A Comprehensive Analysis Of The Outdoor Sports Retail Market In The US

Americans who always love outdoor adventures, for the whole Outdoor sport The market has brought vitality, so as to analyze the business opportunities of the whole industry.

　 I. outdoor sports overview: the total retail sales in outdoor markets amount to $650 billion.

According to the American Outdoor Sports Association, the total retail sales of the total outdoor market in the us reach US $650 billion, while the total retail sales of China's outdoor market is around 10 billion yuan.

In 2010, a census conducted by the US Census Bureau showed that the population of the United States reached more than 300 million, while that of the United States was 6 million 100 thousand.

1. the participation rate of outdoor sports in the United States increased from 134 million 400 thousand in 2006 to 141 million 100 thousand in 2011.

2. the rapid growth of outdoor sports in the United States (3 year participation trend): TrimA skiing increased by 46%, snowfield cross-country increased by 41%, freestyle skiing increased by 34%, canoeing grew 32%, triathlon increased 28%, rapids canoeing grew 24%, bowling grew 24%, running increased 23%, off-road Triathlon increased 3 18%, and Adventure cross-country race grew by 18%.

3.2011 years outdoor sports 10 kinds: running 18%, 3 years 23%, bicycles 14%, 3 years, 10%; lake fishing 14%, hiking 12%, tent camping 12%, wildlife observation 8%, RV camping 8%, bird watching, sea fishing, hunting.

　 Two. Sales and brand strategy of outdoor sportswear in the United States

Outdoors in the United States Sportswear Sales season is strong, Christmas season is the peak season, can reach more than $1 billion, more than usual growth.

2012/13 US outdoor brand strategy:

1. smaller store pattern. American commercial real estate is expensive. Many brands are reducing the size of their shops.

2. enhance customer interaction. Some American brands sponsor community welfare in the community, such as indoor rock climbing. North Faith shared the outdoor experience on the official website to drive more fans into Northrop's list to increase the customer's adhesion to the brand.

3. increase functional products. Improve the product's moisture absorption, quick drying, temperature control, breathability and other functional characteristics.

4. increase women's fashion. A sub brand in Columbia designed some very fashionable products two years ago. Its revenue increased by 58% compared with two years ago, and its total revenue reached 150 million. This is the value of foresight brand strategy.

　　 Three. Consumer analysis of outdoor sportswear in the United States

The US Cotton Corp has conducted a survey on the sportswear market in 2012. There are 1000 respondents, men and women aged 13-60, who are the principal decision-makers of clothing purchases. They exercise at least 2 days a week, and are representative Americans.

1. outdoor sports attire: Sportswear / casual wear mix up accounted for 48%, sportswear accounted for 40%, casual wear accounted for 12%.

Why are many brands launched in the past few years? Because lifestyle changes, many people do not wear outdoor sports or outdoor clothing. More than 9 of outdoor enthusiasts are accustomed to wearing outdoor clothing, such as working nearby, shopping nearby, eating out, watching movies, going to school, working, etc. Therefore, the sportswear / casual wear mix is more popular.

2. types of clothing purchased from outdoor sports: socks 84%, T-shirts 83%, shorts 76%, trousers 73%, sportswear / sports pants 72%, underwear 71%, coat 67%, sweater 57%, tights 43%, yoga wear 43%, golf wear 43%.

Outdoor men and women have different buying preferences. Sweaters, yoga suits and tights are more likely to be purchased by female consumers, and more products can be designed to meet the needs of female consumers.

3. where do consumers generally buy sports wear: sports stores account for 30%, hypermarkets account for 30%, chain stores 11%, online stores 8%, discount stores account for 5%, department stores account for 5%, specialty stores account for 4%, factory stores 3%, and other 3%.

4. outdoor consumers' consumption appeal: comfort 44%, fit 25%, breathe 12%, elasticity 10%, moisture absorption and quick drying 9%, control temperature 8%.

5. the motivation of outdoor sportswear is more than 50%: comfortable, durable, price, breathable and elastic.

Secondary motivation >30%: functional characteristics, styles, wash instructions, colors.

Other motives <30%: brand, environmental protection, friend introduction, celebrity effect, advertising.

6. outdoor consumers complained that they paid more but received less. About 2/3 of consumers thought that clothing prices rose significantly compared with last year, 58% of consumers thought fabrics were thinner, 50% thought they were replaced by fibers, 48% felt that their clothing life was shorter, and 40% thought the quality of clothing decreased.

7. the reason why outdoor consumers buy Cotton / chemical fiber sportswear is different. The main reason why consumers buy Cotton sportswear is that they are comfortable and breathable. The main reason for buying chemical fiber sportswear is functional, fit and breathable. More than 98% of consumers like to buy cotton sports wear, because its comfort is high enough, and the proportion of willing to buy Cotton sportswear is more than 70%. If both cotton and functional sportswear are available, consumers will be more willing to buy them, because they can feel more close to their hearts while enjoying their natural lifestyle while wearing cotton garments.

American Outdoor consumers like it. Clothing brand However, many consumers like the store brand, and find that the quality inspection is more careful after the quality is reduced; fit / comfort is the most important purchase motivation; they are willing to purchase functional cotton sports wear.