China Camping Equipment Market Report 2025
Executive Summary
The China camping equipment market is experiencing robust growth, positioned as one of the fastest-growing outdoor recreation markets globally. The
core camping market is projected to reach RMB 248.32 billion (US$34.83 billion) in 2025, with the broader camping economy expected to reach
RMB 1.44 trillion (US$202.04 billion)China Briefing (china-briefing.com). This represents significant year-over-year growth driven by rising disposable incomes, government support for outdoor recreation, and evolving consumer lifestyles favoring experiential outdoor activities.
China commands
9.3% of the global camping equipment market in 2025Cognitive Market Research (cognitivemarketresearch.com), making it a critical region for both domestic and international brands. The market is characterized by intense competition between established international players like Decathlon and rapidly growing domestic brands such as Naturehike and MobiGarden.
Market Size and Growth Projections
Overall Market Performance
The outdoor equipment market in China demonstrates strong growth momentum across multiple segments:
| Market Segment | 2025 Value | Growth Rate (CAGR) | Forecast Period |
|---|
| Outdoor Equipment Market | US$4.80 billion | 6.24% | 2025-2030 |
| Core Camping Market | RMB 248.32 billion (US$34.83 billion) | 16% YoY | 2024-2025 |
| Total Camping Economy | RMB 1.44 trillion (US$202.04 billion) | - | By 2025 |
| Professional Outdoor Equipment | RMB 90+ billion | - | 2025 |
| Asia-Pacific Regional Growth | - | 7.60% | Through 2030 |
Key Growth Drivers
1. Government Support and Infrastructure Development
- Investment of US$5 billion in 2024 to build 1,000 new campgroundsMordor Intelligence (mordorintelligence.com)
- Nationwide fitness policies promoting outdoor activities
- Tourism infrastructure improvements in urban and rural areas
2. Demographic and Economic Factors
- Growing middle-class population with higher disposable incomes
- Urbanization creating demand for nature-based leisure activities
- Rise of "micro-vacations" and "staycations" following pandemic travel pattern changes
3. Product Innovation
- Lightweight materials and solar-enabled gear
- Smart technology integration (IoT-enabled tents, portable power solutions)
- Eco-certified fabrics and sustainable materials
- Premium product differentiation meeting luxury consumer demands
Consumer Behavior and Demographics
Target Consumer Profile
The Chinese camping market is primarily driven by younger demographics with specific lifestyle preferences:
Primary Demographics:
- Age Range: 21-45 years old
- Core Groups: Gen Z youth and emerging small families
- Geographic Focus: Urban residents in first-tier and new first-tier cities
Camping Frequency and Patterns
| Frequency | Percentage of Consumers |
|---|
| Once every 1-3 months | 42.61% |
| Once every 3-6 months | 26.46% |
| Once a month | 11.55% |
Typical Trip Duration:
- Two days, one night: 46.8% (most common for Gen Z)
- One day, one night: 31.6%
Consumer Motivations
Gen Z Priorities:
- Relaxation and stress relief: 84.2%
- Strengthening family/friend relationships: 64.9%
- Getting close to nature: 62.6%
- Social aspects and emotional experiences
- Lifestyle expression and showcasing individuality
Family-Oriented Users:
- Parent-child interaction opportunities
- Natural education values
- Quality family time in outdoor settings
Equipment Purchase Preferences
For Tents (Top Priority Factors):
- Ease of setup/takedown: 53.64%
- Lightweight: 41.36%
- Breathability: 40.00%
For Outdoor Products Generally:
- Adaptability to domestic outdoor scenarios: 41.21%
- Optimized for Chinese climate: 38.79%
- Tailored fit for Chinese body types: 36.21%
For Outdoor Lighting:
- Waterproof/dustproof (IP67+): 50.76%
- Lightweight and compact: 43.18%
- Multiple lighting modes: 41.97%
Key Pain Points to Address:
- Easy damage/insufficient durability: 31.82%
- Poor breathability/stuffiness: 31.67%
- High price/low cost-effectiveness: 30.61%
Emerging Trends
"Gorpcore" Fashion Movement:
The outdoor boom in China is increasingly driven by fashion and social signaling. Many consumers purchase technical outdoor gear for style, colors, and comfort rather than purely functional use. This has created a market segment where outdoor equipment serves as everyday fashion statements
KR-ASIA (kr-asia.com).
