Multi Brand And Capital Involvement In Outdoor Industry Overcapacity Has Become A Hidden Worry.

This year, more and more brands and capital are involved in outdoor products industry, especially sports brands, such as Adidas, Lining, Kappa and so on. Many stores still specializes in outdoor areas. clothing and shoes It also marked "waterproof", "breathable" and other obvious signs. But in this case, the outdoor products industry is not a big increase in profits, and there has been a trend of increasing inventory. Domestic outdoor brand Pathfinder quarterly shows that the inventory is 254 million yuan, compared with its 2012 annual report of 163 million yuan inventory growth of 55.8%.

At present, the Pathfinder sells the off season goods mainly through discount stores. Currently, there are about 100 discount stores, accounting for 8% of the company's stores. At the same time, the electricity supplier has become the main force for the Pathfinder to digest the inventory, and for the over season products, it will also be sold at a discount. When some brands specializing in professional channels are concerned about the adjustment of product structure, more first-line brands have begun to rethink their market strategy and examine inventory problems.

Ma Gang, an expert in shoes and clothing industry, pointed out that "the standard of outdoor products industry is short and the gross profit is high, so everyone wants to make a profit." China Merchants Securities analyst pointed out that in addition to a small part of the professional market, China's outdoor products are mainly light outdoor products market. Industry concerns also come from slower growth in the outdoor goods industry. According to COCA (China) Spin Statistics show that total shipments and retail sales of outdoor products industry increased by 36.1% and 34.9% respectively last year, and the growth rate slowed down 33.1 and 16 percentage points compared with 2011. According to the analysis, at present, restricted by outdoor facilities, facilities and consumption capacity, the consumption of outdoor products in China is mainly concentrated in basic outdoor sports such as hiking, mountaineering, photography and fishing. Outdoor equipment consumption such as camping, raven camping, etc. is relatively low.

Some commentaries pointed out that simply running horses and enclosure, and ignoring brand building and store management, led to some brands' overall channel management confusion, brand positioning and product styles alike. In the future, with the upgrading of outdoor consumption, the potential market for outdoor products in China will be greatly improved.