"Outdoors" Leads The New Direction Of Shoe Industry Development

The new outdoor heat has become a symbol of new life and a new fashion.

Different from professional outdoor sports attributes, many outdoor sports brands begin to develop in the direction of "Outdoors" to cater to the psychology of more ordinary consumers.

Outdoors will become a more intense trend and trend, and it is imperative to develop in the domestic market and conform to the trend of "Outdoors".

Under the premise of meeting the needs of the overwhelming majority of consumers, the outdoor products are more populist, and are presented to consumers in a fashion, leisure, fashion and life according to the characteristics of different consumer groups.

This is also a major reason why many outdoor brands aim at the open outdoor market.

Abroad, outdoor sports developed earlier and varied in types. The scale of the industry was quite amazing. For example, the United States Guoguang industry accounted for its GDP5.5%.

According to the Market Research Report, the total size of the outdoor market is 330 billion 100 million yuan in the United States, 59 billion 800 million yuan in the European Union, and 7 billion 200 million yuan in China. The total scale of the outdoor industry abroad is several times that of China. It is not difficult to see that the scale of China's outdoor industry is very small, far lower than that of Europe and the United States.

In China, the outdoor industry is a new high growth industry. From 2000 to 2010, the average growth rate of China's outdoor products industry reached nearly 50%.

But according to the analysis of the global outdoor market trend, based on the current growth estimates, the share of China's outdoor market will be golden crossed with the EU in 2016, and it will exceed the EU share. The US will only have the chance to cross the gold market in 2020, and surpass the US share in 2021.

The share of China's outdoor market will continue to climb.

The traditional pattern of footwear industry has been formed.

A second tier brand has firmly occupied the market share and engulfed all the profits of the small and medium-sized enterprises. Because the traditional sports market does not have the advantage of grabbing market share, the small and medium-sized brands are bound to pursue a differentiated route.

In addition, domestic consumers' understanding of outdoor industries and products is becoming more and more profound, and the traditional sports products are slightly fatigued to a certain extent.

At the same time, professional outdoor sports because of the extreme emphasis on technological innovation, in the domestic sports crowd, the participation of professional outdoor sports people are limited, professional outdoor sports market cake is limited, it is difficult for the increasingly outdoor industry investors to divide up food, it is also difficult to meet the growing trend of consumption trends.

In this situation, instead of wasting energy and fighting the professional outdoor sports market, it is better to find a niche market -- outdoor sports.

In the early days of the concept of "Outdoors" movement, some people thought that it was a kind of helpless action to seize the outdoor outdoor market.

This is not the case. Putting forward the concept of "Outdoors" is used to expand the market coverage, to define the outdoors from a broad sense, and to expand the scope of the market is also a way to solve the problem of survival and development.

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Favorable external cause

With the vigorous development of China's economy, whether it's weekday exercise or outdoor activities at weekends or holidays, people are increasingly paying attention to health and sports.

The increase of income and education promotes the expansion of outdoor sports groups in China.

In addition, with the increase of statutory holidays and the improvement of paid vacation system in China, the regulations on holidays and holidays in the annual and commemorative days in January 1st and the regulations on paid annual leave for employees have been implemented since January 1st 09.

Outdoor resources are becoming more and more abundant. There are 2492 grade a scenic spots in our country, with an average of 1.8 A-level scenic spots per million people, and the number of tourist resources continues to expand.

Many favorable external conditions continue to promote the development of China's outdoor industry.

As a result, various outdoor clubs, outdoor sports and other popular projects began to emerge. Outdoor sports have increasingly become the national leisure mode and consumption hotspot, and become a new investment hot spot.

A new "fight"

At present, there are about 415 outdoor brands in the domestic market, 151 brands in China, 264 in foreign brands, and there is no scale brand in the whole market.

China's outdoor industry is basically in the embryonic stage, and the industrial structure has just formed a basic outline.

Outdoor sports companies are constantly exploring this stage.

Status quo

Compared with the early start and rapid development of the outdoor sports industry abroad, the opening of the outdoor sports industry in China will start in about 06 years.

Before the formation of this echelon, Jinjiang's outdoors went into the outdoor sports industry with an earlier attitude and played a beautiful battle.

In 2002, the mass sports brand launched a collective effort.

At that time, the sports industry was hot, the mass sports brand developed the most rapidly, occupied half of the market at that time, and appeared many hot sports brands such as Anta, PEAK, XTEP and so on.

"If an industry has a few leading brands, it will be the supporting role of the game to get into it again."

Chen Ruidian, an outdoor chairman of lenden, analyzed and was acutely aware of the huge market potential of outdoor leisure products that could be used for daily wear and outdoor activities in the domestic market. "At that time, outdoor sports had been very popular abroad, and the domestic outdoor sports market was almost blank.

Because of this, there will be great room for outdoor sports in the future.

If we can quickly seize the market, we can open up a special field.

As a matter of fact, in a short period of time, the camel brand of Lun Deng has set up 1500 effective terminal outlets nationwide, and has made remarkable achievements in the industry.

