Main points of the text
1. Outdoor activities have become a new way of life, with 9.31 million related posts on social media, showing people's love for outdoor activities; The sales volume of the outdoor products market was about 8.1 billion yuan, with a year-on-year growth rate of about 20%, and the market grew steadily.
2. Soft shell clothing and pants: It has become the new favorite of the outdoor clothing industry, with sales reaching 198 million yuan, a year-on-year growth rate of 136.8%. Among them, brands such as Arc'teryx and Bo Xihe performed well.
3. Outdoor mini inflatable pump: As a camping equipment, the sales volume was 2.08 million yuan, a year-on-year increase of 317.35%, showing strong growth. Consumers are very concerned about the size and price of inflatable pumps, with the sales volume of low-priced products accounting for 88.4%, and cost-effective brands such as YYhike and FLEXTAIL are popular in the market.
With the rapid development of society, people's lifestyle and leisure needs are also constantly evolving. In their spare time, people are no longer satisfied with indoor entertainment and relaxation, but yearn for the vast world outdoors, hoping to be able to devote themselves to the embrace of nature and get in close contact with nature.
Therefore, outdoor activities such as camping, hiking, cycling, etc. have gradually become a "new way of life" for the public, satisfying people's pursuit of natural beauty and physical and mental pleasure.
In the Moojing social listening system, we observed that from April 2023 to March 2024, the number of posts related to outdoor activities (outdoor sports or outdoor activities) on mainstream social platforms was as high as 9.31 million, which fully reflects people's love and participation in outdoor activities.
Trend chart of social media volume of outdoor sports or outdoor activities from April 2023 to March 2024
Source: Moojing Social Listening
This trend has not only driven the popularity of outdoor activities, but also brought huge business opportunities to the outdoor goods market. On the Mojing analysis + system, we observed that in March 2024, the sales of outdoor products (outdoor/mountaineering/camping/travel goods) on mainstream e-commerce platforms will be about 8.1 billion yuan, with a year-on-year growth rate of about 20%, showing a steady growth trend.
This article will focus on the two major market segments of outdoor clothing and camping equipment, which are growing faster in outdoor products, and discuss the brands that stand out in these tracks. Through the analysis of these market segments and brands, we can have a deeper understanding of the development trend of the outdoor products market and the changes in consumer demand, and provide a powerful reference for future market development and product innovation.
01 Softshell pants: the new fashion favorite for outdoor exploration
Under blue skies and winding mountain roads, many consumers are eager to have a set of multi-functional gear that is both warm and breathable, allowing them to feel at home in outdoor activities. In recent years, soft shell clothing and pants have sprung up in the outdoor clothing industry and have become the first choice for many outdoor enthusiasts. On the Moojing Analysis + system, we observed that in March 2024, the sales of softshell clothes and pants on mainstream e-commerce platforms will be 198 million yuan, with a year-on-year growth rate of 136.8%.
Sales trends of softshell clothing and pants on mainstream e-commerce platforms from April 2023 to March 2024
Data source: Magic Mirror Analysis+
Softshell pants are loved for their lightness and softness. Not only does it have excellent warmth, but it also has good breathability and wind resistance. Whether you're hiking through the forest or cycling over the mountains, softshell pants provide the best experience for the wearer. In addition, the lightweight and easy-to-carry characteristics will not add additional burden to the user, so the soft shell pants have become an indispensable outdoor pair for the majority of consumers.
Data source: Magic Mirror Analysis+
In the online market in March 2024, well-known outdoor brands such as Arc'teryx, Birch, and Kellerstone have outstanding sales performance. Next, we will focus on the analysis of the top brands.
— Archaeopteryx —
Arc'teryx is an outdoor upstart in recent years, and the brand focuses on the high-end route, and is known for its high-performance outdoor gear, especially products such as jackets, soft shell pants and backpacks. Archaeopteryx's product line focuses on outdoor activities such as hiking, climbing, and snow sports, and its products are favored by outdoor enthusiasts for durability, functionality, and design innovation.
On the Mojing analysis + system, we observed that from April 2023 to March 2024, Arc'teryx's sales in the outdoor products category of mainstream e-commerce platforms will be 1.69 billion yuan, of which the brand's sales in March 2024 in the subdivision of soft shell clothes and pants will be 59.76 million yuan, with a year-on-year growth rate of 166%, and the average price of goods will be about 1506 yuan.
Archaeopteryx's softshell pants, such as the Gamma collection, are one of the brand's most popular products, making them lightweight, breathable, warm and windproof, making them suitable for a variety of outdoor activities and everyday wear.
Image source: Tmall flagship store
Arc'teryx softshell pants have a place in the outdoor equipment market due to their high quality and high performance. However, with the gradual increase of the market, there are also certain challenges in the Arc'teryx softshell clothing and pants market, such as the high price may limit the purchase willingness of some consumers, and the counterfeit products on the market have also had a certain impact on brand image and sales.
In addition, Arc'teryx has also taken some measures in brand marketing and marketing strategies, such as enhancing brand awareness and attractiveness through the combination of local culture and IP co-branding.
In the past year, Archaeopteryx has been related to the voice word cloud on mainstream social media
Source: Moojing Social Listening
— Birch and —
Another brand with a bright growth rate in the softshell clothing and pants track is Bo Xihe, founded in 2012, is a relatively young local outdoor brand. Focusing on the people-friendly mass route, Bo Xihe hopes to provide cost-effective outdoor sports and equipment for consumers with different backgrounds and needs.
Birch's softshell pants are favored by the market for their simple design, functionality and comfort. On the Magic Mirror Analysis + system, we observed that in March 2024, the sales of Bo Xi and soft shell clothes and pants on mainstream e-commerce platforms exceeded 25.9 million yuan, with a year-on-year growth rate of 695.7%.
