From July 24th to 25th, Nanjing experienced a stretch of continuous rain. Despite the damp weather, outdoor enthusiasts remained undeterred. At 10:00 AM on the 24th, the COA Outdoor Summit Forum officially kicked off at the Jinling Conference Center in Nanjing. Hosted by Mr. Cai Yingyuan, the chief editor of Sina Outdoors, the event brought together top decision-makers from outdoor brands, events, and media for two days of insightful discussions.
The forum was divided into three sessions, with participants engaging in deep conversations about the current state and future direction of China’s outdoor industry. Topics covered included "The Development Prospects of the Chinese Ski Market," "The Importance of Material Brands in Outdoor Market Growth," "The Future of Chinese Outdoor Brands," "Investment Opportunities in the Sports Industry," "Exploration of Travel Capabilities as a New Starting Point for China’s Outdoor Industry," "The Future of Outdoor Physical Stores," "Running Event Operations and Industrial Development Prospects," and "How Outdoor Sports Bases Can Promote the Development of Large-Scale Outdoor Industries." These eight themes spanned the entire outdoor sector, touching on everything from brand strategy to consumer behavior.
Throughout the summit, the focus remained on improving outdoor facilities, enhancing service industries, and strengthening brand appeal. These key areas were repeatedly highlighted across different discussions, showing a shared vision among industry leaders.
During the session on the "Prospects of the Chinese Ski Market," Wu Bin, Deputy Manager of Wanda Group's Wing and Snow Department, gave an optimistic outlook on the future of the ski industry in China. He also analyzed the impact of China's successful Olympic bid on the ice and snow industry. With the preparation for the 2022 Winter Olympics, numerous infrastructure upgrades have already been initiated. Even if the bid had failed, the investments made so far have significantly improved domestic snow facilities, helping to grow the base of snow sports enthusiasts.
Another key point discussed was the need for better camping facilities in the RV industry, as highlighted by Dong Baoqing, Editor-in-Chief of Automotive Magazine. This ties directly into the idea that ski resorts can serve as summer camps, emphasizing the importance of supporting infrastructure.
In the session on "Running Event Operations and Industrial Development Prospects," experts discussed the challenges and opportunities within China’s growing running scene. While the country still lags behind Japan and South Korea in terms of the number of marathons held annually, the popularity of running has surged. Zhang Tao, President of Pathfinder Sports Events Group, pointed out that many sponsors lack a clear understanding of their brand value and how to effectively integrate it into events. Blindly seeking exposure without real engagement does not lead to meaningful returns. Only committed sponsors who truly invest in events can build trust with consumers and provide better services.
Additionally, the need for better camping sites, outdoor stores, and related services was emphasized. Xia Bojun, a renowned mountaineer, shared his experience climbing Mount Everest in Nepal, where he found the local environment far superior to what is available in China. From accommodation to training facilities, the gap is evident, and this highlights the urgent need for improvements in service quality to retain outdoor enthusiasts.
Over the course of two days, all participants expressed optimism about the future of China’s outdoor industry. Whether or not the 2022 Winter Olympics bid succeeds, the focus will remain on upgrading infrastructure, improving service quality, and refining brand values—key priorities that will shape the growth of the outdoor sector in the coming years.
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