全球领先的新经济产业第三方数据挖掘与分析机构
关于“户外”的报告
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艾媒咨询 | 2021-2022年中国露营经济产业现状及消费行为数据研究报告
本报告涉及的案例/品牌/企业：大热荒野，木兰草原风景区，挪客，牧高迪
受到整体旅游市场增长带动，以及消费者对短途旅游和更贴近体验自然的倾向，中国露营营地市场规模持续增长。iiMedia Research(艾媒咨询)数据显示，2014年至2021年中国露营营地市场规模从77.1亿元增至299.0亿元，预计2022年增速达18.6%，市场规模达354.6亿元。随着露营经济的发展，目前已经出现了“营地+景区”模式、“营地+田园”模式、“营地+研学”模式、“营地+体育”模式、“营地+玩乐”模式、“营地+演艺”模式等，预计未来露营营地仍会朝着多样化、创新化道路发展。
Driven by the growth of the overall tourism market and consumers' tendency to travel for short distance and experience nature more closely, the market scale of camping camps in China continues to grow. According to iimedia research, from 2014 to 2021, the market scale of camping camps in China increased from 7.71 billion yuan to 29.9 billion yuan. It is expected that the growth rate will reach 18.6% and the market scale will reach 35.46 billion yuan in 2022. With the development of camping economy, there have been "camp + scenic spot" mode, "camp + Pastoral" mode, "camp + research and study" mode, "camp + sports" mode, "camp + play" mode and "camp + performing arts" mode. It is expected that the camping camp will continue to develop towards diversification and innovation in the future. -
艾媒咨询 | 2025年中国运动户外市场消费行为调查数据
随着全民健身热潮及户外生活方式的兴起，运动户外市场正快速发展。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国运动户外市场消费行为调查数据》显示，2025年中国运动鞋服行业市场规模为5989亿元，预计2030年将达到8963亿元；2025年中国露营经济核心市场规模达到2483.2亿元。运动鞋服规模的高速扩张与露营经济的快速崛起，不仅共同拉动了产业链需求，也推动市场向专业化、场景化纵深发展，显著拓宽了运动户外产业的整体边界与发展空间。
2025年中国消费者户外运动频次数据显示，每月参与2-3次的群体占比高达48.33%，每月参与1次的消费者占比30.62%，显示出户外运动已深度融入大众日常生活。在户外产品需求维度，占比最高的是“适配国内户外场景（如城市周边）”，达到41.21%。其次是“针对国内气候优化功能”，占比38.79%。运动户外品牌应聚焦“场景适配为先、功能本土为基”的研发方向，着力优化产品对国内主流户外环境与气候的适应性，并针对性改进版型剪裁，以精准满足用户对户外装备实用性与场景贴合度的核心诉求。
艾媒咨询分析师认为，未来中国运动户外市场将持续保持高速增长态势。一方面，消费者对专业化、细分化产品的需求将推动运动鞋服向功能科技化、场景专属化方向升级。另一方面，露营、骑行、滑雪等户外生活方式的普及将进一步拓展市场边界，催生“户外+文旅”等新业态。同时，国货品牌将通过深耕本土化设计与科技研发，在国潮深化与数字化变革中构建更完善的产品生态与消费体验，推动行业向高质量、可持续发展转型。
With the rise of the national fitness craze and outdoor lifestyles, the sports and outdoor market is developing rapidly. According to the latest "2025 China Sports and Outdoor Market Consumer Behavior Survey Data" released by iiMedia Research (iimedia.cn), a leading third-party data mining and analysis agency for the new economy industry, the scale of China's sports shoes and clothing industry is expected to reach 598.9 billion yuan in 2025 and 896.3 billion yuan in 2030. The core market size of the camping economy in China is expected to reach 248.32 billion yuan in 2025. The rapid expansion of the sports shoes and clothing market and the rapid rise of the camping economy not only jointly drive the demand of the industrial chain but also promote the market to develop in depth towards specialization and scenario orientation, significantly broadening the overall boundaries and development space of the sports and outdoor industry.
