2026春夏·淘宝天猫运动户外鞋服趋势白皮书-智篆GIx天猫新品创新中心

古 笛淘天集团运动户外行业 总经理2025F12026++20262026TMIC2026沐 兴TM IC天猫新品创新中心 总监陆平一PO P趋势/PO P设界 董事长叶 挺杭州智篆文化传播有限公司 总经理2026010203040506GIGI07080910, 49%, 9%, 41%10% 20% 30% 40% 50% 60% 70% 80% 90%+运动户外服饰时尚度的决策重要程度接近功能性新品奢品旗舰款潮流款折扣款限定款经典款联名款占比128119⚫TGI>100有奢品及潮流服饰高消习惯的人群，集中流转进入兼顾功能性与时尚度的运动户外潮流化领域_18-29_18-29_30-34_35-39_35-39_40-44_45+_18-29_18-29_30-34_30-34_35-39_35-39_40-44_40-44_45+年轻新生代高品质女性质惠兼顾TMICN = 1,174= /*100%TGI111218-29岁集中(TGI = 130)女性集中(TGI = 112)L4-L5集中(TGI = 118)淘天运动户外鞋服年均1500元+高频（4.x 次）多元（2.x 次）高（3xx 元+）线上线下社媒平台综合电商品牌官网垂类电商社区论坛熟人推荐实体店线下活动偏好自主决策购买社媒平台• 达人推荐 TGI = 119• 直播间 TGI = 108垂类电商• 直播间 TGI = 111• 达人推荐 TGI = 11645%7%33%32%7%83%国内大众品牌海外大众品牌专业垂类品牌产业带品牌设计师/潮流品牌*运动服装户外服装运动鞋靴户外鞋靴TTGI = 108TGI = 108TGI = 116TGI = 138TGI = 121TGI = 105TGI = 106TGI = 120TGI = 109TGI = 154TMICN = 1,1741314线上线下社媒平台综合电商品牌官网垂类电商社区论坛熟人推荐实体店线下活动5%28%34%9%23%18-34岁集中(TGI = 119)女性集中(TGI = 115)L3-L4集中(TGI = 105)淘天运动户外鞋服年均1000元+偏高频（3.x 次）多元（2.x 次）偏高（2xx 元+）80%13%偏好直播间购买社媒平台• 达人推荐 TGI = 95• 直播间 TGI = 108综合电商• 直播间 TGI = 116• 商品浏览 TGI = 103国内大众品牌海外大众品牌专业垂类品牌产业带品牌设计师/潮流品牌*运动服装户外服装运动鞋靴户外鞋靴TGI = 141TGI = 136TGI = 110TGI = 106TGI = 106TGI = 111TGI = 107TGI = 141TGI = 107TGI = 124TMICN = 1,1741516线上线下社媒平台综合电商品牌官网垂类电商社区论坛熟人推荐实体店线下活动46%25%80%80%24%35岁+集中(TGI = 109)男性集中(TGI = 105)L1-L3集中(TGI = 128)淘天运动户外鞋服年均600元+中频（2.x 次）集中（2.x 次）性价比（2xx 元+）偏好浏览推荐购买综合电商• 商品浏览 TGI = 108• 直播间 TGI = 99国内大众品牌海外大众品牌专业垂类品牌产业带品牌设计师/潮流品牌*运动服装户外服装运动鞋靴户外鞋靴TTGI = 122TGI = 114POLOTGI = 134TTGI = 110TGI = 132TGI = 158TGI = 131TGI = 113TGI = 126TGI = 105TMICN = 1,17417181920GIGIPOP2122TMICN = 1,0202324GITMICN = 1,020TMICN = 1,0202526YOYYOY25春夏外套类份额占比近2成23-24-25购买金额购买人数客单价购买件数人均类目数外套类运动户外鞋服整体39%29%26%43%43%40%58%34%44%3%3%3%15%19%16%78%68%55%33%32%39%春季夏季= /* 100%TMICN = 862272812345671234567uvGITMICN = 862GITMICN = 86275%70%49%61%67%18%45%22%17%/+4x%+9x%202420252930➢%高增功能TMICN = 8623132333412345671234567uv<200200-250250-300300-350350-400400-450500-600800-9001000-15001500-20002000+2-3月大牌春款上新消费仍有上升空间20242025TMICN = 862GI35363738<100100-200200-250250-300300-400400-500500-600600-700700+GI12345671234567uv更轻薄透气的材质面料更舒适的凉感功能更高倍数的防晒功能更多元的功能叠加更时尚的版型剪裁65%61%54%50%44%2024202512345678242525TMICN = 862GI3940TPOLOT/YOYYOY25春夏内搭类份额占比超1成23-24-25购买金额购买人数客单价购买件数人均类目数内搭类运动户外鞋服整体TpoloT= /* 100%TMICN = 521414212345671234567UV20242025<=5050-100100-150>400<=5050-100150-200200-300300-400>400材质面料款式（版型、领型等）功能穿搭场景设计元素86%73%38%37%21%TTGITMICN = 5214344++COOLMAX+宽松修身截短拼接工装廓形印花刺绣拉链条纹撞色网眼拼接字母梭织涂鸦圆领翻领立领V领连帽高领U领一字领454612345671234567UV20242025<100250-450450-650650-850>850<100100-150150-250250-450650-850>85077%75%44%29%29%GITMICN = 5214748495025春夏下装类份额占比超1成23-24-25购买金额购买人数客单价购买件数人均类目数下装类运动户外鞋服整体/YOYYOY12345671234567⚫⚫= /* 100%5152+6x%+8x%12345671234567uv20242025150-200250-300500-600800-900900-1000 1000-1500<150150-200300-400500-6001000-15001500-200089%70%54%75%56%44%45%外观款式方向56% 32% 11% 主 日常通勤日常通勤 + 少量低强度户外低强度户外 + 少量专业户外841041059510296929910910110398109101878810210410910374GITMICN = 635535425vs. 555628%39%58%65%77%消费者购买软壳裤的时尚决策因子22%34%37%41%43%46%50%52