China's outdoor market shifts to quality consumption

China climbs toward high-end outdoors.

China's outdoor market growth is not linear but explosive – natural endowments, consumption upgrading and lifestyle changes are unlocking this blue ocean, according to Sun Na, international brand director of Kailas FUGA, at a Shanghai media briefing hosted by sports tech firm BOA on Tuesday. Gathering brands, experts and veteran users, the event focused on "fit systems in multi-sport scenarios," mirroring the market’s deep shift from scale to quality. "China has rare global mountain resources – nine peaks over 8,000m, 140 over 7,000m, nationwide – offering a unique stage for outdoor sports," Sun noted. "Per capita GDP topped $10,000 (70,810 yuan) in 2019; international experience shows this often triggers an outdoor sports boom."

Diversified scenarios are widening the market. Sun observed, "Europe and America’s 'three workdays, four outdoor days' lifestyle is influencing China, making 'work-nature balance' a new demand. Outdoor sports are no longer defined by single events – cross-sport trends, like skiers doing trail running in summer or hikers trying cycling, call for more versatile gear."

This shift has raised gear demand from "usable" to "high-performance and precise," creating opportunities for global fit-tech brands.

“Authentic outdoor gear brands solve scenario-specific pain points with technology, not short-term trends," stressed BOA Greater China Business General Manager Mani Chan. This philosophy guided BOA's eight-year development of a fit system for alpine ski boots: "We asked if it suited alpine skiing; our goal is to lead the market with precise fit, not simply enter it." Chan’s view echoes rising demand for professional-grade gear. In precision-critical sports like skiing and trail running, fit directly affects performance and safety. "In competitive skiing, every second matters, and small freestyle movement variations can alter results," said Yang Shijie, Burton China’s senior director of marketing & e-commerce. Despite huge potential, high entry barriers persist. Sun believes the fix is "technology plus popularization": "Professional equipment can cut hiking time by 1.5 hours; precise fit reduces injuries. Brands must communicate this via popularization."

As popularization deepens and technology advances, Sun predicts: "Outdoor sports will become more accessible. With its vast consumer base and rich resources, China will become a core growth engine for the global outdoor market."