戶外(wai)運(yun)動(dong)(dong)(dong)的大眾化是戶外(wai)行業(ye)發(fa)展(zhan)的動(dong)(dong)(dong)力和催化劑，參與戶外(wai)運(yun)動(dong)(dong)(dong)的群(qun)眾數量不斷擴(kuo)容(rong)也是戶外(wai)產業(ye)獲得較快(kuai)發(fa)展(zhan)的必要條件。相比專(zhuan)業(ye)戶外(wai)的高難度、高風(feng)險(xian)，泛戶外(wai)更偏向于健康、休閑(xian)、娛樂，目前(qian)已成為戶外(wai)行業(ye)發(fa)展(zhan)的主流(liu)。由于寬泛的定(ding)位能帶來更廣泛的消(xiao)費群(qun)體，這對(dui)電(dian)商企(qi)業(ye)來講，無疑是個(ge)良(liang)好的商機。
戶外裝備電商發展現狀：
國內戶外用品未來預期良好，消費潛力巨大，但目前國內戶外裝備企業已經開始了激烈的競爭。一些規模較小又沒有核心技術的企業也有被淘汰的危險。國內品牌如探路(lu)者、三夫(fu)戶外等上市企業實力雄厚，國外品牌如北面、狼(lang)爪、始祖鳥(niao)等擁有自己的核心技術，支持者也眾多。戶外行業由原先的藍海將會慢慢變成一片紅海。
盡管(guan)戶(hu)外用品是(shi)強體(ti)(ti)驗(yan)性商(shang)品，但是(shi)其電(dian)(dian)商(shang)渠(qu)道的(de)(de)銷(xiao)(xiao)售占比(bi)(bi)正在(zai)逐(zhu)漸(jian)加大。電(dian)(dian)商(shang)的(de)(de)優勢在(zai)于打破了(le)消費者時間與空間的(de)(de)限(xian)制(zhi)，使消費者更(geng)便捷地(di)購買產品，而線(xian)下(xia)實體(ti)(ti)店則(ze)場景購物加強體(ti)(ti)驗(yan)。隨著電(dian)(dian)商(shang)紅利逐(zhu)漸(jian)消退，預(yu)期未(wei)來(lai)(lai)電(dian)(dian)商(shang)渠(qu)道增(zeng)速會有所降低，但銷(xiao)(xiao)售總額(e)仍會保持上升趨(qu)勢；百貨商(shang)場店的(de)(de)銷(xiao)(xiao)售占比(bi)(bi)則(ze)會因為電(dian)(dian)商(shang)的(de)(de)沖擊(ji)進一步下(xia)降；專業戶(hu)外店具(ju)有更(geng)豐富(fu)的(de)(de)產品體(ti)(ti)驗(yan)與專業的(de)(de)服務，抵抗電(dian)(dian)商(shang)沖擊(ji)的(de)(de)能力更(geng)強，未(wei)來(lai)(lai)將(jiang)保持穩中(zhong)有升的(de)(de)趨(qu)勢。總體(ti)(ti)來(lai)(lai)看，預(yu)計未(wei)來(lai)(lai)線(xian)上線(xian)下(xia)結合的(de)(de)全渠(qu)道模式將(jiang)成為戶(hu)外用品零售發展趨(qu)勢。
區域特征：戶外用品的銷售具有明顯的區域性，其中經濟發達地區明顯高于欠發達地區，戶外資源豐富地區明顯高于匱乏地區，氣候相對寒冷的北方地區明顯高于南方地區。
季節特征：戶外用品的銷售具有明顯的季節性，春夏季的產品銷售數量多于秋冬季，戶外活動的參與人數也高于秋冬季，但秋冬季戶外用品銷售額明顯高于春夏季，原因是秋冬季產品單品價格遠高于春夏季。春夏季與秋冬季產品的銷售額占比約為4:6。
消費群體：戶外用品消費群體多擁有健康的運動理念，平均教育程度較高，收入中等偏上，使用互聯網比例高，熱愛大自然，生活態度積極，喜歡探險和自我挑戰，男性比例略高于女性，年齡主要分布于25-50歲之間。
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23.98%（1478家） |
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11.08%（683家） |
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12.99%（801家） |
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5.05%（311家） |
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0.49%（30家） |
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0.75%（46家） |
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34.57%（2131家） |
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15.41%（950家） |
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6.73%（415家） |
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1.31%（81家） |
0.36%（22家） |
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0.19%（12家） |
2021年網(wang)站數據(ju)庫共收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)6164家(jia)(jia)，其中小品(pin)牌(pai)(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達到2131家(jia)(jia)，其次為(wei)(wei)(wei)品(pin)牌(pai)(pai)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)1478家(jia)(jia)，品(pin)牌(pai)(pai)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)950家(jia)(jia)，京東(dong)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)801家(jia)(jia)，京東(dong)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)683家(jia)(jia)，京東(dong)特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)415家(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)311家(jia)(jia)，唯品(pin)會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)81家(jia)(jia)，蘇寧(ning)旗艦(jian)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)46家(jia)(jia)，蘇寧(ning)自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)30家(jia)(jia)，企(qi)業(ye)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)22家(jia)(jia)，品(pin)牌(pai)(pai)商(shang)城收(shou)錄(lu)(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)12家(jia)(jia)。
小(xiao)(xiao)編認為，戶(hu)(hu)外運(yun)(yun)動(dong)(dong)正逐漸(jian)被民眾(zhong)所(suo)認可和接受。特別最近幾年，在全民健(jian)身熱潮，冬(dong)奧(ao)會(hui)申辦成(cheng)(cheng)功和國家扶(fu)植冰雪運(yun)(yun)動(dong)(dong)的(de)(de)(de)背景下，參(can)與戶(hu)(hu)外運(yun)(yun)動(dong)(dong)的(de)(de)(de)人(ren)數穩步(bu)增加，從最初的(de)(de)(de)極少數人(ren)參(can)與的(de)(de)(de)小(xiao)(xiao)眾(zhong)運(yun)(yun)動(dong)(dong)發展(zhan)成(cheng)(cheng)為大眾(zhong)廣泛參(can)與的(de)(de)(de)運(yun)(yun)動(dong)(dong)，戶(hu)(hu)外生(sheng)活方式(shi)成(cheng)(cheng)為人(ren)們最向往的(de)(de)(de)健(jian)康生(sheng)活方式(shi)之一。從而一批(pi)戶(hu)(hu)外裝備網店(dian)也應需而生(sheng)，形成(cheng)(cheng)了一個新的(de)(de)(de)市場消(xiao)費點。
北面
哥倫比亞
始祖鳥
探路者
狼爪
巴塔哥尼亞
土撥鼠
凱樂石
諾詩蘭
駱駝
