直播电商打开户外消费新增量 抖音电商产业带商品半年售出超10亿单

This article discloses the key findings from Douyin E-commerce's *2026 Douyin E-commerce Light Outdoor Lifestyle Consumption Trend Report*, outlining the latest shifts in China's outdoor consumer market to help general readers understand up-to-date trends and guide their purchasing decisions.

1. Core data: In the first half of this year, more than 1 billion units of outdoor goods from industrial belts across China were sold on Douyin. The number of active SKUs grew 73% year-over-year, with sales of multiple light outdoor subcategories doubling or even tripling.

2. New consumption trends: Outdoor consumption has shifted from "heavy gear for long trips" to "lightweight daily use", giving rise to new activities such as mini park camping, outdoor dining, micro-fishing and pickleball, driving a sharp surge in demand for lightweight, portable products.

3. Demographic and geographic characteristics: Young consumers in lower-tier towns account for the largest share of current light outdoor spending. Urban silver-haired consumers and middle-aged residents in smaller towns are also widely participating. The five provinces with the fastest growth in outdoor consumption are Hebei, Shandong, Sichuan, Henan and Zhejiang.

This article outlines the latest consumption trends, channel opportunities and growth lessons for outdoor category brands, with key takeaways below:

1. Consumption and trend opportunities: Light outdoor activities have now gone mainstream, with outdoor consumption shifting toward lightweight, daily use and spawning multiple new consumption scenarios. Sales of many categories tailored for these new scenarios have grown more than 100% year-over-year. Young consumers in smaller towns are the core demographic, leaving significant room for growth in下沉 markets.

2. Channel development: Douyin's full-funnel interest e-commerce model effectively unlocks new growth for outdoor consumption. Brands can reach consumers directly via short-form video and livestream content, and expand business growth by leveraging industrial belt advantages.

3. Brand growth lessons: Brands founded as OEM factories can transition to building their own brands and develop custom products tailored for new outdoor scenarios. Established brands can break into new mainstream audiences by combining in-house livestreaming with cross-sector collaborations with niche creators. Case studies show this approach can deliver over 200% year-over-year sales growth in just six months.

This article sorts out growth opportunities, actionable lessons and platform support policies for outdoor category sellers on the livestream e-commerce track, with key details below:

1. Growth opportunities: Light outdoor activity has now reached mass consumers, with demand exploding for lightweight products and niche new SKUs adapted to emerging scenarios. There is also ample growth room in下沉 markets and among non-traditional consumer groups such as middle-aged and older adults. With over 1 billion units of outdoor industrial belt goods sold on Douyin in the first half of the year, the incremental growth space is significant.

2. Actionable lessons: OEM factories can transition to building their own brands, develop new products aligned with emerging outdoor scenarios, and reach consumers directly through short-form videos and livestream rooms. Brand sellers can reach new users by combining in-store livestreaming with cross-sector collaborations with niche creators, and multiple cases have already achieved rapid growth through this model.

3. Support policies: In the second quarter of this year, Douyin E-commerce cut total operating costs for merchants by more than 10 billion yuan. Going forward, it will roll out targeted, refined support tailored to merchant needs to lower entry barriers and improve operational efficiency.

This article outlines product demand directions, business opportunities and insights for digital e-commerce transformation for outdoor product manufacturers, with key takeaways below:

1. Product design and development demand: Overall outdoor consumption has shifted toward lightweight, portable products adapted to new daily scenarios including park camping, outdoor dining, niche light sports and parent-child fishing. This has driven explosive demand for instant-setup tents, portable tableware, niche sports gear and lightweight fishing equipment, with sales of multiple categories growing more than 100% year-over-year. Factories can adjust their product lines accordingly to capture this growth.

2. Business opportunities: Livestream e-commerce has driven expansion for multiple specialized outdoor industrial belts across China. Merchants in industrial clusters including Jinhua (Zhejiang) camping gear, Yongkang (Zhejiang) cookware and Weihai (Shandong) fishing gear have all captured new business growth via Douyin. Factories can leverage their local industrial belt advantages to connect with the platform and expand sales reach across the country.