Subsequently, the number of outdoor sports enterprises increased dramatically, including the newly born independent brands, and many brands pformed from professional outdoor and traditional sports fields, thus opening up the upsurge of domestic outdoor sports market.

And achieved good results in this new market segment.

In 2006, the FDI outdoor group, founded in Xiamen, has developed three series of shoes, clothing, sports equipment and outdoor appliances after camping homes as benchmark products. It has formed a series of products covering outdoor life.

As of June 2010, it has KA sales channels and over 1600 chain terminals nationwide.

Many Jinjiang outdoor brands including Tianlun Tian, Mu Lin Sen outdoor, tianpo Lun and so on have also got a share in this cake, and at the same time, they constantly carry out strategic adjustment, increase investment and expand the market.

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Obstacles and Countermeasures

However, what can not be underestimated is that there is also pain in addition to sweetness.

In terms of products, talents, science and technology, resources and so on, there is still a big gap between the domestic outdoor sports industry and the overseas outdoor industry.

Products.

The lack of product development capability is one of the most prominent problems faced by domestic outdoor enterprises.

After all, the domestic outdoor industry is at the initial stage, the scale of the enterprise is small, the production technology is far less than the foreign enterprises, the product research and development ability is weak, and the enterprise's ability to recognize outdoor products is far from enough.

The supply of upstream materials needs to be improved, and the matching quality suppliers can be found to be fewer. Unlike adults, sports are relatively mature.

Lack of ability in independent research and development of products, so many outdoor brand products in Jinjiang rely on outside factory processing, resulting in product differentiation is not obvious.

Wang Hao, director of marketing of Tian Po Lun, said that the pressure of Jinjiang outdoor brand is very great. The products of Jinjiang outdoor sports enterprises are mostly the same and lack competitiveness. Most of the outdoor enterprises are crossing the river by feeling the stones, and their sense of crisis is poor, so they will limit their development for a long time.

After all, in view of the particularities of outdoor sports, outdoor products are first functional, and require higher production technology and design research and development. Depending on the movement characteristics and environmental conditions, the added value of products is continuously improved, and the most targeted protection measures for outdoor sports are provided.

Under the premise of ensuring the functionality of outdoor products, the technologies of health, comfort, waterproof, breathability, heat preservation and skid resistance are fully applied to outdoor products, so that ordinary people who walk out of their homes can experience outdoor fun through outdoor products.

Speaking of product quality when facing the market, Cheng Liang, director of marketing of Pu Le Road, said that the company specially set up marketing department QC to represent the marketing and agents to check the finished products and semi-finished products. Once the product problems were discovered, the measures should be taken immediately to eliminate the inferior quality problems. Because of their firm attitude in quality, their products won a good reputation in the market.

Cost.

The main sales channel of the domestic outdoor industry is department stores, and fewer shops are open.

Shopping malls have more obvious effect on brand image, but the cost of operation is higher.

At the same time, because of the high specification of raw materials, the cost of raw materials is still high.

Positioning.

In the outdoors of Jinjiang, some brands are not allowed to enter the market at the very beginning.

It is a mistake to understand that as long as the high-end positioning is bound to make profits, it is actually due to improper positioning. The consumer groups that face are showing great limitations, making the total volume of products limited, and then the turnover speed of goods is greatly affected.

If a few agents are facing a backlog of goods, the inventory will be large and eventually a vicious circle.

In this regard, Zhang Zhurong, the marketing director of the US lion brand, believes that the outdoor sports industry is slightly different from other industries. It is not aimed at the high end, but has high returns. Only by accurately locating the brand according to its own brand, can it identify the market and avoid imperceptibly reducing the consumption group, and the location of each outdoor brand should be suitable for the environment of the Chinese market.

Talents.

Even if the hardware conditions of outdoor shoes are fully equipped, if the soft power of talent teams can not keep up with them, it will be very difficult for the brand to truly stand in the market.

"Marketing talent, design team and so on are too short."

This is the crux of many outdoor enterprises' headache.

Mode.

Although many outdoor industry brands in Jinjiang adopt similar marketing modes to traditional ones, they are generally the mode of operation of agents.

But this mode should also be applied flexibly in different stages of development of brands and enterprises.

According to Chen Ruidian, chairman of Lun Deng's camel, the agent system is suitable for the initial stage of enterprise development. It can make the channel develop rapidly and attract capital flow in a short time. This mode is relatively simple.

But there are also some drawbacks.

Agents are bound to take their own interests seriously. There may be differences between the two sides. The company will pay more attention to the long-term development of the brand, while agents will pay more attention to the immediate interests. Sometimes there will be some contradictions. Some of the company's policies will be greatly reduced.

Therefore, in 2008, Chen Ruidian's own brand San Fu Lai used the shareholding cooperative mode of holding company.

This is a relatively mature channel management mode, through the negotiations, reorganization and acquisition with some original channels, the head office has the initiative in the form of holding.

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In short, whether it is hardware or soft power test, some thorny issues have been put on the agenda of outdoor sports enterprise development, but behind the problem, we need to think about solutions.

Nuggets in the outdoor sports market, every enterprise wants to do something promising.

