Outdoor Shoes And Clothing Brand Is Like A Blue Ocean, With Broad Prospects

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Recently, Lotte, Hyundai and New World, the three largest department stores in South Korea, have launched the same policy: increase the introduction of outdoor brands, and open the door to outdoor brands with the largest scale.

In Korean department stores, outdoor brands have the best sales performance. This autumn, this trend will continue. Especially in the first half of the year when most of the commodity categories in Korean department stores experienced a slowdown in growth, outdoor brands bucked the trend and grew at an average rate of 30%.

　 "Blue Ocean" in the eyes of enterprises

First, let's take a look at South Korea, which is also an Asian country but has high market sensitivity clothing The enterprise is increasing its investment in outdoor clothing products and launching outdoor clothing brands under the brand. Taking HANGTEN (South Korea) as an example, the company recently launched its outdoor brand, and strengthened the brand in autumn and winter after the product was launched, making the outdoor product category reach 10-12. This year, the sales target of HANGTEN (South Korea) is 100 billion won (about 600 million yuan).

Take a look at the situation of Chinese enterprises. Last year, Nanjing Jihua 3503 Garment General Factory, the industry standard garment R&D and production base with the longest history in China, launched its outdoor brands. So far, Jihua Outdoor has opened dozens of physical stores in more than ten provinces and cities nationwide, mainly in Beijing, Nanjing, Tianjin, Chongqing, Wuhan and other large and medium-sized cities. Especially on July 17 this year, Jihua Outdoor Flagship Store entered Sanlitun SOHO, one of the fashion frontiers in Beijing. For the future, Li Xuecheng, General Manager of Jihua Group Co., Ltd., said, "Our sales outlets will expand to 1500 by 2015."

Jiangsu Yueda spin The Group Co., Ltd. is also optimistic about the future outdoor clothing market. After extensive market research, it created the "LUCK&JOURNEY" outdoor brand last year.

As Chen Rong, the general manager of the company, said, in recent years, the average annual growth rate of retail sales of China's outdoor products industry has reached 50%, and the average annual growth rate of shipments has also reached 50%, which is undoubtedly a "new blue ocean".

According to relevant data, there are more than 400 professional outdoor products in the domestic market Footwear brand Local brands account for about 30%; There are nearly 2000 professional outdoor goods retail stores and more than 1600 department stores. Other sales models are also developing rapidly in different ways; At the same time, more than 400 professional outdoor sports clubs also provide a potential deep consumption foundation for outdoor brands.

It is worth mentioning that six Asian Outdoor Products Exhibitions have been held this year, which also fully proves that Outdoor brand Continuous development and growth in China. The scale of Asia Outdoor Products Show is becoming larger and stronger. At the end of July, the sixth Asia Outdoor Products Show was just concluded, and nearly 50000 square meters of exhibition halls were lined with products of various brands. There are more than 450 well-known outdoor products brands at home and abroad, and nearly 70% of them are Chinese outdoor brands, whose performance is very eye-catching.

In addition, there is a group of data that can better illustrate the problem. In 2001, the size of China's outdoor sports goods market was only 40 or 50 million yuan. By 2005, it had soared to 1 billion yuan, and by 2006, it had reached 2.6 billion yuan, with an average annual growth rate of more than 100%.

In 2010, according to the statistics of Outdoor Products Branch of China Textile Commerce Association (COCA), the retail sales of outdoor products in China exceeded 7 billion yuan, reaching 7.13 billion yuan, an increase of 47.01% over the previous year. Looking back at the 10 years from 2000 to 2010, the total retail sales of China's outdoor products market grew at an average annual rate of 47.33%, maintaining a sustained and rapid development trend, and has become one of the fastest growing segments of the retail sector. At the same time, the sales growth of outdoor fashion sports goods of key large retail enterprises was 15.6% higher than that of sports goods, and the proportion of outdoor sports goods in sports goods retail increased from 13.8% to 19.9%.

　　 Good capital Outdoor brand

Jack Wolfskin, an outdoor clothing brand in Germany, announced that the company had been acquired by private equity giant Blackstone Group. Although the two sides did not disclose the detailed terms of the transaction, according to insiders, the transaction price may be around 700 million euros (994 million dollars). Blackstone Group said that it has been in contact with several candidates with "international vision and experience", and may announce a new CEO candidate in a few weeks. The acquisition of Jack Wolfskin will be completed within August.

You should know that Blackstone Group is one of the largest independent alternative asset management institutions in the world and the largest listed investment management company in the United States. It is not only a blessing for Jack Wolfskin to be favored by this giant, but also reflects that outdoor brands are gradually favored by the capital market.

In China, on October 30, 2009, Toread was listed on the GEM, becoming the first outdoor brand enterprise to be listed, which also started the capital boom of Chinese outdoor brands, and has continued until now, with a growing momentum.

On October 15, 2010, Jialinjie was listed on the small and medium-sized board of Shenzhen Stock Exchange, and its business scope just focused on the outdoor concept.

