Analysis of the city outdoor track: women carry flags, national cards make wind, bonus trillion

Points in this article:

After 2003, outdoor sports rose for the first time in China. From the process of scratch, brands are mostly concentrated in professional outdoor fields, and more focused on more diverse needs such as fashion, quality, and easy -to -use. The market is absent.

The concept of Urban Outdoor is actually a product based on Asian culture. It is a unique style formed by outdoor sports from developed countries such as Europe and the United States to Asia. The cultural differences in outdoor understanding and integration of outdoor understanding and integration.

The outbreak of the demand in the post -epidemic period leads to the prosperity of the outdoor industry in China. Following the development trend of mature European and Asian markets, the positioning of domestic brands has been upgraded from low -end to mid -to -high -end. The road enters the high -speed development channel.

The national brand took the lead in grasping the gaps of "her economy" in the outdoor market of the city, developed a series of products with a sense of science and technology, fashion and functional, and successfully occupied the head position of various categories. The road of urban outdoor development with Chinese characteristics.

Regardless of the era, people's pursuit of a better life is constant, but the popular lifestyle will change over the times. In the post -epidemic era, after the restrictions on outbound tourism, cross -provincial tourism and indoor movement, people's demand for exposure to nature and perceiving the world continued to increase.

If the square dance and playing bar are the collective trend of outdoor sports after the 50th and 60s, then outdoor activities such as camping and hiking have properly harvested all ages after the post -70s. With the rapid advancement of this land since the reform and opening up of China, the concept of "urban outdoor" has been rapidly emerging under the catalysis of the epidemic.

What is "urban outdoor"? According to a relatively broad definition, the recent fire camping, flying trays, and hiking can be a branch of urban outdoor lifestyles. The commonality of such activities is that most of the time takes up much time, the threshold for participation is low (compared with competitive sports), prices are prices, prices are prices. Bandwidth and scope are concentrated in short -distance or suburbs, and can meet multiple needs such as social, sports and travel.

With the rise of urban outdoor trends, people's preferences and consumer demand have also changed. Observing the final list of Tmall this year's 618, in the 25 industries such as men's, women's clothing, underwear, and luggage, a domestic new consumer brand banana won the double -selling championship of the two industries of clothing and outdoor. In particular, the two traditional outdoor brands are the two major outdoor brands.

Is the appearance of the TAs accidental or inevitable? What characteristics and endowment companies can stand out from the city's outdoor track? This article will sort out the history, characteristics and status quo of the development of outdoor activities in Europe, the United States, Japan and South Korea, and the current situation of China's outdoor activities. Through comparing the commonality and personality of the outdoor development of Chinese cities, try to find outdoor brands such as the national cities under the banana. The reasons and analysis of future development space.

History of Outdoor Chinese Cities: "Western Studies East"

In the process of human development, the development of outdoor activities has undergone four stages of changes. From survival development, scientific research adventure, leisure and entertainment to lifestyle, this development link also meets the concept of Maslow's needs from low -level needs to advanced needs. Change. In this transformation, the previous outdoor outdoor with a long -distance and high -intensity has gradually evolved into a close, low -intensity city outdoor. From the niche to the public, it can allow more people to participate anytime, anywhere, and become a public leisure. A new way of entertainment and improving the quality of life.

1. Development of outdoor activities in developed countries

Outdoor activities are the activities of getting out of the house. Early outdoor activities were actually a means of survival, which solved the physiological and safety problems of the bottom layer; none of the activities such as medicine and hunting were forced activities to survive or develop. With the process of history and the development of natural sciences in the industrial revolution, the development of activities in Europe and the United States in the end of the 18th century and early 19th century in Europe and the United States, the demand for outdoor activities has moved from low -level to higher. The earliest outdoor sports club in the world was born in Germany in 1857. It is mainly climbing and hiking activities, forming the prototype of modern outdoor sports clubs. In 1932, the International Camping Association and Camping Vehicle Federation (FICC) were established, marking the establishment of the World Camping Association. During World War II, outdoor sports skills and equipment were first used in military combat by the British Special Forces.

Early car camping

After the end of World War II, the prosperity of the economy and the stability of the environment made outdoor sports no longer limited to the field of military and adventure, and became a way for more people to entertain and enhance the quality of life. The entertainment outdoor activities have begun to spread from Europe and the United States to emerging Asian economies with the footsteps of the development of capitalist economy. Japan and South Korea's outdoor movements have begun to develop and popularize one after another.

