In recent years, the continuous heating up of outdoor sports has captured more and more young people to participate in it and heal their body and mind.
This Labour Day short holiday, the popularity of outdoor activities is rising, more and more people participate in camping, biking, mountaineering, hiking and other outdoor sports. Since 2024, "cycling park", "cycling club" and "camping barbecue" have become popular search terms, according to a local living platform. Among them, the number of searches related to "hiking" increased by nearly 100% year-on-year, and the number of note-taking strategies increased by more than 190%.PhoenixarcadeKeywords such as "one-day hiking" and "hiking" all increased by more than 400%.
With the increasing number of participants in outdoor sports, the scale of the industry continues to grow. According to the National Outdoor Sports Industry Development Plan (2022-2025), up to now, the number of outdoor sports participants has exceeded 400 million, and the total scale of the outdoor sports industry will exceed 3 trillion yuan by 2025. According to the White Paper on Outdoor Industry Trends of Taobao Tmall Sports in Spring and Summer 2024 released by Tmall recently, more than 60% of the respondents participated in outdoor sports significantly in the past year, and the popularity of hiking and biking increased. Water sports have become the first choice for consumers in spring and summer.
The upsurge of enthusiasm for outdoor sports has also brought new business opportunities for players in the industry. Head sports technology platform Keep stressed in its latest financial report that more outdoor courses and experiences have been added in the past year, strengthening user interaction and social functions. App can synchronize real-time fitness data recorded by users' smart wear. These outdoor courses effectively enhance user participation and content expansion, and make Keep have a more active community atmosphere. At the same time, Keep expands the product line of consumer goods from indoor to outdoor related categories, providing users with a choice of sports equipment and clothing in a variety of sports scenes. The development of outdoor products has shown a solid momentum of growth in the past year.
A few days ago, Keep's trend outdoor brand held the "Sports XIU Field" market event in Beijing in "Cool Sports Lab". Eight brands jointly launched a number of trend sports courses, including Baduanjin & Taiji, fat-burning party, Zumba, Kabadi, Bang Ling and so on. These trendy and interesting and low-threshold sports attracted nearly 10,000 people, and the participants on the scene said one after another, "have a great time." Hope that Keep will continue to launch related outdoor activities. "
Keep's recently released 8PhoenixarcadeVersion .0 shows that outdoor will become an important growth-rich mine for Keep. In the past, the content of Keep focused on the family scene, focusing on the layout of users'"eating, clothing and training", 8PhoenixarcadeVersion .0 is more open, covering more than 60 sports categories, including indoor fitness programs such as exercise, boxing and Pilates, as well as outdoor sports such as ball games, swimming, Frisbee, skiing and rock climbing or requiring professional stadiums. According to public information, the Keep8.0 version has covered more than 100000 running routes in more than 300 cities across the country, and the figure will be expanded to 5 million this year.
Peng Wei, co-founder of Keep, expressed Keep's determination and confidence in developing marathon professional events in an all-round way at the Chunxiang press conference a few days ago.PhoenixarcadeHe mentioned that in 2023, Keep added 100000 professional marathon runners, the highest event in 2023, the percentage of midline and offline users using Keep to complete the race reached 25%, and the proportion of breaking three runners could be as high as 30%. In 2024, Keep will continue to expand the scale of marathon cooperation to serve more than 150 races nationwide.
As early as 2022, Keep was keenly aware of the increasing demand for outdoor sports, and in May of that year, it launched its own trend sports brand "Cool Sports Lab" to extend offline and outdoor scenes to explore new ways of playing traditional sports and explore current trendy sports categories. In January 2023, Keep reached a comprehensive strategic cooperation with trend sports platform rough door to further lay out tide cool sports, so that more people can achieve a healthy lifestyle through relaxed, fun and cool low threshold sports and feel the "happy freedom" brought by sports.
Guoxin Securities Research News pointed out that the current Keep loss reduction trend is improving, and new outdoor categories are expected to drive consumer goods income and gross profit growth. In 2023, the company began to expand outdoor equipment categories and course content. Under the outdoor industry boom, it is expected to increase consumer goods income and gross profit margin.
According to the annual report of Keep2023, the total revenue of Keep in 2023 was 2.138 billion yuan, the adjusted net loss significantly reduced to 295 million yuan compared with the same period last year, and the gross profit margin reached 45%, which means that Keep has entered a stage of high-quality development.