An industry report released at the 43rd China International Sporting Goods Expo indicates that China’s outdoor products market is moving beyond the period of rapid growth seen in recent years and entering a phase of steady, rational development. Meanwhile, sports space operations are entering the era of digital and intelligent transformation.
On the 22nd, during the Sports Space Conference held as part of the expo, the Outdoor Industry Committee of the China Sporting Goods Federation released the 2025 China Outdoor Products Market Research Report. The report notes that China’s outdoor products market is shifting away from the irrational boom driven by “emotional consumption” toward high-quality development centered on genuine consumer needs and professional value.
Consumers are no longer willing to pay simply for the “outdoor” label; instead, they are investing in products that deliver practical value in real-world usage scenarios and experiences. Products that rely excessively on influencer-driven popularity or visual appeal alone are losing favor, as functionality, durability and professional performance return to the forefront. Brands that have grown rapidly through traffic-driven advertising and marketing gimmicks alone are facing growth bottlenecks amid increasingly intense competition in a mature market.
According to the report, the core age group participating in outdoor sporting events has shifted from 46–55 to 36–45. More than 80% of participants in outdoor sporting events and activities hold a bachelor’s degree or higher, and they demonstrate a strong willingness to pay. In accessible outdoor activities such as trail running and hiking, women account for 40%–50% of participants. Outdoor footwear, trail-running products and hiking backpacks are among the fastest-growing categories, while camping equipment and fishing-related products are currently under market pressure.
On the same day, the Sports Space Committee of the China Sporting Goods Federation released the 2025 Sports Space Industry Development Report at the conference. The report highlights a transformation in the sports space industry, from simply providing facilities to operating experience-driven venues and scenarios. Sports spaces are no longer merely sports facilities; they are evolving into integrated consumer destinations that combine fitness, social interaction, shopping, training and sporting events, becoming important gateways to urban lifestyles.
The report also notes that in first- and second-tier cities, overall commercial property rents are declining and beginning to align more closely with the rental capacity of sports-related businesses. However, the greatest commercial value of sports spaces lies not in rental income, but in their ability to stimulate broader, diversified consumption.
Sports space operations are entering an era of digitalization and intelligent management. Research shows that 96% of operators are open to digitally enabled and intelligent sports business models. Competitiveness in the sector will increasingly depend on content development rather than scale, and on delivering precisely tailored user experiences rather than simply providing physical venues. Digital and intelligent sports solutions are not only a key driver of business model innovation, but also an important pathway to improving operational efficiency, enhancing industry quality and reducing business risks.