戶(hu)外(wai)運(yun)動(dong)的(de)(de)(de)大(da)眾(zhong)化(hua)是戶(hu)外(wai)行業(ye)發(fa)(fa)展的(de)(de)(de)動(dong)力(li)和催化(hua)劑，參與(yu)戶(hu)外(wai)運(yun)動(dong)的(de)(de)(de)群(qun)眾(zhong)數量(liang)不(bu)斷(duan)擴容也是戶(hu)外(wai)產業(ye)獲得較快發(fa)(fa)展的(de)(de)(de)必要條件。相比專業(ye)戶(hu)外(wai)的(de)(de)(de)高難度(du)、高風險(xian)，泛戶(hu)外(wai)更(geng)偏向于健康、休閑、娛樂，目前已成為(wei)戶(hu)外(wai)行業(ye)發(fa)(fa)展的(de)(de)(de)主流(liu)。由(you)于寬泛的(de)(de)(de)定位能帶來(lai)更(geng)廣泛的(de)(de)(de)消費群(qun)體，這(zhe)對電商(shang)企(qi)業(ye)來(lai)講，無疑是個良好的(de)(de)(de)商(shang)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(tan)路(lu)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(deng)擁有自己的核心技術，支持者也眾(zhong)多(duo)。戶外行業由原先的藍(lan)海將會(hui)慢(man)慢(man)變成一片紅海。
盡(jin)管戶外(wai)用品(pin)是強體(ti)(ti)驗性商(shang)(shang)(shang)品(pin)，但是其電(dian)(dian)商(shang)(shang)(shang)渠道(dao)的(de)(de)(de)銷(xiao)售(shou)占(zhan)比正在逐(zhu)漸(jian)加(jia)大。電(dian)(dian)商(shang)(shang)(shang)的(de)(de)(de)優勢(shi)在于打(da)破了消費(fei)者(zhe)時間(jian)與空間(jian)的(de)(de)(de)限制(zhi)，使消費(fei)者(zhe)更便(bian)捷地購買(mai)產品(pin)，而(er)線(xian)下(xia)(xia)實體(ti)(ti)店(dian)則場(chang)景(jing)購物(wu)加(jia)強體(ti)(ti)驗。隨著(zhu)電(dian)(dian)商(shang)(shang)(shang)紅利逐(zhu)漸(jian)消退，預期未來電(dian)(dian)商(shang)(shang)(shang)渠道(dao)增(zeng)速會(hui)有(you)所降(jiang)低(di)，但銷(xiao)售(shou)總(zong)額仍會(hui)保持上升趨(qu)勢(shi)；百貨商(shang)(shang)(shang)場(chang)店(dian)的(de)(de)(de)銷(xiao)售(shou)占(zhan)比則會(hui)因為電(dian)(dian)商(shang)(shang)(shang)的(de)(de)(de)沖擊(ji)進一(yi)步(bu)下(xia)(xia)降(jiang)；專業戶外(wai)店(dian)具(ju)有(you)更豐富的(de)(de)(de)產品(pin)體(ti)(ti)驗與專業的(de)(de)(de)服務(wu)，抵抗電(dian)(dian)商(shang)(shang)(shang)沖擊(ji)的(de)(de)(de)能(neng)力更強，未來將保持穩中有(you)升的(de)(de)(de)趨(qu)勢(shi)。總(zong)體(ti)(ti)來看，預計未來線(xian)上線(xian)下(xia)(xia)結(jie)合(he)的(de)(de)(de)全渠道(dao)模式將成為戶外(wai)用品(pin)零(ling)售(shou)發展(zhan)趨(qu)勢(shi)。
區域特征：戶外用(yong)品的銷售具(ju)有(you)明(ming)顯(xian)(xian)的區域性，其中經濟發(fa)達(da)地(di)區明(ming)顯(xian)(xian)高于欠發(fa)達(da)地(di)區，戶外資源(yuan)豐富地(di)區明(ming)顯(xian)(xian)高于匱乏地(di)區，氣候相(xiang)對寒(han)冷的北方地(di)區明(ming)顯(xian)(xian)高于南方地(di)區。
季節特征：戶外用品(pin)的(de)(de)銷售(shou)(shou)具有明(ming)顯(xian)的(de)(de)季(ji)(ji)節性，春夏季(ji)(ji)的(de)(de)產(chan)(chan)品(pin)銷售(shou)(shou)數(shu)量多(duo)于(yu)(yu)秋(qiu)冬(dong)季(ji)(ji)，戶外活(huo)動的(de)(de)參與(yu)人數(shu)也高于(yu)(yu)秋(qiu)冬(dong)季(ji)(ji)，但秋(qiu)冬(dong)季(ji)(ji)戶外用品(pin)銷售(shou)(shou)額明(ming)顯(xian)高于(yu)(yu)春夏季(ji)(ji)，原因是(shi)秋(qiu)冬(dong)季(ji)(ji)產(chan)(chan)品(pin)單(dan)品(pin)價格遠(yuan)高于(yu)(yu)春夏季(ji)(ji)。春夏季(ji)(ji)與(yu)秋(qiu)冬(dong)季(ji)(ji)產(chan)(chan)品(pin)的(de)(de)銷售(shou)(shou)額占比約為(wei)4:6。
消費群體：戶外用品消費(fei)群(qun)體多擁(yong)有健(jian)康的運動理念，平均教育程(cheng)度較高，收(shou)入(ru)中(zhong)等偏(pian)上，使用互聯網比例高，熱愛大自然，生活態度積極，喜歡探險和自我挑戰，男(nan)性(xing)比例略高于女(nv)性(xing)，年齡主要(yao)分(fen)布(bu)于25-50歲之(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)(wang)站(zhan)數據庫共收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)6164家，其(qi)中小品(pin)(pin)牌網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多，達到2131家，其(qi)次為(wei)(wei)(wei)(wei)品(pin)(pin)牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian)，收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)1478家，品(pin)(pin)牌特許店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)950家，京東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)801家，京東自(zi)營店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)683家，京東特許店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)415家，拼(pin)多多店(dian)(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)311家，唯品(pin)(pin)會店(dian)(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)81家，蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)46家，蘇寧自(zi)營店(dian)(dian)(dian)(dian)(dian)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)30家，企業店(dian)(dian)(dian)(dian)(dian)鋪(pu)收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)22家，品(pin)(pin)牌商城收錄(lu)(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)12家。
小(xiao)編認為(wei)，戶外(wai)運動正逐漸被民眾所(suo)認可和接(jie)受。特別(bie)最近幾年，在全民健(jian)身熱(re)潮，冬奧會(hui)申(shen)辦成(cheng)(cheng)功和國(guo)家扶植冰雪運動的背景(jing)下，參與(yu)戶外(wai)運動的人(ren)數穩(wen)步增加，從最初的極少數人(ren)參與(yu)的小(xiao)眾運動發展(zhan)成(cheng)(cheng)為(wei)大眾廣泛參與(yu)的運動，戶外(wai)生活(huo)方式(shi)成(cheng)(cheng)為(wei)人(ren)們最向往的健(jian)康生活(huo)方式(shi)之一(yi)。從而(er)一(yi)批(pi)戶外(wai)裝(zhuang)備網店(dian)也應需而(er)生，形成(cheng)(cheng)了一(yi)個新的市場消費點。
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
