Outdoor brands achieve mass appeal in professional scenarios through technological innovation | Brand List of Siyan Consumption Index Vol.63

During this monitoring period, Anta, Jordan, and Li-Ning ranked in the top three of the comprehensive popularity list with comprehensive popularity scores of 1.85, 1.83, and 1.81 respectively.

Image source: Shiyan Big Consumption Index

Cultural symbols anchor brand emotional consumption upgrade, and the explicit display of domestic product technical parameters breaks the deadlock of homogeneous competition

In terms of brand distribution, brands such as Adidas and Nike use cultural symbols to anchor emotional penetration. Adidas expresses the sentiment of universities by launching a joint series for Tsinghua University's anniversary, integrating the purple color of Tsinghua and the school emblem elements, and the first - batch sales were sold out. At the same time, it sponsors the equipment of the Tsinghua football team to strengthen campus - scene penetration. The brand binds the university IP to cultivate the consumption mindset of the younger generation and breaks into new circles with cultural identity. Nike, on the other hand, revives classic models of Air Max and combines with urban road - running events to launch a 3D - printed customized sole service to meet the needs of "a thousand different feet for a thousand people", activating Generation Z with personalized customization + nostalgic marketing. Data from Xiaohongshu shows that the annual search volume of scene - based topics such as "university co - branding" and "sneaker styling" has increased significantly, which confirms users' recognition of "sports as a lifestyle", helps Generation Z regard sports equipment as a carrier of identity, and promotes the transformation of products from functional consumption to emotional consumption.

Domestic brands such as Anta, Li - Ning, Toread, and Kailas have made remarkable efforts in technology and achieved technology - enabled products. At the level of technological innovation, Anta uses aerogel and intelligent temperature - control technology, Li - Ning relies on the BOOM mid - sole technology, Toread depends on nano - double - penetration and brain - computer interface technology, and Kailas uses anti - slip outsoles and warming technology. They highlight their technological advantages with clear parameters, which fits the hot topics of consumers' concern about product performance on social media. In terms of meeting user needs, the brands take into account both professionals and the general public. Social media data shows that the general public has a high demand for the daily use and practicality of outdoor equipment, while professionals pursue excellence in equipment performance. Domestic brands accurately capture this trend. For example, Anta's "technology equality", Li - Ning's "one shoe for multiple scenarios", Toread's technology popularization, and Kailas' in - depth exploration of the climbing field can not only meet professional requirements but also fit the daily and light - outdoor scenarios of the general public.

Competitive technology sinks to reconstruct professional thresholds, and exquisite experiences drive the explosive growth of the outdoor vertical track

Vertical - track sports and outdoor brands such as Yonex and Naturehike use technological innovation to break into the mass market from professional scenarios. Yonex sinks the analysis of competitive - level sports data to the amateur market through the AI badminton racket system, and solves the pain point of equipment homogenization with the service of stringing masters, accurately matching the increasing consumer demand for the "badminton training artifact" on Xiaohongshu. Naturehike combines wind - resistant tents with degradable and environmentally friendly materials, uses lightweight technology to lower the threshold of Glamping, and responds to the convenience requirement of the platform where the tutorial of "one - tent setup" has been played more than ten million times. It transforms niche professional equipment into popular consumer products. In essence, it reconstructs the competition logic of the vertical track with technology democratization + scene friendliness, meeting the dual requirements of the new consumer group for "easy access to professionalism" and "exquisite experience".

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", the "Consumption Popular Event List", and extended list reports within the corresponding scope. It aims to objectively and truthfully present the trend characteristics of the consumer world through index evaluation, help industries and brand owners continuously track consumer market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear, clothing and accessories, food and fresh products, household appliances, sports and outdoor, beauty and cleaning products, mother and baby products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, 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 public data from mainstream platforms and data precipitation from the Shiyan Big Consumption Platform under the ownership of Zhidemai 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 due to the limitations of the data itself. In addition, some data in this report have not been officially 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 differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index, and it shall not be reproduced or distributed without permission. Zhidemai Technology Group and Shiyan Index shall not be liable for any losses or damages caused by the use of the information in this report.