Swiss sports brand appeals to China's outdoorsy folks

With Chinese people's increasing participation in outdoor sports in recent years, Swiss outdoor brand Mammut anticipates that China could surpass the United States to become its largest market by 2026 or 2027, according to Heiko Schaefer, Mammut's global CEO.

"The Chinese market is quickly growing. Our growth rate in China is very high with almost double digits every year," said Schaefer at the company's 2025 Autumn/Winter order fair held in Xi'an, Shaanxi province, last week.

He noted that more people are becoming health and nature-conscious and want to disconnect from digital devices and reconnect with the outdoors. The outdoor industry remains highly competitive, especially in China where many brands are entering the market.

The Report of China's Outdoor Sports Industry 2023-2024 revealed by the General Administration of Sport of China in late October said that compared to 2019, there had been a 14.99 percent increase in bookings for outdoor sports in 2023. People spend between 2,000 ($277) to 5,000 yuan annually on these activities. By the end of September, there were over 177,000 businesses related to outdoor sports operating in China.

According to the third national time-use survey released by the National Bureau of Statistics last month, nearly half of Chinese residents participate in sports and fitness activities. Popular outdoor activities include running, hiking, cycling, skiing, surfing and soccer.

Experts say outdoor sports are becoming a common part of everyday life in China, creating a new lifestyle trend and boosting consumer interest.

Mammut now includes 18 cities in China, such as Beijing and Shanghai, on its key city list. These cities are identified as having a strong alignment with outdoor activities and significant consumer purchasing power, said Joanna Li, Mammut's managing director of China.

"It's our responsibility as a leading brand to educate this emerging market and its consumers to understand outdoor activities," said Li.

The brand is making efforts to provide new faces to the outdoor market with training, education and guidance on how to perform outdoor activities, such as supporting events and collaborating with climbing gyms in China.

"The Chinese market is very important for us. We try to encourage and deliver great outdoor experiences," said Schaefer.

Founded in 1862 in Switzerland, Mammut is celebrated for its high-quality and innovative products designed for mountaineering, climbing, hiking and skiing. It is established as a leader in creating gear that combines functionality, durability and cutting-edge technology to meet the demands of outdoor enthusiasts and professionals.