In the early days of the birth of American outdoor brands and military affairs, the United States experienced the process of independent war and westward movement. Its outdoor culture reflected the adventure spirit of Americans. As a country surrounded by nature, Japan is good at combining nature with urban life and emphasizing leisure and entertainment attributes. In 1953, the Ministry of Liberal Arts of Japan implemented the "Guide to Camp" nationwide, and was led by the government to build camps and promoted the improvement of relevant legal policies in the following 20 years. And spend your parent -child time with your family. According to the "White Paper of the Japanese Camping Association" released in 2016, average 37.8%of Japanese campers experienced family camping experiences during their childhood, and 80%of them have participated in family camping. Founded in 1997, the Japanese magazine "Go Out", known as the "Asian Outdoor Bible", is centered on outdoor, covering the fields of camping, food, music, cars, mountaineering hiking, and clothes. Outdoor activities are given more possibilities and move towards high -quality lifestyles. 2. The development stage of outdoor sports in my country

In contrast, my country's outdoor sports have developed later. In 1956, the first national mountaineering team's national mountaineering team was established, and four years later, the peak of Mount Everest was officially unveiled to open the history of my country's outdoor sports development.

On May 25, 1960, the Chinese climbing team won the Mount Everest Peak at an altitude of 8848 meters. This is the first time in human history to reach the world's first peak from the north slope

In 1998, outdoor sports rose in Beijing, Guangzhou, Kunming, Shanghai and other places, and spread to the country, mainly involving outdoor projects such as climbing, climbing, camping and hiking, and conducted in the form of outdoor sports clubs or professional institutions. Niche. After SARS in 2003, outdoor sports rose for the first time in China. A group of internationally renowned outdoor sports brands have entered the Chinese market. At the same time, domestic outdoor sports brands have also been established. Various outdoor sports clubs have emerged. The norms are gradually improved, and outdoor sports with multiple attributes such as sports, tourism, leisure and social networking have become the choice of young people. Outdoor projects such as climbing, diving, running, skiing, hiking, and participating people are constantly expanding. Essence For example, in 2006, the China Outdoor Network hosted a first international tent festival of Longhu Mountain. It was originally expected to be a small size of dozens of people, but after the event started, more than 3,000 outdoor enthusiasts came one after another. The magnificent landscape, such scenes, was also called "the era of national outdoor leisure has begun to sprout in many media at that time. At the same time, the market size of outdoor supplies increased from 300 million yuan in 2002 to 14.5 billion yuan in 2012, CAGR10 reached 47%, and the outdoor sports industry ushered in a period of ten years of rapid development.

In 2013, the panoramic photos of the Sixth International Tent Festival of Wugongshan were selected into the "most surprising photo" of the world's "Time" magazine in the United States.

In this process, China has gone through the process of outdoor sports market from scratch, and at the same time, it also presents the following three characteristics:

First, the form of outdoor sports is more abundant. Hiking, deep tourism, and snowing mountain projects are generally popular for the public.

Second, aspects of outdoor participation groups, young and middle -aged are the main force of outdoor sports. In terms of gender, men with physical advantages still occupy the main body, but the proportion of women is continuing to rise. According to the "China Outdoor Travel user behavior analysis analysis analysis released in 2016 "In", female users have occupied more than 30 %.

Third, outdoor brands and product performance are more concentrated in professional outdoor fields. They pay more attention to consumers' functional needs rather than fashionable. However, the continuous growth of young groups is also giving birth to products to become more diversified and innovative.

3. Outdoor city is both a lifestyle and a trendy culture

When outdoor sports entered a high -speed development period in Europe, America, Japan and South Korea, and China, some new branches and changes gradually appeared. Among them, the concept of Urban Outdoor is actually a product based on Asian culture. It is a unique style formed by outdoor sports from developed countries such as Europe and the United States to Asia. The cultural differences in outdoor understanding and integration of outdoor understanding and integration. At the end of the 20th century, the economic development of Asian countries represented by Japan and South Korea, the changes in people's attitudes towards life made urban residents eager to stay away from the hustle and bustle of the city during the holidays, and the leisure methods such as skiing and camping quickly popularized.

It is particularly noteworthy that the concept of clothing and equipment in Asian culture collides with European and American hardcore outdoor styles, extending the concept of outdoor, so that peripheral products are lightweight and living. At the same time, urban outdoor is also a applicable scenario that continues to expand outdoor activities, incorporating activities such as camping, paddle boards, streaming, and fishing around the city. Female users, parent -child families, etc.

