China'S Outdoor Footwear Products Usher In The Warring States Era

On the afternoon of May 20, 2010, the 2010 China outdoor products industry forum was held at the Expo.

At the forum, the China Textile Business Association (COCA) and the China Sporting Goods Federation jointly released the "2009 annual survey report on China outdoor products market".

This is COCA's annual research report on the production and distribution of outdoor products for third years in a row. It is also the first joint issue with the China Sporting Goods Federation.

With the promotion of the national consumption ability and the deepening of the concept of outdoor sports, more and more people regard outdoor sports as an important leisure way after work.

Correspondingly, a number of outdoor products manufacturers also emerged.

"China's outdoor products industry is in a good opportunity for rapid development."

Han Yungang, executive vice president of outdoor textiles branch of China Textile Business Association, said in an interview with reporters.

There is no doubt that the outdoor products market is a big cake, but how do we eat this cake?

How can enterprises achieve greater market share if they want to do so?

These problems have become the content that outdoor production enterprises have to think about.

Outdoor products coming to the Warring States era

Chen Yiwei is the general manager of Ao Deng Ke Shoes Co., Ltd.

In this body fair, Odenko also took his own newly developed various kinds of functional outdoor shoes to participate.

"Now the outdoor products market has entered the Warring States era. Apart from the very large brands like Pathfinder, there are basically no influential brands.

This is a good opportunity for us. If we can seize the good opportunity for rapid development of the outdoor products industry in recent years, we will be able to lead the industry. "

Chen Yiwei has a clear understanding of the current pattern of the outdoor goods market.

This is not just Chen Yiwei's view.

We can clearly see this trend from the 2009 annual survey report on China outdoor products market.

In 2009, the total outbound goods market in China amounted to 2 billion 670 million yuan.

Among them, 7 outdoor goods brands have their respective shipments more than 100 million yuan, and 33 brands have their respective shipments more than 10 million yuan, accounting for more than 80% of the total output of the industry.

At present, there are more than 400 outdoor brands in China.

Han Yungang believes that the reason for this is closely related to the instability of the overall structure of China's outdoor products industry.

It should be said that apart from several strong brands such as Pathfinder and Sanfo, other brands are similar in strength or scale.

So there will be 33 brands of shipments accounted for the proportion of the total industry shipments more than 80% of the phenomenon.

Han Yungang analyzed, "now the outdoor products industry is like the sports shoes market before 2000, there are a lot of brands, but there are few brands that are absolutely dominant, such as Anta, XTEP, Lining and so on.

At present, China's outdoor products industry is indeed in a situation of "fighting for all kinds of competition".

More diversified sales channels

As China's outdoor products industry has only arisen in recent years, we can learn from traditional sports shoes and clothing industry's experience in the construction of sales channels.

Han Yungang believes that this is a very favorable point, "enterprises can take a lot of detours."

Recently, the outdoor outdoor club of LAD camel will be officially unveiled at Jinjiang overseas Chinese town gymnasium.

According to Chen Ruidian, general manager of sporting goods Co., Ltd., the direct mode of outdoor brands will be the direction of future development. He is determined to make a small test in the direct camp mode, and the self expanding outdoor club is an attempt.

Under normal circumstances, the traditional agency system will be deviant in brand promotion or execution, which is not conducive to the long-term development of outdoor brands. After adopting the direct mode, it can directly meet the needs of consumers and improve the product design and research to a new level.

Chen Ruidian said that the French Saint Valentine will no longer adopt the traditional agency system.

It is expected that 20 St. Frank's outdoor outlets will be opened in Beijing, Shanghai, Chengdu, Xi'an, Qingdao and Nanjing this year.

Although outdoor brand stores are the main force to promote outdoor culture and outdoor sports, from the sales point of view, more outdoor sports brands in Jinjiang are still optimistic about the channel of shopping malls. In the future, shopping malls will also become the dominant market of outdoor products consumption in China.

Xu Rongsheng, general manager of Sheng Shi Wang Shoes Co., Ltd., said that the concept of consumption, which has been formed in the minds of the Chinese people for a long time, has solidified the belief in the consumption of large shopping malls. The mature shopping malls have an advantage in location, products, pportation, service and consumption atmosphere. They not only sell large quantities, but also play a strong role in brand promotion. Therefore, selling outdoor products in shopping malls will become a new focus and development opportunity.

At the same time, the focus of Fuxin Shoes Co., Ltd. will focus on opening up the shopping mall counters, and enhancing the brand influence through the construction of image shops and shopping malls.

"In the first year, we plan to specialize in shoe products, which specialize in marketing, expand shopping malls, and invest heavily in image stores and special offices.

One year later, we will strive to achieve 300 sales outlets for shoes and clothing and 700 effective counters.

Fu Xin, general manager Xu Tengda said.

As early as last April, Fuxin shoes industry began to blow the horn of the outdoor products market.

Capital and market capacity become bottlenecks of development

There is no doubt that the outdoor products market is a big cake.

With the development and expansion of China's outdoor products industry, this dynamic new industry has begun to be noticed by more and more people. The positive outdoor lifestyle has gradually been accepted by more consumers. The overall development trend of the industry has shown a thriving trend.

However, due to the late start and small scale of China's outdoor products industry, there is a lack of similar industry experience in the development process.

Therefore, in the process of rapid development of the industry, various problems are unavoidable. This problem not only hinders the rapid development of the industry, but also causes confusion among practitioners.

The cake is already in front of us, but it is not so easy to enter the entrance.

"Compared with traditional shoes and clothing industry, the threshold of outdoor products industry is relatively high, and higher requirements for raw materials and production technology are put forward."

Chen Yiwei told reporters that although the high threshold can reduce the number of enterprises involved in the industry competition, but for those who can participate in the competition of enterprises have higher requirements, such as funds.

"The use of better raw materials requires higher cost; the investment in production technology needs a lot of money; it is impossible to further expand the scale of enterprises and seize market share.

For us, capital has become a constraint to our development. "

Chen Yiwei said.

Unlike Chen Yiwei's worries about capital, Xu Tengda is more worried about the overall market capacity of the outdoor products industry.

"I think the outdoor products industry itself is a small group, which will be one of the bottlenecks for future development.

In fact, the current outdoor sports market mainly exists in two forms, one is sticking to the professional concept of "small outdoor", and the other is the concept of "big outdoor".

At present, the outdoor brand in the domestic market is not biased towards professionalism, but also focuses on two extremes of leisure. Comprehensive outdoor clothing is still a blank in the domestic market.

Xu Tengda believes that in this area, Jinjiang's outdoor products enterprises can consider learning from counterparts in Guangdong and Zhejiang.

In particular, Wenzhou's outdoor leisure products have developed into a sound industrial cluster, breaking through traditional outdoor clothing, backpacks, camping equipment and expanding into sports equipment, outdoor leisure products and equipment.

In terms of these two areas, Quanzhou can break through the casual wear of the customers in the outdoor leisure industry, and make full use of the original foundation to develop outdoor leisure products such as outdoor jackets, multi-functional trousers, rainproof equipment and so on.