01 Rapid growth of outdoor economy

In the past decade, China's urbanization rate has increased from 51.27% to 61.72%. At the same time, residents' disposable income is also rapidly increasing. In 2021, the per capita disposable income of residents in China reached 35128 yuan, with Shanghai and Beijing both exceeding 70000 yuan (over 10000 US dollars), which has entered the standards of developed countries. On this basis, Chinese residents' education, culture, and entertainment expenditures have steadily increased. The increase in income is the main driving force for the development of outdoor sports. According to data from the Ministry of Culture and Tourism, the number of skiers in China has increased from 14.45 million in 2015 to 20.76 million in 2020. According to the China Mountaineering Association, as of the end of 2020, the population regularly participating in rock climbing (including natural rock walls) reached about 300000 people.

After the COVID-19, travel restrictions have increased people's desire for nature. The restrictions on long-distance travel and scenic spots have made more free outdoor activities the choice of consumers. With the help of social media such as Little Red Book, outdoor camping forms that are relatively safe and have low requirements on physical conditions and hardware are favored.

02 Changes in Transportation Vehicles

The number of private cars has rapidly increased since 2008. In 2010, the number of private cars in China reached 59.3871 million, and in 2021, the number of private cars in China has reached 262.46 million.

Structurally speaking, in 2010, SUV sales in China were 1.326 million units, accounting for 7.3% of all passenger car sales; In 2021, SUV sales reached 9.221 million units, accounting for over 45%.

The increase in the number of private cars, especially the proportion of SUV models, has provided conditions for outdoor activities organized by individuals.