2023全球戶外運動市場報告-2024.08-78正式版

2023GLOBALOUTDOOR&SPORTS

MARKETREPORT1.1-61.11.21.32.7-342.1Top52.2Top5&3.4.DTC4.14.2&20234.35.6.UseePayFinTech200UDTCShoplazza“”SaaSOVERVIEWOFTHEGLOBAL

OUTDOOR&SPORTECOMMERCEMARKETOverviewoftheGlobalOutdoor&SportEcommerceMarket露營用品騎行用品徒步旅行用品釣魚用品滑雪用品水上運動用品狩獵用品極限運動用品自然探險用品2023840.29.48%2023-202720271207ARPU2022ARPU70.21

11%105.8112.9120.794.2984.0271.9675.15*59.8635.3641.7746.34statista2023285.0981.6273.1578.7379.1170.2168.6069.3070.4070.2170.45資料來源：statista最近更新：2023年2月20202027ARPU2022ARPU78.8運動鞋漁具和設備其他戶外運動運動和泳裝

夏季運動冬季運動125100755025020202021202220232024202520262027statista2023220202027ARPU82.4682.6072.4911.5211.9922.5722.0755.3256.769.8318.8851.7968.789.1817.4550.4569.418.9817.2052.1670.498.8617.1054.1169.738.5516.4652.5369.528.3115.9651.6189.5189.4378.8074.6275.2876.4474.7573.7832.0732.1827.7625.6925.3925.3324.8224.44035.0934.4629.8428.1928.3228.6527.6827.07statista202321.320172027statista,20235020172027statista,202325%20%15%10%5%5.7%6.9%8.5%10.1%12.0%14.0%15.9%17.5%19.2%20.4%21.6%0%20172018201920202021202220232024202520262027TOP5OUTDOOR&SPORTS

ECOMMERCEMARKETS2.1Top5002.1Top5Statista2023335.121438.22926.92023Top52023-2027Top550403020100202320242025202620272.693.053.463.703.9824.9328.3031.9234.5837.4129.8433.4237.4839.7542.282.903.143.413.573.753.824.124.454.604.7864.1972.0480.7286.2192.202.2&20222.8292130-4455-645.2%18-249.7%45-5418.2%25-3435.5%35-4431.3%statista,2022244.1%55.9%statista202255.9%

44.1%statista,2022362022statista,202204202275.9%statista,20232.2.275%

52%

50%

27%

27%(COCA)2021()46%()22%GPS

20%2.2.3/2.2.4pp/B/PU/V2.2&19601961-19951996-2021202020226694155-6415%18-2411.1%35-44statista,202245-5418.9%25-3424.2%NPDGroup183435-4430.8%235.6%statista

202264.4%64.4%statista,202235.6%361049.6%202219.7%30.7%statista,202204202250.6%statista,20232.2.22017-2027*statista,2023&40302010020172018201920202021202220232024202520262027&2022&86.14.1%8.2%/52%30.6%30%22%55%Visa60%MasterCard25%AmericanExpress7%

DiscoverDinersC2.2.420227Statista18-6412472022statista,202325%22%22%21%21%20%17%15%14%16%2022statista,20232022(63%)

(56%75%50%25%0%65%50%56%42%27%32%2.2&2022208155-6414.3%18-2412.9%35-5445-5425.8%statista,202235-4425.8%25-3421.1%35-5435-4445-5425.8%25-3421.1%.2statista,202259.1%40.9%0%25%50%75%100%59.1%40.9%3GDP443.8%37.6%18.6%2022statista,20224202255.3%2.2.22017-2027*statista,2023&4,0003,0002,0001,000020172018201920202021202220232024202520262027&202289.38

&//0%10%20%30%2.2.4123452.220221810155-6411.8%18-2411.5%35-4445-5425.4%25-3423.5%35-4427.9%45-

5425.4%25-34

23.5%statista,202235-4427.9%238.4%61.6%statista2022statista,202261.6%38.4%3statista2022

