Adidas: China Opens Its First Independent Brand Outdoor Product Store

German sports leader

(Adidas) the group has created an outdoor product department since 1991, although it has the largest sales network in the world, but its outdoor products business has not been upset for several years.

Recently, Adidas (Adidas) announced its first independent Adidas brand outdoor product store in China.

In response, Rolf Reinschmidt, manager of outdoor products Department of Adidas (Adidas) group, said in an interview: "last year, Adidas (Adidas) had a good sales performance in outdoor sports products, with sales of 300 million euros and an increase of 40% in the same year.

I believe that the opening of Adidas brand outdoor products stores in China will be a correct choice for Adidas to enter the outdoor market.

In addition to Adidas, the main business set

Thailand shares of sole development, production and sales also said it would invest in wholly-owned subsidiaries to build RAX outdoor sports brand projects, with an estimated investment of 46 million 498 thousand and 800 yuan, of which 6 million 380 thousand yuan for hardware and software and 40 million 118 thousand and 800 yuan for mobile capital.

Almost the same time, Longde group, which was born in the field of foreign trade processing, convened dozens of 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.

In fact, Tai Ya shares and Longde group at the same time optimistic about 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 that China's outdoor market is on a rising trend. The outdoor sports equipment market will grow by 50% every year, and the market will exceed 10 billion yuan.

Thus, with the continuous economic growth, the outdoor sports industry has welcomed the development of spring.

Industry experts analysis: outdoor sports is not only a popular sports situation, but also a newly established industry. This industry is a whole which depends on the movement itself, but also has an impact on sports, which is usually referred to as the "industrial chain".

But at present, domestic shoe companies are outdoors.

The supporting facilities are not perfect, and there are few enterprises specializing in outdoor sports functional fabrics and outdoor sports shoe materials, and there is no cluster effect.

According to relevant data, in 2001, the scale of China's outdoor sporting goods market was only $40 million, reaching 2 billion 600 million yuan in 2006, with an average annual growth rate of over 100%.

In 2010, the sales of outdoor products in China had reached 6 billion yuan to 8 billion yuan, and this figure is expected to increase to 10 billion yuan in 2011.

At present, although the scale of individual enterprise's sales scale is relatively large, the outdoor sports market in China has a high growth rate of 30% every year, and the domestic outdoor sports market investment and consumption groups are growing rapidly, so the sales scale between outdoor sports brand and traditional sports brand will gradually narrow.

Nowadays, outdoor sports are not only in the field of adults. Children's shoes enterprises in Quanzhou, such as card road and Mingwei, have opened the way of outdoor market, aiming at the market segment of outdoor equipment for young people. We hope that we can quickly achieve industry licensing by means of subdivision.

Under the background of pformation and adjustment, outdoor goods market with vast development space has become an option of sports brand.

Outdoor sports are becoming more and more popular.

Outdoor sports began to enter the country in the late 80s of last century, and formed a certain scale in the early part of this century.

Nowadays, China has participated in organized outdoor sports activities to more than 300 people every year. There are nearly more than 7000 retail outlets for professional and non professional outdoor products. A series of industrial components including brand, channel, media, exhibition and professional associations have been formed, and many localizing outdoor sports brands such as Pathfinder have emerged.

Along with the holding of the 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games, and ispo China and other professional institutions in recent years, we have been deeply cultivated and vigorously promoted, which has promoted the maturity and development of China's outdoor sports industry.

According to the survey, 12 European professional outdoor brands such as mountaineering brand Mammut, Klattermusen, Haglofs, sports equipment and leisure brand KETTLER also landed on the domestic market in 2011.

China has a consumer population that makes the whole world heartbeat. The huge population base indicates a huge outdoor sports market.

At the same time, China has abundant natural tourism resources that can be utilized and developed. It is a perfect innate foundation for the development of outdoor sports in China.

Outdoor sports are different from traditional sports aimed at sports.

Outdoor sports is not only a sport, but also a manifestation of a healthy lifestyle. It is the pformation of people's life needs from material pursuit to spiritual pursuit.

With the continuous growth of economy, with the pursuit of healthier, more natural and individualized lifestyles, outdoor sports will gradually become one of the main ways of tourism and leisure.

These seem to indicate that the spring of China's outdoor sports industry is coming.

An outdoor enthusiast said in an interview: "Xinjiang has rich tourism resources, and I have little love for this land since I was young.

I often look at the white and mysterious Bogda peak, dreaming of one day on the top of the mountain and uncovering her mysterious veil.

She often visits vast expanse of desert, dumping her beautiful curves and golden colors.

"In June 2010, wild outdoor was established."

The person briefed reporters.

Because he led a lot in the past few years, and met many different friends in the open air, many friends trusted him very much.

His wild club also insisted on weekly hiking, mountaineering, camping and other activities.

Sales promotions such as time limited auctions of some products are not regularly purchased on the group buying site, which has received great acclaim from customers and sales have climbed steadily.