In addition, in addition to meeting the requirements for outdoor functionality, the brand has also incorporated stretch spandex fibers and an adjustable drawstring design that provides comfortable stretch and wrinkle-resistant properties, increasing the practicality and comfort of clothing. This also makes it widely praised by consumers in terms of upper body effect, version material, etc., and we observe that consumers' evaluation of the upper body effect is as high as 92.47%.
Image source: Tmall flagship store
Compared with other brands, Boxihe also occupies an absolute dominant position in the price segment below 1,000 yuan because of its affordable and cost-effective characteristics.
The proportion of the TOP5 in each price segment on mainstream e-commerce platforms in March 2024
Data source: Magic Mirror Analysis+
In the entire softshell clothing and pants market, we observed on the Moojing e-commerce listening system that we found that the size is too large or small, and the fabric comfort and quality control problems are the pain points commonly reflected by consumers. Therefore, brands can further optimize and improve for these consumer pain points, especially in the size standardization of products, there is still a lot of room for improvement.
In the past year, the soft shell clothing and pants have been on the Tmall platform e-commerce review analysis - aspects & views
Data source: Mojing e-commerce listening
With the increasing popularity of outdoor activities, the market demand for softshell clothing and pants continues to grow. More and more brands are starting to get involved in this space and launch their own unique products. From design to materials, from function to details, softshell clothing and pants are constantly innovating to meet the needs of different outdoor enthusiasts.
02 Outdoor mini inflatable pump: a "dark horse" product in the subdivision track
The rise of outdoor sports not only ushered in the spring of the outdoor clothing market, but also drove the increase of other segments of the outdoor equipment market, in the magic mirror growth radar system, we observed that the outdoor mini inflatable pump is particularly eye-catching, and the sales of outdoor mini inflatable pumps on the mainstream e-commerce platform in March 2024 will be 2.08 million yuan, a year-on-year increase of 317.35%.
As one of the camping equipment, outdoor mini inflatable pumps play an important role in solving practical problems in camping. Not only does it inflate quickly and provide campers with a convenient inflating service, but it is also small and lightweight, making it easy to carry and store.
On the Moojing e-commerce listening system, we have observed that consumers are particularly concerned about the size of the inflatable pump product. At present, outdoor mini inflatable pumps have been widely used in camping activities and are deeply loved by consumers.
In the past year, the outdoor mini inflatable pump has been on the Tmall platform e-commerce review analysis - aspects & views
Data source: Mojing e-commerce listening
Next, we'll focus on the two brands with the highest sales in March of this year.
Data source: Magic Mirror Analysis+
— YYhike/嗨嗨歪客 —
On the Mojing Analysis+ system, we observe that the main market for outdoor mini inflatable pumps is concentrated in the low-price segment. In March 2024, goods in the 0-84 yuan price range accounted for the vast majority of the market, accounting for 88.4% of sales.
From April 2023 to March 2024, the sales proportion trend of outdoor mini inflatable pumps on Taobao and Tmall platforms in each price segment
Data source: Magic Mirror Analysis+
Therefore, the cost-effective brand YYhike/Crooked Hi Ke showed its edge on the outdoor mini inflatable pump track in March, and its sales on mainstream e-commerce in March 2024 exceeded 1.29 million yuan, ranking first in monthly sales.
YYhike is a brand focusing on outdoor camping products, with an average price of about 73 yuan for its outdoor mini inflatable pumps, which are small and lightweight, can be easily put into backpacks or pockets, do not take up too much space, and have a good inflation function, which can quickly inflate various outdoor equipment that needs to be inflated. The advantages of high cost performance make YYhike favored by outdoor enthusiasts.
Image source: Store
— FLEXTAIL —
FLEXTAIL is a technology outdoor electrical appliance brand founded in 2015, which includes mosquito repellents, camping lights and other categories, and is currently sold in hundreds of countries and regions.
With the growth of the popularity of outdoor camping in China, the outdoor electrical appliance market began to explode. In 2022, the FLEXTAIL fishtail brand will officially enter the Tmall platform. In March 2024, with a sales volume of 176,000 yuan, it ranked second in the category of outdoor mini inflatable pumps in the subdivided track.
Sales trend of FLEXTAIL fishtail brand in outdoor/mountaineering/camping/travel goods categories on Taobao Tmall platform
Data source: Magic Mirror Analysis+
The founders of FLEXTAIL are outdoor enthusiasts, and they know that "ultra-light outdoor electric equipment" can bring a great deal of burden to outdoor enthusiasts, so they continue to iterate and innovate their products, and the lightest outdoor inflatable pump weighs only 33g. However, the lightweight also limits the use scenarios of this model of the product, and only supports the use of lightweight sleeping pads.
Image source: Store
Overall, the FLEXTAIL brand has successfully attracted the attention and love of a large number of consumers with its competitive advantages such as lightness, technological innovation, clear market positioning and international vision.
With the development of materials science and process technology, mini inflatable pumps are getting smaller and more powerful, and can easily cope with a variety of outdoor inflatable needs. In addition, as the popularity of camping continues to rise, from niche activities to popularity, brands should also pay attention to the low-cost entry-level market, on the basis of product quality, practicality, and cost-effective to attract a wider range of consumer groups.
03 Summary
In the future, with the growing consumer demand for outdoor activities and the continuous promotion of technological innovation, the outdoor sports goods market is expected to continue to grow.
In the context of intensified competition in the outdoor market, major brands will continue to improve product performance and service quality to meet the diversified needs of consumers. At the same time, brands should also pay attention to the needs of the entry-level market, and continue to develop the market with cost performance while ensuring the basic level of products.
In addition, the layout of subdivided scenarios and categories will also help brands win more market share.