- Young Chinese people have taken an interest in outdoor sports.
- In 2023, the Ministry of Culture and Tourism has been aggressively promoting outdoor activities.
- In the years ahead, the business is expected to grow even more as outdoor sports become an integral part of Chinese culture.
Young Chinese people have taken an interest in outdoor sports, with those born in the 1990s making up the largest consumer group that engages in these activities. According to a survey on outdoor sports in China, orders relating to outdoor sports increased by 79% in the first half of 2023 compared to a 221 percent gain in 2019.
Chinese lifestyle-sharing platforms, such as Weibo and Xiaohongshu, have witnessed a large number of daily posts showcasing a variety of outdoor sports experiences, from extreme sports like off-roading and sailing to more relaxed sports like camping and city walks.
China’s younger generation
In 2023, the Ministry of Culture and Tourism has been aggressively promoting new travel offerings, many of which center around outdoor activities like camping, ice skating, and snowshoeing.
A plan of action detailing steps to promote outdoor sports facilities and improve services was released by many departments in China, including the General Administration of Sport and the National Development and Reform Commission, between 2023 and 2025. This plan called for upgrading camping and mountain outdoor sports facilities as well as optimizing the design of ice and snow sports facilities.
According to a 2022 annual report on China’s cycling sector, almost 60% of China’s cycling population is between the ages of 18 and 40.
More inexperienced riders are joining the cycling community, as seen by the rise in the percentage of riders with less than a year’s experience, which went from 5.58 percent in 2021 to 11.33 percent in 2022.
As China’s sports infrastructure develops, more space is made available for outdoor activities, as evidenced by the rising popularity of sports like cycling and jogging. Teenagers who participate in outdoor sports now use these activities as a social media platform, which helps them find common ground and build relationships. Additionally, outdoor sports are seen by young parents as activities that improve family ties.
In the years ahead, the business is expected to grow even more as outdoor sports become an integral part of Chinese culture, particularly for the younger population.
