[Exhibition information] China's children's outdoor market potential of over 1 billion shows a steady development trend

Original author: Shiga, a veteran Chinese outdoor industry financial writer and former business editor at 8264, has also contributed as a freelance writer to journals like "Tsinghua Management Review." With a background in media and a deep commitment to researching the outdoor industry and promoting outdoor culture, Shiga currently runs Tianjin Shiga Sky Technology Co., Ltd. In the Chinese outdoor market, the development and characteristics of the children's outdoor market have become a significant topic of interest. Industry professionals believe that after 2000, the number of people participating in outdoor sports in China will reach a certain scale, with the total output value of the outdoor products industry expected to be around 50 million yuan. Several new outdoor brands have emerged in China, and during the first decade of the 21st century, the outdoor industry experienced rapid growth. By 2014, most early participants were parents, and their children were generally between 5 and 10 years old. These kids were influenced by their parents' outdoor habits and had a high probability of becoming the next generation of outdoor enthusiasts. Based on this, it can be inferred that the Chinese children's outdoor market is entering a stage of rapid development. Any speculation needs to be supported by empirical evidence. While the author does not claim to predict the future, they aim to analyze the potential market size, outdoor sports heritage, and national policy directions to estimate the development of the children’s outdoor market in the next 3–5 years. The analysis focuses on TOREADkids, one of the leading domestic brands in this space. The potential market size is based on data from China's previous censuses (issued by the National Bureau of Statistics). Since 1982, the population under 15 has been declining, but it began to recover in 2011. By 2014, the number of children under 15 reached 239.57 million. Additionally, the urbanization rate in China continued to rise, reaching 54.77% by the end of 2014, with 749.16 million urban residents. The dependency ratio has also increased, signaling an aging population and growing family support burdens. Although the number of children under 15 may grow, the effects of these trends on the outdoor market may not be immediately visible in the next few years. However, the overall growth of the outdoor population driven by urbanization and childhood participation is expected to lead to long-term market expansion. According to U.S. Outdoor Industry Association statistics, 140 million Americans participated in outdoor activities in 2013, accounting for nearly half of the population. The U.S. outdoor industry grew at an average annual rate of 5% from 2005 to 2011, contributing $1.6 trillion to the economy. In comparison, China's outdoor industry has enormous potential, and the children’s outdoor market is expected to grow significantly over the next few years. Outdoor sports culture is passed down through generations, and parents play a crucial role in shaping children’s outdoor habits. In Japan, where outdoor sports are well-developed, many individuals started participating in outdoor activities from a young age. Family involvement is the top reason for choosing outdoor activities, highlighting the importance of parental influence. Research shows that parents spend less on girls’ sports than boys, and only a small percentage of children pursue sports professionally. Most parents focus on developing skills and interests rather than professional careers. The majority of children's sports spending goes toward sportswear, equipment, and training, with about 90% of families spending less than 2,000 yuan annually. Based on available data, the children's outdoor market in China has significant potential. If one in four children receives parental support, there could be around 1 million children with outdoor product consumption needs. At an average of 1,000 yuan per child, the market potential exceeds 10 billion yuan. National policies, such as the State Council’s 2014 "Opinions on Accelerating the Development of Sports Industry to Promote Sports Consumption," emphasize improving public health and promoting fitness as a national strategy. This provides a strong foundation for the growth of the children's outdoor market. TOREADkids, a children's outdoor brand created by Pathfinder and Parkland, aims to promote outdoor lifestyles among children aged 2–16. Through its four product lines—Hero, Trekking, Travelax, and Surfing—it encourages exploration, adventure, and a spirit of challenge. With the launch of its stores across major cities, TOREADkids is setting the stage for a broader market presence. Other brands, both domestic and international, are also entering the children’s outdoor market, indicating a growing trend. As more companies invest in this sector, the Chinese children's outdoor market is poised for steady expansion in the coming years.

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