The Increase Of Outdoor Brand Stocks May Repeat The Mistakes Of Sports Industry.

< p > industry insiders say that the booming development of outdoor products industry has attracted more and more brands and capital involvement. Some brands are blindly optimistic, and actively expand their stores, plus the impact of the electricity supplier channel.

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< p > < < a href= > http://www.91se91.com/news/index_f.asp > > outdoor goods < /a > investigation > /p >

< p > one side is the depression of traditional sports brands, while the outdoor sports market is still in the ascendant.

During a recent visit to the major business circles, reporters found that many sports brand stores specially opened up "outdoor areas". Some clothing and shoes also marked "waterproof", "breathable" and other obvious signs.

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< p > > a href= "http://xm.sjfzxm.com/" > sports goods < /a > the trend of pformation towards outdoor products is more obvious than /p.

< p > traditional sports brands such as Adidas, Lining, Kappa and so on have launched outdoor products series, and the pformation trend of sports products to outdoor products is more and more obvious.

However, the reporter found that the price of shoes and shoes which are generally labeled as "outdoor" labels is twice as high as that of ordinary products. For example, the price of a pair of ordinary running running shoes is about 500 yuan, but the price of outdoor shoes is at least 1000 yuan.

There are shopping malls sales staff told reporters that more and more young people become the main purchasing force, rather than the imagination of professional outdoor sports crowd.

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Reporter P understands that the booming domestic outdoor products industry has attracted more and more domestic and foreign brands and capital involvement. Many foreign outdoor brand manufacturers have intensified their efforts to expand the market in China with the help of strong funds, R & D, design and marketing capabilities.

At the same time, famous sports brands at home and abroad are fighting for outdoor products market under the background of the depressed sports supplies industry, which aggravates the fierce competition of outdoor products industry.

According to the 2012 annual survey report of China outdoor products market, the number of outdoor brand brands in China has reached 823 in 2012, including 405 domestic brands and 418 foreign brands, an increase of 14.78% over the same period last year.

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< p > the traditional outdoor brand Pathfinder is up to 250 million yuan in the first quarter, < /p >.

Less than P, the big cake of scramble for outdoor products industry is not a huge increase in profits, but a gradual increase in inventory.

Take the domestic outdoor brand Pathfinder quarterly as an example. In the first quarter, the brand inventory was 254 million yuan, compared with its annual inventory of 163 million yuan in 2012, an increase of 55.8%.

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< p > in fact, the Pathfinder is also aware of the problems caused by inventory. The reporter understands that the company sells the off season goods mainly through discount stores. At present, 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.

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Besides P, other brands specializing in professional channels have only been adjusted in terms of product mix, and more first-line brands have begun to rethink their market strategy and look at inventory problems.

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< p > News observation: < /p >

< p > will outdoor brands repeat the same mistakes? < /p >

"P > footwear industry analyst Ma Gang pointed out that" outdoor products industry standards are lacking, and gross margins are 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.

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< p > in recent years, with the wide spread of the concept of "public outdoors", China's outdoor products market has entered a period of rapid growth, but its brands are scattered. Besides concentrating on the overseas brands of the first and second tier core cities, the local brands are mainly small and medium sized brands, and are located in the two or three line cities.

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< p > industry worries: the potential market is less powerful than /p.

Less than P, the industry's concern also comes from the slowdown in the growth of the outdoor goods industry.

According to statistics from the COCA (China Textile Business Association outdoor products branch), total shipments and retail sales of outdoor goods 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.

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< p > commented that simply building a horse enclosure and neglects brand building and store management led to confusion in the overall channel management of some brands, similar brand positioning and similar product styles.

In the future, with the upgrading of outdoor consumption, the potential market for outdoor products in China will be greatly improved.

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