Brand Ecology Outdoor Brand Presents Pyramid Pattern

Expanding by more than 40% per year, the outdoor products industry has become a "star up" star. Adidas, Puma, and Lining are heading for outdoor nuggets. The high growth and high return of the outdoor market are what we all value. What is the market capacity of outdoor products? How about the competitiveness of local sports brands ready to enter the outdoor market? Will they fall into the "Red Sea" of homogeneous competition? Will the crisis of traditional sports brands repeat itself in the outdoor market?

　　 Leisure time usher in rigid demand in leisure times

According to the experience of western countries, when the per capita GDP reaches 5000 US dollars, the mature holiday tourism economy, leisure demand and consumption capacity are increasingly enhanced and diversified trend. The national development and Reform Commission's guidance list for industrial restructuring has clearly encouraged the development and marketing of various outdoor activities such as leisure, mountaineering, skiing, diving and adventure.

According to per capita GDP standard, China is in the stage of consumption upgrading (GDP1000 per capita to US $3000), while some central cities and some sectors are in the stage of consumption diversification (GDP4000 US dollars to US $10 thousand per capita). At present, China's per capita GDP is about $5000, and the outdoor sports corresponding to this GDP level mainly include off-road running, crossing and mountaineering. In the next ten years, per capita GDP will be expected to reach 10 thousand US dollars. Camping, cycling, skiing, surfing, rock climbing, and self driving cross-country activities will soon become popular.

　　 A big future in the small market capacity

The outdoor leisure industry will provide an attractive outdoor experience content, emphasize the trend of integration among industries, and optimize the industrial structure through the deep development of industrial resources and the cross-border integration of industrial forms, and form a higher industrial added value and spillover effect, thus forming a huge consumption economic framework. In a short period of time, China's outdoor sports industry has shown a strong momentum of development, but compared with the world average level in the same period, it is still in the initial stage of development.

According to the OIA report of the US Outdoor Industry Association, more than 140 million people take part in outdoor activities every year in the United States, and their economic output value reaches US $730 billion. According to Samsung clothing According to the Institute's analysis, outdoor clothing has gradually increased to the mainstream of clothing. In 2012, the consumption per capita of outdoor products in Korea was about 600 yuan, while in the United States and Europe and the United States, it was 530 yuan and 260 yuan respectively. According to COCA statistics, the total retail sales of outdoor brands in China amounted to 14 billion 520 million yuan in 2012, and the per capita outdoor products consumption in China was about 10 yuan, accounting for 0.7% of the total clothing market, and the market potential was immeasurable.

At present, the effective demand of China's outdoor sports industry is far from being fully developed, and the scale economy of the industry has not yet formed. Some media think China's outdoor market has been caught in "stage saturation". The so-called "stage saturation" is the phenomenon that the speed of outdoor population growth does not match the speed of outdoor supplies in a certain period.

First, the development of outdoor products market is too fast, and the market does not have enough digestion period. In the case of supply exceeding demand, "stage saturation" is an inevitable phenomenon. Secondly, the irrational outdoor industrial structure is another reason for stage saturation. Outdoor leisure service industry should be the top priority of outdoor industry development. The proportion of outdoor recreation services created by the major developed countries in the western countries accounts for more than 60% of the outdoor industry. Mark Payne thinks there is a "small trend" in the world: 1% of the population in the United States form a small group because of values, habits, behavior and physical characteristics. Small groups form a small trend, and the trend of the future is hidden in the small trend.

In China, outdoor leisure is moving from small to big. Although there is a big gap between the market capacity of China's outdoor products and that of Europe and the United States, however, regardless of external support or internal demand, China's outdoor goods market has become the next potential advantage comparable to the European and American markets.

　　 Brand ecology outdoor brand presents Pyramid pattern

At present, the number of international outdoor brands has almost reached all over China, reaching an unprecedented 418, but the growth rate has slowed down. Domestic brands have grown at a rate of around 18%, with 405 in 2012. At present, China's outdoor brand ecology basically presents the Pyramid pattern: the high-end outdoor products are almost monopolized by foreign first-line brands, and the middle and high-end outdoor are mainly two or three brands abroad and a few domestic brands. Most domestic brands are wandering in the low-end outdoor camp.

Located in the spire of the international famous brand has a pure outdoor brand culture, mature technology research and development system, coupled with outdoor sports is the Western leisure imports, so the number of top outdoor brands is small, but the performance is strong. It should be pointed out that most local brands are at a disadvantage in technological innovation and product innovation. A few brands have won the market for the time being. Most brands are still fighting fiercely. The growth pressure of small and medium sized brands is huge, and the market presents a pattern of echelon development. The Ma Tai effect is obvious.

After the internationalization of outdoor products, the world's outdoor products enterprises cut the biggest demand in the Chinese market and poured into China in a short time, thus becoming the power to stimulate and promote the brand of our outdoor industry. China's outdoor products industry is still in the low end of the global division of labor system, lacking in upstream R & D design and effective extension of downstream brand marketing. Transnational outdoor brands will transfer manufacturing links, adjust the distribution structure of enterprise resources in the value chain, abandon the links with little value-added potential, and concentrate resources to build their core competitiveness, which is the lack of outdoor products enterprises in China.

Statistics show that China's outdoor products market concentration is high, and more than 10 international brands occupy more than half of the market share. In the future, if local brands want to break through the low-end locking effect in the outdoor market nuggets, the R & D investment, marketing innovation and brand culture will become the key elements.