China'S Outdoor Industry Is Gradually Gaining Popularity.

Wang Shi and Zhang Zhaoyang, who are rich in mountaineering, are more or less the spokesmen of outdoor sports.

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After nearly 10 years of development, it has gone from high-end to fashion. Now the Chinese market is as vibrant as the Korean outdoor products market a few years ago. We have full confidence in re opening this door.

After 8 years, the Chinese market was once again killed.

Luo Xiang, China's general manager, told reporters in the office of Gemini in China World Trade Center, Beijing.

Coincidentally, another

In the near future, after repositioning, we will fight the Chinese market again.

Behind the comeback of foreign brands is a series of prosperous numbers of China's outdoor industries, attracting the foreign capital and local brands competing for the gold.

Although the outdoor industry has been recognized as the sunrise industry in the industry, it is based on

In fact, there are not many businesses in the domestic outdoor goods market that can make ends meet.

Luo Xiang told reporters that 8 years ago,

It has already started selling in China, but at that time it was a company founded in Hongkong and has more than 20 stores in China, with an annual turnover of only about 30 million yuan.

General manager, Gore Beijing branch,

Zhang Jingwei, director of marketing in China, also admitted frankly: "Gore entered the Chinese market in 1996 and won't break even until 2010."

Zhang Jingwei told reporters that when China first entered the Chinese market, at that time, there was almost no concept of outdoor sports in China, and many international outdoor brands had not yet entered China.

"But with the improvement of China's economic strength and the increasing awareness of health and low carbon, the business opportunities and potential demand of" big outdoor "have become boosters for the outdoor products market, and the amazing development speed of outdoor consumption has brought a bright future for businessmen.

Zhang Jingwei said.

Therefore, after many years of market exploration, many foreign brands believe that China's market potential is huge. They have repackaged and repositioned their China strategy, hoping to open the door of the treasure again.

"Why do I want Comeback (back to the Chinese market)? Because in recent years, we all know that China has changed from the world factory to the world market, and the annual growth rate of 35% market has made us confident in the return."

President PhilippeJoffard-Lafuma answered reporters like this.

In the face of foreign capital brands that are rich and aggressive, local outdoor brands try to follow a "people to people" line.

General manager Zhang Heng told reporters that the reason why China's outdoor industry was "niche" before was mainly price factors.

"Extreme sports such as rock climbing, bungee jumping, mountaineering, cross-country mountain bikes and so on belong to a very" niche "area. The price is high and requires professional equipment and guidance.

However, with the rise of self driving tourism, outdoor sports began to really enter people's field of vision, and the price has gradually been accepted by many young people, and gradually began to spread to the public.

Zhang Heng said to China Economic Weekly.

In China's outdoor market, local enterprises and foreign-funded enterprises start almost at the same time, and the advantage of local brands in price is more favored by consumers.

"A lot of foreign outdoor sports brands have rich industry experience and cultural background. They are dominant in the Chinese market, and they have formed a strong competition for domestic brands that only have been born for several decades or more than ten years.

The weakness of domestic brands is weak product design, inadequate understanding of outdoor culture and less application of high-end materials.

But the domestic brand has the advantages of cost-effective, product line is wide, sales channels all over the country, and foreign brands to form a resistance.

Zhang Heng analysis thinks.

"For outdoor industries, China will be Korea after 5 years."

Zhang Jingwei judged this way.

At present, the outdoor goods market in Korea is the fastest growing and most popular market in the world, and the competition is the most intense.

Zhang Jingwei told reporters that after experiencing the Asian financial crisis, outdoor sports became a healthy way of life. The industry has gone from "small outdoor" to "Outdoors", breaking through a single variety, and successfully realizing the series and diversification of products.

Unlike Chinese consumers, South Koreans choose outdoor clothing and equipment for professional outdoor sports. For Koreans, wearing outdoor products is not the decoration of life, they are life itself.

Then, will outdoor products with thousands of yuan and one piece open a high threshold between outdoor sports and consumers?

Zhang Jingwei believes that now in China, outdoor sports is no longer niche, and the "threshold" is becoming lower and lower for domestic consumers.

The outdoor industry is gradually becoming popular with the public. Only by innovating in business can we attract customers and cultivate our loyal fans.

Lafuma targets the target group as a business group of 28 to 45 years old, and focuses more on urban leisure life than on professional outdoor people.

"I have been engaged in outdoor products industry for my whole life. I almost witnessed the whole development process of this industry.

The birth of an outdoor brand requires capital to support its product design, brand packaging and after-sales service. Chinese enterprises need to spend money and energy to build their own brand.

This industry has gone to fashion, and investing in outdoor sports is the trend of the times. I believe China's outdoor industry has ushered in the most beautiful spring, because we all have to live naturally, healthily and comfortably.

PhilippeJoffard-Lafuma said.