Chinese people have long favored indoor sports, such as badminton, table tennis and calisthenics. However, increasingly more are becoming more interested in outdoor sports. According to a survey report from Nanjing Metropolis Daily in 2022, 69% of the 1,033 respondents participate in outdoor sports on a regular basis. In the rapidly growing outdoor sports market in China, more and more Chinese consumers are involved in outdoor activities such as hiking, creek trekking, rock climbing and camping. They aren’t only doing it to stay healthy but to have fun.
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Identifying the Chinese outdoor sports enthusiasts
Women make up the majority of outdoor sports lovers (66%). They are not only interested in new recreational activities, such as camping and paddling, but also in some competitive sports such as ultimate frisbee, flag football, and baseball. However, in more rugged outdoor sports like mountaineering, the proportion of men is higher.
Outdoor sports events are especially popular in first-tier and new first-tier cities, accounting for 65% of total outdoor sports enthusiasts. However, in recent years, the growth momentum in second-tier, third-tier, and fourth-tier cities has become evident, accounting for 35%. Consequently, outdoor sports have increasingly become a leisure choice for many, evolving into a national activity in China.
Efforts to integrate outdoor sports with other sectors like culture and tourism
In October 2024, the China Outdoor Sports Industry Conference took place in Yunnan. The conference came up with “Outdoor+” concept, which integrates outdoor sports with culture, tourism, and equipment manufacturing. For brands, the concept inspires to diversify their offerings, enter new markets, promote sustainability, and engage more deeply with consumers through integrated, experience-based marketing. On the infrastructure front, over the past decade, China has invested approximately RMB 600 billion in fixed assets for outdoor sports camps. The country now has a total of 371,000 kilometers of fitness trails, with a growing number of outdoor campsites spread across the nation. These efforts are gradually leading China to develop into a leading outdoor recreation and tourism destination.
Outdoor sports in China: connecting with nature and wellness
The Chinese public’s desire for nature has increased significantly, with hiking and camping now a popular option on travel bucket lists. Daxue Consulting’s social listening analysis of over 134 million posts from Douyin, Xiaohongshu and Weibo, concluded that outdoor sports related topics accounted for 27.1% of all sports posts. River tracing (溯溪), a sport that combines hiking and water adventure, saw a 217% increase in mentions year-over-year, making it one of the fastest-growing outdoor activities. This trend emphasizes the desire for “pain-and-gain” experiences where physical exertion is rewarded with the beauty of untouched nature.
Popular destinations for hiking and mountaineering in China include Zhangjiajie, Huangshan, Tianshan, and Tibet, known for their breathtaking natural landscapes that attract adventure enthusiasts. Rock climbers often head to regions like Sichuan, Guangxi, and Hunan, where natural rock walls offer great climbing opportunities. For camping, places like Qinghai and Inner Mongolia have become ideal getaways for those looking to escape the hustle and bustle of city life and immerse themselves in nature. These areas provide a range of outdoor activities that cater to both beginners and seasoned adventurers.
Chinese travelers are incorporating sports more into their trips
Sports in China is not only limited to daily routines but included in travel itineraries, especially among younger generations. People born in the 1990s are the largest group participating in outdoor sports, making up 36.1% of participants, followed closely by those born in the 1980s at 32.5%.
Social media influencers also encouraging doing sports as an adventure. On Xiaohongshu, @韩佳运hhhjy (16.3k fans) shared his experiences of hiking and trail running in national parks and the wilderness. Hashtag #徒步丈量世界 (#measuring the world on foot) gained 757.6m views on Xiaohongshu, showcasing users’ desire for adventure and self-challenge. This surge in interest is also reflected in market trends, as demand for outdoor sports in China surged 79% in the first half of 2023 compared to the same period in 2022.
Notably, rock climbing saw a 212% increase in mentions on Chinese social media. The success of the documentary film Free Solo, the debut of rock climbing as an Olympic sport at Tokyo 2020, and the popularity of indoor sport climbing have all contributed to the rise of the sport in China.
The outdoor sports fever boosted sales of related products like sunscreen and shoes
The rise of outdoor activities in China also contribute to the growth of other industries. As the search for outdoor sports products is on the rise, sunscreen products, hiking shoes, basketball shoes, tennis shoes, running shoes and other similar products are demanded.
Outdoor sports contributes to greater acceptance of tanner skin
In China, the traditional preference for fair skin has been shifting, as outdoor sports and increased awareness of sun protection have led to a broader acceptance of tanner skin tones. While many Chinese people still use products like sunscreen, facekinis, parasols, and long sleeves to shield themselves from the sun, a growing number are embracing darker skin as a symbol of health, courage, and self-love. This shift is particularly evident in the rise of outdoor sports, where a tan is often seen as a natural result of an active, adventurous lifestyle.
The skincare market in China has responded to this shift, with the sunscreen market projected to reach approximately USD 3 billion by 2028. Consumers are now seeking products that offer more than just UV protection. They are looking for added benefits such as anti-aging, anti-inflammatory, and sweat-proof properties. However, some pain points have emerged on social media, with complaints about sunscreen products that leave a white cast or are not sweat-friendly, making the face appear too pale and unclean. Additionally, the varying exposure to the sun due to clothing can lead to uneven skin tones, and the slow recovery from sunburns—taking months for skin to return to its normal color—remains a concern. Despite these challenges, the growing acceptance of tanner skin reflects a significant cultural shift in attitudes toward beauty and self-care.
Outdoor sports reflects changing attitudes in health, travel, and beauty
- The outdoor sports market in China is rapidly expanding. Hiking, rock climbing, and camping becoming mainstream activities driven by a growing demand for health and adventure.
- The “Outdoor+” concept integrates outdoor sports with culture, tourism, and equipment manufacturing. This presents brands with fresh opportunities to diversify and offer more holistic consumer experiences.
- China has invested RMB 600 billion in outdoor sports infrastructure, including 371,000 kilometers of fitness trails and expanding campsites, solidifying its position as a global outdoor tourism hotspot.
- Younger generations are increasingly incorporating outdoor sports into their travel routines.
- There’s a growing acceptance of tanner skin, reflecting a shift toward valuing an active, adventurous lifestyle, which is redefining beauty standards in China.
- Brands have the chance to tap into the outdoor sports boom by offering products that cater to wellness, sustainability, and adventure, appealing to China’s increasingly health-conscious and environmentally aware consumers.
- The rise of outdoor sports is fueling demand for advanced sunscreen products with added benefits like sweat-proof, anti-aging, and anti-inflammatory properties, opening new avenues for skincare brands.
Download the full report on China’s summer sports market by daxue consulting here: https://daxueconsulting.com/china-summer-sports-market-report/
