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The Most Hidden And Powerful Player In China's Outdoor Market

2013/4/29 13:49:00 25

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Dupont Asian Sporting Goods And Fashion Show Rubber Soles Assault Clothing.

The Asian sporting goods and fashion show (ISPO), which ended in Beijing at the beginning of March, made Li Xianbing (Lee, Hyun Byung) excited by P. This exhibition is the largest comprehensive exposition in the global sporting goods and sports fashion industry. Sporting goods vendors from all over the world are competing to show new products and contact partners. As the business director of functional textiles in the Asia Pacific apparel department of INVISTA, a href= "http://www.91se91.com/pioneer/" > Li Xian Bing /a and many hot outdoor brands discussed the development of new products and the Chinese market, and discussed how to further strengthen cooperation with them. It is not a sporting goods company, but its COOLMAX fabric, CORDURA fiber and so on are used by many outdoor brands. Gore, GORE, ISPO and VIBRAM executives were also exposed to the shuttle show at the ISPO exhibition. Their fabrics, antifouling technology and rubber soles were widely used in outdoor equipment brands such as Mammoth (MAMMUUT), Lo J Faith (THE NORTH FACE), Bbu Ryak (BLACK YAK) and Pathfinder (TOREAD). A new round of cooperation with customers at home and abroad will enable them to become the most hidden and powerful players in China's outdoor market. 
 according to the statistics of the outdoor products branch of China Textile Business Association, the total retail sales of China's < a href= "http://www.91se91.com/news/index_c.asp" > outdoor industry < /a > has risen from 3 billion 640 million yuan in 2008 to 14 billion 520 million yuan in 2012, and the total number of outdoor brands has also increased from 415 to 823. Different from general clothing, outdoor clothing must possess the quality of special environment that can cope with strong wind, heavy rain, slippery road and so on. This requires them to use more scientific and technological materials, and these companies are suppliers of these professional materials. Take the CORDURAa fabric made of British Weida yarn as an example. Because of its excellent abrasion resistance, it has become the standard of many outdoor backpacks and belts. Such a standard affects the choice of consumers. Many people first look at whether they have CORDURA Logo when they buy outdoor bags. Not only that, whether using a high-tech material will directly lead to the difference between the same type of products. 
Less than P, every year, ten or even hundreds of outdoor brands compete in China's outdoor market, which is far greater than the number of high-quality materials suppliers. However, this does not mean that the invisible giants can safely enjoy their lives on this side. As with the localization of all multinational companies in China, they also need to have new ways to play here. 
 differentiated products 
 for Matteo Crovetto, general manager of VIBRAM in China, this year's Beijing ISPO exhibition is both disappointing and hopeful. The disappointment is that he did not see so much outdoor technological innovation in this exhibition in China than other outdoor exhibitions in the rest of the world. The hope comes from the participation of VIBRAM, a big international customer, the mammoth (MAMMUT). As an outdoor brand in the world, mammoth is famous for its climbing and rock climbing subdivision products. Matteo believes that such a big brand is coming, which will promote the development of China's outdoor market more professionally and allow VIBRAM to have more opportunities for cooperation in China. 
 but now, VIBRAM from a href= "http://www.91se91.com/news/index_p.asp" > Italy < /a "is still very difficult to play a strong role in China. Its rubber soles are famous for their skid resistance and wear resistance. They are widely used by outdoor footwear manufacturers such as mountaineering, rock climbing and riding. However, China's domestic market is still lacking in professionalism, so that VIBRAM has only 15 to 20 partners in China. 
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 in the initial stage of China's outdoor consumer market, it is not easy for VIBRAM and other materials manufacturers to cooperate with domestic brands. At present, about 75% of outdoor consumers in China use their products to dress in city life and play at weekends and holidays. This "leisure outdoor" positioning makes consumers feel that it is not necessary to use too high performance products in daily life, and that the average demand of the domestic market for product performance is far lower than that of the top international technology. Taking the waterproof coefficient of the outfit as an example, the waterproof property of the top suit fabric can reach 30000 at present, which means that when the water pressure of 30000mm is pressed on the fabric, there will be no more than three drops of water in the fabric within 24 hours, so that the garment can withstand the sudden strong splashing water without wetting. In the country, the waterproof coefficient of 5000 can meet the outdoor activities of most users. The difference in product performance makes some outdoors outdoor technology uncover even on ISPO, and few brands are willing to place orders. 
 high patent fees for top materials also discourage domestic brands. Compared with the 30000 waterproof coefficient < a href= "http://www.91se91.com/news/index_f.asp > > /a" > the price of up to 8000 yuan, the price of the assault clothing using ordinary waterproof technology is about 1500, which makes the latter more popular with price sensitive entry-level consumers and two or three line city consumers. 
 in order to meet the expectations of Chinese consumers on product performance, many materials manufacturers have differentiated products that originally focused on high quality products. The Teflon? Fabric protection technology of the US DuPont Co is a finishing technology that covers the fabric surface. It is widely used in tents, sleeping bags and clothing because of its waterproof and oil resistant characteristics. In the face of the "moderate demand" of Chinese consumers, DuPont has provided different levels of Teflon for China's partners. It not only provides a sophisticated version of the professional outdoor products, but also meets the customer requirements of outdoor outdoor brands, providing an ordinary grade product with low performance in waterproof and oil proofing. The COOLMAX fiber of the company has adopted this differentiation method. Fast drying, breathable COOLMAX? Is often used to make a more intimate clothing and coat lining. Infield has been divided into professional level, sports level and daily level to meet the different requirements of fabric performance partners. 
