[Exhibition information] China's children's outdoor market potential of over 1 billion shows a steady development trend
2025-09-18 11:17:29
Original author: Shiga, a veteran writer in China's outdoor industry and financial sector, previously served as a business editor at 8264 and contributed to journals such as "Tsinghua Management Review." With a background in media and a passion for the outdoor industry, he has dedicated himself to researching and promoting outdoor culture. He currently operates Tianjin Shiga Sky Technology Co., Ltd.
In the Chinese outdoor market, the development and characteristics of the children’s outdoor market have become a key focus for industry professionals. The general consensus among industry experts is that after 2000, the number of people participating in outdoor sports in China will grow significantly, with the total output value of the outdoor products industry reaching around 50 million yuan. Over the years, numerous new brands have emerged in the Chinese outdoor market. During the first decade of the 21st century, the outdoor industry experienced an exceptionally high growth rate. By 2014, the early participants in outdoor activities were mostly parents, with their children typically aged between 5 and 10. These children are influenced by their parents and often join in outdoor activities, increasing the likelihood of becoming the next generation of outdoor enthusiasts. Based on this, it can be speculated that the Chinese children’s outdoor market has entered a phase of rapid development.
Any speculation must be supported by real-world data. The author aims to predict the development of the children’s outdoor market in the next 3-5 years, focusing on potential market size, outdoor sports heritage, and national policy trends. This analysis includes an examination of TOREADkids, one of the leading domestic brands in the children’s outdoor market.
The potential market size is based on census data from the National Bureau of Statistics. Since 1982, the number of people under 15 has declined year by year, recovering only by 2011. By 2014, the population under 15 reached 239.57 million. Additionally, urbanization rates have been rising, with 54.77% of the population living in urban areas by the end of 2014. The total dependency ratio has also increased, signaling a growing aging population, which may impact family spending on leisure and outdoor activities.
While the long-term growth of the outdoor population is expected, the effects may not be immediately visible in the next 2-3 years. However, over the next 3-5 years, the number of children participating in outdoor sports is likely to increase, though parental involvement and spending may decrease due to economic pressures.
Comparing the U.S. and Chinese markets, the U.S. has a much larger outdoor participation base, with 140 million people (49.2% of the population) engaging in outdoor sports. The U.S. outdoor industry grew at an average annual rate of 5% between 2005 and 2011, contributing $1.6 trillion to the economy. In contrast, China’s outdoor market still has significant room for growth, especially in the children’s segment.
Outdoor sports culture is often passed down through families, with parents playing a crucial role in shaping children’s interests and skills. In Japan, where outdoor sports are more developed, many individuals began participating in outdoor activities during their teenage years, and family influence remains a strong factor in choosing outdoor activities.
Research shows that parental support for children’s sports is limited, with most expenses focused on basic sportswear and equipment rather than professional training. Based on these findings, the potential market for children’s outdoor products could exceed 10 billion yuan, assuming a conservative average of 1,000 yuan per child.
Government policies, such as the 2014 State Council’s "Opinions on Accelerating the Development of Sports Industry," aim to promote physical fitness and make sports a national priority. This initiative supports the growth of the outdoor industry, including children’s outdoor markets.
TOREADkids, a joint venture between Pathfinder and Parkland, is a prime example of how brands are entering the children’s outdoor market. With a focus on safety, comfort, and adventure, the brand targets children aged 2 to 16, offering products that encourage exploration and outdoor experiences. Other brands like CAMKIDS, BLACKYAK, and St. Frye are also expanding into this space, indicating growing interest in the sector.
In conclusion, the Chinese children’s outdoor market is expected to grow steadily over the next 3-5 years, with moderate but consistent expansion. As awareness increases and policies support outdoor activities, the market is poised for further development.
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