2012 The Total Retail Sales Of Outdoor Stores In China Increased By 12.42% Over The Same Period Last Year.

< p > 2012 annual report of China outdoor products released, speaker: Secretary General of COCA China Textile Association outdoor products branch --- < a href= "http://www.91se91.com/pioneer/" > Li Changfa < /a > /p >

< p > < strong > 1, sales profile < /strong > < /p >

< p > 1. retail sales growth slowed down < /p >

< p > according to the report released by COCA of China Textile Association outdoor products branch, the total retail sales of China's outdoor products market in 2012 amounted to 14 billion 520 million yuan, up 34.94% over the same period last year, a drop from the 50.91% growth rate in 2011.

The total retail sales of outdoor stores increased by 12.42% over the same period, slowing down significantly, and the total retail sales of shopping malls increased by 25.26% over the same period, slowing down. The total retail sales of other channels increased by 186.52% year-on-year, mainly due to the rapid growth of electricity providers.

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< p > 2. the proportion of outdoor footwear in category is higher than /p.

< p > we get distributors from the distributor channel to provide the proportion of channel sales category. It can be seen from the ratio that the industry is developing healthfully, and the development of foreign brands is relatively balanced. The proportion of shoes and garments at home and abroad is relatively high, especially in China.

Even if the proportion of outdoor clothing is 3% higher than that in 2011, it will increase by 2% in the shopping mall, 51.63% in outdoor stores in 2012, 61.33% in shopping malls, and 26%-27% in footwear. The proportion of clothing and shoes in shopping malls is 85%, and 75% in outdoor stores. Especially, the proportion of equipment in outdoor stores is still low, less than 5%.

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< p > 3., the market concentration is high and the competition for SMEs is fierce. < /p >

< p > in 2012, sales reached over 10 million brands reached 65, 30 million brands reached 52, 5000 reached 30, and over 500 million reached six or seven. Their share of the market accounted for nearly 80% of the total domestic market share. Thirty million brands reached 76.78%, and had exceeded the share of 76.78%. That is to say, we counted among the brands, which share less than a share of the brands. The total brand share accounted for the total share.

The number of medium scale brands is still small, especially for small businesses. With the market concentration, with the development of shopping malls, more and more SMEs are competing fiercely in the channel.

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< p > < strong > two, brand development < /strong > < /p >

< p > 1. the number of domestic brands has increased faster than that of foreign countries < /p >

The vigorous development of < p > a href= "http://www.91se91.com/news/index_c.asp" > outdoor industry < /a > has promoted the sprouting and development of a large number of brands. The total number of outdoor brands reached 823 in 2012, an increase of 14.78% over the 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, mainly from the countries such as a href=, http://www.91se91.com/news/index_p.asp, USA, /a, Italy, Germany, Britain, France, Korea and Spain. Among them, European and North American brands account for more than 80% of the total volume, Korea has the most outdoor clothing brands, and most of Spain's equipment and accessories brands.

Generally speaking, 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.

By the end of 2012, there were 17 outdoor brands with an annual shipment volume of over 100 million, which accounted for 54.94% of the total annual shipments of the outdoor goods market in China, 17 outdoor enterprises.

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< p > 2. brand and product mix have been adjusted < /p >

< p > from the perspective of brand structure, the structure of outdoor brand has increased in 2012, and the product structure is adjusting to market changes, especially the brand appearing in network channel sales. Sometimes it is a brand that traditional industry has no contact with.

The main characteristics of new brands are: brand based on network channel; personalized brand; sports market intervening in outdoor market brand.

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< p > < strong > three, channel change < /strong > /p >

< p > shopping mall department stores, network channels and community stores have strong development momentum < /p >

< p > in terms of channel types, the outdoor department stores in 2012 reached 5963, about three times the number of professional outdoor stores (1987).

Although the network and other channels account for only about 4.2% of the total, it has developed rapidly, reaching 347, which is 4 times the same period last year.

E-commerce will inject new vitality into the development of the outdoor industry and become one of the important growth points in the future.

In addition, in statistics, the report mentions a large number of community shops in many places, mainly in outdoor clothing, shoes and even foreign trade products.

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< p > in addition, according to the report, the list of the largest number of department stores in China's outdoor market in 2012 is: 1. Beijing 2. Shanghai 3. Shenyang 4. Chengdu 5. Nanjing (Xi'an); the number of professional outdoor stores in 2012 is the largest in cities: 1. Beijing 2. Xi'an 3. Chengdu 4. 4. 5. 5..

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< p > < strong > four, sum up 2012 development status of outdoor industry < /strong > < /p >

< p > 1. outdoor industry is in the lead-in period. After the rapid development in the past ten years, the growth rate began to slow down in 2012. Combined with the problem of base number, including consumer acceptance, it continued the trend of last year in 2013. It is suitable for the industry to become more mature, balanced development and enhance its comprehensive ability.

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< p > 2. before 2013, it grew more and more diversified, and competition became more rational. All brands were trying to make a difference. Before they tried to imitate others, they now tried to be different from others, including dealers who would make differentiation.

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< p > 3. retailers are faced with a low profit growth path, and can not be sold with a very high gross profit.

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< p > 4. in some brands in our country, the proportion of group buying is very large. However, in this year's anti-corruption campaign, including group buying, some brands and channels have been affected. In the past, these enterprises relied on these enterprises to do their own market.

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< p > 5. over the past ten years, outdoor products have grown significantly from high end to high price and low price. However, the mid end products, including the mid end brands, are inferior, and the middle end brands in the future market are better. The mid end products in 2013 should be launched in the promotion and design.

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