The Main Brand Of Clothing Companies Will Be "Shuffle" Within Three Years.

Less than P, there are more and more people who love outdoor sports. < /p >
In the past year, Lining, Anta, PEAK and so on have been closed in bulk. Not long ago, XTEP announced that it had closed 80-100 stores last year, and intends to close 100-200 stores this year. It can be seen that the days of traditional sports brands are not easy. When the traditional sports brand is difficult to move forward, the outdoor market is booming. < /p >
< p >, so many traditional sports brand giants claim to enter the outdoor sports brand market. Although cross-border and transformation have become the top priority of the big guys, can the "outdoor" cake be so delicious? < /p >
< p > < strong > annual growth rate of outdoor products market is over 40% < /strong > < /p >
< p > 2012, listing "a target=" _blank "href=" http://www.91se91.com/ "> shoes < /a > enterprise reports came out one after another. The traditional sports brands have exposed the problem of high inventory pressure. Lining is the first to bear the brunt. In the first half of 2012, net profit of Li Ning Co was only 44 million yuan, a sharp decline of 84.9% compared with the same period last year, and PEAK's net profit also dropped by 43.3%. However, the new leading brand outdoor brand explorer in China continues to maintain a high growth trend, displaying the king's demeanor in outdoor sales, sales and market share. Pathfinder 2012 earnings express data showed that revenue increased by 46.7% to 1 billion 105 million yuan last year, net profit increased from 107 million yuan in 2011 to 170 million yuan last year, an increase of 58.9%. < /p >
< p > data show that over the past 10 years, China's outdoor products market has increased by more than 40% per year, and now has a market scale of more than ten billion yuan. According to the data released by the outdoor data network in January this year, the 9 domestic sales brands that sell over 100 million yuan in our market now account for 55.81% of the outdoor goods market. < /p >
< p > > the sales report of China's ten outdoor brands shows that famous international outdoor brands such as Columbia, Oryx, wolf claw, Bly Ark, Miller, mammoth and Voight have all entered China, and have taken up 54.89% of the total outdoor market sales in China. Among them, Columbia's market share and annual sales rank first in China's outdoor products market. China Outdoor Business Alliance statistics show that China's outdoor products market has entered an explosive growth period. Like other emerging industries, China's outdoor industry also has the characteristics of "leading brand market share and obvious advantages". < /p >
< p > < strong > outdoor products are mainly high-end brand < /strong > < /p >.
< p > "it is normal for traditional sports brands to get involved in the outdoors. Profits are there." Chen, a shop manager of a well-known brand outdoor sports shop in Shenyang, said that the rapid development of domestic sports brands has passed. High inventory pressure is a common problem of sports brands at present. "Before, the traditional sports brand rarely appeared discount sales, but now, not only forty percent off, half off, sixty percent off, but also a brand discount shop, so as to relieve the pressure of stock. In contrast, today's outdoor brand has gradually developed from the niche movement. The group is high-end consumers. They are more aware of brand and functionality. A waterproof and breathable clothing price is around 3000 yuan, and consumers are also recognized. < /p >
< p > data show that the main products of outdoor products are: a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and footwear unit price is obviously higher than the average level of sporting goods. In the sportswear market, 4 of the top six brands in the single price range are professional outdoor fashion items, and the average price is 70% higher than that of the sportswear. Miss Yan, a senior friend, said that the price tag of an outdoor brand sport shoes is more than 2000 yuan, while the traditional sports brand shoes do not exceed 1000 yuan. "Outdoor sports emphasize on the function of clothing < a target=" _blank "href=" http://www.91se91.com/ "> shoes and hats < /a > function, such as breathable and waterproof, so that it can better adapt to the field conditions. A a target=" _blank "href=" http://www.91se91.com/ "> cap" < 500 "should be more than $. < /p >
< p > < strong > within three years may usher in "shuffle" < /strong > < /p >.
< p > < /p >.
< p > with the emergence of many traditional sporting goods giants in the outdoor brand market, some experts predict that the market scale of outdoor sporting goods has exceeded 10 billion, and is still growing rapidly. At present, there are more than 700 brands in the industry "scrimmage", and the industry will usher in a shuffling period in the next 3 years. < /p >
Li P, director of the outdoor marketing center of Rui speed, said that the traditional sports brand should not abandon all its hopes in the outdoor market if they want to abandon the high inventory pressure, and the outdoor sports market should not become a "life-saving straw" in the transformation of traditional sports. After all, the outdoor sports consumption group is still relatively small, and the market is small. If a large number of enterprises enter, it will bring a certain impact on the outdoor sports brand market. < /p >
"P" Li told reporters that the traditional sports brand is not a professional outdoor sports brand origin, like a brand launched clothing, regardless of style or functionality is far less than professional outdoor sports brand, and can not escape the shadow of sporting goods, but the price is much cheaper than outdoor outfits. < /p >
Mr. P, senior outdoor sports leader, said that the positioning of the domestic traditional sports brands for outdoor industry is not very accurate. As the new entrants in the outdoor industry, the closer the trend is to the bubble, it is hard to say whether the outdoor market will take the old path of sports goods development. < /p >