Is the Outdoor Boom Returning Amid the Hiking Craze Among Sanrini?

[Asia Economy Reporter Yujin Cho] As the number of young people taking up hiking increases due to the impact of the novel coronavirus infection (COVID-19), outdoor sales are recovering. The industry is aiming to overcome sluggish growth by expanding its customer base to the 2030 generation, who continue to spend despite the recession.

According to the industry on the 4th, outdoor company K2 recorded about a 30% growth in hiking shoe sales and about a 10% growth in apparel sales from March, when the full hiking season began this year, until recently (November 2). In particular, the sales growth rate of shoes among the young 2030 generation was 130%, which was a larger increase compared to the overall sales growth of 110%.

This is due to increased interest in hiking, as evidenced by the emergence of new terms such as 'Sanrini (hiking + child)' referring to hiking beginners after COVID-19, and 'Honsanjok,' those who enjoy hiking alone, as well as the increased purchasing power of the 2030 generation. A K2 official said, "In 2019, the 4050 generation ranked first and second in sales, but this year, following the 50s, the 30s have rapidly emerged as the second largest age group purchasing shoes."

The 'Flyhike' series, the best-selling shoe line in K2's footwear division, is well received by young people as it can be worn not only for hiking but also for hiking and urban walking. Flyhike has continued strong sales, entering its third reorder (reproduction order) recently, with over 93,000 pairs sold since its launch in March.

The industry is hopeful that the increase in young hikers will be a signal for the revival of the stagnant outdoor market. Traditionally, beginners in hiking tend to start purchasing with shoes and then expand to apparel and gear (equipment). A Nepa official said, "Beginners starting hiking tend to expand their purchases from essential hiking shoes to apparel such as windbreakers and pants, and then to gear like backpacks, sticks, hats, and gloves," adding, "This influx of new customers is expected to continue next year."

According to Gmarket, since May, when the spring-summer hiking season began in earnest, sales of hiking shoes (67%), hiking apparel (58%), and hiking equipment (41%) have grown significantly compared to the previous year. The increase in sales, which had been concentrated on shoes during the spring-summer season, expanded to apparel in the fall-winter season. In particular, the demand from young people wanting to purchase popular fall-winter items such as fleece and down jackets drove apparel sales, which was key to the sales expansion.

Major outdoor brands saw fleece product sales increase by an average of 40-50% compared to last year. A National Geographic Apparel official explained, "As of last month, the sales volume of National Geographic Apparel’s ‘Costoni Fleece Borg Full Zip’ increased by about 125% compared to the same period last year," adding, "This is due to the great popularity of the ‘Orca Micro Fleece Polartec Full Zip,’ made from 100% recycled fabric, among the MZ generation."

An outdoor industry official said, "In the first half of the year, the proportion of 2030 customers purchasing shoes as essential items to start hiking was high, and currently, young customers purchasing fleece or down items continue to increase," adding, "This trend is expected to continue next year, so we will strengthen customized planning by product to cover both existing outdoor customers and young customers."