25个品牌携百余件新品进山实测 得物「野王30项」吸引113万人次参与

This article centers on how outdoor consumption is becoming part of everyday life, and real-world experience is now a key reference for young people choosing gear.

1. New trends in outdoor gear: categories such as trekking poles, hiking shoes, fleece jackets, and cycling apparel have posted notable sales growth, indicating that hiking, camping, and trail running are moving from niche professional activities into daily life.

2. Consumers check real experiences before buying: 60% of young people trust content based on actual use more than pure product specs. On muddy, rocky, and high-altitude terrain, performance factors such as waterproofing, grip, durability, and warmth become visible, and this feedback carries more weight than advertising.

3. Young consumers now seek aesthetics, strong value for money, and a sense of ritual, not just function. These dimensions should be considered when purchasing.

4. Pay attention to everyday sharing from ordinary people in communities: topics such as “my mountain-life” and “weekend light escape” are rising, and this type of content makes it easier to see how gear performs in daily scenarios.

This is a typical case of how brands can reach young consumers through real-scenario testing and community content.

1. Brand marketing and new-product field testing: 25 brands brought more than 100 new products for players to test in real mountain environments. For example, Himalaya launched hiking shoes and used feedback on waterproofing, grip, and slip resistance to sharpen product perception; such real testing builds credible reputation better than static booths.

2. Channel building and target audience: Dewu's outdoor core audience is 77% aged 18-35, 48% female, and 35% college students. Brands can use such events to directly reach high-potential young consumers and rely on community content for secondary distribution, forming a closed loop of content seeding, scenario experience, and gear consumption.

3. Implications for pricing and product R&D: Consumers care most about waterproofing, grip, durability, and warmth in real conditions, so brands should strengthen these core metrics. At the same time, young people value aesthetics, quality-price ratio, and ritual, so design and pricing should balance professional performance with everyday style.

4. Consumption trends and user behavior: 60% of users trust real experience sharing, 70% browse the community, and 80% of community posts carry product links, showing that content authenticity and direct conversion paths matter greatly. Outdoor consumption is extending from professional scenarios to daily life, and growth in cycling apparel and fleece jackets suggests brands can expand lighter, more everyday product lines.

This article reveals growth markets and actionable marketing opportunities in outdoor consumption.

1. Clear growth categories: trekking poles are up 85% year-on-year, hiking shoes up 76%, fleece jackets up 62%, and cycling apparel up 24%. Sellers should focus on these high-growth categories, especially gear for hiking, camping, and cycling aimed at urban young people aged 18-35.

2. Changing consumer demand: Young people's outdoor needs now extend beyond professional performance to aesthetics, value for money, and ritual. Product selection should combine practicality and visual appeal and highlight cost-effectiveness. Daily-life blogger content accounts for 63% and topics like “weekend light escape” are growing, signaling strong opportunities in lightweight, short-distance outdoor gear.

3. Event marketing and platform cooperation: The Dewu “Wild King 30” event connects brands, players, and consumers. Sellers can learn from this model of offline testing plus community seeding, working with platforms to obtain credible feedback and targeted traffic. The event links content seeding, scenario experience, and gear consumption, offering an effective promotion path for outdoor categories.

4. Risk reminders and response: Consumers increasingly trust real experiences rather than pure promotion. Sellers should avoid exaggerating specs, focus on performance feedback in real usage scenarios, and manage reputation carefully. Outdoor gear is seasonal, so content should be planned for special terrains such as plateaus, rain, and snow to improve conversion.

This article provides clear guidance for factories in product design and production direction.

1. Product performance design requirements: In persistent rain, muddy roads, rocky descents, and high-altitude sections, waterproofing, grip, durability, and warmth are core concerns. When designing hiking shoes, fleece jackets, and mountaineering gear, factories should prioritize these functions and conduct repeated testing under real track conditions.

2. Real feedback feeding R&D: Brands gave new products directly to players for on-site testing in the wild and collected usage feedback, helping them understand young outdoor needs. Factories can adopt this scenario-based testing approach, gather first-hand data, and optimize details such as anti-slip outsoles, waterproof fabrics, and temperature-control materials.

3. Commercial opportunity: Outdoor consumption is growing significantly, with hiking shoes, trekking poles, fleece jackets, and cycling apparel seeing rapid sales growth. As consumption shifts from professional to everyday use, factories can expand outdoor product lines that deliver strong value for money and aesthetics, meeting young consumers' desire for both style and function.

