Unlocking Another Dimension of the World: From Urban Movement to Outdoor Nouveau Riche

Tech 2024-11-01 11:41:06 Source: Network

Unlocking Another Dimension of the World: From Urban Movement to Outdoor Nouveau RicheYuchen, a 95-after, straps his laptop bag onto his road bike and glides into the Beijing's Fifth Ring Road morning like a fish, commuting by cycling. His destination is Beijing's Guomao district, along the way, he rides past villages, through forests, past white walls painted with Peking Opera masks, sees old men spinning tops, and finally faces the bustling traffic, with the China Zun partially obscured by fog overhead

Unlocking Another Dimension of the World: From Urban Movement to Outdoor Nouveau Riche

Yuchen, a 95-after, straps his laptop bag onto his road bike and glides into the Beijing's Fifth Ring Road morning like a fish, commuting by cycling. His destination is Beijing's Guomao district, along the way, he rides past villages, through forests, past white walls painted with Peking Opera masks, sees old men spinning tops, and finally faces the bustling traffic, with the China Zun partially obscured by fog overhead. The world is ever-changing, yet a path is left. A sense of lightness arises when surpassing all the stagnant vehicles, he says, "It feels like unlocking another dimension of the world." Under his recommendation, many of his colleagues now commute by bike, the underground parking lot of their office building is full of road bikes. Sometimes on a whim, after work, they ride together along Chang'an Avenue, merging into the shared bicycle tide, being swept along past Tiananmen Square, they jokingly refer to it as "catching the tide." That tide began four years ago, the play button of life was pressed and released repeatedly, people who had come out of lockdown were eager to enjoy the outdoors.

In Shanghai, the riverside path along the Huangpu River has become a night running paradise, every step can be taken with the light and shadow of the lights; the lush Century Park is a birdwatching haven, where you can immerse yourself in the return to nature. In Beijing, makeup girls no longer flock to the Workers' Stadium, but appear on the lawn of the Olympic Forest Park with frisbees in hand, white-collar workers paddleboard on the shimmering waters of Liangma River, the golden scales of the waves behind them. Badminton courts are hard to find, shuttlecock kicking is popular under office buildings, at dusk in Beijing's Chaoyang Park, hundreds of young people use location software to play "cat and mouse", and eventually, they simply revert to "hide and seek". Young people run and laugh freely in the outdoors, as if they have rediscovered the most primal joy. Citywalk has become a popular activity for everyone, the city has reopened its map, after walking ten thousand steps a day, people turn their attention to the wilderness. Go whitewater rafting in the river valley, go camping on the hillside, mountains that have been silent for many years have suddenly become places of adventure. Some people note their first experience of wilderness hiking: their hearts beat fast, sweat pours out, their socks are torn by branches, they are a mess. However, through the clouds and rain, reaching the top and looking out, seeing the clouds, the wind, the birds, and the sun, they say "the pain of the first half is insignificant."

Unlocking Another Dimension of the World: From Urban Movement to Outdoor Nouveau Riche

In Wenzhou, Zhejiang, a 22-year-old girl took on via ferrata, her waist ring locked on the rope, climbing the mountain rock, because of too many tourists, she was stuck on the mountain wall for two hours. Someone fainted from heatstroke in the haze, after being rescued, she was able to continue. She once regretted "paying for trouble", but after posting on her Moments she was happy, friends who hadn't been in touch for a long time also sent private messages asking, she became the object of envy. Xu Wei, a middle-aged woman, went hiking in the suburbs of Beijing, initially she also took photos to post, but after climbing a few mountains she became addicted, started researching strategies, and all the mountains she hadn't conquered were noted in her notebook. Hiking on weekends, she thought back to her previous weekends, she and her best friend would spend time in the mall, the time was boring and thick, unlike now, full of wild challenges. Her equipment became more professional, water bottles, rain boots, sports watches, windbreakers, she found fashionable matches proficiently, and she keenly sensed the changes in the tide: now popular topics are overseas hiking experiences, and girls are also talking about how to match outdoor clothes to look good. Its not that sexy kind of looking good, but that confident kind of looking good.

