Pyramid Structure Of China'S Outdoor Market

The Pyramid brand structure of < p > China a href= "http://www.91se91.com/news/index_s.asp" > outdoor market < /a > has already appeared.

Although the foreign brands located at the top of the tower are far ahead in terms of popularity, the growth of domestic outdoor brands is enormous, but the relevant data show that the domestic outdoor brands have surpassed foreign brands in terms of growth rate and volume.

The industry expects that the potential of the whole outdoor market is immeasurable, and that the national brand is rising. Technology development and channel expansion are the breakthrough points.

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< p > < strong > anti overseas brand > /strong > /p >

At present, China's outdoor market is showing the Pyramid structure as a whole. < p >

The spire is focused on the field of professional outdoor. Most of them are top foreign brands. Although the market share is limited, brand awareness is very high. The middle part is the two or three line brand at home and abroad with strong market share, and the bottom part of the tower is a new brand in China.

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< p > according to statistics of China's < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > commodity business association outdoor products branch, there were 823 outdoor brands in the domestic market last year, an increase of 14.78% compared with 717 in 2011.

Among them, 405 domestic brands, an increase of 18.08% compared with 343 in 2011, and 418 foreign brands, up 11.77% from the 374 in 2011.

Although the number of domestic brands is less than that of foreign brands, the growth rate has begun to surpass the latter.

Meanwhile, the volume of domestic brands has exceeded foreign brands for two consecutive years.

In 2012, the former shipped 3 billion 740 million yuan, slightly exceeding the latter's 3 billion 650 million yuan.

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< p > an outdoor field veteran said that in the 90s of last century, international brands occupied the main position in the domestic outdoor products market. But in recent years, this situation has changed significantly. The number of domestic brands is catching up with international brands. And a group of domestic outdoor brands, such as Pathfinder and KingCamp, already have a clear brand positioning and good image, and the market share is gradually expanding.

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< p > < strong > benefit from "Outdoors" rise < /strong > < /p >

Compared with the decades of development of foreign outdoor brands, the P brand has been benefiting from the "Outdoors".

Unlike outdoor outdoor sports, it is highly difficult and risky. Outdoor outdoors is more suitable for outdoor activities with healthy entertainment.

According to the reporter's investigation, most of the well-known outdoor brands represented by KingCamp and the slogan of "life and leisure" have been launched.

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< p > although the market space is immeasurable, Liang Qiang, an associate professor at the outdoor sports and leisure economy research center of Tianjin University of Finance Economics, argues that the lack of outdoor culture in our country makes local brands at a disadvantage in technology research and development and product innovation, and the growth pressure of small and medium brands is enormous.

Liang Qiang believes that the current domestic outdoor market presents a pattern of echelon development, and a few brands have won the market for the time being. Most brands are still fighting fiercely.

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< p > homogenization of products is a serious problem faced by local outdoor brands. Especially the brands of Fujian and Zhejiang are pformed from foreign brands to private brands. "In the absence of core technology, these brands can catch up with the trend of the market, but they are not competitive, and are not conducive to the long-term development of the brand".

Insiders said that the current domestic outdoor brand homogenization is obvious, but in the past 10 years, the development of high-end and low-end brands is more significant, but the middle end products are relatively inferior, and this area should have a good development in the future.

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< p > < strong > strengthening channel construction < /strong > /p >

< p > according to the survey data of outdoor distribution channels of typical cities in the outdoor products branch of China Textile Commerce Association, department stores have become the only choice for outdoor brands to open the market.

Foreign brands such as Columbia, loth, wolf claw and other foreign brands occupy more than half of China's outdoor industry through the layout of department stores.

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< p > for local outdoor brands, it is more and more difficult for foreign brands to gain a foothold in the department stores, especially in the second tier cities, and the market is becoming increasingly saturated.

At the ISPOBEIJING exhibition, many brands complained that it was too difficult to enter the Beijing market.

It is understood that Si Kai Le brand in Beijing has no longer joined the "unless it is outside the five rings."

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By P and other channels, domestic outdoor brands still achieve rapid growth.

Data show that sales through the Internet and other channels increased by 186.52% over the previous year.

Among them, the electricity supplier has become an important position for domestic outdoor brands to exert their strength.

Even Jingdong, such as the mall, has established its own outdoor products brand.

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< p > in addition, in the eyes of the industry, < a href= "http://www.91se91.com/news/index_c.asp" > local outdoor brands < /a > should strengthen the development of the three tier cities in the two tier cities and some economically developed areas, and strive to achieve the pformation of sales volume through the growth of the number of shops, and gradually change to the optimization of efficiency, with channels and terminals as the breakthrough points, and promote the development of products and brands.

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