The new outdoor wave: Young people explore interest-based social consumption | Brand Ranking of SY Research Consumption Index Vol.86

As outdoor equipment is endowed with multiple attributes such as professionalism, social interaction, healing, and identity recognition, some brands have strongly topped the list with the integration strategy of "professionalism + fashion", some established players have seized niche markets through co - branding and technology, and some high - end giants are facing challenges. This industry change driven by the differentiation of user needs not only tests the brand's precise positioning in the niche market but also indicates the deep - seated transformation of outdoor consumption from an "equipment competition" to "scenario value". This issue of the Shiyan Consumption Index takes you to observe the "emotional value" inspired by sports.

Image source: Shiyan Big Consumption Index

During this monitoring period, Li Ning, Camel, and Adidas ranked in the top three in the comprehensive popularity list with comprehensive popularity scores of 1.85, 1.72, and 1.54 respectively.

Generational stratification reconstructs the logic of outdoor consumption, and scenario - adapted consumption drives brands to return to professionalism

From the perspective of brand distribution, as the generational stratification characteristics of the outdoor sports consumption market become increasingly obvious, young Z - generation users are reshaping the consumption logic through "interest - based social interaction", urban white - collars are seeking stress relief in the outdoors, and the middle - class population pays more attention to the experience of getting close to nature. Therefore, it drives brands to carry out new product layout and strategic adjustment in their respective markets.

Among them, the Camel brand rose 7 places this month and ranked first in search popularity. This may be related to its upgrade path from "mass outdoor" to the integration of "professionalism + fashion + multi - functionality". This month, Camel not only jointly launched the new autumn 2025 "Penguin Wind Shield Windbreaker" with the professional outdoor cold - resistant down jacket brand "Penguin", integrating cutting - edge cold - protection technology and fashionable design; it also captured young consumers who pursue both outdoor experiences and pay attention to daily dressing through its urban light outdoor series.

This month, the Converse brand mainly focused on co - branding with celebrities, launching new summer products, and revitalizing classic series. On July 17th, it launched a new summer white Sport Casual Star Arrow Sneakers, featuring the concept of "universal match"; and on the 25th, it released a new co - branded series with Wang Yuan, continuously consolidating its brand positioning as a "symbol of retro trendy culture".

The Descente brand officially launched its first shock - absorbing running shoes for the general runners, entering the rapidly growing running market. This shoe is the official designated equipment for the 2025 Standard Chartered Shanghai 10 - Kilometer Run, strengthening its high - end positioning.

In addition, the scarcity advantage of the Arc'teryx brand, which is pursued by users for its "status symbol attribute in the middle - class circle", is gradually being diluted as domestic brands such as Kailas are making efforts in the mid - to - high - end market. Coupled with Arc'teryx's excessive focus on trendy marketing in recent years, it also laid the groundwork for the later "fireworks show" incident.

Stratification of sports consumption under the wave of badminton price hikes: high - end professionalism persists and new mass - friendly options emerge

From the perspective of niche markets, Yonex, a high - end and professional badminton brand, announced its second price increase this year. Starting from July, it will raise the prices of multiple badminton products by nearly 30%.

Among them, the price of the hot - selling AS - 05 badminton on e - commerce platforms will be raised from 275 yuan per dozen in April 2025 to 350 yuan per dozen, a significant increase. Behind the price increase, due to problems such as the shortage of the natural feather supply chain, the brand is accelerating the research and development of alternative solutions such as artificial badminton.

Therefore, the mass market is rising. Victor, with its reliable performance and more affordable prices, has become an ideal choice for many amateur enthusiasts and advanced players. At the China Badminton Open held this month, it for the first time introduced badminton products co - branded with the well - known domestic animation IP Nai Long developed by VICTOR, and Nai Long interacted deeply with players, injecting trendy and cute elements into traditional badminton events, successfully attracting the attention of the Z - generation and significantly enhancing the brand's popularity and topic - worthiness among young people.

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", "Industry Consumption Heat Index List", "Product Consumption Heatwave Index List", "Consumption Popular Event List", and extended list reports for corresponding scopes. It aims to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption 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 produce, 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 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 list data is calculated by combining public data from mainstream platforms and data accumulated on the Shiyan Big Consumption Platform under the 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 has not been formally audited by an independent third - party auditing institution, so there may be unrecognized 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 of them. 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. 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.