Analysis of Professionalization Trends in the Outdoor Extreme Sports Industry and Investment Opportunities in the Consumer Market

Based on the latest industry data and trend analysis reports I have obtained, I will provide you with a systematic and comprehensive analysis of the professionalization trends in the outdoor extreme sports industry and their implications for consumer market investment.

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Currently, China’s outdoor extreme sports are undergoing profound structural changes. According to the China Outdoor Sports Industry Development Report (2024-2025) released by the General Administration of Sport of China, as of the end of June 2025, the number of outdoor sports-related enterprises in China has reached 335,000, with approximately 24,000 new related enterprises registered in the first half of 2025 [1]. This data reflects the market’s continued optimism about the industry’s future development prospects. More notably, these new enterprises show obvious professional characteristics — expanding from simple equipment sales to high-value-added fields such as skill training, safety services, and event operation.

Taking two typical high-threshold extreme sports, ice climbing and alpine skiing, as examples, their professionalization trends are reflected in three dimensions: First, participants’ demand for professional skills has grown significantly, spawning a large number of professional training institutions and certification systems; Second, consumers’ requirements for the professional performance of equipment have increased, driving brands to increase R&D investment; Third, the enhanced awareness of risk control has driven the professional development of related safety equipment and rescue services.

The acceleration of the professionalization trend benefits from strong policy support. At the national level, policy documents such as the “Action Plan for Promoting the Construction of Outdoor Sports Facilities and Service Improvement (2023-2025)” have been released. Since 2023, 14 national standards and 10 industry standards for outdoor sports have been issued, and local standards have also been successively introduced in Jilin, Guizhou and other regions [2]. This top-down standardization provides clear guidance for the industry’s development and reliable policy expectations for investment decisions.

According to data from Tongcheng Travel, in the first half of 2024, post-80s accounted for 35.84% and post-90s accounted for 34.81% of outdoor sports consumers, becoming the core consumer force, while post-00s accounted for 12.79%, showing strong growth potential [2]. This generational structural change means that consumers have higher requirements for the professionalism, safety and technological content of products. At the same time, the proportion of outdoor sports participants in new first-tier cities is as high as 23%, 14% in first-tier cities, 19% and 17% in second- and third-tier cities respectively, showing a trend of expansion from first- and second-tier cities to wider regions [2].

The professionalization trend has directly promoted the upgrading and expansion of the consumer market. According to data from iiMedia Research, the market size of China’s sports footwear and apparel industry reached RMB 598.9 billion in 2025, and is expected to reach RMB 896.3 billion by 2030 [3]. Behind this growth is a profound change in consumption structure: compared with 2019, the number of outdoor sports-related orders increased by 14.99% in 2023; the year-on-year growth rate in the first half of 2024 was as high as 59.78% [2].

In terms of per capita consumption, outdoor sports enthusiasts spend an average of RMB 2,000 to 5,000 per year on a single project, among which the annual per capita consumption for skiing is RMB 4,910, cycling RMB 4,033, camping RMB 3,323, and hiking RMB 2,110 [2]. This level of consumption has far exceeded the simple entertainment experience stage, reflecting recognition of the value of professional equipment and services.

The professionalization trend is particularly evident in the equipment market. According to JD.com data, since November 2023, the transaction volume of ski suit sets has increased by 180% year-on-year, and the transaction volume of ski equipment has increased by more than 150% year-on-year [4]. More importantly, consumers’ pursuit of professional performance has driven the structural upgrading of the equipment market:

: As one of the world’s three full-range climbing brands, KAILAS’s core product, trail running shoes, are priced at over RMB 1,000, and its hardshell jackets are priced as high as RMB 2,800 [3]. Mobi Garden’s Cold Mountain Extreme Series jackets are priced over RMB 2,000, its tent product “Royal Castle 310” is priced as high as RMB 13,499, and Pelliot’s Peak Series camp tent is even sold for RMB 25,000 [3]. This marks that domestic outdoor brands are breaking through the “affordable alternative” label and advancing into high-margin, high brand value fields.

: Currently, domestic brands have gradually started cooperation with internationally renowned fabric suppliers while accelerating independent fabric R&D. High-end fabric technologies such as Gore-Tex and eVent are widely used in professional outdoor equipment, and ANTA’s “Thermal Tech” ski jackets achieve ultra-light warmth at -20°C, marking China’s manufacturing step towards “high-end ice and snow equipment” [5].

