戶(hu)外(wai)運動(dong)的(de)大眾化是戶(hu)外(wai)行業(ye)發(fa)(fa)展(zhan)的(de)動(dong)力(li)和催化劑，參與(yu)戶(hu)外(wai)運動(dong)的(de)群眾數(shu)量(liang)不斷擴容也是戶(hu)外(wai)產業(ye)獲得(de)較快發(fa)(fa)展(zhan)的(de)必要(yao)條件。相比專業(ye)戶(hu)外(wai)的(de)高難度、高風(feng)險，泛戶(hu)外(wai)更偏向于健康、休閑(xian)、娛(yu)樂，目前已成為(wei)戶(hu)外(wai)行業(ye)發(fa)(fa)展(zhan)的(de)主(zhu)流。由于寬泛的(de)定位(wei)能帶來更廣泛的(de)消費(fei)群體，這對電商(shang)企業(ye)來講(jiang)，無疑是個良好的(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。國內品牌如探路(lu)者、三夫(fu)戶外等上市企業實力雄厚，國外品牌如北面、狼(lang)爪、始祖鳥等擁有自(zi)己的(de)核(he)心技術(shu)，支(zhi)持者也眾多(duo)。戶外行(xing)業由原先的(de)藍海將會慢慢變成一片紅(hong)海。
盡管戶外用品(pin)是強(qiang)體(ti)(ti)驗性商(shang)(shang)(shang)品(pin)，但是其(qi)電(dian)(dian)商(shang)(shang)(shang)渠道(dao)的(de)(de)(de)銷售占比正在逐漸(jian)加大(da)。電(dian)(dian)商(shang)(shang)(shang)的(de)(de)(de)優勢在于打破了消費者(zhe)時間與空間的(de)(de)(de)限制，使消費者(zhe)更(geng)便捷(jie)地購(gou)買產(chan)(chan)品(pin)，而線下實體(ti)(ti)店(dian)(dian)則場景購(gou)物加強(qiang)體(ti)(ti)驗。隨著電(dian)(dian)商(shang)(shang)(shang)紅(hong)利(li)逐漸(jian)消退，預期(qi)未(wei)來(lai)電(dian)(dian)商(shang)(shang)(shang)渠道(dao)增速會(hui)(hui)有(you)(you)所(suo)降(jiang)(jiang)低(di)，但銷售總(zong)額仍會(hui)(hui)保(bao)(bao)持上(shang)升(sheng)趨勢；百貨(huo)商(shang)(shang)(shang)場店(dian)(dian)的(de)(de)(de)銷售占比則會(hui)(hui)因為電(dian)(dian)商(shang)(shang)(shang)的(de)(de)(de)沖擊(ji)進(jin)一步下降(jiang)(jiang)；專(zhuan)業(ye)戶外店(dian)(dian)具有(you)(you)更(geng)豐富的(de)(de)(de)產(chan)(chan)品(pin)體(ti)(ti)驗與專(zhuan)業(ye)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(geng)強(qiang)，未(wei)來(lai)將(jiang)保(bao)(bao)持穩中有(you)(you)升(sheng)的(de)(de)(de)趨勢。總(zong)體(ti)(ti)來(lai)看(kan)，預計未(wei)來(lai)線上(shang)線下結合的(de)(de)(de)全(quan)渠道(dao)模式(shi)將(jiang)成為戶外用品(pin)零售發展趨勢。
區域特征：戶外用品(pin)的(de)銷售(shou)具有明(ming)顯(xian)(xian)的(de)區域性，其中(zhong)經(jing)濟發達地區明(ming)顯(xian)(xian)高于(yu)欠發達地區，戶外資源(yuan)豐(feng)富(fu)地區明(ming)顯(xian)(xian)高于(yu)匱乏地區，氣候相對寒冷(leng)的(de)北方地區明(ming)顯(xian)(xian)高于(yu)南方地區。
季節特征：戶(hu)外用品的(de)(de)銷售具有(you)明顯的(de)(de)季(ji)(ji)(ji)節性，春(chun)夏(xia)(xia)季(ji)(ji)(ji)的(de)(de)產(chan)品銷售數(shu)量多于秋冬季(ji)(ji)(ji)，戶(hu)外活動的(de)(de)參與(yu)人(ren)數(shu)也(ye)高于秋冬季(ji)(ji)(ji)，但(dan)秋冬季(ji)(ji)(ji)戶(hu)外用品銷售額明顯高于春(chun)夏(xia)(xia)季(ji)(ji)(ji)，原(yuan)因是秋冬季(ji)(ji)(ji)產(chan)品單品價格遠高于春(chun)夏(xia)(xia)季(ji)(ji)(ji)。春(chun)夏(xia)(xia)季(ji)(ji)(ji)與(yu)秋冬季(ji)(ji)(ji)產(chan)品的(de)(de)銷售額占比約(yue)為4:6。
消費群體：戶外用品消費群(qun)體多(duo)擁有健康的運(yun)動理念，平均(jun)教育程(cheng)度較高(gao)，收(shou)入(ru)中等偏上，使用互聯網(wang)比(bi)例(li)高(gao)，熱(re)愛大自然，生(sheng)活(huo)態度積極，喜歡探(tan)險和(he)自我挑戰，男性(xing)比(bi)例(li)略高(gao)于女性(xing)，年齡(ling)主要分(fen)布于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)站數據庫(ku)共(gong)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)6164家(jia)(jia)，其(qi)中小品(pin)牌(pai)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最(zui)多(duo)，達(da)到2131家(jia)(jia)，其(qi)次(ci)為品(pin)牌(pai)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為1478家(jia)(jia)，品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為950家(jia)(jia)，京(jing)東旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為801家(jia)(jia)，京(jing)東自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為683家(jia)(jia)，京(jing)東特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為415家(jia)(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為311家(jia)(jia)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為81家(jia)(jia)，蘇寧(ning)旗艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為46家(jia)(jia)，蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為30家(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為22家(jia)(jia)，品(pin)牌(pai)商城收(shou)(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為12家(jia)(jia)。
小(xiao)編認為，戶(hu)(hu)外(wai)運(yun)(yun)動(dong)(dong)(dong)正逐漸被民眾所(suo)認可(ke)和(he)接受。特別最(zui)近幾年，在全民健身熱(re)潮，冬奧會申辦成功和(he)國家扶(fu)植冰雪運(yun)(yun)動(dong)(dong)(dong)的(de)背景下(xia)，參(can)與(yu)戶(hu)(hu)外(wai)運(yun)(yun)動(dong)(dong)(dong)的(de)人(ren)數穩(wen)步(bu)增加，從(cong)最(zui)初的(de)極少數人(ren)參(can)與(yu)的(de)小(xiao)眾運(yun)(yun)動(dong)(dong)(dong)發展(zhan)成為大(da)眾廣泛(fan)參(can)與(yu)的(de)運(yun)(yun)動(dong)(dong)(dong)，戶(hu)(hu)外(wai)生活(huo)方(fang)式(shi)成為人(ren)們最(zui)向往的(de)健康生活(huo)方(fang)式(shi)之一。從(cong)而(er)一批戶(hu)(hu)外(wai)裝備網店(dian)也應(ying)需而(er)生，形成了一個(ge)新(xin)的(de)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