4. Digital and e-commerce implications: Community content and real experience sharing have become influential purchasing channels; 70% of users browse communities and 80% of community posts carry product links. When cooperating with brands, factories can ask to systematically feed this real feedback into product iteration, and use platform consumption data such as Dewu's to guide production scheduling and style development.

This article highlights new outdoor industry trends and replicable solutions.

1. Industry trends: Outdoor consumption is moving from professional sports into daily life. Hiking, camping, and trail running are becoming mainstream, and young people are paying more attention to aesthetics, value for money, and ritual. Service providers can build content planning, brand positioning, and channel strategies around these shifts.

2. Client pain points: In traditional displays, brands find it hard to let consumers perceive true product performance, and buyers trust real-world use experience more. The article notes that 60% of users trust content based on actual experience, and product specs alone are no longer enough to convince consumers.

3. Solution: Offline real-scenario testing plus secondary community content distribution is an effective path. By organizing players to test gear at high altitude, in mud, and on rocky terrain, brands generate direct feedback on waterproofing, grip, and warmth, then embed it in community content to reach more users. This model can be replicated for apparel, equipment, and cultural tourism clients.

4. Data and conversion value: 70% of Dewu users browse the community and 80% of community posts carry product links, showing that content and transactions can be tightly connected. Service providers can help brands design integrated plans combining experience events, content seeding, and e-commerce conversion, and use platform data to identify segments such as 77% aged 18-35 and 48% female to optimize ad targeting and product selection.

This article reflects the platform's latest approach to integrating scenario-based experience with content communities.

1. Latest platform practices: Dewu created the “Wild King 30” IP, joined with 50 sports and outdoor brands to release a consumption interpretation, and used offline real-mountain testing plus online community distribution to connect content seeding, scenario experience, and gear consumption, attracting 1.13 million participants. This kind of event is an effective operation method for bringing together brands, creators, and consumers.

2. Merchant recruitment and brand value: 25 well-known brands brought new products to the event, showing that the platform can become an important venue for new-product launches and testing. To attract brands, the platform should provide precise user profiles (77% aged 18-35, 48% female, 35% college students) and an authentic content distribution mechanism to help brands gain usage feedback and exposure. Himalaya down jackets selling over RMB 20 million monthly on the platform serve as a benchmark recruitment case.

3. Operations management and content ecosystem: 70% of users browse the community, 80% of community posts carry product links, and daily-life content is growing fast. The platform should encourage real experience sharing, support daily outdoor topics such as “my mountain-life” and “weekend light escape,” and manage product-link compliance to avoid fake seeding.

4. Risk avoidance: Consumers have high trust in real experience, so the platform must guard against purely commercial promotion and false reviews, and maintain an authentic sharing ecosystem. Mountain outdoor activities also carry safety risks; when organizing or promoting them, the platform should provide professional safeguards and risk warnings.

This article reflects the latest trends and business-model innovation in the outdoor consumption industry.

1. New industry momentum: Outdoor consumption is extending from professional sports into daily life, and hiking, camping, and trail running are becoming new lifestyles for young people. Consumption data show marked growth in trekking poles, hiking shoes, fleece jackets, and cycling apparel, indicating that the outdoor industry's boundaries are widening and merging more with fashion and cultural tourism.

2. Consumer behavior insights: On Dewu, the outdoor core audience is 77% aged 18-35, 48% female, and 35% college students. Young consumers care not only about performance, but also aesthetics, value for money, and ritual. Meanwhile, 60% of users trust real-use content, which is reshaping traditional outdoor brand marketing.

3. Business-model innovation: The “Wild King 30” event created a closed loop combining scenario experience, community seeding, and gear consumption. Offline real-mountain testing produces credible content, online communities spread it continuously, and product links complete conversion, forming a repeatable model that integrates brand-building and sales. It also has implications for cross-industry integration in sports and cultural tourism.

4. Policy and regional development implications: Sichuan cultural-tourism authorities participated and endorsed the event, saying it can connect high-quality mountain outdoor resources with young people and open a new path for mountain outdoor cultural tourism. Researchers can examine how platforms cooperate with local governments to use youth-oriented events to drive outdoor tourism in remote areas, and how to build safe, sustainable outdoor activity standards.