Outdoor Products Industry Has Great Market Potential And Rapid Growth.

In China, outdoors Articles industry It is a new industry. In 1995, China's first outdoor store opened in Beijing. This year is also recognized as the first year of the outdoor products industry in China. It has only a short history of 14 years.

The outdoor products industry has developed rapidly in China in recent years, benefiting from the improvement of China's national income level, the acceleration of urbanization and the increase of the consumption power of urban and rural residents, the outdoor sports lifestyle has spread rapidly in China, and Chinese people are increasingly participating in outdoor activities such as outing, mountaineering, camping, fishing and hiking. As a result, the demand for outdoor products that can provide comprehensive protection for themselves has increased rapidly.

According to the statistics of the outdoor products branch (COCA) of the China Textile Business Association, the total retail sales of outdoor products in China in 2010 amounted to 7 billion 130 million yuan, an increase of about 47.01% over the whole year of 2009. From 2000 to 2010, the total retail sales of outdoor products in China increased at an annual average rate of 47.33%, maintaining a sustained and rapid development trend.

　 　 Order Increase expectations

The amount of futures orders made by Pathfinder in autumn and winter in 2011 is more than 90% higher than that in 2010. Beijing Toread Outdoor Products Co issued a notice that the company's autumn and winter product futures bookings were good, and the sum of futures orders totaled 587 million yuan, an increase of about 93% compared with the 2010 autumn and winter products futures orders. As the Pathfinder in recent years, more than 85% of the sales revenue is determined by the order of two new products per year, the revenue in the second half of this year has basically been locked.

As early as the Pathfinder landed on the gem in 2010, it planned to invest 200 million yuan and set up 79 fund-raising shops. However, due to project planning, so far, some shops originally planned to enter the city or business district are no longer suitable for entry. After three announcements in 2010, the company has changed the location of 27 stores in the year, which is equivalent to 34% of the number of investment channels. Pathfinder also admitted that due to the continuous rise in commercial real estate rentals in the first half of the year, the strict scrutiny of the fund-raising investment resulted in slow progress in investment and frequent changes in the location of implementation, but basically reached the planning progress at the end of the first year. According to the prospectus, the first year plan of the pathfinder was planned to build 49 channels.

Because of the same outdoor sports related products, Jialin Jie is often compared with Pathfinder. In the eyes of many analysts, Jia Linjie's brand positioning is more focused than the "Outdoors" route of Pathfinder. Then, whose market prospect will be better? "Jia Linjie's fabric is made by himself, and the fabric needed by Pathfinder is outsourced. These two roads can go through. This market is just rising, and everyone is doing it. It is too early to say which is better or worse.

Zhang Bin, chief analyst of the state textile industry, said.

At present, Jialin Jie company has 16 stores, mainly distributed in Beijing, Shanghai, Xi'an, Harbin, Urumqi, Tokyo, Japan and other places. "Because there are about 10 stores in these 16 stores opened in October last year, the opening of new stores is a new brand. It is not realistic to make profits in the short term." Jialin Jie company spokesman said. He also said that the future layout of the company's own stores will be dominated by some of the cities regarded as outdoor sports portals, such as Chengdu, Urumqi, Xi'an and Harbin. Of course, Beijing and Shanghai will also increase the strength of opening stores, and strive to enter some famous business circles and occupy the commanding heights.

Shi Hongmei, an analyst with Orient Securities, said Jialin Jie's own brand Kroceu is still in the breeding stage. With the steady progress of the company, it is expected to become a potential attraction for future growth.

"We hope that the private brand will become a new economic growth point in the future development of the company. As for the brand building, the main way is to adopt cultural sponsorship and word-of-mouth publicity. This year, we will consider adding other methods, such as hiring an image spokesperson. Jialin Jie company spokesman said.

It is understood that although outdoor sports have been developing abroad for many years, outdoor sports industry still belongs to a new high growth industry in China. "Outdoor brand competition is fierce, but this industry is good, but its development is still very large. We expect that this market will maintain an average annual 30%~40% growth rate in the future." Zhang Bin thinks. {page_break}

Performance growth channel expansion

The Beijing Toread Outdoor Products Co released the results express that the company achieved operating income of 433 million yuan in 2010, an increase of 47.57% over the previous year, a net profit of 53 million 235 thousand and 500 yuan, an increase of 20.9% compared with the same period last year, and a profit of 0.4 yuan per share.