: In the 2023/24 ice and snow season, the number of skiers in China reached 23.08 million, hitting a peak in the past decade [5]. The annual average number of skiing trips per skier has risen to 1.8, and China has become one of the fastest-growing ski markets in the world. In 2023, there were 2,847 ice and snow sports venues nationwide, including 935 ski venues and 1,912 ice skating venues, representing a 16.11% increase compared to 2022 [4].

: In the first half of 2024, the order volume of cycling and fishing increased by 102.3% and 29.6% year-on-year respectively; the order volume of paragliding, surfing, and sailing increased by 65.8%, 24.6%, and 8.7% year-on-year respectively [2]. These data indicate that professional segmented markets are releasing huge growth momentum.

• Functional fabric R&D enterprises: Enterprises with integrated industrial chain advantages such as Tailored New Materials and Zhejiang Nature are worthy of attention
• Core components of outdoor equipment: Such as carbon fiber materials for skis and high-end ice skate bearings, which still rely on imports, presenting opportunities for domestic substitution

• Professional outdoor brand matrix: ANTA Sports has laid out the high-end outdoor track through the acquisition of Amer Sports, and owns brands such as Arc’teryx, Salomon, and DESCENTE [6]
• Domestic professional brands: Brands such as KAILAS, Mobi Garden, Toread, and Pelliot are achieving value breakthroughs through product upgrading and brand building
• Emerging brands: “Light of Domestic Products” brands such as AWKA, VECVEC, NANDN, and Nobaday are rising rapidly

• Professional retail channels: Professional outdoor retail stores such as Decathlon continue to expand
• Online platforms: The order volume of ski equipment on Douyin e-commerce increased by nearly 5 times year-on-year in 2024 [5]
• Training and event services: There is broad space in fields such as professional skill training, safety services, and event operation

: According to Insights into the Development Trends of China’s Ice and Snow Sports Industry released by PwC, the compound annual growth rate of the ice and snow industry from 2013 to 2025 is expected to reach approximately 20%, far higher than the national GDP growth rate during the same period [5]. The national plan clearly states that the total scale of the outdoor sports industry will exceed RMB 3 trillion by 2025, and the ice and snow economy is an important part of it. It is recommended to focus on:

• Opportunities for domestic substitution of ice and snow equipment
• Operation of ice and snow event IPs
• Integrated ice and snow tourism resorts

: The professionalization trend is driving the upgrading of sportswear towards functional technology and scenario-specific orientation. According to a research report from Huafu Securities, traditional sports brands such as ANTA and Li-Ning are increasing the proportion of outdoor categories, and Bosideng has launched down jackets for outdoor scenarios. Functional apparel is emerging as a new growth engine [6].

: The in-depth integration of outdoor sports with cultural tourism, study tours, rural revitalization and other industries is creating new investment opportunities. From January to September 2024, 74 national sports tourism demonstration bases received 134 million visits, an increase of 8.86% year-on-year [2]. The “Travel with Events” program has effectively driven local consumption.

According to public data, there were 49 investment and financing transactions in the domestic sports field in 2023, with a total financing amount exceeding RMB 8.197 billion. Among them, outdoor sports became the most watched field with a proportion of 20.41%, receiving 10 investments totaling RMB 495 million [2]. In July 2024, financing in the low-altitude economy sector was booming, providing financial support for aviation sports infrastructure construction, event operation, and product innovation [2]. This trend indicates that the capital market holds a positive attitude towards the professional development of the outdoor sports industry.

: With more participants entering the market, competition is becoming increasingly fierce. International brands such as Haglöfs (Matchstick), Marmot, and Norrna have returned to the Chinese market after leaving for many years, intensifying competition in the high-end market [3]. Dong Peng, a senior enterprise management expert, pointed out that if brands raise prices only through marketing packaging without technological innovation, they may overdraw consumer trust and lead the industry into bubble competition [3].

: Currently, China’s ice and snow consumption shows a “polarization” characteristic, with 77.05% of ski resorts being tourism-experience oriented [5]. This means that the market size for professional consumers may fall short of expectations, and enterprises need to cover both the mass market and the professional market.

: The global ice and snow market is facing challenges due to global warming and environmental changes. The natural snow season in Northeast China has shortened, forcing enterprises to develop artificial snow-making technology for temperatures as low as -5°C [5]. This structural change may affect the long-term development prospects of some outdoor sports projects.

: A PwC report pointed out that while the ice and snow training industry is developing rapidly, competition is becoming increasingly fierce. Innovative brands often have the characteristics of excessive investment in labor, venue, and marketing costs, and it is necessary to guard against the impact on industry development after the overheated capital recedes [5].

