Hardshell Jackets Double to CN¥ 1.5B as China's Outdoor Boom Accelerates

Newer data: China Outdoor Lifestyle Market 2026: Scale, Segments, Trust

Executive Summary#

Online sales of hardshell jackets in China reached CN¥ 1.5 billion in H1 2023, growing 104.8% YoY. Social media voice about the category rose 274.6%, which made the category the strongest performer on both measures in the sports and outdoor segment. Post-pandemic mobility, fashionable designs that suit both hiking and the urban commute, and heavy Douyin (抖音) marketing by the domestic brand Camel drove this growth. This analysis looks at the wider outdoor market, at how domestic and international brands are competing, and at the pain points brands need to address to keep the momentum going.

Post-Pandemic Mobility Reshapes the Outdoor Market#

The sports and outdoor segment was one of the strongest performers of H1 2023, as post-pandemic mobility released pent-up demand for hiking, camping, skiing and other outdoor recreation.^[1] Outdoor clothing was the largest category at CN¥ 5.76 billion (+37.6% YoY), while camping and picnic equipment was almost flat at CN¥ 5.55 billion as the 2022 camping boom settled down. Outdoor shoes and boots grew 36.4% YoY to CN¥ 1.48 billion, toiletries and cleaning products for outdoor use grew 62.4% YoY and skiing equipment grew 53.5% YoY.

Fishing equipment came under pressure in the half, which, together with the flat camping market, suggests that the outdoor hobbies taken up early in the pandemic were settling down while more active outdoor pursuits kept their momentum. We believe the market is moving from passive leisure towards active adventure, with hardshell jackets at the centre of that shift.

Hardshell Jackets: Dual Positioning Drives Growth#

Hardshell jackets, known in China as "chongjianyi" or assault jackets, grew 104.8% YoY while social media voice about them grew 274.6%, the strongest performance on both measures in the sports and outdoor segment.^[1] These all-weather outer garments use waterproof, windproof and breathable fabrics with PU waterproof coatings and taped seams.^[2]

Several factors came together to drive this growth:

• More outdoor activity after the pandemic, including hiking, mountaineering and camping
• Fashionable designs that work for outdoor sports and for the daily urban commute
• Celebrity endorsements on social media platforms, particularly Douyin
• Competition between brands pushing product innovation at every price level

The category's dual positioning, as functional outdoor gear and as fashionable everyday outerwear, widened its market well beyond the traditional outdoor enthusiast. Social media voice was concentrated in coastal East and South China, with Guangdong and Zhejiang each accounting for 12% of discussion, and female consumers accounted for 78%, buying hardshell jackets mainly for themselves and as gifts for their partners.

Camel's Douyin Strategy and the Competitive Field#

Domestic and international brands compete in the hardshell jacket market on different terms, and the domestic brand Camel has built its business on triple-defence technology and heavy Douyin marketing. International brands hold the higher price levels, with The North Face in premium positioning and Arc'teryx in the ultra-premium tier. The fast-fashion brand Bershka has entered the category, and Columbia competes in the international mid-tier. Camel, by contrast, keeps its pricing accessible, at approximately CN¥ 669 per unit.

Discussion of product features on social media centred on three-in-one versatility, warmth, waterproofing and wind resistance. The main usage scenario was outdoor hiking and travel (41.2% of mentions), which makes use of the garment's all-weather design, followed by sports and fitness (7.1%).

Domestic vs. Overseas: Two Different Markets#

The comparison between China and the US shows a clear structural difference, since the US market is much more fragmented among brands than the domestic one, and the difference reflects what consumers in each market want from the product.

Domestic products emphasise:

• Appearance and multi-functionality
• Social media marketing and celebrity endorsements
• Dual outdoor and commuting positioning
• Prices from around CN¥ 669 (Camel) to CN¥ 2,000+ (Arc'teryx)

US bestsellers prioritise:

• Professional adventure use in snow and mountain environments
• Technical specifications and performance certifications
• Functional features over aesthetic design

We believe the difference gives Chinese brands going abroad an opening on both sides, since professional adventure positioning is underserved in the domestic market and fashionable design is underserved in the US market.

Sizing and Performance Claims: The Main Pain Points#

Size and fit issues accounted for 41.1% of negative feedback, with consumers citing overly long sleeves, oversized fits and inconsistent sizing standards. For a category that depends on fit for both its fashion appeal and its outdoor performance, this is a significant barrier to repeat purchases.

Other pain points include:

• Fabric and material (15%): stiff fabrics, strong chemical odours on arrival and linings that attract dust
• Thickness and warmth (13.3%): insulation and wind protection that fall short of the marketing claims
• Waterproofing performance: gaps between advertised and actual water resistance ratings

Brands should focus on more precise sizing standards, softer fabrics with better odour control, and accurate performance specifications in their marketing. We believe brands that solve the sizing problem, whether through better size guides, augmented reality try-on tools or more granular sizing options, will have a meaningful advantage in a market where returns erode margins and consumer trust.

Key Takeaways#

• Online sales of hardshell jackets reached CN¥ 1.5 billion (+104.8% YoY), with the highest growth in social media voice (+274.6%) in the outdoor segment
• Camel built its hardshell business on accessible pricing, at ~CN¥ 669 per unit, and heavy social media marketing
• The domestic market's dual outdoor and commuting positioning differs sharply from the US market's focus on professional adventure
• The US market is far more fragmented among brands, reflecting different competitive dynamics
• Sizing inconsistency (41.1% of complaints) is the most important pain point for sustained growth

## About the Data

This analysis draws on Moojing Market Intelligence data covering H1 2023. Chinese sales figures cover one leading Chinese marketplace group, and the US comparison draws on one leading US marketplace. For full methodology and additional insights, see the complete Consumer Trends whitepaper.