Sports Brand Performance Decline, Outdoor Sports Brand Has Not Been Greatly Affected.

In recent two years, famous sports brands such as Nike, Anta and Lining have been trapped by the adverse economic factors such as the global economic situation, cost increase, stock increase and so on. They have been constantly reported bad news. But under the same big economic environment, outdoor sports brands have not been greatly affected, and they still maintain a very fast growth rate.

In October 20th, Shenzhen The gem outdoor sports brand Pathfinder announced the performance report of the first three quarters of this year. In the first 9 months of this year, the company's total revenue increased by 45.27% over the same period last year, and net profit increased by 51.16% compared with the same period last year. It has a very strong contrast with the recent performance and profit decline or even loss of Nike, Lining and Anta. In addition, the Pathfinder still maintained a relatively fast pace of expansion. In the third quarter of this year alone, 126 new stores were opened and the total number of stores increased to 1352.

Coincidentally, the two leading international brands, Columbia and rolls Fowles, which have entered the Chinese market for many years, have been doing well in China in recent two years. The news from Columbia company in August this year shows that the brand has more than 600 stores in 135 cities in China. It is expected that the sales revenue in China will maintain two digit growth this year. In recent years, the company has maintained its two digit growth rate in China.

"Outdoor sports equipment is a relatively new consumer goods, consumption threshold and consumption professional degree is high, while domestic sporting goods are the basic consumer goods, the difference between the two is still very large. "When it comes to the difference between the performance gap between Lining and other sports brands and outdoor sports brands, the long-term observation campaign Footwear industry Ma Gang, a commentator, told reporters, "the market of domestic outdoor sporting goods is not large, but it is in a period of rapid growth. There are still many gaps in the market. This is an important reason for its rapid growth. "

In fact, through social changes, we can feel that there are more and more "Backpackers" and "donkey friends" around us in recent years. Most of them are young people and middle-aged people with strong spending power. Outdoor activities are essential for outdoor activities.

Reporters found in the survey, there are many ordinary consumers, are also very keen on buying. Pizex And other outdoor equipment. Miss Chang, a white collar working in Beijing, told reporters that "outdoor clothing like outfits has many advantages, such as cold resistance and wind and rain, which are very suitable for the weather in Beijing. "

It is the fast-growing consumer market that results in the high growth of outdoor sports brand performance. And Lining, Anta and other domestic sports brands seem to be tempted by this market, and have launched some outdoor clothing in recent years. But in Magang's view, Lining, Anta and other sports brands do outdoor products only as a supplementary category of sporting goods, but not enough for outdoor sports products market. However, Lining, Anta and other sports brands are large scale and strong economic strength. If they can operate outdoor products independently, they will not rule out changing the outdoor sports products market in the future.