Top Picks for Sports and Outdoor Gear in March, Leading the "All-Weather Outfit" Trend | Product List of World Research Consumption Index

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During this monitoring period, the new spring three-in-one outdoor jackets of Camel 3514, Adidas Yeezy Boost 350 V2, and the classic 2.0 outdoor jackets of Beichenhe ranked in the top three of the list with comprehensive popularity indexes of 1.95, 1.87, and 1.77 respectively.

Balanced integration of functionality and fashion, outdoor clothing and footwear lead the "all-weather dressing" trend

Against the background of the penetration of outdoor activities from specialization to popularization, brands meet users' needs for "high appearance" and "adaptation to segmented scenarios" through technological innovation and scenario-based design, promoting the outdoor consumption into the era of "refined pragmatism".

Among them, the three-in-one outdoor jackets of Camel 3514 became a hit with a popularity index of 1.95. Its core selling point lies in the modular design of "classic three-proof + three-in-one detachable", which takes into account both urban commuting and outdoor hiking scenarios. By launching new color schemes for star models, it transforms traditional hardcore outdoor equipment into fashionable items, accurately attracting young users. The classic 2.0 outdoor jackets of Beichenhe further strengthens the "wear resistance index" and adds anti-scratch and anti-tear design to meet the integrated needs of professional outdoor and daily sports. The Li-Ning CF Suxingchuan hiking shoes are equipped with the technology of "full-foot stuffed BOOM + cabin-style midsole", which is suitable for light hiking and daily wear.

In terms of product upgrading and marketing strategies, brands maintain users' freshness by launching limited-color schemes or co-branded models monthly, and strengthen the key to communication and interaction between brands and users through "periodic reminders". For example, they can launch professional and comprehensive equipment maintenance, course reservation and other services according to users' purchase cycles.

Outdoor products become social currency in gift-giving scenarios, and female consumption drives brands to upgrade in aesthetic power

From a segmented perspective, driven by gift-giving scenarios such as birthday gifts and other festival gifts, popular outdoor products have become congratulatory gifts that are "both presentable and practical". As of March this year, there were as many as 2.9 million notes on the Xiaohongshu platform asking for "recommendations for sports and outdoor products as gifts", covering key clothing and footwear categories such as outdoor jackets, cycling suits, ski suits, off-road hiking shoes, skate shoes, and yoga pants. Among them, products for women received more attention.

The increase in the proportion of female users forces the design of outdoor products to transform towards "fashionization". The sun protection shawl of Beneunder takes ice silk cool-feeling fabric and shawl-style cutting as the core selling points, and launches Morandi color schemes. In addition to the sun protection function, it strengthens the dressing attribute and becomes a popular item on Xiaohongshu's "Outdoor OOTD". The Naturehike Ridge 13 automatic tent has become a ceremonial equipment for girlfriends' camping check-ins with its "one-key quick opening" function and ins-style appearance. On the other hand, female users' demand for products has shifted from "function satisfaction" to "self-expression". For example, the upgraded version of Decathlon RC100 V2 road bike launches trendy color schemes such as silver and yellow, and is equipped with women's helmets, directly hitting the social needs of "cycling check-in and taking photos". The Victor Arcsaber Muse badminton racket uses light and trendy pink and dragon pattern elements, becoming a high-appearance offensive racket. It is worth noting that the Skechers Wake Mountain shoes cater to the female market with the "slip-on" design and color schemes such as dogwood pink, and combine the "lightweight shock absorption" technology to accurately cover female users' dual needs for functionality and beauty.

Explanation of the list

The Shiyan Consumption Compass series of index reports is a consumption index evaluation system independently developed by Shiyan Index. This series includes main lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "User Consumption Attention Index List", and extended list reports in the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumption world through the index evaluation method, help the industry and brand owners continuously track the consumption market trends, provide references for enterprise operations, and enhance the comprehensive business competitiveness.

The Shiyan Consumption Compass series of index lists continuously monitors the following industries:

3C digital, clothing and accessories, food and fresh products, household appliances, sports and outdoor, beauty and cleaning, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines the public data of mainstream platforms and the data precipitation of the Shiyan Big Consumption Platform under the What Worth Buying Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations caused by the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third-party auditing institution, so there may be unidentified errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may be different from the actual situation.

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