The industry suggested that outdoor industry enterprises should first do their best to meet the needs of product upgrading. In addition, they need to carry out many aspects such as brand positioning and channel carding. Although the product is the ultimate return point and expressive force of the brand, it can not be confined to product design, research and development, and production. Enterprises need to take overall consideration in the initial stage of brand upgrading, enhance product independent research and development capabilities, strengthen brand packaging and promotion, have brand personality, attach importance to professional personnel training, team building, and precise market positioning, so as to achieve sustainable operation.

Throughout the Jinjiang adult sports industry, many brands can be said to be "smashed" with money.

As an extension of the outdoor industry, learning from its experience is bound to exist, but imitation is more of a spirit of innovation.

Besides the reserve of funds, it is better to put some energy on the integration of resources for the new market to be intervened, such as carding and training of the agent team, and internal management of the enterprise.

A rational attitude

At present, there are only a few enterprises in the domestic outdoor sports industry that are actually hundreds of millions of scale enterprises. After all, the market capacity is relatively small and the consumption group is relatively small.

Even if annual sales are doubled, the outdoor industry may not be saturated after 5 to 10 years, but there are still unstable factors in the market.

Faced with such a large market, how should outdoor enterprises grasp and rationally view the way ahead?

First of all, the most urgent task at present is to build the core product of the brand.

Because many outdoor enterprises are using foreign processing, and suppliers cash delivery.

There is no advantage in price or product.

To avoid homogenization, the core is to seek breakthroughs in product development. Products should have their own style, constantly enhance the technological content of products, and continuously inject technology into "factors".

On the product, we should move closer to comfort, light and fashion, so that products can have their own characteristics and enhance their brand image.

After having core products, what outdoor enterprises need to do is sell these products.

There is a generally accepted principle in the industry that the value of any product is zero in 36 months.

Therefore, the outdoors enterprise should uphold the idea of retaining customers as the cornerstone and sell products efficiently.

The premise of selling well is to be good at grasping the psychology of consumers.

Brands need to know who the products are sold to and who will consume them.

Chen Ruidian, chairman of the company, is also aware of the new changes in the market and recognizes that blind production from the market and the needs of consumers is equivalent to building the brand foundation on the beach.

Before, domestic consumers attached great importance to the style of shoes, but the intrinsic elements such as comfort and cultural taste were the second. After the change of concept, they put forward higher requirements for the comfort and cultural connotations of products.

"We outdoor industry oriented groups, for the needs of outdoor sports such as mountaineering and cross-country sports, put forward higher requirements for the professional degree of sports products. As long as they get their recognition and satisfy their needs, the acquisition of brand loyalty is more assured."

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At the same time, paying great attention to the terminal market is an important step for outdoor enterprises to catch up with.

Today, the market is constantly changing, and there is no dispute about winning the market and winning the channel.

Only by winning the terminal can we win the market, and we can get the recognition of the consumers. The sales target of the final product can be realized.

Besides the traditional business super stores and clubs, outdoor enterprises should pay more attention to the construction of the monopoly system.

To build its own monopoly system, it requires rich products and complete varieties.

At present, the outdoor products are generally single, lack of competitiveness and professionalism. In fact, matching accessories, such as backpacks, mountaineering staff, kettle and so on, are all available, so that consumers can come to the store to find the products they need.

Building a monopoly system is a trend.

Chen Funan, director of marketing at Moore outdoor marketing, said Future Ltd might consider building a small outdoor goods store with an area of about 20 square meters.

Consumers are allowed to walk to this store to buy more complete outdoors equipment.

But we must pay attention to the construction of outdoor stores. We must firmly grasp the fist products to drive the sale of other products.

In addition to the traditional offline sales channels, many outdoor enterprises are combining the current popular e-commerce to test the water network marketing.

Camels, who are in the forefront of outdoor industry, are not only full of money under the line, but also have good sales performance on the Internet.

In 2011, the United States lion also officially announced the entry into e-commerce. For this reason, the company specially invited well-known domestic software companies to customize a set of solutions for the brand, which will comprehensively force the e-commerce market.

It is hoped that electricity sales will account for 1/3 of the total sales in the next two years.

Regardless of the offline line, the outdoor industry in the fierce competition, "live" is still the industry key word in the future development process, so that the problem of attaching to outdoor sports brand can be alleviated.

Enterprises entering the open outdoor industry have to adjust their strategies timely according to the differences in the Chinese consumer market and the characteristics of the consumers.

Chen Ruidian believes that the outdoor industry should break through some development bottlenecks and reach the international top outdoor brand's performance level. In the future, more attention should be paid to the internal management of enterprises and the building of internal brands, with these top brands as benchmark, and innovation and pformation from time to time.

Brand needs to grow and develop rapidly, but it does not need to be fast. It needs constant health and stability.

To understand the Chinese market, understand the psychology of consumers in this market, find a suitable mode for their development.

Every outdoor enterprise has the space for its own brand development, and strives for the new blue ocean of its brand development. It always follows other brands' path but does not develop its own development space.

It is a strategy to stand out in the market competition and develop in the future.