The sports outdoor market is booming and has become the mainstream of clothing consumption. New and old sports outdoor brands are accelerating their efforts to seize the market.
The “Insight Report on China’s Sports Outdoor Industry” recently released by Huali Zhi found that new Chinese brands are mainly concentrated in professional fields such as outdoor backpacks, cycling, and off-road running; When creating outdoor products, mainstream brands tend to focus on niche sports scenes, technological fabric innovation, professional athlete collaborations, and high-end transformation.
This means that in the outdoor sports market, the phenomenon of product design convergence, professional scene clustering, and performance parameter internalization is very common, leading to increasingly crowded tracks.
The general public is at a loss when faced with obscure and difficult to understand professional products. For brands, breaking through homogenization and finding differentiation paths has become an urgent task.
For some non professional outdoor brands, exploring market gaps between urban commuting and outdoor micro vacations, or finding a balance between performance and comfort, are all efficient opportunities.
The rationality of FILA’s creation of differentiated products for “breathable assault jackets” lies in its long-term successful brand positioning, as well as considerable market size and influence.
FILA, as one of the two main sports brands of ANTA Group, has always positioned itself as “high-end sports fashion”, advocating the integration of sports and fashion, and building a diverse matrix of lifestyle scenes such as sports, leisure, and light business.
The core users of FILA are not professional athletes, they are urban elites, white-collar workers, and outdoor “newcomers”. Their demands for comfort, pleasure, lightness, and flexibility far exceed the performance parameters of the product.
At present, FILA has formed four core sports scenes: golf, skiing, tennis, and outdoor activities. ANTA Group’s 2024 annual report mentioned that driven by the outdoor trend, the sports outdoor series has brought new growth to the FILA brand.
The product targets mid to high end fashion outdoor consumers at a mid to high price point, which is highly consistent with FILA’s brand positioning and existing user profile.
It starts from the real needs of brand users – urban elites, and naturally points to light outdoor wearing scenarios.
The dissemination theme also closely follows the psychological pain points of urban populations, meticulously planning narrative content that is story oriented and scene based, integrating novel forms of micro variety shows and live broadcasts, and combining them with a large star lineup to further boost the dissemination influence, ultimately achieving dual growth of brand awareness and vitality.
Conclusion
The competition in the outdoor sports industry has shifted from simply “putting on equipment” to a more subtle and complex stage. Consumers do not want to purchase a collection of features, but rather a “passport” to enter their ideal lifestyle.
In this context, brands also need to evolve and take on the role of companions accompanying users to “become a better version of themselves”, jointly shaping the lifestyle landscape of the sports and outdoor industry.
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