China'S Outdoor Fashion Shoes And Apparel Market Is Developing Rapidly.

April 23rd, 2010, China outdoors Fashion moving goods market With the rapid development and rapid growth of sales, sales in key large retail enterprises increased by 30.2% over the same period last year, which is 14.6 percentage points higher than the 15.6% growth rate of retail sales of general sports goods.

In recent years, outdoor consumption has gradually become fashion This has also led to the rapid development of outdoor fashion and moving goods market, and sales are growing rapidly. The Asian sporting goods and fashion show (ispochina) joined the China National Commercial Information Center, released in 2010, to show that the sales of outdoor sporting goods in China's major retail enterprises increased by 30.2% over the same period last year, which is 14.6 percentage points higher than the 15.6% growth rate of retail sales of general sports goods in 2010.

Sales increase rapidly and unit price leads.

Due to the rapid growth of outdoor fashion and moving goods sales, the proportion of outdoor fashion moving and sporting goods in sporting goods market also showed a significant increase. In 2010, the proportion of outdoor fashion and moving goods retail sales in the major national retail enterprises increased by 6.1 percentage points in sports goods retail sales, up to 19.9% percentage points from 2009. From the point of view of cities, the sales growth of the second tier cities is significantly higher than that of the first tier cities, with the growth rate reaching 60.1% and 45.5% respectively, which is much higher than that of the 20.7% tier cities.

The prices of outdoor fashion and moving articles in major national retail enterprises are significantly higher than the average price level of sporting goods. In 2010, 4 of the top 6 brands in the sportswear market were the professional outdoor sportswear brands, which were Columbia, rolls Fyes, Pathfinder and OZARK. The price was at least 70% higher than the overall level. In the moving shoes market, the top 4 of the average unit price are ECCO, KEEN, Columbia and Lois. The average price of ECCO and KEEN is over 1000 yuan, which is 1 times ~3 times higher than the overall level.

The rapid growth of outdoor fashion and sporting goods sales reflects that the consumption demand of outdoor sporting goods is very strong. Therefore, in 2010, domestic and foreign brand enterprises increased their expansion efforts, and retail enterprises also increased the sales volume and sales area of outdoor fashion sports brands to meet consumer demand. In 2010, China's outdoor fashion and sporting goods market development report showed that in 2010, the sales volume of outdoor fashion and moving brands of 2/3 retail enterprises increased significantly than that of 2009. Of them, 26% of the number of outdoor sports and sporting goods brands doubled, 28% of which sold more than 10 of the number of outbound and mobile brands, and 6% of the sales of outdoor sporting goods from scratch.

In 2010, the total sales volume of the top 10 brands of outdoor fashion items in the major retail enterprises of the country totaled over 75%, reaching 77.34%, of which the top 10 brands in the second tier cities were more than 80%, 84.22% and 89.44% respectively, and the first tier cities were lower than 73.44%. The top 10 brands of market sales share are Columbia, rolls Fyes, Pathfinder, OZARK, CONVERSE, ECCO, wolf claw, Northland, Columbus and American camels.

Among the top 10 brands, the advantage of foreign brands is obvious. Columbia, rolls Fyes, CONVERSE, ECCO, wolf claw and Northland, 6 foreign brands share a total sales of 54.89% local brands, such as Pathfinder, OZARK, American Camel and Colombo, which share less than half of foreign brands, only 22.46%. From this we can see that foreign brands occupy an advantage in the outdoor fashion market.

Rapid development of local brands

Although the market share of local brands is relatively small, it has developed rapidly in the past two years. According to statistics, in 2010, the market share and ranking of local brand Pathfinder, OZARK and American Camel were significantly improved in the major sports enterprises and sports shoes Market in 2009.

In addition to professional outdoor sports brand, the traditional moving brand has begun to open up the Sinotrans market. In 2010, Nike officially launched 6 series of 6 series of products, including skateboarding, fancy skiing, surfing, BMX, skiing and extreme motorcycle. According to the information from ispochina Asian sporting goods and fashion show organizer, a large number of local traditional brands have also formulated the development strategy of outdoor products or sub brands.

The ispochina2011 (the seventh Asian movement and fashion show), which just closed in Beijing, attracted 350 exhibitors from home and abroad, and received 17724 professional spectators on the 3 day. The scale has increased significantly over the previous year, and the domestic market for moving goods has been developing vigorously. Overseas exhibitors said they saw a lot of domestic brands that had not been seen before. More and more international brands also show that the Chinese market is the center of the Asia Pacific sports market in the future.

Besides the professional spectators from professional stores, shopping malls, retailers, department stores and other channels, there are also many dealers who are newly recruits and ready to enter the field. After visiting the exhibition, the Secretary General of the European Outdoor Federation said that Chinese audiences are very high in quantity and quality. They are very professional both in attitude and in dress. Over the past two years, the outdoor fashion industry has grown rapidly. China will become the third-largest outdoor and fashion industry market after Europe and the United States.