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Industry trends

Global Outdoor Sports Market Analysis

Outdoor sports, which originated in the late 18th century in Europe and America, have seen significant growth due to economic development, favorable natural conditions, and policy support. This transformation has turned outdoor activities, initially driven by scientific exploration, into popular social, leisure, and therapeutic activities accessible to the general public.

In the post-pandemic era, the growing awareness of health and the desire to "get out" have led to a new wave of popularity for outdoor sports. Over the past three years, the global market for outdoor sports e-commerce has experienced rapid growth. In the future, with innovations in sports forms, increased e-commerce penetration, and economic recovery, the penetration rate of outdoor sports equipment consumers is expected to reach 20% in 25 years, and the e-commerce market is set to continue growing, likely surpassing one hundred billion dollars in 25 years.

Regional Market Analysis

North America and Central Western Europe have mature outdoor sports e-commerce markets, with market shares of 48% and 21% in 2022, respectively. East Asia is a high-potential emerging market with a 10% market share. Demand for outdoor products in Southeast Asia and South America is still untapped.

In terms of e-commerce market penetration, Central Western Europe is the leader at 22.6%, followed closely by East Asia (19.8%) and North America (17.5%). North America and Central Western Europe have mature markets, not only accounting for a combined 70% of the global market but also having high user penetration rates. These regions have a rich outdoor history, and consumers in these areas are highly motivated to spend on outdoor products. East Asia has a younger population, a more open attitude towards outdoor products, and the potential for growth in outdoor demand, with Japan and South Korea influenced by Western internet celebrities, driving the growth of outdoor activities.

Category Analysis

In North America and Central Western Europe, apparel and footwear have the largest market share, while Asia and South America primarily focus on outdoor equipment. Africa and Australia have more evenly distributed product categories.

Key Focus & Market Opportunities

The United States, Germany, and the United Kingdom are major consumer markets with both size and user advantages, making them key areas for strategic investments. In relatively mature markets, represented by the United States, the United Kingdom, and Germany, early market education provides them an advantage they are likely to maintain in the future. Emerging markets with untapped potential, such as Southeast Asia, South Asia, and South America, have lower user penetration rates for outdoor products. To tap into these markets, strategies could include starting with highly participated outdoor sports to stimulate user demand. Leveraging local e-commerce platforms and continuous market exploration is also essential to capture market opportunities.

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