戶(hu)(hu)外(wai)(wai)運(yun)動(dong)(dong)的(de)大眾化是戶(hu)(hu)外(wai)(wai)行業(ye)發(fa)展(zhan)的(de)動(dong)(dong)力(li)和(he)催(cui)化劑，參(can)與戶(hu)(hu)外(wai)(wai)運(yun)動(dong)(dong)的(de)群(qun)眾數量不斷擴(kuo)容也是戶(hu)(hu)外(wai)(wai)產業(ye)獲(huo)得較快發(fa)展(zhan)的(de)必要(yao)條件。相比專業(ye)戶(hu)(hu)外(wai)(wai)的(de)高難度、高風險(xian)，泛戶(hu)(hu)外(wai)(wai)更(geng)偏向于健康、休閑、娛樂，目(mu)前已成為(wei)戶(hu)(hu)外(wai)(wai)行業(ye)發(fa)展(zhan)的(de)主流(liu)。由于寬泛的(de)定位(wei)能帶來更(geng)廣泛的(de)消費群(qun)體，這對電商企業(ye)來講，無疑(yi)是個良好的(de)商機。
戶外裝備電商發展現狀：
國內戶外用品未來預期良好，消費潛力巨大，但目前國內戶外裝備企業已經開始了激烈的競爭。一些規模較小又沒有核心技術的企業也有被淘汰的危險。國內品牌如探路者、三夫戶外等上市企業實力雄厚，國外品牌如北面(mian)、狼爪、始祖鳥等擁有自己的核心技術(shu)，支(zhi)持者也(ye)眾多。戶外行業由原先的藍海將會慢慢變成一(yi)片紅海。
盡管(guan)戶(hu)外用品(pin)是(shi)強(qiang)(qiang)體(ti)驗性商(shang)(shang)品(pin)，但(dan)是(shi)其(qi)電(dian)商(shang)(shang)渠(qu)道(dao)的(de)(de)(de)銷售(shou)占比正(zheng)在逐(zhu)漸加大。電(dian)商(shang)(shang)的(de)(de)(de)優勢(shi)(shi)在于(yu)打(da)破了消費(fei)者時間與空間的(de)(de)(de)限(xian)制(zhi)，使消費(fei)者更(geng)便捷地購(gou)買產(chan)品(pin)，而線(xian)下(xia)實體(ti)店(dian)則場(chang)(chang)景購(gou)物加強(qiang)(qiang)體(ti)驗。隨著(zhu)電(dian)商(shang)(shang)紅利逐(zhu)漸消退，預(yu)期未(wei)來(lai)(lai)電(dian)商(shang)(shang)渠(qu)道(dao)增速(su)會(hui)有所降低，但(dan)銷售(shou)總(zong)額(e)仍會(hui)保(bao)持上升(sheng)趨(qu)勢(shi)(shi)；百貨商(shang)(shang)場(chang)(chang)店(dian)的(de)(de)(de)銷售(shou)占比則會(hui)因為(wei)電(dian)商(shang)(shang)的(de)(de)(de)沖(chong)擊(ji)進一(yi)步下(xia)降；專(zhuan)業戶(hu)外店(dian)具(ju)有更(geng)豐富的(de)(de)(de)產(chan)品(pin)體(ti)驗與專(zhuan)業的(de)(de)(de)服務，抵抗電(dian)商(shang)(shang)沖(chong)擊(ji)的(de)(de)(de)能力更(geng)強(qiang)(qiang)，未(wei)來(lai)(lai)將保(bao)持穩(wen)中(zhong)有升(sheng)的(de)(de)(de)趨(qu)勢(shi)(shi)。總(zong)體(ti)來(lai)(lai)看，預(yu)計未(wei)來(lai)(lai)線(xian)上線(xian)下(xia)結(jie)合(he)的(de)(de)(de)全渠(qu)道(dao)模式將成(cheng)為(wei)戶(hu)外用品(pin)零售(shou)發展(zhan)趨(qu)勢(shi)(shi)。
區域特征：戶外用品(pin)的銷售(shou)具有明顯的區(qu)(qu)域(yu)性(xing)，其中經濟發達(da)地(di)區(qu)(qu)明顯高于(yu)欠發達(da)地(di)區(qu)(qu)，戶外資源豐(feng)富地(di)區(qu)(qu)明顯高于(yu)匱乏地(di)區(qu)(qu)，氣候相對寒冷的北方地(di)區(qu)(qu)明顯高于(yu)南(nan)方地(di)區(qu)(qu)。
季節特征：戶外(wai)用品(pin)(pin)的(de)銷(xiao)售(shou)(shou)具有明顯(xian)(xian)的(de)季節性，春(chun)夏季的(de)產(chan)品(pin)(pin)銷(xiao)售(shou)(shou)數量多于(yu)(yu)秋(qiu)冬季，戶外(wai)活動的(de)參(can)與人數也高于(yu)(yu)秋(qiu)冬季，但秋(qiu)冬季戶外(wai)用品(pin)(pin)銷(xiao)售(shou)(shou)額(e)明顯(xian)(xian)高于(yu)(yu)春(chun)夏季，原因是秋(qiu)冬季產(chan)品(pin)(pin)單品(pin)(pin)價格遠高于(yu)(yu)春(chun)夏季。春(chun)夏季與秋(qiu)冬季產(chan)品(pin)(pin)的(de)銷(xiao)售(shou)(shou)額(e)占(zhan)比約為4:6。