Unlocking Another Dimension of the World: From Urban Movement to Outdoor Nouveau Riche

In the fashion-inspiring movie The Devil Wears Prada", the heroine paired every beautiful dress with delicate high heels. High heels are fashion. However in 2024, media have been stationed outside Sanlitun Taikoo Li, a fashionable landmark in Beijing, within half an hour, out of over a thousand people only seven women were wearing high heels, the rest were wearing white shoes, loafers, and outdoor sports shoes. High heels are no longer a fashion accessory, they have been labelled "refined and rustic", the new trend is outdoor sports brands such as Arc'teryx, North Face, Lululemon, and so on. On Weibo, some people say that on the Beijing subway, they can see five windbreakers within three minutes, with birds, camels, elephants, wolves and mountains printed on them. Yuchen also bought a windbreaker, for autumn cycling, in addition, he also purchased gloves, goggles and a cycling water bottle, he said, he bought these for the sake of pleasing himself. After cycling, he has seen many different fragments of Beijing, he has seen the vacant remains of Shougang, the scattered starlight of Houhai, the pool of the National Grand Theatre, the reflection like a pristine moon. He likes to ride into the Dongwha Gate at night, parking and rehydrating in the shadow of the Forbidden City tower. The imperial capital is majestic, the wild wind is free.

In the spring of 2022, Liu Genghong, who was about to turn fifty, could not have foreseen that his living room would be met with a tidal wave of traffic. Millions of people poured into his live stream, exercising along with him, listening to him shout at the screen, "Are you still alive?!" Only when life pauses can we realize that health is the foundation, after leaving the living room, the pursuit of health has become the core value of this generation. Luxury goods are no longer enough to label identity, calories and body fat percentage are the hot words, people who have experienced those three years know well that without health, everything else is in vain. While strengthening their bodies, urbanites quickly discovered another function of outdoor sports: to make their parched spiritual world rich again. The shared bikes on Chang'an Avenue are always swept away, young people slowly "rush" past Tiananmen Square, making childlike sounds. After work, there are more and more office workers in the park, skateboard shoes spin, badminton shuttlecocks fly, some people quote Liang Qichao's words from a hundred years ago on Xiaohongshu: "If you don't go to the park for a day, your spirit will be dull and your ideals will be sullied." Besides pursuing happiness, outdoor sports are also a means of coping with life. A single mother suffering from depression, her only hobby is rock climbing, fate is like a whirlpool, "the rock is the only thing I can hold on to." Yuchen says that riding along Chang'an Avenue at night can accumulate inner energy; riding in the mountains on weekends can give you a sense of control over fate; long-distance cycling to Hebei, the mountains are endless, but there is a firm goal in your heart. The pursuit of health is the starting point, the filling of the heart is the process, outdoor sports have become a popular activity for the masses, and eventually become fashion itself.

Frisbees and hide-and-seek have become excuses for young people to socialize, Olympic Forest Park investors can chat about projects while jogging, windbreakers are called "worker's beauty", and wearing hiking shoes to work is a social declaration: I'm ready for the wilderness at any time. The change in the lifestyle of a group of people is enough to influence the trend. Two months ago, the official announcement was made: China has built over 100,000 kilometers of urban greenways, a distance equivalent to the entire prime of a new car. Those friends who don't sleep until their fitness tracker circles are full are quietly supporting the 5 trillion yuan Chinese sports industry, driving a new wave of consumption boom. At the beginning of this year's Tmall Double Eleven, the top brands in the sports and outdoor industry, Fila, Nike, Adidas, North Face, Anta, Camel, Lululemon, Jordan, Descente, Li Ning, Skechers, and New Balance, 12 brands have achieved over 100 million yuan in sales.

In addition to the classic brands Nike and Adidas, etc., there are also emerging brands known as outdoor nouveau riche. On the day of pre-sale, Baresque exceeded last year's 4 hours in 2 minutes, Mammoth, Helly Hansen exceeded last year's 4 hours in 20 minutes, after the first hour of sale, Salomon saw a growth of over 60% year-on-year. While the data agency "Jiujian Zhongtai" has released Q2 proportions in advance to show the wave, Tmall sales are a bellwether, the new trend has arrived. Some outdoor enthusiasts reminisce, a few years ago they went to Yunnan, Yubeng was a niche paradise. When they went again this year, Yubeng was bustling with people, and the hostels were fully booked. In the noisy crowd, almost everyone was equipped from head to toe with outdoor gear.

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