New Travel &Nbsp For "Low Carbon Travel"; New Spring For Outdoor Footwear

With the advent of the leisure era, the potential of outdoor leisure industry such as shoes and clothing needs to be stimulated. After the Copenhagen International Conference on climate change, low carbon travel has become the most popular topic nowadays.

According to the data, outdoor clothing such as shoes and clothes. retail Become one of the fastest growing segments of the retail sector. The sales volume of outdoor sporting goods for key large retail enterprises increased by 15.6%, while that of outdoor sporting goods increased from 13.8% to 19.9%.

Zhou Qihong, Deputy Secretary General of Jiangsu garment industry association, told reporters that many international brands settled in Nanjing from 2002 to 2006. These years coincided with the rapid expansion of China's outdoor sports.

Zhou Qihong said that from 2004 to 2006, a number of outdoor franchised stores such as "OZARK", "stratosphere", "west to North" and "border town" sprung up like mushrooms.

According to a survey data, in 2006, the sales volume of outdoor products such as shoes and clothing in Nanjing was between 30 million yuan and 40 million yuan, ranking the top ten in the country. The proportion of outdoors expenses in Nanjing accounts for the total income. Compared with Shanghai and other cities, Nanjing has its own unique geographical environment. People are used to climbing Zijin Mountain and rowing on weekends and holidays.

Recently, the reporter interviewed Deng Lei, deputy general manager of Jiangsu Sheng Liang Liu Cai Trading Co., Ltd., which represented five or six outdoor brands, such as "Pathfinder" and "OZARK".

According to Deng Lei, in recent years, Nanjing Outdoor industry The total market has reached 2.5 to 300 million. Outdoor products The sales volume is also increasing year by year. At present, the "OZARK" brand has 9 stores in Nanjing.

Deng Lei gave an example to reporters. For example, in 2009, the annual sales volume of OZARK in Nanjing increased by 40% compared with 2008, and in 2010 it increased by 70% over 2009, while the first half of this year has increased by 100% over the same period last year.

At present, "OZARK" will take Nanjing as the center in the coming year to speed up the layout of the two or three line market in Jiangsu. By the end of 2012, the number of OZARK stores and counters in Jiangsu has reached 50. We should focus on marketing promotion in Suzhou, Wuxi and Changzhou.

In the near future, Deng Lei will also open a "OZARK" outdoor equipment flagship store in the Nanjing market. The products in the flagship store will be equipped from outdoor entry-level equipment to professional equipment that can climb more than 7000 meters above peak height to meet all outdoor enthusiasts' needs for equipment, "this is the demand of the entire market".

Domestic shoes and clothing brands have more advantages

According to Zhou Qihong, Deputy Secretary General of Jiangsu garment industry association, China's outdoor market has huge market potential. Beijing, Shanghai, NInghang and Guangdong become the four major centers of China's outdoor market. The Sixth Asian outdoor products exhibition will also be held in Nanjing in July.

"From 2002 to 2006, China's outdoor products market was developing rapidly," Zhou Qihong said. The mid-range brands of Europe and the United States were expanding crazily in this golden age. Then, the world's top outdoor brands also attacked the Chinese outdoor market. "Since then, people have known what waterproof zippers are and waterproof and breathable clothes."

In fact, at the same time, the domestic outdoor brand is also not to be outdone. "Local brands have their own advantages after all. They know more about Chinese people and have absolute advantages in price," Zhou Qihong said. "After 2006, outdoor brands began to develop rationally in China and have stable customers."

The main source of outdoor consumption in Universities

What's the status quo of outdoor products in Nanjing? According to Deng Lei, deputy general manager of Jiangsu Sheng li Liu Cai Trading Co., Ltd., the outdoor sports in Nanjing are mainly about 21-40 year old individuals, friends or professional outdoor people.

This group of people are mostly young, with good physical strength and adventurous spirit, and also have certain economic ability, can afford to outfit expensive outdoor sports. They are highly educated and are more receptive to new things. At the same time, most of them are at the core supporting force of their families, and the pressure of life and work is great. They need to relax and release their activities and places, so they become the main force of outdoor sports.

Secondly, students from institutions of higher learning, groups of employees of enterprises and institutions, people below the university level, 41-50 years old and ordinary citizens occupy a considerable share in the target market. Especially in recent years, college students have gradually become one of the main consumers of outdoor sports products. Although students have low economic ability, they have time, freedom and youth, active, optimistic, adventurous and stimulating outdoor adventure activities. {page_break}

There is a shortage of outdoor products in China.

Although the domestic outdoor brand space is still very large, but there are also some problems and bottlenecks. Just like Zhou Qihong's analysis, the domestic outdoor brands, like the sports shoes market more than 10 years ago, have a large number of brands, which lack a few brands that are absolutely dominant.

At present, the domestic outdoor brands are in dispute. However, apart from some big brands such as Pathfinder and OZARK, there are basically no other influential brands.

Zhou Qihong introduced that at present, there are about more than 400 outdoor brands in China, and these brands have occupied the second tier cities in China. Therefore, whether they are developing larger brands or just starting brands, they can go to three or four line cities in China.

"Outdoor products have several characteristics, that is, technology and function." Deng Lei, deputy general manager of Jiangsu Sheng Sheng Liu Cai Trade Co., Ltd. seems that professional outdoor players require high technical content of shoes and clothing. Besides being light and convenient, they also need to be waterproof, breathable, sweat absorbing, deodorant and UV resistant. "Therefore, it is particularly important to have a batch of mature R & D teams and management personnel."

Relying on sports events to develop "universal outdoors"

Beijing outdoor sports Co., Ltd. activities planning, Zhu Xue hang said: "outdoor travel generally needs more than 60 liters of backpacks, including the relevant equipment GPS positioning system, headlights, thermos cups, hand jugs, followed by some small bits and pieces, such as nail clippers, and so on, again need to prepare some commonly used drugs, finally conditional can prepare the walkie talkie and related communication equipment. This is the most basic equipment. If you need outdoor travel such as mountain expedition, the requirement for equipment will be even higher. Because of the high altitude and harsh environment, the equipment needs to be wearable, windproof, waterproof, warm and so on. The clothing, tent and so on are necessary in the equipment. To sum up, for an ordinary consumer, the amount of consumption will never be small. So how does color appeal to consumer desire?

Deng Lei also has some suggestions for the outdoor products industry in Nanjing. "In fact, outdoor products are closely related to outdoor sports events. Whether they are competitors or spectators, they are or may be outdoor consumer groups."

Therefore, for some outdoor brands of shoes and clothing, we can cooperate with some outdoor sports events and promote the brand through sports events.

In fact, some outdoor brands of shoes and clothing are also doing this attempt. Deng Lei introduced the "OZARK" brand with various professional and folk mountaineering teams on dozens of high mountains, including the world's highest peak Mount Qomolangma, and successfully challenged the test of the harsh environment in the north and south poles.