80%2020GFK40%250028%25004000

21%4000600011%6000

60%2022statista,202204202260.7%statista,20232.2.2&201720192021202320252027012345/201720182019202020212022202320242025202620270.770.750.830.981.141.151.261.331.401.441.480.080.080.080.110.110.120.130.130.140.150.150.410.400.440.540.580.590.660.710.760.790.83&0.460.460.510.580.600.660.780.891.001.041.100.340.330.360.470.450.450.490.520.540.540.550.250.240.260.350.370.370.400.430.450.460.47&202211.5&/51%/32%7%6%2%1%1%1%0%20%40%60%2.9627%

24%51%Visa84%MasterCard

14%AmericanExpress1%2.2.4Mckinsey20222/3Mckinsey2022OutdoorConsumerReportMckinsey,20225%18.8%44.6%27.7%2.2GDP20“”2022277224.4155-6426.7%18-245.3%25-3412%45-5455-6435-44

26.7%45-5429.3%statista,2022237.3%statista

202262.7%62.7%statista,202237.3%320%20%80%2022statista,202204202250.5%statista,20232.2.2&20172019202120232025202701234/201720182019202020212022202320242025202620270.460.430.410.440.490.510.590.690.820.860.920.110.120.130.160.220.220.230.260.290.310.330.310.310.320.380.530.520.580.660.740.800.85&0.260.280.300.400.630.630.690.770.860.941.010.180.190.210.250.360.350.370.420.460.500.530.110.120.130.150.220.220.230.260.280.300.33statista,20232.2.3202260%2025/63%/12%9%6%3%1%1%1%0%25%50%75%AmericanExpressKonbiniKonbini“”

5Konbini7-11LawsonMinistopSeicoMartKonbiniPay-easyPay-easyATMPay-easyATMPay-easy2.2.420212021EuromonitorInternationalKantarMedia

20211-3TheNorthFace13.9

ColumbiaMarmotCASEANALYSISOFOUTDOOR

SPORTSBRANDSBlackDiamondChouinardEquipment1965YvonChouinardPeterMetcalfChouinardEquipment1989BlackDiamondTop50144.81%14.28%12.49%5.78%4.1%&30.76%21.96%17.94%15.68%9.83%5.22%Source:SEMRUSH,202320.42%5.24%70.01%3.17%1.16%Source:SEMRUSH,2023BlackDiamondBlackDiamondBlackDiamondBlackDiamondBlackDiamondBlackDiamond250,000BlackDiamondREIClimbingAssociationAccessFund

BlackDiamondBlackDiamondBlackDiamondBlackDiamondBlackDiamondBlackDiamondInstagram

FacebookTwitterRapha2004TrackSmithRaphaelWorldTourSimonMottramTop538.08%14.74%8.925.27%3.69%&28.84%23.99%13.63%18.41%9.84%5.28%SOURCE:SEMRUSH,202361.02%7.89%27.75%2.69%0.56%SOURCE:SEMRUSH,2023RaphaRaphaRaphaRaphaRaphaRaphaRaphaRaphaCyclingClubRaphaRapha2019

10OUTDOOR&SPORTS

CROSSBORDERDTCBRANDSTRATEGY.3.“”+DTCShoplazzaDTCShoplazzaShoplazza“”SaaS36150+21503SLA99.95%PCIDSS3.2.1ISO27001ISO27701

99%“”“”“”“”SaaS“”DTCGoogleFacebookTikTokAi+ShoplazzaPlusSolutionSaaS···PlusAPPAPPMeta“”“”UseePay“”>>Shoplazza“”“LEFEETS1

Shoplazza”——LEFEETCEOLEFEETLEFEETLEFEET2019LEFEETLEFEET*GMV*“Facebook+Google”“Affiliate+KOL+PR”EDM*ShoplazzaExwayExway2018

Shoplazza2019Facebook

Facebook2018FacebookGoogle

Exway34.DTCDTC202233.33%32.41%28.7%27.78%25.54%16.67%16.20%15.74%1.85%0%10%20%30%40%1:123BIN2:2%JuniperResearch2018202336%130062%sift,2021USEEPAY

DTCUseePayFinTech200UseePayUseePaysaasUseePay200+UseePayUseePayUSEEPAY

DTCUseePayDTC>>4.21202323“”41PatagoniaPatagoniaYetiYetiOspreyOsprey20231.Wingfoilin