From July 24th to 25th, Nanjing experienced a stretch of rainy weather. Yet, the persistent drizzle couldn't dampen the spirits of outdoor enthusiasts. At 10:00 AM on the 24th, the current COA Outdoor Summit Forum kicked off at the Nanjing Jinling Conference Center. Hosted by Mr. Cai Yingyuan, the chief editor of Sina Outdoors, the event brought together key decision-makers from outdoor brands, events, and media for two days of insightful discussions.
The forum was divided into three sessions over the two days, with participants engaging in in-depth conversations about the current state and future direction of China's outdoor industry. Topics ranged from the development prospects of the Chinese ski market and the importance of material brands in driving growth, to the future of Chinese outdoor brands, investment opportunities in the sports industry, and the role of outdoor-themed travel as a new starting point for the sector. Other discussions focused on the future of physical outdoor stores, the operation of running events, and how outdoor sports bases can drive the growth of the broader outdoor industry—covering eight major themes in total.
These topics spanned the entire outdoor industry, touching on everything from brand development to consumer behavior. Throughout the summit, the improvement of outdoor facilities, the enhancement of service industries, and the core appeal of brands were central to the discussions. The event highlighted the growing need for better infrastructure, more refined services, and stronger brand identities to meet the evolving demands of outdoor enthusiasts.
In the session on the "Prospects of the Development of the Chinese Ski Market," Wu Bin, deputy manager of Wanda Group’s Wing and Snow Department, shared an optimistic outlook on the future of the domestic ski industry. He also analyzed the potential impact of China’s Olympic bid on the ice and snow sector. As part of its efforts to host the 2022 Winter Olympics, China has already begun upgrading ski resort infrastructure. If successful, this could lead to significant advancements in the ice and snow industry over the next seven years. Even if the bid fails—which is considered unlikely—the existing investments have already improved the basic facilities, which will help attract more consumers and grow the number of ice and snow enthusiasts.
This focus on improving outdoor facilities was echoed throughout the summit. Dong Baoqing, the editor-in-chief of Automotive Magazine, emphasized the need for better RV camping facilities in China. This ties back to earlier discussions about how ski resorts could be used as summer campgrounds, highlighting the importance of developing supporting infrastructure to enhance the overall outdoor experience.
During the session on "Running Event Operations and Industrial Development Prospects," speakers shared their insights on the current state of China's largest outdoor sports group. While there are over 100 marathons held annually in China—compared to Japan and South Korea—there's still room for growth. Zhang Tao, president of Pathfinder Sports Events Group, pointed out that many sponsors lack a clear understanding of their brand's appeal and fail to effectively showcase their values during events. Blindly seeking exposure doesn't always translate into real value for the brand or the audience. True sponsorship requires dedication and genuine effort, which ultimately builds trust with consumers and enhances service quality.
Beyond sponsor support, the outdoor market in China also needs better camping sites, retail spaces, and related services to meet consumer expectations. Xia Bojun, a renowned mountaineer, shared his experience climbing Mount Everest in Nepal, where he found the environment far superior to what's available in China. From accommodation to training facilities, many climbers choose to train abroad, highlighting the gap between China's outdoor services and those of other countries. To retain customers, it's essential to improve the quality of services offered.
Over the two days of discussions, all participants expressed optimism about the future of China's outdoor industry. With the 2022 Winter Olympics announcement, the event has become a major catalyst for growth in the outdoor and ski sectors. However, regardless of the outcome of the Olympic bid, the focus remains on enhancing domestic infrastructure, improving service quality, and refining brand strategies. These efforts will be crucial in shaping the future of China's outdoor industry.
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