Rental and Secondhand Market Growth:
Searches for outdoor gear on secondhand platforms like Xianyu (Idle Fish) have doubled, with millions of rental items listed monthly. This indicates strong initial purchase interest but suggests a potential gap between sales and actual repeat usage
KR-ASIA (kr-asia.com).
Product Category Analysis
Market Share by Product Type
The camping equipment market comprises several key product categories with distinct market dynamics:
| Product Category | Global Market Share | Key Features |
|---|
| Tents | 26-45% | Largest single category; focus on quick setup and durability |
| Backpacks | 13-28.64% | Multifunctional; smart gear integration |
| Sleeping Bags | ~18% | Growing demand; temperature-specific variants |
| Cooking Systems | - | Increasing sophistication and portability |
| Other Accessories | - | Lighting, climbing gear, portable furniture |
Tents: Market Leader
Market Size and Growth:
Innovation Trends:
- Dyneema fabrics for ultralight shelters
- 1-minute quick-setup systems (e.g., Naturehike Cloud Boundary Canopy)
- Enhanced comfort features for "glamping" experiences
- UPF 12500+ sun protection materials
- Degradable tent fabrics with German Blue Angel certification
Sleeping Bags: Steady Growth
Market Performance:
- China market reached RMB 3 billion in 2024
- Projected to grow to RMB 3.207 billion in 2025Chyxx (chyxx.com)
Key Players:
- Blackice (黑冰): Dominates 70% of mid-to-high-end down sleeping bag market
- Domestic brands: MobiGarden, Sanfo Outdoor, Toread
- International brands: The North Face, Marmot
Backpacks: Technology Integration
Market Position:
- Expected to retain largest share by product type in 2025 globally
- Driven by multifunctionality and smart gear technology integration
Consumer Priorities:
- Capacity and weight distribution
- Ergonomic design
- Material durability
- Lightweight construction
Innovation Focus:
- Titanium alloy brackets (e.g., Naturehike Cloud Lark: only 490g)
- Recycled materials integration
- ISPO Design Award-winning designs
Competitive Landscape
Top 10 Camping Equipment Brands in China (2025)
According to the China Report Hall's "2025-2030 Global and China Camping Equipment Industry Market Status Survey":
- MobiGarden (牧高笛) - Tent market leader
- TOREAD (探路者) - Established outdoor brand
- Naturehike (挪客) - Rapid growth, lightweight focus
- SnowPeak - Premium positioning
- CAMEL (骆驼) - Value-for-money positioning
- Decathlon (迪卡侬) - International mass market
- Blackdeer (黑鹿) - Emerging player
- BSWOLF (北山狼) - Regional strength
- 3FULGEAR (三峰) - Specialist brand
- Explorer (探险者) - Established domestic brand
Key Player Profiles
Decathlon (迪卡侬)
Market Position:
- French brand established 1976, entered China 2003
- Over 200 stores in China
- Revenue exceeded RMB 10 billion in 2023 in Chinese marketSina Finance (finance.sina.cn)
Strategy:
- "IKEA of sports world" positioning
- Affordable quality through in-house brand Quechua
- About 25% of China camping products designed by Chinese team
- Procurement largely done in Chinese market
Recent Performance:
- Q1 2023 camping revenue: 21% YoY increase
- 47% increase compared to Q1 2019
Naturehike (挪客)
Company Profile:
- Founded 2005 in Zhejiang Province
- Design-driven brand focusing on "light outdoor" concepts
- Targeting younger consumers
Growth Metrics:
- Annual global sales growth: >40%
- Secured nearly RMB 100 million in external financing (April 2022)
- Overseas revenue accounts for 40% of total
- Global order volume expected to increase 150% in 2025News E23 (news.e23.cn)
Product Innovation (2025):
- Cloud Boundary Quick-Open Canopy: 1-minute setup, UPF 12500+
- Degradable Tent Fabric: German Blue Angel certified, 180-day natural decomposition
- Cloud Lark Backpack: 490g weight, ISPO Design Award winner
- Equipment Rental Platform: 83% turnover rate on trekking poles, 65% resource waste reduction