Pathfinder announcement said that the growth of the company's financial indicators in 2010 benefited from the good development of the company's main business, expanding the market scale and continuously improving its operating performance. As for the growth rate of net profit in 2010 less than the growth rate of operating revenue, the Pathfinder announcement explained that sales and management fees increased rapidly as a result of the company's overall strengthening of market promotion in 2010 and the promotion of seven regional sales areas. After the listing, the company received new government subsidy funds, which was reduced compared with the same period in 2009, and partly amortized the option cost of the company's first grant of stock options in 2010.

The "Pathfinder" brand is the core intangible asset of Toread Outdoor Products Co in Beijing. After experiencing the early stage of creation and development, the company is entering a fast growing period and has become a leading enterprise in China's outdoor industry. Beijing Toread Outdoor Products Co has been committed to building a marketing network covering the whole country, expanding stores in the company's advantageous areas, consolidating its advantages, gradually infiltrating in weak areas, strengthening regional investment, pursuing or maintaining the first place in all large and medium-sized cities, widening the gap with other brands, leading the market, deepening marketing and expanding the market share of the company.

According to the analysis, in the outdoor products industry, whether the international brand or the domestic brand, its brand image construction is more dependent on the terminal of the retail network - shop. According to the analysis of the sales channels of domestic outdoor products industry, the sales channels of independent stores (cabinets) are increasing continuously in the domestic outdoor products retail business. Columbia and other international outdoor enterprises create and enhance the consumer experience through the store image design and display, effectively enhancing the product image and brand image, and thus driving the growth of sales. The successful examples of international counterparts show that the terminal image is the vivid carrier and fresh advertisement of the brand image, and the brand image is the spiritual concentration and value enhancement of the terminal image, which complement each other and complement each other.

In the fast growing stage, the brand image of Beijing Toread Outdoor Products Co is improved to match the brand of "Pathfinder". Beijing Toread Outdoor Products Co is committed to the construction of company stores, will play an important role in enhancing the company's brand and product image and enhancing consumer experience. It will display the material basis of "Pathfinder" brand to consumers, convey the spiritual connotation of "Pathfinder" brand, and let consumers experience the outdoor functions of the company's products.

Due to the warm, waterproof, wear-resistant and quick drying functions of outdoor clothing, a large number of functions need to be realized by fabrics. Therefore, the requirements for fabric technology and technology in this field are quite high. Compared with domestic counterparts, Jialin Jie has taken the lead in this field. Its weft knitted wool fabrics and fleece fabrics are the largest suppliers of New Zealand brand Icebreaker and Polartec. In addition, Columbia, Nike and Adidas, which are well known to domestic consumers, are also customers of the company.

In 2010, the company's annual report showed that its operating income was 686 million yuan, and its net profit was 61 million 510 thousand yuan, an increase of 40.13% and 43.7% compared with the same period last year. The earnings per diluted share were 0.296 yuan, which exceeded the expectations of many analysts.

"The increase in textile and clothing exports exceeds the expectations of the previous market, mainly due to the economic recovery in Europe and the United States and the advance of orders based on product price expectations." Zhang Bin, chief analyst of the state textile industry, believes that the export revenue of the company is 674 million yuan, an increase of 39.35% over last year, which is the reason why the company's performance exceeds expectations. In addition, the gross profit margin of the company's products rose steadily in 2010, increasing 1.56 percentage points to 25.89%, of which the gross profit margin of weft knitted wool and fleece products was basically stable, and the gross profit rate of sports functional products reached 29.4%, which was nearly 6 percentage points higher than that of last year.

A public fund manager in Shanghai thinks that Jialin Jie's advantage is mainly in fabrics, and the construction of brand is not an easy thing. It needs a long-term process of interaction between businessmen and consumers.

It is understood that Jialin Jie produced more fabric than other fabrics profit margins, and this point has been fully reflected in the valuation. Data show that in the 43 home textile companies, Jialin Jie's TTM is ranked nineteenth in the industry, higher than the industry average and market average.

Jialin Jie's future performance is expected to grow steadily, and net profit in 2011 ~2013 was 78 million, 101 million and 131 million yuan, up 27.5%, 29.2% and 29.2%, respectively. As of April 12th, a total of 76 organizations made predictions on Jialin Jie's 2011 performance, with an average forecast net profit of 80 million yuan, an increase of 29.88% over the previous year, with an average earnings of 0.38 yuan per share. {page_break}