戶(hu)外(wai)(wai)(wai)運動的(de)(de)大眾化是(shi)戶(hu)外(wai)(wai)(wai)行業(ye)發展的(de)(de)動力和催化劑，參與戶(hu)外(wai)(wai)(wai)運動的(de)(de)群眾數量不斷擴(kuo)容也是(shi)戶(hu)外(wai)(wai)(wai)產業(ye)獲得較快(kuai)發展的(de)(de)必要條件(jian)。相比專業(ye)戶(hu)外(wai)(wai)(wai)的(de)(de)高難度、高風險(xian)，泛戶(hu)外(wai)(wai)(wai)更偏向于健(jian)康、休(xiu)閑、娛樂，目前(qian)已成為戶(hu)外(wai)(wai)(wai)行業(ye)發展的(de)(de)主流。由于寬泛的(de)(de)定位能帶來更廣泛的(de)(de)消(xiao)費群體，這對電商企業(ye)來講，無疑是(shi)個(ge)良好的(de)(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(tan)路者(zhe)、三夫(fu)戶(hu)外等上市企業實力雄厚，國外品牌如北面、狼(lang)爪、始祖(zu)鳥等擁有自(zi)己(ji)的核心(xin)技術，支(zhi)持者也眾多。戶外行(xing)業由原先的藍海(hai)將(jiang)會慢慢變成一片紅海(hai)。
盡管戶(hu)(hu)外(wai)用品(pin)是(shi)(shi)強(qiang)體驗(yan)性(xing)商(shang)(shang)品(pin)，但是(shi)(shi)其(qi)電(dian)(dian)商(shang)(shang)渠(qu)道的(de)(de)銷(xiao)售占比正在逐漸加大。電(dian)(dian)商(shang)(shang)的(de)(de)優勢在于打破(po)了消費(fei)者時間與(yu)空間的(de)(de)限制，使消費(fei)者更(geng)便捷地購買產品(pin)，而線(xian)(xian)下實體店則(ze)場景購物加強(qiang)體驗(yan)。隨著電(dian)(dian)商(shang)(shang)紅利逐漸消退，預(yu)期未(wei)來電(dian)(dian)商(shang)(shang)渠(qu)道增速會有所降低(di)，但銷(xiao)售總(zong)額仍會保(bao)持上升(sheng)趨(qu)勢；百貨商(shang)(shang)場店的(de)(de)銷(xiao)售占比則(ze)會因(yin)為(wei)電(dian)(dian)商(shang)(shang)的(de)(de)沖(chong)擊進一步下降；專業(ye)戶(hu)(hu)外(wai)店具有更(geng)豐富的(de)(de)產品(pin)體驗(yan)與(yu)專業(ye)的(de)(de)服務，抵抗電(dian)(dian)商(shang)(shang)沖(chong)擊的(de)(de)能力更(geng)強(qiang)，未(wei)來將(jiang)保(bao)持穩(wen)中有升(sheng)的(de)(de)趨(qu)勢。總(zong)體來看(kan)，預(yu)計未(wei)來線(xian)(xian)上線(xian)(xian)下結合的(de)(de)全渠(qu)道模式將(jiang)成(cheng)為(wei)戶(hu)(hu)外(wai)用品(pin)零售發(fa)展(zhan)趨(qu)勢。
區域特征：戶外(wai)用品的銷(xiao)售具(ju)有明顯(xian)的區(qu)(qu)(qu)域性，其中經濟發(fa)達地(di)(di)區(qu)(qu)(qu)明顯(xian)高(gao)(gao)于(yu)欠發(fa)達地(di)(di)區(qu)(qu)(qu)，戶外(wai)資源豐富(fu)地(di)(di)區(qu)(qu)(qu)明顯(xian)高(gao)(gao)于(yu)匱乏地(di)(di)區(qu)(qu)(qu)，氣候相(xiang)對寒冷的北方地(di)(di)區(qu)(qu)(qu)明顯(xian)高(gao)(gao)于(yu)南方地(di)(di)區(qu)(qu)(qu)。
季節特征：戶外(wai)用品(pin)的(de)(de)銷(xiao)(xiao)售(shou)(shou)具有(you)明顯的(de)(de)季(ji)(ji)節(jie)性(xing)，春(chun)(chun)夏季(ji)(ji)的(de)(de)產(chan)品(pin)銷(xiao)(xiao)售(shou)(shou)數量(liang)多于(yu)(yu)秋冬(dong)季(ji)(ji)，戶外(wai)活(huo)動的(de)(de)參與人數也(ye)高于(yu)(yu)秋冬(dong)季(ji)(ji)，但秋冬(dong)季(ji)(ji)戶外(wai)用品(pin)銷(xiao)(xiao)售(shou)(shou)額明顯高于(yu)(yu)春(chun)(chun)夏季(ji)(ji)，原因是(shi)秋冬(dong)季(ji)(ji)產(chan)品(pin)單品(pin)價格遠(yuan)高于(yu)(yu)春(chun)(chun)夏季(ji)(ji)。春(chun)(chun)夏季(ji)(ji)與秋冬(dong)季(ji)(ji)產(chan)品(pin)的(de)(de)銷(xiao)(xiao)售(shou)(shou)額占(zhan)比(bi)約為4:6。
消費群體：戶(hu)外用(yong)品消(xiao)費群體多擁有健康的運動理(li)念，平均教育程度較高，收入(ru)中等偏上，使用(yong)互聯網比例高，熱愛(ai)大自(zi)然(ran)，生活態(tai)度積極，喜歡探險和自(zi)我挑戰，男性比例略高于女性，年齡主要分布(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)(wang)(wang)站數據(ju)庫共收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)6164家(jia)(jia)(jia)，其(qi)中小品(pin)(pin)牌(pai)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)占總比最多(duo)，達到2131家(jia)(jia)(jia)，其(qi)次為(wei)(wei)(wei)品(pin)(pin)牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1478家(jia)(jia)(jia)，品(pin)(pin)牌(pai)特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)950家(jia)(jia)(jia)，京(jing)東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)801家(jia)(jia)(jia)，京(jing)東自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)683家(jia)(jia)(jia)，京(jing)東特(te)許店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)415家(jia)(jia)(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)311家(jia)(jia)(jia)，唯品(pin)(pin)會(hui)店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)81家(jia)(jia)(jia)，蘇(su)寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)46家(jia)(jia)(jia)，蘇(su)寧自(zi)營店(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)30家(jia)(jia)(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)22家(jia)(jia)(jia)，品(pin)(pin)牌(pai)商(shang)城收(shou)(shou)錄(lu)(lu)(lu)(lu)網(wang)(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)12家(jia)(jia)(jia)。
小編認(ren)為，戶外(wai)運動(dong)正逐漸被民(min)眾所認(ren)可(ke)和接受。特別最(zui)近幾(ji)年，在全民(min)健身熱(re)潮，冬奧會(hui)申辦成(cheng)功和國家(jia)扶植冰雪(xue)運動(dong)的背(bei)景下，參(can)(can)與戶外(wai)運動(dong)的人(ren)數(shu)穩步增加，從(cong)最(zui)初的極少數(shu)人(ren)參(can)(can)與的小眾運動(dong)發展成(cheng)為大(da)眾廣泛參(can)(can)與的運動(dong)，戶外(wai)生(sheng)活方式成(cheng)為人(ren)們最(zui)向往的健康生(sheng)活方式之一(yi)(yi)。從(cong)而一(yi)(yi)批戶外(wai)裝備網(wang)店也應需而生(sheng)，形成(cheng)了一(yi)(yi)個(ge)新的市場消(xiao)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
