Hot or cool summer: summer codes in different markets
August 21, 2025 11:40 United States
NoahWise Insight
Cross-Border Insights Global Overview|SportsCategory
Source: NoahWise Insight-Cross-Border Insights Global Overview-Sports CategorySales Revenue in July 2025
2025 Aug.
Hot and spicy
still
cool summer
Summer passwords for different markets
Midsummer is the season of the year when you can best understand a country’s consumer mentality. Amazon’s July sales data shows that people in the United States have put paddleboards, kayaks, and wetsuits on the best-selling list. The beach is indeed
The standard answer for white people on vacation,
But in Russia, even in the middle of summer, it’s still
Cool, fishing rods, bait, folding chairs
is the protagonist in the shopping cart, and fishing has become a summer ritual for everyone.
01
United States Summer Formula
VACATION = BEACH
According to July
Amazon sports category in United States region
sales data,
water sports
The highest proportion,
up to 21%
, in the United States, sports are a way of life that all people participate in. Whether it is basketball, baseball or outdoor fitness, various sports
Let a hundred flowers bloom
. But once summer comes, water sports will become an absolute source of traffic.
Source: NoahWise Insight-Cross-Border Insights
swim
It is still the first category of water sports with the highest popularity.
paddle board
Followed closely by, accounting for close to
32%
, becoming the most popular summer sport besides swimming, followed closely by kayaking, surfing, snorkeling, etc., making up the majority of people in the United States
"Splash Economy"
consumption picture.
Source: NoahWise Insight-Cross-Border Insights
"Splash Economy"
United States owns
One of the longest coastlines in the world
(approximately 19,900 kilometers), and
Countless lakes and rivers
, in California, Florida, Hawaii and other places, beaches are almost a part of life, and water sports are naturally integrated into daily life.
From surfing to paddleboarding, it’s perfect for both exercise and lifestyle.
The values of young people and the middle class.
The beach is the most typical place for people in the United States to take vacations. Family gatherings, friend parties, and couples often choose to go to the waterside for vacations, and water sports have a strong appeal.
social attributes,
Paddle boarding, surfing and even kayaking are “ig material” in themselves.
The supply chain of water sports equipment in the United States market is mature. From Amazon to professional outdoor retailers, the threshold for purchase and experience is very low. Fitness brands, tourism and social media platforms are constantly strengthening
"Beach = summer"
consumption symbol.
People in the United States like water sports, not just because of the water, but because it satisfies
Vacation, social, fitness and lifestyle
of multiple needs.
Paddle board equipment
1.
Paddle board body
• Inflatable SUP: lightweight and easy to store, suitable for beginners and daily entertainment
• Inflatable SUP: lightweight and easy to store, suitable for beginners and daily entertainment
2.
paddle
• Adjustable length paddle (common materials: aluminum alloy, fiberglass, carbon fiber)
• Three-piece removable paddle (easy to store)
3.
leg rope
• Waist or ankle rope to prevent the paddle from drifting away after a fall
• Common types: straight, coiled (coiled)
🦺Safety protective equipment
1. Life jacket
• Standard life jacket (USCG certified)
• Inflatable waist pack life jacket (lightweight and commonly used)
2. Helmet
3. Non-slip shoes/water shoes
🎒Storage and transport equipment
1. Storage backpack/paddleboard bag (standard for inflatable boards, those with rollers are more convenient)
2. Pump
• Manual high pressure pump
• Electric pump (onboard power/battery powered)
3. Roof rack/fixed straps (roof transport hard panels or inflatable panels)
🌊Sun protection and comfort accessories
1. Sun protective clothing/wetsuit
2. Sun hat/sunglasses (with buoyancy rope)
3. Dry Bag
• Hold cell phone, wallet, snacks
• Typical 5L–20L capacity
4. Mobile phone waterproof case
🎣 Expansion/Entertainment Accessories
1. Paddle board seat (can be converted into a "sit-in kayak")
2. Paddle board fishing accessories (fishing rod holder, cooler)
3. GoPro/action camera mount
4. Paddle board anchor (Anchor Kit): fixed on the lake/bay, convenient for practicing yoga or fishing
02
Russian summer formula
VACATION = FISHING
Ozon sales data for July shows:
fishing supplies
Steady on the best-selling list,
Fishing rods, bait sets, folding chairs, thermal boxes
Waiting to become a standard feature in Russian shopping carts.
Source: NoahWise Insight-Cross-Border Insights
Russia has many lakes and rivers, but
Limited summer hours
, fishing has become the easiest way for everyone to get started outdoors, and it is often a collective activity for families and friends.
KAIDA——A fisherman’s “first fishing rod”
Source: NoahWise Insight-Cross-Border Insights
On the Ozon Russia e-commerce platform,
KAIDA
It has always been at the top of the best-selling list of fishing accessories and accessories. Whether it is fishing rods, fishing reels or various small accessories, KAIDA is almost the first choice for beginners and general enthusiasts.
KAIDA's products cover the low to mid-range price range. You can buy a complete set of fishing rods + accessories for tens of dollars, which is very in line with Russian consumers' needs.
“Value for money”
and
"Practical and durable"
needs, and from basic fishing rods and fishing reels to fish hooks, baits, and brackets, KAIDA can almost meet the needs of fishermen in one stop, reducing user selection and matching costs.
In addition to mainstream e-commerce platforms such as Ozon and Wildberries, KAIDA is also
Local fishing tackle shops and regional markets have higher penetration rates
. It is equally friendly to users in third- and fourth-tier cities and even towns.
The opportunity for cross-border e-commerce lies in this difference. United States market, just adapt
“White people’s vacation”
tradition, find the entry point for Chinese merchants from the waves and beaches; and in the Russian market, you must pay attention to them
unique climate
. Different from the lively and unrestrained summer of people in the United States, the Slavs’
“A cool summer”
Stay more patient and company by the lake.
About NWi
Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.
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