Not only that, urban outdoor has gradually become an important element and representative of trendy culture. For example, in terms of outdoor product style, compared with the United States advocating outdoor sports culture, like Japan pays more attention to embracing nature and urban life. Therefore, some Japanese brands bring the outdoor experience back to the clothing industry/trendy cultural industry, and use outdoor products as a matching material to create a new shape, and then create outdoor brands and styles that are more suitable for Japanese people. Let Japanese outdoor brands have more attention and influence. When the outdoor style of this part gradually develops towards trendy, the urban outdoor style is born. Therefore, for different consumers, especially the emerging consumer groups, some outdoor brands are also continuing to respond. Below we take the development path of the two brands, the north (The North Face), as an example:

1. Arc'teryx

Founded by two extreme sports enthusiasts Dave Lane and Jeremy Guard in 1989, the product matrix of the Ariter Bird covered a number of popular professional outdoor sports. Its series mainly include the snow line series designed for skiers, a well -received climbing series, and a hiking series known for its excellent lightness, fast dryness and abrasion resistance. The malesbolt covers more scenarios with professional clothing as its core. In 2009, the malesbird launched the VeiLANCE business series combining minimalism and outdoor clothing functionality, hiring independent designers to be responsible for the series, change the use scene of the Ariter Bird, expand from field to cities, from professional functional clothing to daily business clothing expansion expansion Essence On this basis, the Ariter Bird has launched targeted sidelines to radiate diversified consumer groups through insight into consumer groups and habits. In 2012, outdoor sports brands launched the first female outdoor products store Arc'teryx Nuttallii in Shibuya, Tokyo. The store is based on a white tone with various elements in the natural environment to provide women's new outdoor space experience.

With the retro sports style, hard -core outdoor clothing gradually entered the vision of the younger generation, and rose with comfortable clothes and outdoor clothing. The word "Gorpcore" originally came from an article in 2017 in the fashion website The Cut. It is a style of focusing on hiking, tactical equipment and mountaineering costumes. The name of Gorpcore is closely related to outdoor sports. It is an abbreviation of "G.O.R.P.", representing "Good Ol 'Raisins and Peanuts" (delicious raisins and peanuts), that is, dried fruit mixtures eaten during hiking.

In August 2021, the Ariter Bird combined with the Gorpcore style to launch a new trendy product line System_a, which was based on multifunctional needs. Based on the consistent brand of alpine outlook technology, it was incorporated into the highly personalized design elements. The market has taken an important step in the market. The Aribetan Bird has inspected the changes in market demand and adjusts the design to cut into different subdivided outdoor sports tracks with the core of professional functional albums; while maintaining excellent functionality, continuously broaden the brand audience, from professional outdoor niche to urban leisure. Volkswagen, establishing younger and trendy brand images that keep pace with the times, giving the brand a new growth momentum.

2. The North Face

The development path in the north is roughly the same as the males, but the play is different. In 1966, it was founded by outdoor sports enthusiasts Douglas TOMPKINS. Based on the product positioning of "producing the best outdoor products in the world", the brand is committed to providing professional equipment for each harsh adventure of outdoor athletes. Different from the unified product matrix of the Jiao Bird, after entering the Japanese and Korean markets, The North Face cooperates with regional agents, and the product design tone has changed fundamentally. Based on professional sports brand genes, it creates regional outdoor branch lines with regional exclusive cities. , Attract young consumer groups.

As mentioned above, due to the differences in national conditions, the differences in the outdoor culture of the United States and Japan, Japan pays more attention to the integration of nature and urban life. The lifestyle, so this also allowed some outdoor brands to conduct localized cross -border innovation after entering Japan. The "Purple Bid" series of The North Face was launched by TNF and Japanese tide brand NANAMICA in 2012. This has also changed the single outdoor brand image in the north, incorporating NANAMICA's simplicity, and a cold fashion trend. The purpose, the purpose is to gradually enter people's daily wear, rather than complete outdoor scenes. The "Purple Bid" series also quickly set off a wave of urban outdoor style.