Data on the frequency of outdoor sports participation by Chinese consumers in 2025 shows that 48.33% of the population participates 2-3 times a month, and 30.62% participates once a month, indicating that outdoor sports have deeply integrated into the daily lives of the general public. In terms of outdoor product demand, the highest proportion is "adapted to domestic outdoor scenarios (such as urban peripheries)", reaching 41.21%. The second highest proportion is "optimized for domestic climate", accounting for 38.79%. Sports and outdoor brands should focus on the research and development direction of "scenario adaptation first, local functionality as the foundation", and strive to optimize the adaptability of products to the mainstream domestic outdoor environment and climate, and improve the version and cutting to precisely meet users' core demands for the practicality and scenario fit of outdoor equipment.
Analysts from iiMedia Research believe that the Chinese sports and outdoor market will continue to maintain a high growth rate in the future. On the one hand, consumers' demand for specialized and segmented products will drive the upgrade of sports shoes and clothing towards functional technology and scenario specialization. On the other hand, the popularization of outdoor lifestyles such as camping, cycling, and skiing will further expand the market boundaries and give rise to new business forms such as "outdoor + cultural tourism". At the same time, domestic brands will build a more complete product ecosystem and consumer experience through in-depth localization design and technological research and development, promoting the transformation of the industry towards high-quality and sustainable development in the context of the deepening of the national trend and digital transformation. -
艾媒咨询 | 2024年中国露营经济市场发展研究与消费行为分析报告
露营经济是多种因素共同助推下快速发展起来的产业，受到政治、经济、文化、社会和技术等影响。随着露营成为越来越多民众的日常户外休闲之选，露营行业市场空间将十分广阔。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国露营经济市场发展研究与消费行为分析报告》数据显示，中国露营营地市场规模整体呈现增长趋势，从2014年77.1亿元逐步增长至2023年的417.0亿元，增幅显著，预计2025年将达到562.1亿元。这一上升趋势反映了露营经济的快速发展和市场潜力。
艾媒咨询分析师认为，中国露营市场正处于高速发展阶段，随着经济逐渐回暖及相关政策的支持，露营市场未来将整体向好发展。
Camping economy is a rapidly developing industry driven by a variety of factors, which is influenced by politics, economy, culture, society and technology. As camping becomes a daily outdoor leisure choice for more and more people, the market space of the camping industry will remain vast. The latest "2024 China Camping Economy Market Development Research and Consumer Behavior Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that the overall scale of China's camping camp market shows a growth trend. It gradually increased from 7.71 billion yuan in 2014 to 41.70 billion yuan in 2023, with a significant increase. It is expected to reach 56.21 billion yuan by 2025. This upward trend reflects the rapid development of the camping economy and the market potential.
Analysts from iiMedia Consulting believe that China's camping market is in a stage of rapid development, with the gradual recovery of the economy and the support of relevant policies, the camping market will develop well in the future. -
艾媒咨询 | 2025-2030年中国露营经济发展前景与商业布局分析报告
露营经济已突破单一户外场景，与文旅、教育、体育等产业深度融合，形成多元化生态。iiMedia Research（艾媒咨询）数据显示，2024年中国露营经济核心市场规模达到2139.7亿元，带动市场规模为11554.5亿元；预计2030年中国露营经济核心市场规模将上升至4879.8亿元，带动市场规模将达到23998.5亿元。随着城镇化率提升、公众可支配收入的提高以及“露营+”多元化场景的驱动，中国露营经济市场规模在稳步扩大。同时，国家对户外运动、旅游露营产业的重视程度不断提升，加之科技、技术等领域的发展，露营经济在空间距离、群体类型和融合模式等领域正不断多元化发展。
The camping economy has broken through the single outdoor scene and deeply integrated with industries such as culture and tourism, education, and sports, forming a diversified ecosystem. iiMedia Research data s shows that in 2024, the core market size of China's camping economy reached 213.97 billion yuan, driving a market size of 1,155.45 billion yuan. It is estimated that by 2030, the core market size of China's camping economy will rise to 487.98 billion yuan, driving the market size to reach 2,399.85 billion yuan. With the increase in urbanization rate, the rise in public disposable income and the drive of diversified "camping +" scenarios, the market size of China's camping economy is steadily expanding. Meanwhile, the state's emphasis on outdoor sports and the tourism camping industry is constantly increasing. Coupled with the development of science and technology and other fields, the camping economy is continuously diversifying in areas such as spatial distance, group types, and integration models. -
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