International Presence:
- Products sold in 80+ countries
- Strong e-commerce channel leverage
Competitive Dynamics
Key Market Characteristics:
-
Domestic Brand Ascendancy: Chinese brands successfully competing with international players through localized strategies and innovation
-
Price-Performance Focus: Brands like Naturehike and Camel emphasize high-quality gear at accessible prices
-
Specialization Strategy:
- MobiGarden: Tent dominance (1 in 3 professional tents)
- Blackice: 70% of mid-to-high-end down sleeping bags
- Brands focusing on specific niches for competitive advantage
-
Design + Technology Integration:
- Established brands (Kailas, Toread): Hardcore technology emphasis
- Emerging brands (Tanyezh, Pelliot): Urban market entry with "outdoor aesthetics + lightweight"
-
Sustainability Leadership: Environmental consciousness driving material innovation and eco-friendly production practices
Distribution Channels
Channel Overview
The market is served through both traditional retail and rapidly growing online channels:
| Channel Type | Status | Key Characteristics |
|---|
| Offline Retail | Dominant in 2024 | Physical inspection preference; expert advice; experience-driven purchases |
| Online E-commerce | Significant growth expected | Convenience; wider selection; competitive pricing; 24/7 availability |
Offline Distribution
Channel Types:
- Outdoor Retailers: Specialized equipment with expert consultation
- Sporting Goods Stores: Broad outdoor activity coverage
- Department Stores: Increased accessibility through dedicated sections
- Big-Box Retailers: One-stop shopping experience
- Independent Retailers: Unique selections and personalized service
Advantages:
- Tactile product evaluation before purchase
- Expert guidance and fitting services
- Immediate product availability
- Enhanced trust for high-value purchases
Online Distribution
Market Performance:
Key Platforms:
- Taobao
- JD.com
- Dewu
- Brand direct-to-consumer websites
Growth Drivers:
- Doorstep delivery convenience
- Wider product variety and exclusive offerings
- Attractive discounts and loyalty programs
- Enhanced market penetration among urban millennials
Challenges:
- Product authenticity concerns
- Returns management
- Customer experience consistency
- Inventory management complexity
Regional Market Analysis
Geographic Distribution
The market exhibits distinct patterns across China's urban hierarchy:
Development Pattern:
- Leading Regions: East China → North China → Southwest China
- Current Leaders: First-tier and new first-tier cities
- Emerging Markets: Second-tier cities rapidly catching up; lower-tier cities represent high-potential growth areas
Provincial and City Insights
Top Participation by Province (Douyin Platform):
- Guangdong: 17.47%
- Anhui: 9.69%
- Jiangsu: 9.45%
Key City Markets:
| City/Province | Key Developments | Unique Advantages |
|---|
| Beijing | Nanyuan Forest Wetland Park popularity; supportive policies | Urban park camping accessibility |
| Taiyuan (Shanxi) | 400+ parks including 30+ forest parks | Exceptional natural infrastructure |
| Huzhou (Zhejiang) | First Yangtze River Delta Camping Conference host | Early regulatory framework development |
| Nanjing (Jiangsu) | Industry support policies | Strategic regional position |
Urban Parks Trend:
Major cities are seeing increased camping activity in urban parks, reducing the need for long-distance travel. This "city camping" phenomenon is particularly strong in Beijing, where campers previously drove to Hebei or Inner Mongolia
Beijing Review (bjreview.com).
Lower-Tier City Expansion:
The industry is expanding beyond economically developed first-tier cities to places like:
- Baoding
- Qinhuangdao
- Dalian
- Fuxin
This represents a significant untapped market with lower current penetration rates but strong growth potential.
