Whether you are an outdoor OG or a novice player, this year you will definitely be swept by "camping," "frisbee," and "land surfing." Some players have also actively or followed the trend to purchase some equipment to "immerse themselves in the joy of outdoor sports.

The capacity of social media platforms and sales data of e-commerce platforms both confirm the popularity of outdoor activities. Among them, the popularity and consumption scale of camping are considerable, producing star products such as camping cars, canopies, camping lights, etc; Although frisbee and skateboarding are not as popular as camping, their growth trend should not be underestimated. For outdoor brands, this provides relatively certain growth opportunities in an uncertain market environment.

When outdoor sports become a trendy lifestyle from a professional interest, in addition to the skyrocketing sales of outdoor products, the expansion of player scale and upgrading of demand have also given rise to diverse scenarios and related formats such as "outdoor dining" and "outdoor dressing". Popular consumer brands such as catering, clothing, and beauty take advantage of the trend of outdoor sports to launch peripheral products and innovate marketing methods.

Under the popularity of camping, frisbee, and skateboarding, how can outdoor brands and mass consumer brands respectively transform them into brand dividends? What are the successful cases and reusable experiences? On October 21st, CBNData, in collaboration with Yigrowth, released the "2022 Outdoor Sports Marketing Value Report" (hereinafter referred to as the CBNData "Report"). Based on the content popularity and sales data of outdoor sports, the report breaks down the combination of outdoor brands, mass consumer brands, and outdoor sports, and analyzes the multidimensional marketing value of outdoor sports on the user end, product end, and channel end.

From professional sports to trendy lifestyles, the potential of "outdoor marketing" is emerging

It is difficult to summarize the timing and reasons for the popularity of camping, frisbee, and skateboarding in one or two sentences, but it cannot be denied that social platforms played an important role in their popularity process.

For non professional ordinary trend users, their awareness of outdoor sports mostly comes from the massive content of social platforms such as Xiaohongshu, Tiktok, and Weibo. According to publicly available data from various platforms, the content and browsing volume of camping, frisbee, and skateboarding have surged since 2021. Tiktok, Xiaohongshu and other platforms also continue to increase traffic support to boost the prosperity of outdoor content.

In addition to the increase in quantity, outdoor related topics are becoming more segmented. On social media platforms, in addition to outdoor KOLs sharing their experiences and equipment, there are also many users in the fashion, food, and other trendy circles who share their experiences and insights on outdoor content. This greatly expands the types and scope of outdoor content, and users' focus shifts from sports effects to leisure entertainment and social interaction. According to the CBNData report, among the top 20 topics related to "camping," "frisbee," and "skateboarding" on Xiaohongshu, the needs of segmented groups such as beginners and parents, narrow outdoor category sharing such as equipment and supplies, as well as broad "outdoor+" concepts such as clothing, food and beverage, and social interaction are included.