Recently, although the temperature continues to drop, but the heat of outdoor sports did not "cool down", people with moisture absorption and sweat, temperature control, odor removal, wear, water and other functions of clothing demand is increasingly strong. It is reported that Vipshop's sales of sports hoodies rose 87% year on year after the opening of the "11.11 special Sale Carnival" in one hour. On Tmall, sales of running clothing rose 45.2 percent year on year.

According to the White Paper on the New Potential of Consumption in 2022 published by Magic Mirror, outdoor functional clothing is growing strongly under the condition of the overall decline of the garment industry. The sales of storm clothing in the third quarter of 2022 reached 88.8% year-on-year growth, and the outdoor clothing market has a huge growth space this year.

Multi-functional power multi-scene

With the increase of domestic per capita disposable income, domestic residents have access to more types of sports, and the wearing scene of sports apparel is constantly extending. Data from Imedia Research shows that in a survey of China's sports shoe users in 2022, 52.7% of consumers like to wear sports shoes on a daily basis, while 26.6% only wear sports shoes on rest days or during sports.

Recently, the reporter in Beijing South fourth Ring Road outdoor supplies collection store to see several customers are buying sports clothing, the shop's guide introduced: "after the 'eleven' weather turns cool, the store's charge clothing sales began to rise, with wind and rain, warm, breathable and other characteristics of the charge clothing, has always been the most popular category of outdoor clothing.

Outdoor enthusiasts are more specific in their choice of functional clothing. "Like golf, this kind of exercise intensity of aerobic exercise, the choice of clothing is mainly not to quickly volatilize sweat, but to ventilate cool, relative to the large amount of outdoor exercise, the fabric permeability and moisture conduction performance is more important. Second is hygroscopic performance, fast drying performance, etc." "Said Ms. Liu, a golf enthusiast from Beijing.

"Fashion + sports" is more popular

This year, Frisbee, land running, skiing, camping and so on have become the new choices for people's leisure. The fashion and design sense of outdoor clothing have been further explored, and the fashionable and beautiful outdoor clothing is more favored by consumers.

Functional clothing fashion, fashion is a big trend. The 18th "Science, Art and Fashion" Festival held at the Beijing Institute of Fashion Technology recently showcased design works covering functional clothing such as skateboarding, tennis, ice hockey, skiing, urban cycling, women's light sports, suburban hiking, camping, hill outdoor and mountain climbing. Jia Ronglin, president of Beijing Institute of Fashion Technology, said that the theme of the event is "Fashion + sports", and he hopes to promote the concept of "fashion + sports" to take root through the event.

Science and technology power the development of the industry

The continuous expansion of functional clothing market is inseparable from the improvement of technological innovation and application ability of the clothing industry. Recently held in the China International Import Expo innovation incubation consumer goods exhibition area, a use of superimposed materials for the garment attracted people's attention. The suit is less than 2cm thick, but can withstand temperatures as low as -40C, which is equivalent to an everyday 7cm suit. According to Zhong Feipeng, chief scientist of Beijing Superposition Technology Co., LTD., which developed the fabric, superposition material is a new kind of nano-closed cell "flexible" heat insulation and insulation material. The technology has been in operation for three years and has won international patents, national patents and dozens of awards.

According to the prospectus provided by Jiaxia, a brand famous for outdoor sun protection, sales of its ice thin series sun-protective clothing using Airloop fabric launched in 2020 reached 276 million yuan in 2021 and 273 million yuan in the first half of 2022, respectively. The fabric adopts high heat conduction and special woven structure to achieve cold contact. By changing the fabric ratio, the fabric can still block the penetration of ultraviolet light and maintain its sunscreen function under the high stretch to 150% of its original size.

Experts believe that in the post-COVID-19 era, the outdoor leisure trend and the wide application of new technologies, new materials and new techniques will bring broader development space to the outdoor sports apparel market.