Outdoor clothing and equipment have become more lightweight, comfortable and fashionable while maintaining durability and water, wind and moisture resistance. Their designs are also more ergonomic.

He says the commonality of domestic and foreign consumers is they prefer outdoor products with good quality and high-cost performance. While domestic consumers prioritize practicality and safety of such clothing, foreign consumers pay more attention to innovation and environmental friendliness.

When selecting camping equipment, domestic consumers prioritize practicality for the family. Among products ensuring quality and functionality, consumers are more likely to be drawn to those with convenient designs such as light weight and easy disassembly.

Jiang Wei, a Beijing-based fashion columnist, attributes the craze for "mountain-style" outfits in China to the influence of the Japanese outdoor trend and the popularity of Arc'teryx, a Canadian outdoor clothing and equipment company, among the middle class in China. He adds that Japanese outdoor brands have good quality and are well-designed, followed by a large group of outdoor activity enthusiasts.

In 2019, a consortium led by China's Anta Sports Products Ltd, one of the country's largest sportswear companies, bought Finnish firm Amer Sports, which owns sports brands, including Arc'teryx.

He says with Anta's promotion strategy and campaigns, Arc'teryx, which used to be popular among avid outdoor fans, has become a trendy brand. It's a topic of discussion on Chinese social media, where trendsetters share various outfits of the brand.

Many fashion brands have released urban outdoor apparel of different prices, and some global luxury brands have their own outdoor installations, for example, the launch of Prada Outdoor in 2021. Fashion magazines in China have published chic photos in "mountain-style" outfits, and some celebrities have posted their camping photos on social media.

"The popularity of this style of outfits reflects a shift of aesthetics among young people. It's true that people are more interested in outdoor activities now. But before making a purchase, you should ponder over whether you're just following the trend blindly," he says.