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Trends in the Market for Jackets: Growth, Consumer Insights, and Brand Dynamics
Jan 09,2025
Market Growth Trends
By 2025, China's sports and outdoor products market is expected to reach 600 billion RMB, with a year-on-year growth of 240% for jackets. Since 2023, jackets have shown a trend of "not dull in the off-season, wearable in all seasons."
Consumer Trends Insights
Three main consumer groups: Professional Outdoors (rock climbing, snow mountain), Light Outdoors (camping, hiking), and Fashionable Wear (commuting, fashion). Professional outdoors prioritize functionality (windproof, waterproof), light outdoors focus on warmth and breathability, while the fashion crowd emphasizes aesthetics and coordination.
Brand Trends Insights
International brands (Arc'teryx, The North Face) remain dominant, but domestic brands (Camel, Li Ning) are rising rapidly with high cost-performance. Product designs are shifting toward multifunctionality and tech fabrics, with brand innovations meeting diverse consumer demands.
Popular Scenarios and Platforms
Douyin and Xiaohongshu (Little Red Book) are the main platforms for discovery, with Douyin more focused on brand promotion, and Xiaohongshu centered on outfit sharing. The scenarios for jackets have expanded from snow mountains and hiking to city walks, cycling, and other daily settings, making them a "versatile item."
Jackets are no longer just exclusive to professional outdoor enthusiasts; they now bridge multiple scenarios and consumer groups, combining functionality and fashion. From tech fabrics to stylish outfits, jackets are redefining the value of outdoor gear.
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