消費群體：戶外用(yong)(yong)品消費群體(ti)多擁有健(jian)康的運動理念(nian)，平均教育程度較高(gao)，收入中等偏上，使(shi)用(yong)(yong)互聯網比例高(gao)，熱愛大自然，生活態度積極(ji)，喜歡探(tan)險和自我挑(tiao)戰，男性(xing)比例略(lve)高(gao)于(yu)女性(xing)，年齡(ling)主要分布于(yu)25-50歲(sui)之(zhi)間。
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23.98%（1478家） |
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11.08%（683家） |
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12.99%（801家） |
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5.05%（311家） |
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0.49%（30家） |
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0.75%（46家） |
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34.57%（2131家） |
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15.41%（950家） |
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6.73%（415家） |
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1.31%（81家） |
0.36%（22家） |
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0.19%（12家） |
2021年網(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)6164家(jia)(jia)，其(qi)中小(xiao)品(pin)(pin)牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多，達到(dao)2131家(jia)(jia)，其(qi)次為(wei)品(pin)(pin)牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)1478家(jia)(jia)，品(pin)(pin)牌特許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)950家(jia)(jia)，京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)801家(jia)(jia)，京東(dong)自(zi)(zi)營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)683家(jia)(jia)，京東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)415家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)311家(jia)(jia)，唯品(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)81家(jia)(jia)，蘇寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)46家(jia)(jia)，蘇寧(ning)自(zi)(zi)營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)30家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)22家(jia)(jia)，品(pin)(pin)牌商(shang)城(cheng)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)12家(jia)(jia)。
小(xiao)編認(ren)為(wei)，戶外運動(dong)(dong)正逐漸被民眾所認(ren)可和接(jie)受。特別最(zui)近幾年(nian)，在(zai)全民健身熱潮(chao)，冬奧會申(shen)辦成(cheng)功和國家扶植冰(bing)雪運動(dong)(dong)的(de)(de)背(bei)景下，參(can)與戶外運動(dong)(dong)的(de)(de)人(ren)數(shu)穩步(bu)增加(jia)，從(cong)最(zui)初的(de)(de)極少數(shu)人(ren)參(can)與的(de)(de)小(xiao)眾運動(dong)(dong)發展(zhan)成(cheng)為(wei)大眾廣泛(fan)參(can)與的(de)(de)運動(dong)(dong)，戶外生(sheng)活方式成(cheng)為(wei)人(ren)們最(zui)向往的(de)(de)健康(kang)生(sheng)活方式之一。從(cong)而一批戶外裝備網店也(ye)應需而生(sheng)，形成(cheng)了一個(ge)新的(de)(de)市場(chang)消(xiao)費(fei)點。
北面
哥倫比亞
始祖鳥
探路者
狼爪
巴塔哥尼亞
土撥鼠
凱樂石
諾詩蘭
駱駝
