Shoes And Clothing Enterprises Lack Strong Leadership Brand To Break The "Outdoors"

In October 18th, the main business was sports shoes.

Almost the same time, Longde group, which was born in the field of foreign trade processing, convened dozens of cooperative partners from all over the country in the name of its newly established outdoor equipment brand, and also wanted to switch to the domestic outdoor equipment market.

Market annual growth rate exceeds 100%

Tai Ya shares and Longde group also optimistic about the outdoor sports market is not a whim.

As early as June this year, Thailand shares issued a report on "outdoor products market and Thai Asia competitiveness analysis", pointing out the outdoors of China.

It is understood that in 2001, the scale of China's outdoor sporting goods market was only $4. 5 million, reaching 2 billion 600 million yuan in 2006, with an average annual growth rate of over 100%, and by 2010, the retail sales of China's outdoor products market reached 7 billion 130 million yuan.

In 2005, F Leonspan, director of outdoor brand marketing of Quanzhou's outdoor field, told reporters that the growth rate of the outdoor market accelerated significantly from 2008. Annual sales almost doubled, taking F Leonspan as an example, only around 30 million in 2009, and 60 million in 2010. This year, it is expected to exceed 1 hundred million.

The competition pattern shows three echelons.

"Judging from the current market competition pattern, the outdoor pattern of Min faction has basically taken shape."

Wang Quancheng said, "at present, there are fifteen or six outdoor brands in Quanzhou, including some outdoor brands that are developed by traditional shoes and clothing brands.

For example, Anta, Mu Lin Sen, Hu Du, XTEP and so on have begun to exert themselves in the field of outdoor activities.

"At present, the pattern of the domestic outdoor sports market is very similar to that of the sports shoes market ten years ago."

Analysis of the industry.

According to the introduction, the domestic outdoor sports market is basically divided into three echelons. The first tier of Columbia, TheNorthFace and OZARK are the Adidas and Nike of the sports shoes market. The explorers of the second tier are the earliest brands to do outdoor sports in China, just like the Lining of the year. The third tier is now made up of Quanzhou local brands and agency brands, such as playboys, American camels and Tianlun Tian.

Lack of strong leadership brand

Although the competition pattern is basically formed, there is still a lack of strong brand in Quanzhou outdoor products such as Anta.

"Well done, such as the American Camel, may be 8 hundred million a year, most of the brands are maintained at around 2 hundred million, unlike sports brands, which can clearly distinguish the first, second and three lines."

Wang Quancheng said that the market share of domestic companies, such as Pathfinder, is relatively limited.

However, because of the lack of leading brands and the limited scale of the existing brands, it has given the outdoor market a larger market prospect and broader room for growth, and created opportunities for new brands.

It is understood that not only in the field of adults, at present, Quanzhou children's shoes enterprises, such as card road, Mingwei and so on have also opened up the outdoor market's journey, aiming at the young outdoor equipment market, and hope to use the subdivision field to quickly achieve the industry licensing.