Distribution Of Retail Outlets For Outdoor Products In Shanghai

At home,

The development of the state is the most mature, and under the guidance of the mature sports products industry and other industries, the outdoor products industry in the initial stage of development shows a more mature appearance. Of course, in the future, all these need to be fully tested by time and market.

Therefore, this article is only a response to the current state of the retail channel of outdoor products in Shanghai. It is an elucidation of some experience, rather than a accumulation and summary of a mature experience.

Current Shanghai

The layout plays an important guiding role in understanding the retail outlets of outdoor products in other cities in China.

The development of retail outlets for outdoor products in Shanghai is closely related to three aspects: first, the development of outdoor products industry; the two is the development of Shanghai retail formats; and the three is the development of Shanghai outdoor market.

The three factors intertwined together, forming the status of Shanghai outdoor products retail channel development.

Generally speaking, there are seven kinds of retail outlets for outdoor products in Shanghai: first, the shopping center stores, such as the Columbia flagship store of Honghui square; two, the special store in the department store, such as the JACK WOLFSKIN area of the first eight hundred company; three, the Sports District, such as the Phenix area of TOPSPORTS II; four, the sports supermarket, such as Decathlon; five, outdoor chain stores, such as Shanghai Sanfo outdoor stores; six, small and medium-sized outdoor stores, such as wildfire outdoor stores; seven discount stores, such as Qingpu outlets.

The distribution of the above seven retail channels is examined below.

Establishment of channels

The establishment of outdoor retail stores should first ensure that they can make profits. The main source of profits is customers within a few kilometres. Therefore, it is the most basic feature to set up retail outlets for outdoor products according to the distribution of customers.

For example, in the vicinity of the Shanghai gymnasium in Xujiahui, there are Shanghai Sanfo stores, TOPSPORTS II, Pathfinder stores, etc. near the Hongqiao gymnasium, there are also outdoor clubs for adventure homes, polar star stores, Hengyi rock climbing gymnasium and so on. Sports venues are a gathering place for sports related people, while sports related people are a large proportion of potential outdoor sports people, thus forming a collection of outdoor goods retail stores.

For example, in the Lujiazui Business District of Pudong, Zhengda Plaza Shopping Center, Shanghai first eight hundred companion shopping mall, and Japan sports standard store are among them. The high-end brands, gorgeous stores, concentrated display and mature operation fully cater to the consumption level and habits of the high-end business people in the financial center of Lujiazui.

Shanghai Sanfo outdoor Jinqiao store is located a little farther east of Lujiazui. The reason may be that it is considered to be close to the high-end community and reduce the rental of the shops.

Channel differences

On the basis of individual profits of outdoor retail stores, there will be a trend of differentiated management among retail outlets. We can see the differentiated operation between different stores within the same retail enterprise.

For example, Shanghai Sanfo outdoor store's 10000 body stores, Jinqiao store and Wujiaochang store have distinctive differentiation characteristics, the largest business area of the 10000 body stores, the largest number of business brands, and the most satisfying customers' outdoor needs; Jinqiao store is located in Pudong, with a smaller store area and a high-end brand, mainly for Sanfo outdoor promotion brand image; Wujiaochang store area in the middle, long-term brand sales, mainly played the role of digestion inventory; three shops away from each other, especially the Jinqiao store and Wujiaochang shop have Huangpu River apart, each other less impact, the overall scale effect.

Like the Zhengda Plaza in Lujiazui business district and the Hong Kong Hui square located in Xujiahui business circle, its outdoor brand is operated by famous sports city. Because of the different location and characteristics of the business circle, there are certain differences in the introduction of the outdoor brands of the two shopping centers.

The outdoor brands of Zhengda Plaza are all international brands, and most of them are the most important shops in Shanghai and even in China. The outdoor brands of Hong Kong Plaza are partly domestic brands, and the total number of brands is a little larger.

It can also be seen that the differentiated operation among different retail enterprises is the most important difference.

For example, the wildfire outdoor shop located in the Ruijin road and the intersection of Changle Road, the outdoor camel outdoor store and the Jiahe outdoor Shanghai store are a kind of differentiated survival state.