Judging from the development path of outdoor brands in Europe and the United States and Japan, most of its founders are enthusiastic outdoor or sports enthusiasts, starting from meeting the functional needs of a certain type of subdivided outdoor field, and soon occupied with unique product characteristics, occupying the characteristics of unique product characteristics The mind of the target group, and then extended the product line to radiate more diversified consumer groups, gradually from professional outdoor functional clothing to popular urban outdoor and daily leisure scenes, and sometimes even to adapt to the differences in culture. Some products also need to make more localized design and changes to better meet the tendency and needs of target consumers. Multi -factor promotes the rise of Chinese cities outdoors, and women's outdoor consumer brands are absent into a good opportunity

In recent years, domestic cities have also developed rapidly in recent years. Speaking of the rise of the track, many people will remember the catalysis of the popularity of outdoor activities such as camping camping. Many solid reasons are worth exploring.

First, the improvement of socio -economic and living standards provides necessary basic conditions for outdoor activities.

From the history of the development of outdoor activities, it is not difficult to see that the boom of outdoor activities always follows the emergence of economically developed areas. Although the two are not an inevitable orientation relationship, social and economic development must be a necessary for the people to seek more entertainment activities for entertainment activities. condition. In 2010, China replaced Japan to become the second largest economy in the world. In recent years, national disposable income has continued to grow. Among consumption expenditures, cultural education and entertainment are the fastest growth projects. The increase in consumption capacity has supported the frequency of people's outdoor entertainment activities. At the same time, the improvement of living standards, the public also pays more attention to the needs of healthy life, tending to choose entertainment methods that promote health.

Second, the improvement of Internet infrastructure and the maturity of applications have made one -stop online travel and travel more convenient.

In terms of Internet consumption, my country's Internet penetration rate and mobile payment penetration rate have been at the forefront of the world, and the number of online tourism companies and platforms has also increased, which has also led to the development of the online tourism industry. From online reservation to "one yard and one place", from online consumption to online marketing, from online "grass" to offline "grass -pulling", "Internet+tourism" provides more convenient and diversified travel for national travel. The experience and services of the chemical, covering one -stop online travel consumption such as eating, living, traveling, traveling, purchasing, entertainment. The "China Mobile Market Data Report in 2021" shows that the size of the online tourism market in 2021 was about 863.5 billion yuan, an increase of 35.21%year -on -year, and the penetration rate was about 29.6%. The user size was about 449 million, an increase of 3.93%year -on -year. The Ministry of Culture Tourism also predicts that the scale of China's online tourism market will exceed trillion in 2022, and the size of online tourism users will reach 542 million.

Third, while the urbanization accelerates development, it also brings various pressures in work and life, and outdoor activities have become an important way to release psychological pressure.

With the development of socio -economic development, many people have less time in their spare time, and work in the housing area and two -point work and life, but under the pressure of survival, it is impossible to start a "travel and walk", and at this time Urban outdoor activities with low fresh fun and low participation have become the choice of many people. According to the "2022 Douyin E -commerce Top Ten Trends Life Trends Report", 42.4%of the Douyin platform users in 2021 use outdoor leisure sports as an important entertainment Relaxing methods, 38.5%of users will participate in outdoor activities of more than 6 times a year, of which urban leisure, camping, short -distance, or more outskirts. At the same time, urban outdoor activities also provide you with a variety of entertainment and relaxation scenes. The outdoor scenes are extremely inclusive. Outdoor sports can be integrated into the camping scene, and young people can find their favorite leisure and entertainment methods from it.

Fourth, the rise of various urban outdoor projects not only let people escape from social pressure, get close to nature, and find the identity of "Zhonglele", but also a true expression of life attitude.

In the past two years, because of the epidemic, everyone cannot travel far away, which has accelerated outdoor market education and has also allowed more people to cultivate the habit of long -term outdoor sports. This is the impact of the epidemic on the city's outdoor track. People in the city have found the possibility of escaping steel cement and busy work in camping, hiking, and cycling. Here they can talk to old friends to talk about the sky and squeeze in a limited world of a party with their families. As a person -the social attributes of the group living with the group, the relationship between people and people has become closer, the lack of emotion under work squeezing is made up, and personal emotions have been cured in nature.

And for young people, compared to the sense of relaxation brought by natural experience and communication, what they pursue is the social satisfaction brought by the feeling of ritual feeling. People are welcomed because they want to create an ideal identity image on social platforms through exquisite symbolic consumption, and meet their desires in integration into the circle and identity.

Fifth, the prosperity of various entertainment and outdoor programs, and the emerging consumption form driven by content platforms such as Xiaohongshu, live e -commerce, etc., also greatly created the cultural atmosphere of urban outdoor activities.

