International Top Outdoor Luxury Goods Enter China Market

As the top international brands enter the Chinese market, the net exhibition area of this Asia sporting goods show has increased by 37%, with a total area of 35 thousand square meters.

At the same time, the number of exhibitors has expanded to 353, an increase of 28% over last year. Among them, domestic exhibitors grew by 20% to 290, and the total number of exhibitors was 516, of which 204 were domestic brands and 312 were international brands.

"The Chinese market has potential for growth."

Robbert de Kock, President of the World Sporting Goods Federation, said the agency has conducted a global market survey. Although there is no breakdown of China's outdoor market, there is a need to point out that at present, China has not yet formed a wide range of outdoor exercise environment. Once the number of outdoor groups is growing, it will form a very large outdoor sales market.

"Most outdoor consumption groups have higher incomes."

Because outdoor sports products are highly specialized and functional, prices are higher than traditional sports products.

In our country, people's understanding of outdoor sports and outdoor products is still at an early stage. Many people think that expensive is good and blindly follow suit when buying.

There are even many sports enthusiasts pursuing "bone ash" outdoor sports brands and buying outdoor sports products to collect them.

According to his rough estimate, less than half of the people actually buy outdoor sports after purchase.

Al Pi Bnnie (Jiaxing) Sporting Goods Co., Ltd. (AlpinePro), a person in charge of anonymity, also pointed out: "China's outdoor sports concept needs to be popularized. Now there are a large number of foreign brands joining the Chinese outdoor products market, but people don't know the speed of outdoor products at the speed of brand accession."

Less than 20% of the consumers he buys outdoor products actually engage in outdoor sports.

Lin Feng, director of marketing and marketing of multi brand outdoor products, said: "outdoor sporting goods are highly professional and fashionable. Consumers can voluntarily consume and buy outdoor sporting goods, especially consumers of clothing and footwear, which can be worn in everyday life. They are not confined to outdoor sports enthusiasts or people who must engage in outdoor sports."

As outdoor sports products such as clothing, shoes and other waterproof, wear-resistant functions, and gradually attract students consumption groups, which is a big impact on the traditional sporting goods market.

Relatively speaking, the threshold of traditional sporting goods business is relatively low, but outdoor products are different. In the market there are only two to three years of survival time. If not, they will be eliminated.

Nike and Adidas have been very successful in the traditional sporting goods market, and outdoor products are just relying on traditional brands to survive.

In the past two years, after the international high-end luxury goods got together to enter the Chinese market, outdoor luxury goods also quietly sneaked into the Chinese market.

But compared with the high-profile luxury goods, outdoor products are aimed at target groups.

It is understood that this Asian sporting goods exhibition attracted Bogna, Bogner, DC, Deuter, Eaglecreek, FiveTen, Meindl and other international brands to participate in the exhibition. At the same time, there are also Burton, Lowa, Northland and ympatex exhibitors return.

Among them, Bogna is Germany's top outdoor luxury.

At the exhibition, its unique ski wear and golf costumes, innovative ski suit and outdoor outdoor fashion are exhibited.

According to its responsible person, Bogna, as an outdoor high-end fashion brand, has been participating in ISPO exhibition in Germany for many years, and has 1500 sales counters or stores in 35 countries around the world.

But he also admitted that sales in the German speaking area accounted for 50% of sales.

A senior official who did not want to be named said that after 10 years of development, especially after the Beijing Olympic Games, China's outdoor industry began to develop rapidly. Consumer groups have gradually expanded to leisure groups. The famous outdoor brands in the world have been introduced into China, and China's outdoor sales market is becoming the fastest growing market in Asia.

Recently, in the industry's top entrepreneurs' black horse camp competition, such as outdoors, Kin Road, search brigade network and new cross music have formed a deep strategic alliance, and a series of innovative actions have been launched to jointly promote the first China outdoor leisure Festival, the first Jingdong outdoor skiing competition and the first such search outdoor outdoors to reach Taishan, according to people familiar with the matter.

Klaus DittrichKlaus Dittrich believes that another symbol of the upgrading of the exhibition is that many Chinese manufacturers who used to think that international brand production products are the main products have already established their own brands and entered the market.

In addition, this year, there are still a large number of foreign brands using the Asia sporting goods exhibition platform to promote themselves to the developing Asian market.

Lu Tunfeng, general manager of Zhejiang's vogue air outdoor products Co., Ltd., revealed that, on the basis of outdoor scientific and technological functions, and outdoor fashion as the highlight, the company carried out a series of publicity activities based on public welfare and environmental protection.

In February 23rd, a public environmental publicity campaign was launched on the theme of "green and mobile city".

Peter Ho, the spokesperson of the brand image of the animal husbandry, arrived at the scene to help the event. With the appeal of its public figures, the whole society paid attention to environmental protection and low carbon, and supported environmental protection and low-carbon lifestyle.

On the day before the opening of the Asian sporting goods fair, the giant shopping center, the first outdoor theme shopping mall in Beijing, Wangfujing, opened the mystery.

It is reported that the shopping center, which is located at the golden pivot point of intersection between the East Fourth North Street and the Chao Yi Street, is mainly for outdoor products and outdoor outdoor products which are popular with the public. In addition, it will also be equipped with small outdoor auditorium, outdoor experience area, product maintenance center, special dining room and multifunctional hall for salon. After completion, it will become the weathervane of Beijing outdoor culture.

Its construction area of 18 thousand square meters, attracting outdoor brand operators in Beijing's flagship store, image shop, standard store, will bring consumers the perfect experience of outdoor products and culture.