The common characteristics of the three shops are small shops, located in the old blocks, which are determined by the high land price in the downtown area, while the customer group is also the white-collar staff distributed in the downtown office buildings; and the three stores are different, the wildfire outdoor store has a high-end brand and a sophisticated style, which caters to the consumption psychology of the Shanghai people; the wild camel outdoor business brand takes the open outdoor route; while the main functions of the Jiahe outdoor Shanghai store are discount sales promotion and digestion inventory; the differences between the three stores coexist, and the scale effect is formed, which attracts customers to go shopping here.

There are also obvious differences between wildfire outdoor stores and shopping malls. The operating characteristics of wildfire outdoor stores and shopping malls are high-end outdoor brands. However, outdoor wildfires will deliberately differ from the outdoor brands in the shopping mall, and highlight the professional products share of outdoor stores, as well as select fashionable styles that conform to the aesthetic mentality of Shanghai customers.

In addition, the distance of the region is also a space difference, in that time Shanghai Sanfo outdoor did not close to the Nanjing road and Huaihailu Road business circle, which was to avoid the competition with the small and medium outdoor stores in Changle Road; but at present, in the opposite direction of the Shanghai Sanfo general store, TOPSPORTS II store operated The North Face, Columbia, MHW, Phenix and other brands of the new Japanese opening of Lujiazui, and the high-end international brand of its operation, the operation pattern of the future high-end brand outdoor shops might change.

Distribution of channels

Generally speaking, the distribution of retail outlets of outdoor goods stores in Shanghai coincides with the distribution of retail outlets in Shanghai, and is rapidly gathering. However, the density of outdoor products channels is not large, and the location of channels is not high.

Take Huaihailu Road as an example, there are about fifteen department stores visited by Xiaobian, excluding shopping malls that are being renovated, and there are only four outdoor brand stores. The most expensive Pacific store Huaihailu Road store has only nine brands, and the rest are under five brands.

In addition, at the high-end

There are no outdoor brand areas in shopping malls and luxury shopping malls, and there are no outdoor brand stores on the roadside.

It can be seen that even the high-end outdoor brands of the world do not get equal status with other high-end brands, and the influence and appeal of the outdoor industry and even outdoor brands are limited in Shanghai.

The retail channel of outdoor products in Shanghai is generally distributed on the edge of the major retail business circles in Shanghai, forming a symbiotic state with outdoor goods department stores, and having the characteristics of getting together and operating, but the total number is relatively small.

Take Changle Road near Nanjing road and Huaihailu Road business circle as an example. In the past, there were more than ten outdoor stores, but at present there are only outdoor wildfires, wild camels outdoors, and three outdoor shops in Jiahe.

And near the Shanghai gymnasium near Xujiahui business circle, there is only Shanghai Sanfo outdoor general store, TOPSPORTS II.

There are four stores in Columbia.

It can be seen that outdoor activities have not yet become a common lifestyle and habit of Shanghai people. With the geographical environment and latitude, ordinary consumers demand less outdoor products.

The circle of channels

Looking at Shanghai, we examine the overall distribution of outdoor retail outlets, which is restricted by the commercial real estate environment, the outdoor industry cost profit margin, and the characteristics of Shanghai outdoor market.

We find that the retail outlet for outdoor products is from the center of the city to the countryside, showing a wave like arrangement.

Nanjing road and Huaihailu Road business circle are Shanghai's core tier one business district; Jingan Temple business circle, North Sichuan Road business circle and Pudong Lujiazui business circle are located near their periphery; the well-known outdoor brands are distributed in the shopping center's brand area and department store counters, and the small and medium-sized outdoor stores are generally distributed at the edge of the commercial circle.

In addition, Xujiahui business circle, the five corners of the current business circle, Jinqiao business district, Gubei business circle can be regarded as the second level of Shanghai business circle. The outdoor brands at home and abroad are distributed by the shopping center brand area and department store counters. The Shanghai Sanfo outdoor chain store is also distributed at the edge of the business circle, and there are also large sports shops selling high-end outdoor brands.

Further outward development, until all districts and counties, can be regarded as the third level of Shanghai business circle. In every district and County town and main traffic trunk nodes, there are large stores such as Decathlon and Qingpu outlets.