In recent years, young people like to watch variety shows, Xiaohongshu, short videos, live broadcasts, and major content social platforms have been promoting the outdoor outdoor. Since 2018 As an example of the "Flower and Junior Camping Season" as an example, before the show, the online media's attention was 2.56 million times, the video playback volume was 100 million times, and the topic volume of Weibo was 2.218 million. The second phase is the first ratio of 0.80%ratings with the market share of 5.72 at the same time. From the overseas "Swaying Camping" to the variety film and television works such as "Camping Together" in China, from the short video platform, the wild food brother who cooks in the wild to cook in the wild to the village who lives in the countryside. The camping style "goes to the nine palaces of the outdoor beauty in the circle of friends, all affect the longing of young groups for urban outdoor lifestyles. In comprehensive factors, urban outdoor has become a new way for young people and even broader groups, and it is expected to gradually evolve the growth of growth and become the "just need" of this group.

Picture: In recent years, some China -Korea Camping related variety shows and film and television

As mentioned earlier, there are various urban outdoor scenes, including various outdoor activities, such as jogging, yoga, camping, walking green, tourism and vacation, etc., almost all of them can participate, derive many people, uniforms, accessories, lightwear and other multiple. The market is currently high in the global outdoor activities, but because of the unique aesthetic preferences of outdoor forms, use scenarios, and unique aesthetics such as sunscreen and skin color, the markets in various regions have also showed different characteristics. Among them, Chinese cities outdoors have developed their unique personality.

Personality one, diverse domestic cities outdoor scenarios, diverse demand.

In the urban outdoor market, comprehensive retailers represented by Decathlon focus on the mass consumer market, covering a wide range of categories, but there are relatively no specialty categories; the international outdoor clothing brand represented by the a little bird and the north is relatively high -end. High and design emphasizes functionality; domestic outdoor brands represented by the roadkeeper and camels, mostly positioning the public market and following traditional outdoor clothing design; head sports brands represented by Lululemon, Nike, Li Ning, etc. Entering outdoor markets, but most of the products emphasize sports elements.

From this point of view, the head brands of each subdivided track in the outdoor industry are more concentrated on the professionalism and functionality of clothing and equipment. The acceptance of outdoor clothing is improved, not the outdoor products itself is more casual while maintaining functionality. In such an industry pattern, outdoor brands with both functionality and leisure design have gaps.

Personality II, the pursuit of skin health and fair complexion of domestic consumer groups, making outdoor sunscreen a key needs.

Most of the European and American markets accept or respect the beauty culture, and sun protection during outdoor sports is more out of health considerations, and most of them are mainly chemical sunscreen; and in Asian culture represented by China, Japan and South Korea, most of the public aesthetics are based on fair skin. Lord, so, especially for female consumers for health considerations, they will take multiple chemical and physical sunscreen measures. As a result, sunscreen has become one of the important needs of this market.

Personality III, the increase in women's groups in urban outdoor sports, and the needs of social, fashion and brand.

据携程报告，2021年露营客、徒步族中女性占比近51%，女生结伴同游增长76%，女性单人旅游增长50%，且当前女性旅游消费呈“高话语权、高消费额、 The phenomenon of high quality and cost -effectiveness "also gradually become one of the trend of female consumption in sports and health consumption at the same time. According to what is worth buying platform data, female users have become the main force under the topic of" exquisite camping "and" sports ".

Ctrip released the latest "her journey" consumption report. In 2021, women's travel consumption power began to catch up and crushed men in many aspects.

On the other hand, compared with men, the female group pays more attention to the sunscreen measures and wearing fashion degree during outdoor activities. When discussing outdoor sports products, the topic is concentrated in terms of beauty and comfort. Diverse, pursuing outdoor clothing that can meet multiple scenes and wears demand (from the original outdoor scene, extending to outdoor, work, daily leisure and other scenarios), this has great reference for the design and consumption trend of outdoor brands significance.

According to the lazy bear sports survey, the proportion of women's sports consumers is 64.11%of the needs of wearing needs, and functionality, design sense, and quality are also the main factor considering. This is also due to the particularity of women's figure and pursuit of beauty and shaping. Female consumers have higher requirements for the tailoring design and fabric comfort of sportswear. But in fact, the demand for women's sports consumers is far from being met. 48.62%of the respondents believe that "sometimes women's needs will be ignored", and 8.87%believe that "it is laborious to find products or services that suits them". " This also provides a larger space for survival and development for emerging brands of women's sports segments.