3. Transformation insights: OEM factories can transition to building their own brands, reach end consumers directly via Douyin's short videos and livestreams, and develop new products based on user demand to achieve rapid growth. For example, after transitioning from OEM to own-brand operations, Yongkang-based Tianqi recorded more than 70% year-over-year sales growth during this year's 618 shopping festival.

This article sorts out industry trends, core client pain points and viable solutions for service providers serving e-commerce and the outdoor industry, with key findings below:

1. Industry trends: Light outdoor consumption is currently experiencing explosive growth, and livestream e-commerce has become the core channel for outdoor industrial belt merchants to expand sales and achieve brand upgrading. In 2025, China's total livestream e-commerce transaction volume exceeded 5 trillion yuan, accounting for nearly one-third of total online retail sales, with a user base of 660 million. The overall market space is very broad.

2. Core client pain points: Most merchants in outdoor industrial belts are small and medium-sized businesses, and commonly face high operating barriers, lack of direct access to end consumers, and difficulties with brand transformation. They have strong demand for solutions that lower operating costs, improve operational efficiency, and help them accurately capture consumer demand.

3. Solutions: Service providers can build offerings around Douyin's full-funnel interest e-commerce model, providing merchants with content operation, brand incubation, and user insight matching services. This helps merchants develop products adapted to new consumption scenarios and connect with platform traffic to achieve growth, allowing them to share in the incremental expansion of light outdoor consumption.

This article outlines the core needs of outdoor industry merchants, along with referenceable platform operation directions and lessons for marketplace operators, detailed below:

1. Core merchant needs: The core demands of small and medium-sized merchants in outdoor industrial belts are expanding sales channels, achieving brand transformation, lowering operating costs, and improving operational efficiency. They require traffic support and policy backing from platforms to help connect with end consumers and capitalize on new consumer demand.

2. Referenceable operating practices: Platforms can draw lessons from Douyin E-commerce's full-funnel interest e-commerce model, which activates latent consumer demand through content, connects supply and demand, and drives expansion of industrial belts. Rolling out cost-reduction support policies has been proven effective: Douyin cut merchant costs by more than 10 billion yuan in Q2 this year, and plans to shift gradually toward refined, targeted support going forward.

3. Risk mitigation: Platforms should align their efforts with shifting consumption trends, prioritize supporting industrial belt merchants that cater to new consumption scenarios, and help small and medium-sized merchants grow while driving the development of industrial clusters. Avoiding disconnect from actual industry needs allows platforms and industries to achieve long-term, mutually beneficial growth.

This article presents the latest developments in how livestream e-commerce empowers the outdoor consumer industry for industry researchers, and summarizes new business models and industrial value, detailed below:

1. New industry developments: China's outdoor consumption has moved from a niche professional activity to daily mass use, with the overall development direction shifting toward lightweight, everyday applications. This has spawned multiple new consumption scenarios and niche categories. Young consumers in smaller towns have become the core consumer group, and consumption growth in下沉 markets outpaces that of higher-tier regions. Light outdoor activity has achieved full mainstream penetration.

2. Innovative business model: Douyin's full-funnel interest e-commerce model activates latent consumer demand through content, efficiently connecting industrial belt supply with end consumers. It helps small and medium-sized merchants in industrial belts achieve branded growth, drives long-term development of local industrial clusters, improves industrial chains, and boosts employment and regional economic growth.

3. Key reference data: In 2025, total livestream e-commerce transaction volume exceeded 5 trillion yuan, accounting for nearly one-third of national online retail sales, with a user base of approximately 660 million. In the first half of this year, Douyin sold more than 1 billion units of outdoor goods from industrial belts, with the number of active SKUs growing 73% year-over-year, confirming livestream e-commerce's significant role in driving incremental consumption growth.