: Prioritize the layout of enterprises with core technology R&D capabilities, especially those that have made breakthroughs in “bottleneck” areas such as materials science and intelligent equipment. Focus on the progress of domestic brands in high-end fabrics, independent design and other aspects.

: Focus on enterprises that can build a “brand ecosystem”, and resist the risk of single brand fluctuations through diversified product lines and brand matrices. ANTA’s multi-brand strategy provides a useful reference for the industry [6].

: Prioritize enterprises that can cover the full range of scenarios from professional competition to mass experience. PwC recommends that enterprises develop product lines for different customer groups, emphasizing technical performance in the high-end market, and focusing on safety and fun in the mass market [5].

: Focus on segmented fields that can fully benefit from policy support. The 2025 “Government Work Report” clearly proposes to actively develop ice and snow sports and the ice and snow economy [5], and local governments have also successively introduced supportive policies.

: Focus on fast-growing segmented markets such as ski equipment and cycling equipment. Data from the first half of 2024 shows that the order volume of cycling and fishing increased by 102.3% and 29.6% year-on-year respectively [2], and enterprises in the related industrial chain are expected to benefit.

: Domestic brands are winning consumer trust with designs closer to local needs, more flexible marketing strategies, and highly competitive prices. The average prices of the TOP 30 domestic brands increased by 25% to 65% year-on-year in 2023-2024 [3], reflecting the improvement of brand value.

: Integrated business formats such as outdoor + cultural tourism and outdoor + technology are growing rapidly, and enterprises with relevant layouts are expected to obtain excess returns.

: Focus on enterprises that have made breakthroughs in core technology fields such as materials science and intelligent equipment. PwC recommends the establishment of a national ice and snow materials laboratory, jointly with universities and enterprises to solve the problem of material performance stability in low-temperature environments [5].

: With the increase in outdoor sports participation (the current outdoor participation rate in China is only 28%, which still has a large room for improvement compared to more than 50% in Europe and the United States [6]), the demand for professional and high-end products will continue to grow.

: In China’s first-tier cities, light outdoor participants account for as high as 63%, of which women account for an astonishing 72% [3]. Enterprises that can keenly capture the needs of female consumers are expected to gain a competitive advantage.

The professionalization trend in the outdoor extreme sports industry is profoundly reshaping the consumer market pattern. From an investment perspective, this trend has created multi-level investment opportunities: upstream raw material and component suppliers benefit from the demand for equipment upgrading; midstream brand manufacturers achieve value enhancement through product differentiation and brand building; downstream channels and service providers share the industry growth dividends.

Looking to the future, China’s outdoor sports industry will show the following development trends: First, the degree of professionalization will continue to improve, extending from simple equipment consumption to high-value-added fields such as skill training and safety services; Second, domestic brands will rise rapidly, breaking through the “affordable alternative” label through technological innovation and brand building; Third, consumption scenarios will become more diversified, covering from professional competition to mass experience; Fourth, technology integration will deepen, and new technologies such as AI and VR are changing sports experiences.

According to the national plan, the total scale of the outdoor sports industry will exceed RMB 3 trillion by 2025 [3]. Standing at this historic juncture, investors should fully grasp the structural opportunities brought by the professionalization trend, while carefully assessing risk factors such as market competition and climate change, and building an investment portfolio with controllable risks.

[1] Department of Sports Economy, General Administration of Sport of China. China Outdoor Sports Industry Development Report (2024-2025). https://www.sport.gov.cn/

[2] General Administration of Sport of China. China Outdoor Sports Industry Development Report (2023-2024). https://www.sport.gov.cn/n20001280/n20067608/n20067635/c28206840/content.html

[3] Eastmoney. Domestic Brands Top the List, Foreign Brands Seize the Market: Outdoor Sports in 2025, Who Will Dominate the 3 Trillion RMB Track?. https://finance.eastmoney.com/a/202512313606761545.html

[4] General Administration of Sport of China. Research Report on the Mass Ice and Snow Consumer Market (2023-2024 Ice and Snow Season). https://www.sport.gov.cn/dyzx/n5169/c27901502/part/27901512.pdf

[5] PwC. Breaking New Ground in Snow, Opening a New Chapter in Ice: Insights into the Development Trends of China’s Ice and Snow Sports Industry. https://www.pwccn.com/zh/industries/government/insight-chinese-ice-and-snow-sports-mar2025.pdf

[6] Huafu Securities. In-Depth Report on the Outdoor Industry: Health and Emotional Value, Opening a New Chapter of Domestic Demand. https://pdf.dfcfw.com/pdf/H3_AP202405311635079507_1.pdf