Faced with the personality of the outdoor market in China, how the brand's targeted layout has become the key to occupying the leading position of the industry. The following will take the new domestic consumer brand banana as an example to interpret how the banana can occupy the first -mover advantage in cities that can develop rapidly in China. Looking back at the development of the banana for nearly ten years, we summarize the changes in the following four stages: In the first stage, focus on women's consumer groups and cut into the outdoor field with a single function.

In 2013, when the banana insights, when the urban women were performing outdoor sports, they lacked the protection of sunscreen and other products. At the same time, they found that the traditional umbrella brand was clear and the umbrellas were grasped but the border was blurred. Once the umbrella, it has become a explosion with its unique black technology and high -value design, leading a wave of fashion for women's trend consumption, and implanted the concept of sunscreen umbrella into consumers. Around the sunscreen umbrella, the banana subsequently launched a variety of umbrellas such as capsule, fruit fun, flat umbrella, fun play, and pocket buds, which not only solves the difficulty of the traditional umbrella in the button to open and close the button, the difficulty of carrying, and the storage of storage. Pain points, and high -tech, high -quality, high -quality "three highs" experience, let it continue to win the Tmall platform umbrella target sales champion. Although there have been similar imitations since then, Baotan has occupied the user's mind with the sunscreen series in the early days, which has obtained more compound rewards for its subsequent products and laid a solid foundation.

In the second stage, from single categories to multi -category, creating a large amount of classic products.

In 2015, around the needs of sunscreen, the banana subsequently extended the sunscreen product line to the sunscreen, sleeve cover, hat, sunglasses and masks. The logic behind this is that the richness of the urban outdoor track gives a lot of segmented categories, unlike a single category brand, there will be obvious ceilings. The product strategy under the banana is to continuously study the female target group of 20-30 years old, tap their product needs, and make classic products in the category, which has also become the reason for users to buy products and purchase. At present, there are about 200 SPUs under the banana, and it is expected to reach 300 this year. Public data shows that the repurchase rate of Tmall flagship store in 2021 has reached 46.5%, and the percentage of customers who purchased two or more items in Tmall flagship stores also reached 29.4%.

Urban outdoor product matrix

In the third stage, from sun protection to the expansion of the entire outdoor protection function.

Since then, in order to meet more outdoor functions other than sun protection, under the banana, it has launched clothing, accessories, shoes, shoes and bags with cooling, drying, warmth, waterproof, lightweight, and sports protection functions. The product concept of the banana is function+design, strong function+outdoor attributes, and design language and experience, combining the two. For example, in terms of clothing, the banana is currently based on sunscreen clothing, but there are T -shirt products, which have the three -proof function of moisturizing, waterproof, and oil -proof to meet the complex environmental needs of outdoor scenes.

And in terms of functional satisfaction, it is also a technical requirement. The idea of ​​banana may be completely different from other brands. For example, outdoor waterproof, compared with those hard -core outdoor brands only focus on waterproof and lack of breathability and comfort, the banana is more focused on the surrounding urban and hiking commuting. The demand for customer base is breathable, fast dry, elastic, and comfortable. At the same time, waterproof is needed. This means that every scene and function of the city's outdoor can be redefined through the banana, and even it is worth doing it again. At present, the scenes of the banana are still in the early days. There are many opportunities to be discovered around the surrounding surroundings such as flying, riding, canoeing, hiking, and mild outdoor.

In the fourth stage, from meeting the needs of a person to the needs of a family.

The outdoor positioning under the banana is not a vertical class since its establishment, but a lifestyle brand that provides a one -stop solution. At present, the user groups of the banana are concentrated in women aged 20-30, but other people are also the direction of future expansion. It is necessary to show sufficient breadth to more depicting scenes and lifestyle to more users. Therefore, the products of banana have also added a series of children's and men's supplies, which can provide one -stop outdoor consumption experience for the entire family users, from a single population to the layout of multiple people.

With the development of online consumption habits, the promotion of new online channels and the upgrading of offline infrastructure construction, the new retail model of online and offline integration will change the channel form of the sinking market. The banana products that have a sense of science and technology, quality, and functional can be used to reach the maximum of potential consumer people in time and space with their own DTC omnichanped models. Different ages and different income groups, large and diverse customer bases have rapidly expanded sales scale, and are eventually expected to achieve a greater extent in the sinking market.

Conclusion

The concept of urban outdoor concept is extended, and the brand business expansion space is broad

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