Business opportunities at high prices

Compared with other sports, outdoor sports emphasize professionalism and functionality. Equipment mainly includes tents, mountaineering bags, sleeping bags, mats, outdoor clothing, shoes and socks, mountaineering and climbing supplies, tools and tools, spades, stove utensils, outdoor lighting supplies, outdoor food and medicines, book maps, ski equipment, measuring instruments, glasses and other special outdoor sports products.

Outdoor clothing alone is very popular. Underwear should be light and breathable. It can quickly and quickly dry sweat. The sportswear jacket should be light and warm. A set of waterproof, dust-proof and breathable clothing will cost 2000 yuan -5000 yuan, more than 2500 yuan for mountaineering bags, 1500 yuan for hiking shoes and 500 yuan for trousers.

Despite the high price, the outdoor sporting goods market has been booming.

Large supermarkets in Beijing and Shanghai, Metro, Carrefour and other large supermarkets can see that outdoor sports products are becoming more and more popular, and picnic products, tents, sleeping bags, mountaineering bags, pressure gauges and other products are becoming richer and richer.

In the electronic sale of major websites, netizens' interest in buying such products is also noticeable.

In fact, the earliest local sports and sporting goods enterprises that realized the great value of outdoor sports should be Lining.

Many years ago, Lining and AigleInternationalS.A., France, set up AI Gao (China) outdoor sporting goods Co., Ltd. in the form of cooperation of 50% share interests. They are responsible for producing, marketing and selling Aigle brand exclusive outdoor sports and casual wear and footwear products in China.

In addition, the Lining brand also has some primary outdoor products -- Michelin shoes and designer's "cat claw series", which are built on the top of Lining's ATproof fabric, and the price is between 300-500 yuan.

On the one hand, the performance of domestic traditional sporting goods enterprises is decreasing, while the domestic outdoor sports equipment market is growing by nearly 50% annually.

With the rapid development of China's outdoor market, more and more sports brands have entered the outdoor market, and competition has become increasingly fierce.

Many outdoor sports brands said that in addition to improving the layout of shops and brands in 2012, they also need to expand the business area of existing stores and raise their production per unit area.

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Sports wear enterprise gold nuggets outdoor market

It is reported that the annual sales of outdoor brand designers are less than 800 million, and the annual sales volume of traditional sports brands Anta and Lining is already 80 and 9 billion.

The "small" outdoor brand needs to be jointly wired.

More say, "peers are friends", but for Hubei's outdoor sports industry, this sentence is probably a little discount.

Since 2005, many outdoor clubs such as the seals, the Chinese dragon, the skyline and the compass have jointly launched the Hubei outdoor sports alliance, so that each club can form a good posture of self restriction, integration of resources and common development.

At present, more than ten outdoor clubs have formed a certain scale.

Most clubs have annual sales ranging from 600 thousand yuan to 800 thousand yuan, and more than 1 million yuan each.

According to the insiders, the development of the sporting goods industry is the differentiation of the industry.

In the fiercely competitive outdoor goods market, manufacturers often face two roads, one is positioning professionalism like many other peers, aiming at professional level "donkey friend", and the other way is to aim at the mass consumer market and take the "Outdoors" road.

The outdoor market is bigger. The outdoor sports enterprises in our city have adjusted their strategies. 70% of the products of some enterprises are oriented towards daily outdoor experience, and professional products account for only 30%.

"In recent years, the domestic outdoor market has been expanding, but it is still in a stage of competition. The brand breakout is also focused on product performance. In 2010, the retail sales of Chinese textile products had exceeded 2% of outdoor clothing with special properties." Pang Xiaozhong, director of the science and technology development center of the State Sports General Administration Institute of sports science, said that the concept of "Outdoors" did not obliterate the functionality of outdoor brands, and many domestic outdoor brands did not lose foreign brands or even better than foreign brands in many functional tests such as breathability, abrasion resistance and skid resistance.

Outdoor sports are not only a popular sports situation, but also a newly established industry. This industry is a whole which depends on the movement itself, but also has an influence on sports, which is usually referred to as the "industrial chain".

In addition to the collaboration of peers, the collaboration between upstream and downstream industries is also needed.

The pair of shoes enterprises rely on joint and efficient industrial chain to build their own outdoor brand: "double star Dengfeng". Its outdoor series is made of a set of outdoor sports equipment. The outdoor products mainly include outdoor mountaineering suits, suit clothes, ski suits, sweaters, fast drying pants, fast dry underwear, hiking shoes, hiking shoes, climbing shoes, climbing gloves, mountaineering caps, sleeping bags, tents, outdoor backpacks, protective clothing, auxiliary appliances, and so on.

Experts pointed out that shoes and clothing are the core products of outdoor sports equipment. Under the increasingly fierce domestic outdoor sports market, outdoor sports clothing has very high functional requirements for fabrics such as moisture absorption, sweat perspiration, waterproof and antifouling, antistatic and UV resistance, which requires strong support from upstream fabric enterprises.

Obviously, at present, the domestic shoe enterprises are not perfect in the outdoor sports shoes and clothing industry, and there are few enterprises specializing in outdoor sports functional fabrics and outdoor sports shoe materials, and there is no cluster effect.

It can be seen that if the outdoor sports industry wants to develop, it is necessary to jointly develop new products, design and production processes to support the products of the supporting industry chain.