China's outdoor industry is ushering in a new era from “niche specialty” to “universal sharing”. Today's outdoor context has long been not limited to mountaineering, hiking, camping, fishing, outdoor attributes about the home, commercial space camping fashion, as well as deeper business ecology is gradually moving towards reality. This not only drives the development of traditional outdoor-related industries such as outdoor equipment, sports shoes and apparel, but also spawns the rise of various new business models. We call this new outdoor business era with new features - “outdoor lifestyle” era. If you want to know more, welcome to Shanghai Outdoor Home Expo.

 

The trend of “outdoor” seems to have long ceased to be the waves and bubbles of agitation, and is gradually changing and stabilizing, and has become a commercial and livelihood force that cannot be underestimated. If the “camping tide” two years ago was the beginning of the gradual explosion of the outdoors, last year's “Citywalk”, has overshadowed the camping tide, and has become the front-runner of the current leisure outdoors. The popularity of Citywalk represents people's desire to go out anytime and get close to the outdoors more and more strongly and permanently. Under this momentum, even “outdoor at home” has begun to become a keyword in life.

 

Outdoor, more and more popularization, more and more fun. Outdoor is no longer a leisure hobby for a small group of people in the context of rapid economic growth, but a mode of life for the general public - people are willing to design and adjust their own lives with the outdoor as the center.

 

 

Comprehensively analyzing the development logic of outdoor activities, we believe that the outdoor has undergone a comprehensive evolution, not only as a simple form of leisure, but also gradually evolved into a brand new way of life. This lifestyle combines health, adventure, socialization and other elements, attracting more and more people to participate and pursue.

 

We have systematically sorted out the five major business tracks in the outdoor lifestyle field to gain insights into the highlights of the brands operating in the field today, and analyze how to express the lifestyle as a whole and achieve success.

 

2.1 Outdoor Sports

Outdoor sports is the core component of the outdoor lifestyle, covering a variety of sports that use the natural environment as a venue, such as mountaineering, rock climbing, cycling, camping, skiing, rafting and so on. Based on a wide range of outdoor people, abundant outdoor natural resources and specialized outdoor brands, the industry has experienced a period of high-speed growth and entered a relatively stable and refined development stage under the guidance of relevant national policies.

 

2.2 Wilderness Lodging

Wilderness lodging, the highest level of lifestyle, is gradually gaining more and more attention and popularity after the camping boom. While enjoying the beauty of nature, tourists can also feel different from the traditional hotel accommodation experience.

 

The wilderness lodging industry covers a variety of types of lodging, such as tent camps, RV lodging, log cabin villas, tree houses, star houses, etc., each of which attracts different tourists with its unique style and features.

 

2.3 Courtyard Life

Courtyard life, which integrates the fields of furniture, design, decoration, intelligent equipment and courtyard design, allows the outdoors to be integrated into home life.

 

As people's pursuit of outdoor living quality improves, the outdoor home industry shows great potential for development. In the future, with the continuous innovation of technology and market expansion, the outdoor home industry will bring people a richer and more diversified outdoor life experience.

 

2.4 Spiritual Healing

In the booming domestic healing market, the market for spiritual healing is gradually opening up due to the attraction and healing power of the natural environment itself.

 

Based on the natural environment, spiritual healing combines healing, art and travel to help people realize spiritual healing, relaxation and growth, and to help individuals find inner balance and peace in the face of stress, anxiety and other mental troubles in modern society.

 

Young people are increasingly concerned about their mental health and spiritual growth, and the spiritual healing industry is providing a platform to find inner peace and realize self-growth, and is therefore gradually becoming more and more prosperous. The industry has a bright future and is expected to become an important force leading the healthy development of society in the future.

 

2.5 Integration

Of course, most brands do not need to fully shift to the outdoor sector, but should seek organic integration with outdoor life. By skillfully incorporating natural elements, brands can revitalize their traditional business model and attract widespread attention and conversation. This can be done by organizing a professional outdoor event, creating branded content that fits with the spirit of the outdoors, or launching new products that incorporate creativity. In addition, launching limited edition outdoor souvenir products is also a strategy worth considering.

 

3.1 Deep Practice

Deep engagement means building an outdoor lifestyle brand completely. From product design to production, to sales and service, the whole chain is involved. This requires a deep understanding of and passion for the outdoors, as well as the ability to react quickly to market changes.

 

3.2 Business integration

Under the trend of “Outdoor+”, enterprises that have laid out their business in other relevant fields can integrate outdoor elements into their existing business to form a new business model. For example, travel agencies can carry out outdoor-themed travel activities, gyms can launch outdoor fitness courses, home furnishing enterprises to launch outdoor product lines. Through the integration of existing businesses, not only can you expand the scope of your business, but you can also increase the stickiness of users and improve the influence of your brand.

 

In the home furnishing industry, cross-border cooperation has become the norm, with lifestyle as the top level of consciousness to build a business extension, to meet the value of consumers on the specific dimensions of lifestyle.

 

 

3.3 Theme Planning

Brands can combine the outdoor theme for activity and marketing planning, promote the dissemination and co-creation of related content, and cut into the outdoor boom in a lighter and faster way. Content leverages the momentum of the brand in products and services based on the concept of outdoor innovation inspiration, to help users enter a new lifestyle, to meet their needs for health, nature and exploration. This not only means new growth points, but also an important way for brands to build a deep emotional connection with their users.

 

Whether it's the BMW Owner's Salon's fly-fishing activity on an icy stream, Cabana's private garden special, or Uniqlo's “Queen's Roll”, all of these campaigns, though in different forms, are based on the perspective of the target audience, combining outdoor elements to form a creative idea for the main business and drive a closer link with users.

 

We suggest that “outdoor” is just a label for the industry, and “outdoor lifestyle” is where the commercial value of the brand should lie. Simply rubbing up against the outdoor trend will become a “victim” of shrinking demand, just as campgrounds are going out of fashion.

 

To create a brand in the dimension of lifestyle, it is more important to think holistically about the difference with the “single industry”, to go deeper into the user's life, to find out the meaning of outdoor for its unique features, and to explore the “life proposition” led by the brand, to lead the users belonging to the brand into the brand's life territory. Users, into the brand life territory.

 

 

Source: CloudOneDesign

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