戶外(wai)運(yun)動的(de)(de)大眾(zhong)(zhong)化是戶外(wai)行業發展的(de)(de)動力和催化劑，參(can)與戶外(wai)運(yun)動的(de)(de)群眾(zhong)(zhong)數量(liang)不斷擴容也是戶外(wai)產業獲得較快發展的(de)(de)必要條件(jian)。相(xiang)比專(zhuan)業戶外(wai)的(de)(de)高難度、高風險，泛戶外(wai)更偏向于健康、休閑(xian)、娛樂(le)，目前已成為戶外(wai)行業發展的(de)(de)主流(liu)。由(you)于寬泛的(de)(de)定位能帶來更廣泛的(de)(de)消費群體，這對電商企(qi)業來講，無疑是個(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。國內品牌如探路者、三(san)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(xin)技(ji)術，支持者也眾多。戶外行業由(you)原先的藍海將會慢慢變成一片(pian)紅海。
盡管戶(hu)(hu)外(wai)用品是強(qiang)體驗性商(shang)(shang)品，但(dan)是其(qi)電(dian)商(shang)(shang)渠道的(de)銷(xiao)售(shou)占比正在逐漸加大。電(dian)商(shang)(shang)的(de)優(you)勢(shi)在于(yu)打破了消費者(zhe)時間與(yu)空(kong)間的(de)限制，使消費者(zhe)更便(bian)捷地購(gou)買產(chan)品，而線下(xia)實體店則場景(jing)購(gou)物加強(qiang)體驗。隨著電(dian)商(shang)(shang)紅(hong)利逐漸消退，預期(qi)未來(lai)(lai)電(dian)商(shang)(shang)渠道增速(su)會有(you)所降(jiang)(jiang)低，但(dan)銷(xiao)售(shou)總(zong)額仍會保(bao)持上升趨勢(shi)；百(bai)貨(huo)商(shang)(shang)場店的(de)銷(xiao)售(shou)占比則會因為電(dian)商(shang)(shang)的(de)沖擊進一(yi)步下(xia)降(jiang)(jiang)；專(zhuan)業戶(hu)(hu)外(wai)店具(ju)有(you)更豐富的(de)產(chan)品體驗與(yu)專(zhuan)業的(de)服(fu)務，抵抗電(dian)商(shang)(shang)沖擊的(de)能力(li)更強(qiang)，未來(lai)(lai)將(jiang)保(bao)持穩中有(you)升的(de)趨勢(shi)。總(zong)體來(lai)(lai)看，預計未來(lai)(lai)線上線下(xia)結合(he)的(de)全渠道模式將(jiang)成為戶(hu)(hu)外(wai)用品零售(shou)發(fa)展趨勢(shi)。
區域特征：戶外(wai)用品的(de)銷售具有(you)明(ming)顯的(de)區(qu)域性，其中(zhong)經濟發(fa)(fa)達(da)地(di)區(qu)明(ming)顯高(gao)于欠(qian)發(fa)(fa)達(da)地(di)區(qu)，戶外(wai)資源豐富地(di)區(qu)明(ming)顯高(gao)于匱乏地(di)區(qu)，氣候相對寒冷的(de)北方(fang)地(di)區(qu)明(ming)顯高(gao)于南方(fang)地(di)區(qu)。
季節特征：戶(hu)外用品(pin)(pin)(pin)的(de)銷(xiao)(xiao)售具(ju)有明顯的(de)季(ji)(ji)節性，春(chun)夏(xia)季(ji)(ji)的(de)產(chan)品(pin)(pin)(pin)銷(xiao)(xiao)售數量多于(yu)秋(qiu)冬(dong)季(ji)(ji)，戶(hu)外活動的(de)參與(yu)人數也高(gao)于(yu)秋(qiu)冬(dong)季(ji)(ji)，但秋(qiu)冬(dong)季(ji)(ji)戶(hu)外用品(pin)(pin)(pin)銷(xiao)(xiao)售額明顯高(gao)于(yu)春(chun)夏(xia)季(ji)(ji)，原(yuan)因(yin)是(shi)秋(qiu)冬(dong)季(ji)(ji)產(chan)品(pin)(pin)(pin)單品(pin)(pin)(pin)價格(ge)遠(yuan)高(gao)于(yu)春(chun)夏(xia)季(ji)(ji)。春(chun)夏(xia)季(ji)(ji)與(yu)秋(qiu)冬(dong)季(ji)(ji)產(chan)品(pin)(pin)(pin)的(de)銷(xiao)(xiao)售額占比(bi)約(yue)為4:6。
消費群體：戶外(wai)用品消費群體多(duo)擁有(you)健康的運動理念，平均教育程度(du)較高，收入中等偏上，使用互聯(lian)網(wang)比(bi)例高，熱(re)愛大自然，生活態度(du)積極，喜歡探險(xian)和自我挑戰，男性比(bi)例略(lve)高于(yu)女(nv)性，年齡主要分(fen)布于(yu)25-50歲之(zhi)間(jian)。
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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(nian)網(wang)(wang)(wang)(wang)站數據庫共收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)6164家(jia)，其中(zhong)小品牌(pai)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多(duo)，達到2131家(jia)，其次(ci)為(wei)(wei)品牌(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1478家(jia)，品牌(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)950家(jia)，京(jing)東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)801家(jia)，京(jing)東自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)683家(jia)，京(jing)東特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)415家(jia)，拼多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)311家(jia)，唯(wei)品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)81家(jia)，蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)46家(jia)，蘇寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)30家(jia)，企業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)22家(jia)，品牌(pai)商城收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)。
小編認為，戶外(wai)運動(dong)(dong)正逐漸(jian)被民眾所認可(ke)和接受。特別最(zui)近幾年，在全民健身熱潮，冬奧(ao)會(hui)申辦(ban)成(cheng)功和國家扶植(zhi)冰雪運動(dong)(dong)的(de)(de)背(bei)景下(xia)，參(can)與(yu)戶外(wai)運動(dong)(dong)的(de)(de)人數穩步增加，從(cong)最(zui)初的(de)(de)極少數人參(can)與(yu)的(de)(de)小眾運動(dong)(dong)發展成(cheng)為大(da)眾廣泛參(can)與(yu)的(de)(de)運動(dong)(dong)，戶外(wai)生活方(fang)(fang)式成(cheng)為人們(men)最(zui)向(xiang)往(wang)的(de)(de)健康生活方(fang)(fang)式之(zhi)一(yi)(yi)。從(cong)而一(yi)(yi)批戶外(wai)裝備網(wang)店也(ye)應需(xu)而生，形成(cheng)了一(yi)(yi)個新(xin)的(de)(de)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
