Explosive Growth In Outdoor Industry

"Now the foreign economy is not good, and the domestic market is gradually expanding, so we are adjusting the layout of our business, and the main energy in the future will be to expand the domestic market."

Zhu Yueyue, sales manager of Shantou Yongjia craft factory, told reporters.

Reporter in

It is understood that many exhibitors believe that the domestic outdoor market is replicating the golden trajectory of sports brand in the past ten years.

Another reporter has learned that at present, the domestic listed companies engaged in outdoor products brand are only two Pathfinder and Jialin Jie, but there are already no less than 10 companies are planning to go public, of which Sanfo outdoor has been listed in the IPO declaration enterprise list issued by the SFC.

Export to domestic sales

Chen Jing (a pseudonym) is the owner of an outdoor goods store in Harbin. He runs ten outdoor brands, and this is a special trip from Harbin to attend the Expo.

"The market situation in Northeast China is very good. I came to Shenzhen this time to understand more brands and to purchase a batch of products by the way."

Chen Jing told reporters that since entering September, whether wholesale or retail, Harbin outdoor products have always been selling well.

In Chen Jing's view, besides the weather reasons, the user's enhancement of the consumption viscosity of outdoor products is a factor that can not be ignored.

Reporters noted that the various outdoor products brand of dazzling, even Chen Jing is so familiar with the outdoor products industry, many brands do not know, or even heard of.

Wolf Legend outdoor products Co., Ltd. encountered such embarrassment.

Some buyers and consumers questioned the quality of their products and brand awareness. A consumer even pointed out that a shoe suspected Lining.

To this end, Wolf Legend Sales Manager Ding Daxin had to demonstrate to the purchaser a waterproof function of climbing shoes.

"Columbia and Pathfinder sell brands, and we sell quality."

He said.

Ding Daxin explained to reporters that Wolf Legend's brand awareness is not as good as Pathfinder. The main reason is that Wolf Legend has only focused on the international market, and its products are rarely sold domestically.

But now, the international outdoor market is showing signs of sluggish growth. We can see one or two from Columbia's performance in the US market.

"Exporting to domestic sales is the consensus of export-oriented outdoor enterprises. It will be difficult for them to get bigger development if they continue to stay abroad, and in such a large market in China, we will definitely come back."

Ding Daxin pointed out that under the current situation, price reduction promotion is one of the ways for export to domestic enterprises to gradually occupy the market and win brand recognition.

This statement has been recognized by many exhibitors.

In the interview, the reporter learned that these enterprises had few physical stores in China, and now they are mainly online shopping. After sales promotion, the next step is to open stores.

Shenzhen outdoor home club "art prodigal" told reporters that most of the club enthusiasts are ordering outdoor products online, but with the return of the legendary brands such as wolves, store consumption will gradually become the mainstream.

In fact, the return of outdoor brand enterprises did not start this year. In the last year's outdoor Fair held in Shenzhen, 151 enterprises also expressed their willingness to turn to the domestic market.

And this year, as foreign markets continue to slump, the willingness of enterprises to return is stronger.

As early as 2004, the US outdoor brand Columbia entered Hongkong through the Swire Group of Hongkong. Although the brand has a wide range of recognition in the European and American markets, Columbia has just entered the Chinese market.

Almost the same period with Columbia, The North Face (Lo J Faith), ARC TERYX (original bird), Marmot (groundhog), Ozark (OZARK) and other foreign outdoor brands have entered the Chinese market.

Since then, domestic brands such as Pathfinder, polar star and snow wolf have gradually risen, but almost all of these companies have encountered the same problem as Columbia.

The reporter understands that for the domestic market at that time, outdoor brand is still a new thing. Chinese consumers generally equate outdoor activities with extreme sports, and few people pay attention to it.

At that time, the domestic pan sports field was almost dominated by Adidas, Nike, Lining and Anta.

Until now, Qu Zhihang, a researcher at Huachang securities, has divided outdoor brand consumers into "professional enthusiasts" and "pseudo outdoor fashion groups".

In Chi Chi Hang's view, "pseudo outdoor fashion group" demand stability is not enough, easy to be shunted by new fashion.

In recent years, with the gradual acceptance of outdoor brands, both domestic and foreign brands show an explosive growth trend.

For example, in September 2009, the number of stores in China was 292, and now it is close to 500.

As in Columbia, there were about 300 stores in Hua men shop 3 years ago, but in the first half of this year there were more than 600.

The growth rate of Pathfinder is even more obvious. The number of stores at the end of 2006 was 186, and the number of stores in the first half of this year has reached 1226, with 189 new stores opening annually.

In terms of profitability, both domestic and foreign brands have achieved fruitful results in China.

Columbia said the Asia Pacific region, represented by China in the first half of this year, has the most obvious growth momentum.

Since the launch of the Pathfinder in 2009, its performance has increased rapidly, with net profit almost doubled in 2011.

Research from CICC shows that the average annual compound growth rate of China's outdoor products industry will exceed 40% in the next 3 years, and the maximum opening space of the Pathfinder is 3000. In other words, the expansion of the Pathfinder will be maintained for nearly ten years based on the average annual opening rate of 185 stores.

Pathfinder will no longer be alone.

Compared with Lining, Anta, and other sports brands, the listed companies in China are only two Pathfinder and Jialin Jie.

It is worth mentioning that Jialin Jie's outdoor brand.

(Conoy Sius) is launched by its wholly-owned subsidiary. Jialin Jie's main business is to engage in knitted fabric production and sales, in other words, KROCEUS is not listed on its own.

From this perspective, at present, the main outdoor listed companies in China only have one Pathfinder.

But this phenomenon of "single seedling" will be broken in the next 1~2 years.

A noteworthy phenomenon is that in the prospectus issued in 2009, the Pathfinder listed only 3 foreign brands of Columbia, Lois and OZARK as the main competitors, but within 3 years, domestic brands rapidly expanded at a faster pace than foreign brands, and more and more domestic competitors were faced by Pathfinder.

Following the IPO icebreaker, more and more domestic outdoor brands will also be listed as the established target. Beijing Sanfo outdoor products Co., Ltd. is one example.

Sanfo outdoor and Pathfinder start the same time, its sales in 2009 amounted to 1 billion 800 million yuan, at present, the number of stores is more than 30, and has its own outdoor clubs.

In the list of IPO declaration companies issued by the SFC in September 14th, Sanfo outdoor is on the list. The company is going to be listed on Shenzhen Stock Exchange, and the sponsor is Donghai securities.

"The company's listing plan is currently in the process, and the SFC's reply is" implementing feedback. "The company is making every effort to prepare for the listing.

Qi Jing, director of Sanfo outdoor marketing, told reporters that once the Sanfo outdoors is successfully listed, the company will expand actively in the layout of stores, and the speed of expansion will depend on the market environment.

In fact, when the Pathfinder went public in 2009, Sanfo launched an impulse to go public.

In 2008, Sanfo introduced the investment of several strategic investors up to tens of millions of yuan, including venture capital.

Zhang Hengceng, founder of Sanfo outdoor, revealed that in 2009, there were contacts between Sanfo and Sanfo.

But at that time, because of the relatively limited number of stores, Sanfo outdoor did not have the conditions for listing.

In addition to Sanfo outdoor, Fujian Colombo outdoor products Co., Ltd. also explicitly listed as a medium-term target, the key time node is 2013.

Zhejiang Mu Gao Di outdoor products Co., Ltd. has also drawn up a listing plan, and the future brand development will be launched around the listing.

ACOME (ACME) belongs to the Shanghai sporting goods limited company, which also has a group's overall listing plan.