Sports Brands Are Gradually Stagnant &Nbsp; Outdoor Products Are Booming.

Last weekend, the box at the door of a outdoor goods store on the Wulin Road was built into a hill.

Shop assistant Xiao Chen said, in order to prepare for Qingming and May Day holiday, the boss hoarded a large quantity of goods.

It's not just outdoor stores, all department stores.

"If the judgment is correct, the outdoor brand is drawing a" S "curve.

According to industry analysis, outdoor brands took 10 years to achieve 10% market share from 0%. In 2007, they finally went to the entrance of fast track. In the next 10 years, outdoor brands will reach 90% market share.

This means that 10 years later, 90% will have more than one outdoor outfit or a pair of climbing shoes.

Sales of outdoor products broke out, shops were busy stockpiling goods to prepare for war.

Before and after the Ching Ming Festival, it is a good time for outing. It is also the opportune time for outdoor stores to prepare for storing goods.

"In order to grab this wave of sales, we shop eight months ahead of time to buy goods.

Take Hangzhou Jiahe outdoor products Co., Ltd. as an example, they only wear short sleeved T-shirts this year, and the quantity is over 10 thousand, and other goods are thousands or tens of thousands at the same time.

At present, besides selling mountaineering shoes and outdoor clothes, there are mountaineering and climbing supplies, drifting supplies, etc., which are large enough for camping tents, inflatable mattresses, small breathable cotton socks, efficient charcoal, waterproof gas stove and slip proof gloves.

Hangzhou's snowy outdoor outdoors is famous for its clothing and shoes. Recently, it has made three thousand or four thousand pairs of shoes to cope with the coming peak season.

"Many guests are professionals in outdoor sports, such as a climbing rope. They will ask how many times the salesperson can use it again and again and how much it will fall when he weighs 80 kilograms."

Shop staff said that today's guests purchase outdoor products not only limited to waterproof, warm, breathable and other functions, professional outdoor survival products are also more and more consumers' attention.

According to Li Jun, the sales in 2011 increased by 50% compared with the previous year, while Jiahe predicted that the sales growth would exceed 30% this year. The outdoor industry was also increasing at an annual rate of 30%.

Sports are "declining aristocrats", and outdoor activities are thrived.

Outdoor business is booming. Even the sports shops in 100 stores are beginning to change. The sports market is highly concentrated in brands such as Nike, Adidas and Lining, while the number of outdoor brands is increasing.

In the main shopping malls of Hangzhou, Reebok and XTEP, which we used to know, have been removed from the domestic sports brands except Lining.

Among the international brands, only Nike and Adidas are still strong, MIZUNO, UMBRO and other brands have disappeared.

By contrast, outdoor brands are popular. A series of foreign outdoor brand counters such as Columbia and Northrop have occupied half of Hangzhou's sports and leisure centers.

"Last year

What does the "S" curve of outdoor brand mean?

What is the "S curve"? The English appellation is: S-Curve, that is, the cumulative cost, working hours or other numerical figures according to the corresponding time points.

The name comes from the shape of the curve, such as the English letter S (the starting point and the end point are gentle, the middle is steep). The slow start of the project, the acceleration of the medium term, and the slow ending result in this curve.

Japanese market research experts have put forward a concept of "brand growth", that is, "S curve".

The time required for brands to grow from 0% to 10% is basically the same as that from 10% to 90%.

It has taken almost 10 years for outdoor brands to enter the domestic market. At last, they have taken a firm footing. There has been an explosive growth since 2007. This means that they have entered the second section of the "S curve" and quickly occupied 90% guests' wardrobe.

"We predict that in the next 10 years, outdoor brands will occupy 90% of the market, which means that 90% of the guests will have at least one outdoor brand clothing or a pair of shoes, just as the sports brand occupied the market at the same time."

According to the analysis of the industry, outdoor brands have a large market abroad, and product segmentation is more obvious than the Chinese market. For example, professional sleeping bag brand CAMP, professional mountaineering socks brand Bridgedale and so on, there are quite a number of customers abroad, and the domestic outdoor products market will also expand with multiplier level with the change of urban consumers' lifestyle.