In fact, as early as the beginning of 2008, there was an outdoor brand that received tens of millions of yuan from several well-known domestic investment companies. It was Sanfu Outdoor. On the official website of Sanfu Outdoor, the medium-term goal is clearly stated - to open 50 world-class outdoor stores nationwide by 2013, to become an industry leader and a listed company worth 10 billion yuan. "Securities companies have begun to contact us," said Zhang Heng, its founder and general manager.

There are also several major outdoor brands in Quanzhou with the same plan. Under the premise of increasingly mature products, increasingly perfect terminal construction, and established brand image, these brands are seeking for the docking of capital and brand. According to media reports, at the 6th Asia Outdoor Products Exhibition held in Nanjing at the end of July, there were not only agents who came to see the products, but also many venture capitalists. Industry insiders also believe that the outdoor products industry has become a sunrise industry, and its strong development has attracted the attention of capital. Venture capital funds have extended olive branches to some mature brands, and these brands will also seek greater development space after gaining a firm foothold. The involvement of capital is undoubtedly the most powerful booster. Once the docking is successful, there will be more outdoor brands in the capital market. {page_break}

Looking back at the listed outdoor brands, how about their performance? According to the performance express released by Beijing Toread Outdoor Products Co., Ltd., the company realized an operating revenue of 433 million yuan in 2010, up 47.57% year on year, and a net profit of 53.2355 million yuan, up 20.9% year on year; Earnings per share is 0.4 yuan. According to the 2010 annual report of Jialinjie, its operating revenue in the year was 686 million yuan, and its net profit was 61.51 million yuan, up 40.13% and 43.7% respectively from the same period of the previous year, and its earnings per share after full dilution was 0.296 yuan, which exceeded the expectations of many analysts.

Securities firms are also optimistic about the future expectations of outdoor brands. "The market competition for outdoor brands is quite fierce, but the good thing about this industry is that it still has a large space for development. We expect this market to maintain an average annual growth rate of 30%~40% in the future." Zhang Bin, chief analyst of textile industry of Guojin Securities, said.

　 The future will be wide

Compared with foreign counterparts, there are still some gaps in China's outdoor brand market. "In terms of quantity, compared with Europe, there are relatively few outdoor brands in China. In the European outdoor clothing brand market, different brands are distinguished by different functions. For example, there are clothing brands specifically for mountaineering, and clothing brands specifically for outdoor tourism and camping... Although these brands are under the same banner of outdoor, they focus on The right customers and consumer groups are different. At present, the market division of outdoor sports in China is not clear and very vague. "Although this is the former Osoka brand designer A few years ago, I was interviewed by the media about the evaluation of China's outdoor brand market, but so far, these problems still exist. Although they have improved, the gap is still not small.

But it is precisely these gaps that make China's outdoor brands see hope, because there are gaps in the space and power to catch up. And from the development track of foreign developed markets, we can see our own hope. In 2010, the size of the outdoor market in the United States has reached 15 billion US dollars, and the EU has reached 14 billion euros. In addition, at present, there are more than 20000 campsites with various themes and different stars in the United States, while the number of campsites in China is still in double digits. More insiders predicted that "in the next few years, China's outdoor products industry will enter a rapid growth period at an annual rate of nearly 50%."

In addition, it is also important that consumers of outdoor brands are "going outdoors". That is to say, the consumers of outdoor brands are no longer just explorers, "donkey friends" and other professional or non professional outdoor people. Some people who originally did not associate with outdoor sports also began to like to buy outdoor brands. Take BLACKYAK, a well-known outdoor brand in South Korea, for example. Its stores are all over large and small cities in South Korea. Its buyers are very broad, from children to the elderly. Because these consumers are not interested in the special functions of outdoor clothing, but prefer the high quality and unique design of outdoor brands. At home, this phenomenon is also gradually emerging.

Another interesting phenomenon is that extreme weather, which is unpopular or even unavoidable, is a popular "guest" for outdoor brands, because extreme weather, such as sudden cold, has unexpectedly boosted the sales of outdoor brands. In the UK, due to the frequent cold current and snowstorm in 2009, outdoor retailers' clothing sales increased significantly. It is reported that the turnover of the famous outdoor clothing company in Britain in December 2009 surged by a record 30% compared with the same period in 2008. In 2010, outdoor clothing also became popular in China with the help of heavy snow, and was called "creating a snow economy" by the industry. The cold winter and heavy snowfall last year brought about strong sales of outdoor clothing such as ski suits. Ski suits, ski hats, snow goggles, skis and other related products were sought after by some fashion people. The sales of new ski clothes in ski goods stores have soared, even out of stock. Outdoor clothing is also very popular in the online shopping market, especially in Beijing, where there is a lot of snow. The turnover of ski products is up to 1.8 million yuan, accounting for nearly 2/3 of the total turnover of the country.