Outdoor sector seen taking off nationwide

Market grew from 67.5b yuan in 2019 to 87.2b yuan in 2023; emergence of high-quality domestic brands on ascent

The outdoor industry in China is undergoing a significant transformation, moving beyond rapid growth driven by camping and general outdoor activities to a more lifestyle-focused market, said industry experts and executives.

This shift was a key theme at ISPO Beijing 2025, a trade fair for sportswear and outdoor goods, which opened in Beijing on Friday and drew nearly 500 exhibitors showcasing innovations across nine categories, including hiking, trail running, winter sports and cycling.

About 10 percent of the exhibitors were new overseas brands, and over 60 percent were first-time participants — showcasing the fast-evolving market landscape, said the show's operators — Messe Munchen and ISPO Group.