The average Chinese outdoor consumer is likely to be a man of 33 years, with a university degree and an average income of about RMB 14,000 (€1,800-$2,220) – at least that is the profile that emerged from the consumer research launched by the organizers of Asia Outdoor last year, in partnership with the China Outdoor Alliance and Nanjing University. The survey was conducted among about 3,400 consumers in all provinces.
The research showed that about 66 percent of outdoor consumers are men and the average age of the consumers confirmed that the market chiefly consists of middle-aged Chinese people, while outdoor products have yet to spread among younger people and senior citizens, unlike the situation in Europe. Some 51 percent of consumers enjoy a university education, while 28 percent have reached the college level and 12 percent have gone for other types of higher education.
When it comes to participation, about 35 percent of the respondents said they practiced outdoor activities more than once per week; another 35 percent did so one to three times per month; 10 percent one to six times per year; and the others enjoyed outdoor activities randomly. This implies that outdoor activities are performed rather frequently, with about 70 percent involved in them more than three times per month.
With regard to spending on outdoor products, 36 percent of the respondents said they forked out between RMB 1,000 and RMB 3,000 (€129 and €390-$158 and $475) per year; 26 percent spent RMB 3,000 to RMB 5,000 (€645-$792) per year; and 13 percent could afford to spend between RMB 5,000 and RMB 10,000 (€1,290-$1,584) on outdoor products.
Most interestingly, it emerged that these Chinese consumers valued the quality and function of the products above anything else. Some 96 percent of respondents regarded this as an important or very important factor when making their buying decisions. This compares with a rate of 90 percent for “value for money,” 75 percent for design, 69 percent for price and 58 only for the brand name.