Sales of 100 million were made in the first year. This product is very popular!

An epidemic sweeping the world has boosted the popularity of many industries, among which the outdoor industry has been particularly strong.

in the country, one can see with the naked eye that various camping sites are crowded with people on weekends or short holidays, and reservations may even have to be made several months in advance.

Abroad, the trend of outdoor camping has always been very popular, especially during the epidemic, the trend has been even hotter, driving a number of Chinese outdoor brands that have gone overseas to achieve peak performance.

However, some people say that the flame of camping fever has waned and the industry is about to become a bubble. Is that true? The market performance may not be so.

The single product made 100 million yuan when it was first sold

As mentioned above, outdoor camping was actually a very common form of leisure travel overseas long before the pandemic. Therefore, a number of outdoor brands that went overseas seized this market early on and developed rapidly.

In 2016, GEERTOP Outdoor was established in Dongguan. When the overseas market was crowded with sellers of clothing, 3C and other categories, GEERTOP Outdoor took a fancy to the outdoor market in Europe and the United States and began to venture overseas under the brand name GEERTOP.

According to Qichacha, the business scope of GEERTOP's parent company, Jituo Outdoor, includes: design, development, production, processing and sales of tents, sleeping bags, luggage, ropes, picnic mats, moisture-proof mats, inflatable mats, barbecue utensils, outdoor seats, outdoor lighting, outdoor accessories, ground nails, mountaineering equipment, telescopes, water purifiers, hammocks, rubber boats, electric water skateboards, cooking utensils, clothing, shoes and hats, and import and export of goods or technology.

In summary, it is aimed at the overseas outdoor market. But in fact, at the beginning, Jituo Outdoor was eyeing the overseas smart home market, but it started off badly. Under the pressure of mature home brands and unfamiliarity with this field, Jituo failed.

Since then, GEERTOP began to focus on tents as a single product, and after deep vertical development, it sold 100 million yuan from this single product in the first year alone .

In the next four years , the epidemic was relaxed and the camping craze cooled down, but GEERTOP still made 200 million yuan by selling tents, and its sales ranked among the top ten in the US and Japanese markets .

Google Trend data shows that GEERTOP's global search popularity has continued to grow since its establishment , especially in July 2017, when the search popularity reached its peak . It has remained at a high level since then. However, it may be affected by the cooling of the market, and its ups and downs have been large since 2023.

Today, GEERTOP's product markets cover more than 70 countries around the world . In order to meet the growing demand for orders, it has also set up overseas warehouses in many places in Europe and the United States.

Not only does the product sell well and is widely recognized by consumers in the market, GEERTOP has also become the official partner brand of the US Embassy .

Why is it so popular? It may be related to its continuous innovation in products.

In order to differentiate itself from other products on the market, GEERTOP spent a lot of effort in the early days and finally developed the world's first light tent with embedded fiber optic electronic components .

A color-changing tent received a huge response as soon as it was launched, and was wildly praised by outdoor enthusiasts on social media platforms. In the same year, the tent was immediately rated as one of the top ten tent brands by SheKnows , the largest community media in the United States . GEERTOP also officially entered the sight of overseas consumers.

Well versed in the business philosophy of "from point to surface", GEERTOP has developed product lines such as car-mounted camping tents and beach tents after the popularity of fiber optic tents . At the same time, it has also improved its product matrix and developed outdoor camping products such as sleeping bags, tables and chairs, backpacks, and hammocks .

Over 130,000 can be sold in one year

In the field of overseas expansion, there are many brands that do better than Jituo Outdoor, such as Mogoda and Norke.

According to Qichacha, Mobo was founded in 2006, but in fact, the brand Mobo was launched as early as 2003. Even before it became a brand, it had already provided OEM services to many international outdoor brands.

It was not until 2003 that MOBI GARDEN began to take the first step towards branding.

In China, the trend of outdoor camping has only become popular in recent years, but overseas, it has long been a fertile ground. Therefore, Mobi has gradually opened up overseas markets and gradually achieved good results in revenue.

But for MOBI GARDEN , the real outbreak was in 2020, when an epidemic triggered a global camping boom at home and abroad. Riding on this favorable wind, it sold more than 133,000 branded tents in 2020 alone , an increase of more than 66% . Including OEM business, in 2020, MOBI GARDEN's tent sales reached 1.68 million .

In the same year, Moco's revenue reached 643 million yuan and its net profit reached 45.97 million yuan, both significantly higher than in 2019. Among them, overseas market revenue was 480 million yuan, a year-on-year increase of 29.10%, accounting for 74.7% of its total revenue.

Whenever a single product occupies a market, the brand will begin to expand its auxiliary product line. MOBI GARDEN is no exception. Moisture-proof mats, sleeping bags , jackets, mountaineering bags and other products are included in its product matrix. According to statistics from Zheshang Securities, MOBI GARDEN 's SKUs doubled from 200 to 400-500 in 2021 , and these SKUs also contributed to its revenue growth.

The financial report shows that from 2020 to 2023, the revenue of outdoor clothing, camping accessories and other categories under MOBI GARDEN are growing. Taking clothing and shoes as examples, the revenue reached 91 million yuan, 104 million yuan, 75 million yuan and 95 million yuan respectively .

However, tents are still its main source of revenue, bringing 536 million yuan, 771 million yuan, 1.254 billion yuan and 1.334 billion yuan to MOBI GARDEN during the same period , accounting for 83.5%, 83.5%, 87.3% and 91.6% of the total revenue respectively .

In addition to MOBI GARDEN , there is another Zhejiang-based outdoor brand that also does business in camping tents.

Naturehike was launched in 2010 and has taken root in the overseas outdoor market. Its products now include tents, sleeping bags, tables and chairs, air cushions, lamps, outdoor tableware, trekking poles, backpacks, outdoor clothing and other series , especially tents, sleeping bags and camping folding tables and chairs , which are the best-selling ones .

Speaking of going overseas, how big is the market for Naturehike ? Perhaps it is even wider than GEERTOP and MOBI GARDEN .

With the help of platforms such as Amazon and AliExpress, Naturehike 's products are distributed in more than 80 countries and regions including North America, Japan, Western Europe, Africa and the Middle East , and are extremely well-known in Southeast Asia, Eastern Europe and South America.

It is understood that Naturehike 's annual sales have increased by more than 40% . In 2021, the brand 's sales on the Amazon platform doubled, earning more than 10 million US dollars in revenue. Its best-selling product , hiking sleeping bags, sells at least 500,000 per year .

Thanks to its expansion overseas , Naturehike also launched its first round of strategic financing in 2022, with an amount of nearly 100 million yuan.

At present, some people think that the camping market is slowly dying down, but looking at the US market alone, the facts are quite different.

Data from Kampgrounds of America, Inc. shows that the total number of camping households in the United States increased by 23% in 2024 , while the number of actively camping households surged by 68% ; Campingtactics data also shows that more than 58 million households in the United States participate in outdoor camping activities each year .

All the data show that the dividends of the outdoor camping market overseas, especially in the United States, continue. How can Chinese brands with a mature supply chain achieve market growth under such dividends?

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