Less than P, native born brands obviously have a better understanding of the preferences of domestic consumers. Because many domestic consumers will wear outdoor products in their daily lives, local brands such as TOREAD, KAILAS, NORTHLAND and MOBIGARDEN have developed brightly colored, lighter wearing products and launched a more suitable Asian version. Comparatively speaking, although the international leading players have excellent performance, there are few products for Chinese market demand. Some brands even have only Chinese distributors. From 2008 to 2012, the number of outdoor brands in China has grown from 151 to 405, the number of which has been basically the same as that of foreign brands, and the market share of the leading international giants has been eroding, especially in the two or three line market that has just awakened. 
 the idea of the local brands can not be underestimated if the top material traders want to continue to gallop their territory in China. There were local brands that suggested that VIBRAM will supply the soles of the Chinese market more in line with the Asian Version, lighter and softer for everyday wear. VIBRAM's Guangzhou research and Development Center made this more localized product through the improvement of rubber materials and technology. Not only that, the VIBRAM's largest R & D center in the world has yet to meet another demand of Chinese customers - a shorter development cycle. In order to take the lead in emerging markets, local brands tend to launch new products quickly. With the completion of the R & D center in Guangzhou, VIBRAM will soon be able to complete all the processes from conceptual planning to making and testing products in fourteen days. Compared with the development of a new product for European customers, it often takes a year. This development cycle enables VIBRAM to provide new products in accordance with the special requirements of Chinese customers in a short period of a few months and a long half a year. 
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"P" is unique. The textile research center, located in Qingpu, Shanghai, was formally put into use in July last year. Although Ying Wei Da is only responsible for providing fiber for making fabrics in the industrial chain, it will still study the fabric trends in the Chinese market and discuss how to improve fiber application with factories authorized to produce fabrics, so as to make the final fabrics more suitable for domestic consumers. 
 DuPont has also added antistatic components into the Teflon formula according to the needs of Chinese customers. Because the performance of outdoor materials will be weakened due to repeated washing, the company should also set the standard of washing times from ten times to higher levels according to customer requirements. Shen Jie, marketing manager of DuPont Teflon fabric protection technology Asia Pacific, told reporters that the company is developing new recipes based on Chinese consumers' laundry habits. The previous product is suitable for Americans to wash and dry with warm water. The new products being developed take into account the habit of cold water laundry and dry washing of Chinese people. The company even considers the differences between Chinese and American detergent components. 
 B2C play /p >
Unlike P B2B, a supplier of outdoor materials, such as VIBRAM, Gore, DuPont, and Weida, has been promoting their B2B products in the form of B2C. 
Liu Yang, marketing manager of China P, is proud of his team's exhibition at the Beijing ISPO exhibition this year. Unlike most exhibitors who only display their products, VIBRAM uses most of their exhibition areas to experience. It built an arc slope on the site and paved with different materials such as rubble and ice on the slope. The company also moved a laboratory dedicated test machine to the scene, through the instrument to allow visitors to observe the skills of VIBRAM soles, attracted many visitors to stop. Since 2011, Gore Tes (GORE-TEX) has introduced a large black and yellow truck into the major cities. The car has three testing zones, namely, windproof, waterproof, breathable and comfortable shoes. Consumers can directly wear products of Gore Tes fabrics for inspection. DuPont provides a demonstration of Teflon technology for the store of the cooperative brand, which allows consumers to drip dripping oil freely on the Teflon treated fabric to demonstrate its antifouling effect. Moreover, several companies often hold outdoor activities to allow consumers to participate. 
 the advantages of direct contact with consumers are obvious. Many consumers choose outdoor products first to see what materials they use. When a material is established in consumers, outdoor brands will also be driven by consumers' choice to compete with the same materials suppliers. An obvious case is KAILAS's backpack. Two years ago, knapsack using CORDURA fabric only accounted for 1/3 of all kapok's backpack products. This year, its backpack products all used the fabric widely used in the US for military products and extremely wear-resistant. Ou Haifang, head of CORDURA brand Asia Pacific market, looks not only because of the reputation of CORDURA fabrics in consumers, but also because the brand can give Keller stone help in channel marketing. 
 for promoting the marketing of top materials suppliers in the form of B2C, it is easy to promote cooperative brands in promotion. In Gore's big truck experience, it shows the new products of OZARK, OZARK, Bbu Ryak, Pathfinder and Northland. The products of DuPont Teflon, COOLMAX and so on will also be accompanied by a cooperative brand image or logo. VIBRAM provides training for cooperative brand shop assistants to let them know about VIBRAM's product knowledge so as to better explain them to consumers. 
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 cooperation with brands is not limited to marketing. Gore company conducts research on Chinese market every two years. It shares the first hand data obtained with customers, so that the latter can understand the current needs of consumers and work together with customers to formulate market strategies. "Many international brands before entering China, the first consultant to find is Gore." Gore, general manager of Beijing branch, said Zhang Jingwei. In the technology oriented outdoor market, material providers are also willing to give technical support to partners. Any factory or brand authorized by DuPont Teflon fabric protection technology company will send technicians to the factory for guidance so as to avoid customers' deviation in formula modulation, baking temperature control and dyeing and finishing process. 
After the P ISPO exhibition in Beijing, Li Xianbing of Ying Wei Da received a customer's THERMOLITE filling order, which has been used by international brands to make down garments, but there is little demand in China. This is the first order made by China's domestic customers for the filler, and Li Xianbing thinks this is a good omen. Through the adjustment of the localization of products and the all-round cooperation with the brand side, the outdoor materials traders have made preparations in China, with a view to the arrival of the more mature consumption stage in this market.