + tourism” models, creating ecological hiking routes to attract tourists and promote local economic development.
• Brands Accelerating Entry: In response to changing consumer demands, outdoor brands are adjusting their strategies. Brands like Arc’teryx, Salomon, and Descente are implementing product differentiation, social media marketing, and sustainability strategies in the Chinese market.

II. Sports Giants Respond to the Demand for Outdoor Activities
Upgrading Consumer Experience: How to Build a High-End Outdoor Ecosystem?

Taking Arc’teryx as an example, after Anta Sports acquired the brand, its expansion speed in the Chinese market has rapidly increased. The brand relies not only on product innovation but also on three core pillars: digital experience, offline flagship stores, and a membership ecosystem, to comprehensively enhance the consumer experience.

Digital Empowerment of High-End Experiences

• WeChat Mini Programs & AI Recommendation System
• WeChat Mini programs have become the core entry point for the brand, offering services such as ReBIRD repair appointments, personalized equipment recommendations, and VIP member events.
• The AI recommendation system provides precise equipment suggestions based on users’ gender and outdoor sports habits, optimizing the shopping experience.

Collaboration with Outdoor KOLs

• By posting “extreme environment test” videos on social media platforms, KOLs demonstrate the performance of Arc’teryx hard-shell jackets under conditions like heavy rain and extreme cold, making the product’s value visually apparent and attracting the attention of professional users.

Creating Immersive Experience Spaces

Arc’teryx Shanghai Museum Store – A New Benchmark for High-End Retail

• The space simulates the terrain of Canada’s coastal mountains, allowing consumers to experience gear in a biomimetic natural environment, reinforcing the connection between the brand and outdoor adventure.
• The climbing interactive wall enables users to wear Arc’teryx climbing gear and test its durability and comfort, providing a realistic scenario experience.

ReBIRD Revival Workshop – Balancing Environmental Protection and Experience

• As the largest outdoor gear repair and recycling station in China, it allows consumers to maintain, repair, and upgrade old gear, promoting the cycle of clothing reuse.
• It offers custom heat transfer printing services, allowing consumers to select climbing-related patterns or letters for printing, creating a sense of exclusive customization.

Positioning the Brand as a Symbol of High-End Outdoor Culture

VIP Club & Adventure Programs

• The offline flagship store features a mountain classroom, regularly hosting offline activities to teach outdoor skills and practical knowledge. Users can unlock “adventure programs,” such as skiing and hiking camps organized by the brand.
• Members enjoy priority fitting for new products and personalized outdoor equipment recommendations, enhancing brand loyalty.

ReBIRD Sustainability Program

• For every eco-friendly product purchased, members can accumulate ReBIRD points, which can be exchanged for limited-edition brand merchandise (such as artist-collaborated climbing carabiners), making sustainable consumption a part of social sharing.
• In 2023, Arc’teryx released a documentary titled “The Path of Snow and Mountains,” which tells the story of skiing enthusiasts’ relationship with nature, garnering over 1.5 million views on related content on RED.

Market Challenges and Future Strategies: How to Sustain Leadership in the High-End Market?

Although Arc’teryx has successfully maintained its high-end positioning and expanded within the Chinese market, it still faces three major challenges:

Intensifying Market Competition
The North Face has entered the high-end segment with its limited-edition Summit Series mountaineering apparel, directly competing with Arc’teryx. Meanwhile, Chinese domestic brand KAILAS has increased R&D investment to launch high-performance climbing gear, attracting professional outdoor enthusiasts.

Strategic Response: Arc’teryx could consider with other high-end outdoor brands in adjacent categories or technical sports brands to launch an Alpine Community pop-up store. These pop-ups, set in cities like Beijing and Shanghai, would simulate alpine environments to showcase a fusion of urban and outdoor styles, expanding its reach among high-end consumers.

Shifting Consumer Demographics
Professional outdoor athletes traditionally favored Arc’teryx. However, an increasing number of consumers now wear the brand as an “urban status symbol,” leading some core outdoor users to question its technical authenticity.

Strategic Response: A dual-track product strategy could be introduced—one track continuing to push technological boundaries in mountaineering and skiing gear, reinforcing the brand’s professional credibility, while the other develops a “city fashion” line catering to casual outdoor enthusiasts.

Sustainability and Environmental Challenges
Environmental organizations have scrutinized Gore-Tex materials due to concerns over production processes, and future consumers may lean towards more eco-friendly outdoor gear.

Strategic Response: Arc’teryx could expand its ReBIRD program by gradually introducing “100% recyclable fabric” products, like Patagonia’s Worn Wear initiative, strengthening the brand’s commitment to sustainability.

From Wilderness Culture to Lifestyle: How China’s Outdoor Economy is Reshaping the Human-Nature Relationship

Infrastructure as the Backbone of Outdoor Lifestyles
In Western countries, outdoor activities are not just personal hobbies, but long-term societal practices supported by laws and infrastructure. For example, Norway’s Allemannsretten (“Right to Roam”) grants citizens access to nature while promoting the Leave No Trace principle for environmental conservation.

China can accelerate the development of its outdoor economy by focusing on three key areas:

• Integrating outdoor infrastructure into rural revitalization projects, encouraging private investment in professional hiking trails, campgrounds, and ski resorts.
• Establishing urban “outdoor experience zones”, such as climbing walls, forest parks, and cycling paths, allowing city dwellers to incorporate outdoor culture into daily life seamlessly.
• Linking sustainability with economic incentives, such as tax reductions for outdoor brands using 100% recycled materials to promote responsible consumption.

Redefining the Human-Nature Connection

In Europe, the U.S., and Japan, outdoor activities go beyond leisure; they are embedded in social and cultural traditions. Finland’s Forest Schooling teaches children survival skills in real wilderness settings, while Japan’s mountain spirituality culture views hiking as a philosophical practice of harmony with nature.

How can China foster outdoor cultural education?

• Make nature exploration a core part of education, awarding academic credits for completing wilderness survival training or environmental volunteer work.
• Encourage outdoor brands to create “Wilderness Classrooms”, offering courses on nature exploration and fostering outdoor awareness.
• Promote corporate “Outdoor Office Days”, such as monthly hiking retreats, to strengthen employees’ connection with nature.

Building an Ecosystem Beyond Product Sales

The rise of outdoor sports is not just driving equipment sales—it is shaping new business models:

• From product sales to an “outdoor experience economy”, brands can enhance loyalty through immersive community engagement and subscription services. Examples include Lululemon’s yoga communities and Arc’teryx’s outdoor adventure clubs.
• Co-creation with users, leveraging consumer data and community interactions to make customers part of product innovation and environmental initiatives. For instance, rewarding customers who purchase eco-friendly gear or participate in sustainability projects with discounts or free park tickets.
• Avoiding “gimmick innovations”, ensuring new technology genuinely improves outdoor experiences rather than creating unnecessary demand—such as prioritizing GPS emergency rescue features over trend-driven gadgets like heated climbing socks or Bluetooth-connected jackets.

When sunscreen and insect repellent dominate shopping carts, we may forget that the true spirit of the outdoors is not about conquering nature but about becoming a steward of the ecosystem. Real transformation happens when hikers bend down to pick up trash, companies adjust construction plans to protect migratory birds, and outdoor culture moves beyond a passing trend to become a deeply rooted way of life.

Authored by Karen Fei