Market Challenges and Opportunities
Key Challenges
1. Operational Challenges:
- Seasonal Demand Fluctuation: Weather-dependent participation creates inventory and revenue challenges
- Infrastructure Gaps: Remote locations lack adequate facilities
- Quality Inconsistency: Campsite quality varies widely as market expands rapidly
2. Competitive Pressures:
- Intense Competition: Fragmented market with numerous players
- Price Sensitivity: Balance needed between innovation and affordability
- Alternative Leisure Activities: Competition from glamping and other outdoor sports
3. Regulatory and Sustainability Issues:
- Stringent Safety Regulations: Material and performance standards impacting manufacturing
- Environmental Concerns: Manufacturing and material sourcing sustainability demands
- Homogenization Risk: Similar offerings across campsites reducing differentiation
4. E-commerce Specific:
- Product authenticity verification
- Returns and refunds management
- Customer experience consistency
Strategic Opportunities
1. Market Expansion:
- Lower-Tier Cities: High-potential growth areas with lower penetration
- Rural Tourism Integration: Combining camping with agricultural tourism
- International Markets: Chinese brands expanding to Southeast Asia, Middle East
2. Product Innovation:
- Eco-friendly Materials: Sustainable product development meeting environmental consciousness
- Smart Technology: IoT-enabled gear and portable power solutions
- Lightweight Revolution: Advanced materials reducing weight without compromising durability
3. "Camping +" Model:
- Integration with events, festivals, and markets
- Combination with sporting occasions
- Educational and cultural tourism partnerships
- Digital management systems enhancing user experience
4. Premium Segment:
- "Glamping" market growth appealing to comfort-seeking consumers
- High-end technical features commanding premium prices
- Luxury camping experiences in natural settings
5. Foreign Investment:
Government encouragement in:
- Tourism infrastructure development
- Outdoor sports facility construction and management
- Sports product research and promotion
6. Alternative Business Models:
- Equipment rental platforms (addressing repeat usage gap)
- Subscription services
- Community-driven camping experiences
Investment Outlook and Recommendations
Market Attractiveness
The China camping equipment market presents compelling investment opportunities supported by:
- Strong Growth Trajectory: Core market reaching RMB 248.32 billion in 2025
- Government Support: RMB 5 billion+ infrastructure investment
- Demographic Tailwinds: Growing middle class and youth participation
- Premiumization Trend: Consumer willingness to pay for quality and innovation
Strategic Investment Areas
1. Product Development:
- Priority: "Convenience first, lightweight as foundation" with focus on:
- Easy setup/takedown mechanisms
- Portable designs
- Breathability and durability improvements
- Localized adaptations for Chinese climate and body types
2. Distribution Strategy:
- Multi-channel Approach: Optimize both online and offline presence
- E-commerce Excellence: Leverage platforms like Taobao, JD.com for reach
- Experience Centers: Physical locations for high-value products
3. Brand Positioning:
- Value Segment: High quality at accessible prices for mass market
- Premium Segment: Technical innovation and sustainability for affluent consumers
- Specialization: Focus on specific product categories for market leadership
4. Sustainability Leadership:
- Degradable materials and eco-certifications
- Circular economy models (rental, recycling)
- Environmental transparency in supply chain
5. Geographic Expansion:
- Near-term: Second-tier cities with established outdoor culture
- Medium-term: Lower-tier cities with growing disposable incomes
- Long-term: Rural areas with tourism development initiatives
Risk Mitigation Strategies
- Diversification: Product and geographic portfolio balancing
- Supply Chain Optimization: Flexible inventory management for seasonal fluctuations
- Brand Building: Differentiation to avoid price-only competition
- Quality Assurance: Consistent product standards to build trust
- Regulatory Compliance: Proactive adherence to evolving safety and environmental standards
Conclusion
The China camping equipment market in 2025 stands at an inflection point, transitioning from rapid early-stage growth to a more mature, sophisticated market. With the core market reaching RMB 248.32 billion and the broader camping economy approaching RMB 1.44 trillion, the sector represents one of the most dynamic growth opportunities in China's consumer economy.
Key Success Factors:
-
Consumer-Centric Innovation: Products addressing specific pain points (convenience, durability, breathability) while adapting to Chinese outdoor scenarios
-
Strategic Positioning: Clear differentiation between value and premium segments, with specialization in specific product categories
-
Omnichannel Excellence: Balanced online and offline presence optimized for different consumer journey stages
-
Sustainability Commitment: Environmental responsibility as both differentiator and regulatory requirement
-
Regional Intelligence: Understanding geographic variations and tailoring approaches for first-tier cities vs. emerging markets
The market's evolution from purely functional purchases to lifestyle and fashion-driven consumption creates both opportunities and challenges. Brands must navigate the tension between technical performance and aesthetic appeal while maintaining authentic outdoor credentials.
For domestic brands like Naturehike and MobiGarden, the path forward involves strengthening international expansion while maintaining price-performance leadership at home. For international players like Decathlon, continued localization and market understanding will be critical to defending market share against increasingly sophisticated Chinese competitors.
The 7.60% CAGR projected through 2030 for the Asia-Pacific region, led by China, confirms this market's long-term attractiveness. However, success will require agility, innovation, and deep understanding of rapidly evolving consumer preferences in the world's largest camping equipment market.