Poster Wandering 丨 Surfing from the flying plate to the tail wave, how can the niche movement "pry open" the big market?

Poster observer Zhang Jingning

Flying disks, cycling, paddle boards, surfing boards, tail waves ... These niche movements are capturing the hearts of football fields, parks, and young people who are eager for outdoor sports in the city.

These niche outdoor sports can not only meet the entertainment needs of young urban young people, but also have certain social attributes. New exercise needs have spawned new lifestyles, and also bring new consumption boom and market potential.

The niche movement "Suddenly like a night spring breeze"

For many people, the popularity of niche movements such as flying disks and paddle boards is "falling from the sky", but it is not. In terms of hardware conditions, in recent years, my country's outdoor sports infrastructure has become increasingly perfect, including green spaces, parks, and professional camping camps and ski resorts in the city, which provides possibilities for the development of outdoor sports.

In terms of policy environment, many favorable policies for outdoor sports have been introduced at the national level, such as the "Development Plan for Mountain Outdoor Sports Industry" and "Opinions on Building a higher level of the National Fitness Public Service System", which have promoted the outdoor sports industry The orderly development.

From the perspective of the public's overall cognitive perspective, people living in urban living are increasing day by day, and they tend to like sports projects with strong social, weak confrontation, and low thresholds. lock up.

If these objective factors are the driving force for the "hot" of the niche movement, then the social platform provides an important way for the dissemination of the niche movement. On social platforms such as Xiaohongshu and Douyin, there are many communities related to niche sports projects. There are relatively complete sports skills, sports equipment, and sports peripherals. These social platforms have become the largest domestic trend movement. Incubation and fermentation bases are the most important ways to propagate niche movements.

These subjective and objective factors are superimposed, so that the niche outdoor sports naturally grow.

Where is the niche movement attractive?

To say where the niche movement has caught the hearts of young people, it is necessary to start with social attributes. Most niche sports players have their own community and clubs. They organize some internal members' activities, which gives people a certain sense of belonging. At the same time, in the process of sharing the game, they can also take tents, play flying trays, drink coffee, and even invite photography and shooting. Interaction becomes a traffic entrance.

In addition, the threshold for low sports is also one of the attractive advantages of these niche outdoor projects. Compared with traditional sports such as football and basketball, flying disks and paddle boards make many sports Xiaobai feel "safer". The so -called safety comes from two aspects. On the one hand, most of these niche projects do not have direct physical confrontation, and do not require long -distance running and huge physical consumption; on the other hand, most of these projects participants are novices. It can be learned from the same time in technical, and the entry threshold for admission is low, which is a relatively easier and more comfortable sports atmosphere.

More importantly, these niche outdoor projects are relatively friendly to women. Sports that are common in urban movements are dangerous for women, and they are strong confrontation projects such as ball movements. Men and women can compete in the same field, and even dress up "beautiful" movements, which also expands the radiation range of these movements.

In addition, in addition to the movement itself, young people also value the cultural value behind it. Most of these sports projects emphasize the equal spirit and pioneer culture are in line with the mainstream values ​​of young people. For example, the "flying spirit spirit" in the flying tray movement (that is, knowing rules, avoiding physical contact, enjoying competitions, fair competition and respect for communication); The bones are pursuing independence and freedom, love adventure and passion, and do not easily compromise). The sense of recognition of culture has also become the driving force for many young people to join these movements.

Can the niche movement usher in a large market?

These niche outdoor sports projects are becoming a trendy lifestyle, and the popularity of these projects has also radiated many peripheral industries, such as traditional outdoor supplies, sports facilities, etc. The prices of these sports equipment are low and high, such as flying disks and as well as flying trays and The skateboarding movement, the equipment involved is relatively cheap, ranging from hundreds of yuan to thousands of yuan, but water projects such as tail wave surfing and kite surfing are just surfing boards and the lowest prices of surfing per hour. Above. They meet the needs of outdoor sports for different consumer groups, and also drive different consumer markets.

According to the data of Ai Media Consultation "The Development Trend of the China Flying Disk Sports Market from 2022-2023", the core industry scale of the current flying tray is expected to be 76 million. Between 2022 and 2023 Sports shoes and other consumer fields include leasing, sports training, and related clubs of sports venues, and waist flag rugby and paddle boards also have higher advanced space.

In addition to the main equipment and venues, these sports areas have also formed a diversified product ecosystem, extending more consumer scenarios to the era of epidemic.Many companies have discovered new marketing value outside of these movements.For example, brands represented by coffee, furniture, and offline catering seem to have nothing to do with outdoor sports, but they open a new sales path through cross -border joint co -branded product culture and outdoor lifestyle.In addition, markets, music festivals, dance projects, small events, etc. can all combine the height of cultural connotation and outdoor sports to provide brands with the carrier of communication and bring more diverse expression to brand marketing.

At present, these niche outdoor sports projects are gradually developing towards professional and standardized development. Although most of them are still limited to first- and second -tier cities, with the improvement of related industries, the era of the large market for niche sports refers to the next day.

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