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Children'S Outdoor Products Will Become The Next Major Battleground Of Major Brands.
(P) summer vacation has begun. Parents who want to take their children to the open air have to face a problem. There are few specialized outdoor products for children in the market. The reporter visited all outdoor brand counters and outdoor retail stores. Besides knapsack, kettle, helmet and other accessories, the main products were: a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and < a target= "_blank" href= "http://www.91se91.com/" > shoes < _blank > the market is still blank. But for outdoor brands, children's outdoor has become an unquestionable market opportunity. Many brands have begun to enter this field in the form of parent child wear. Can outdoor children become a growth area in the field of subdivision when outdoor brands start to fight? In fact, most outdoor brands have been included in the planning. < /p >
< p > < strong > market blank to be filled < /strong > < /p >
< p > in Zhuo Zhan shopping center, Columbia, wolf claw, KingCamp, OZARK and other well-known outdoor brands are available, but only one KingCamp family sells children's products, and there are only three or four. In outdoor areas, this is not an independent phenomenon. Reporters visited the outdoor brand counters and outdoor retail outlets of major shopping malls and shopping centers in Beijing, and the lack of children's products became a common phenomenon. < /p >
< p > "only a few hundred dollars a week, or two or three." An outdoor brand shopping guide says that its own brand does not have specialized outdoor products for children, but there are several parent child outfits, but children's clothing sales are not good. And in the KingCamp brand store that sells special outdoor clothing for children, the reporter sees that there are only two T-shirts and a shirt, and its guide says that there are not many people buying children's products. In addition, Columbia shopping guide told the Beijing Commercial Daily reporter that the brand itself has children's products, but because the store is too small, there is no space display, so it has not been introduced. < /p >
< p > in fact, there is a special outdoor store for children in the five floor children's products area of Zhuo Zhan shopping center, Reima from Finland. At the end of last year, Reima entered China. The reporter saw in his shop that functional outdoor clothing, such as fast drying clothes, windproof clothes, and so on, is a mainstream product. However, according to its shopping guide, Reima's current a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > are all aimed at children under 7 years old, and then the children's clothes will be introduced. < /p >
< p > < strong > high cost performance < /strong > < /p >
< p > China's unique "Outdoors" makes the public outdoor become the mainstream. In recent years, family outdoor has gradually become a hot spot. A well-known outdoor retail chain, Sanfo outdoor, has been holding a series of outdoor activities of "Paris" and "family oriented" activities. But Sanfo outdoor founder Zhang Heng also admitted that in parent-child activities, children's equipment is mainly sportswear, and there is no special outdoor equipment. Zhang Heng believes that on the one hand, the location of "pony" is located in parks and other places, with relatively high safety; on the other hand, there are few outdoor products with high cost performance in the market. < /p >
< p > for children's outdoor products already on the market, although they are already in the limelight of emerging markets, the market reaction caused by their prices still needs to wait and see, "the price is relatively high and is not suitable for market promotion". Zhang Heng believes that apart from personal clothing, the fabric and function of children's outdoor products are not very different from adults, but the prices remain high. "Children's clothes should be taken into consideration that they have been growing and cost-effective products are more acceptable." The reporter observed that a small T-shirt price tag of Reima brand was around 300 yuan, and clothes such as windbreaker were usually over 1000 yuan in autumn and winter. < /p >
< p > according to the provisions of < < a target= "_blank" href= "http://www.91se91.com/ > > textile > /a > Product basic safety technical specifications, clothing for children under 3 years of age must conform to the class a standards for infants and young children. According to the reporter's observation, the labels for outdoor parent-child dress and most outdoor clothing for children are B class, consistent with adult outdoor standards. Gore, a professional fabric brand, said that the fabric of children's outdoor products and adult products are not different under the same fabric function. < /p >
< p > < strong > segmentation market brings the growth point < /strong > /p >
Liang Qiang, associate professor of outdoor sports and leisure economy research center of Tianjin University of Finance Economics, believes that the educational implication and value of outdoor sports began to be recognized by the society, and gradually formed the outdoor outdoor market with outdoor parent child activities and training camp as the core. However, because children's outdoor activities are basically carried out under the design and leadership of adults, their activity intensity and risk level are far from adult outdoor sports, so the requirements for the technical and functional requirements of equipment and shoes and clothing are relatively low. P But Liang Qiang believes that children's outdoors is a new growth point of outdoor segmentation market in China. < /p >
< p > Zhang Heng said, Sanfo outdoor sales of children's outdoor products are not many, and mostly equipment, no series, no clothing shoes such main products. Compared with the United States, Germany and other countries, outdoor retail stores will set up a child area to display and experience. But in Zhang Heng's view, this is a market opportunity. "Within 3-5 years, there will be special outdoor brands for children, or the outdoor brands will launch children's products". < /p >
< p > "Pathfinder has made outdoor products for children as future plans." Wang Cuiying, a brand manager of Pathfinder, told reporters that the outdoor home has become a trend. Although the Pathfinder has not yet launched a children's product, its expansion is already under way. < /p >
< p > < strong > market blank to be filled < /strong > < /p >
< p > in Zhuo Zhan shopping center, Columbia, wolf claw, KingCamp, OZARK and other well-known outdoor brands are available, but only one KingCamp family sells children's products, and there are only three or four. In outdoor areas, this is not an independent phenomenon. Reporters visited the outdoor brand counters and outdoor retail outlets of major shopping malls and shopping centers in Beijing, and the lack of children's products became a common phenomenon. < /p >
< p > "only a few hundred dollars a week, or two or three." An outdoor brand shopping guide says that its own brand does not have specialized outdoor products for children, but there are several parent child outfits, but children's clothing sales are not good. And in the KingCamp brand store that sells special outdoor clothing for children, the reporter sees that there are only two T-shirts and a shirt, and its guide says that there are not many people buying children's products. In addition, Columbia shopping guide told the Beijing Commercial Daily reporter that the brand itself has children's products, but because the store is too small, there is no space display, so it has not been introduced. < /p >
< p > in fact, there is a special outdoor store for children in the five floor children's products area of Zhuo Zhan shopping center, Reima from Finland. At the end of last year, Reima entered China. The reporter saw in his shop that functional outdoor clothing, such as fast drying clothes, windproof clothes, and so on, is a mainstream product. However, according to its shopping guide, Reima's current a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > are all aimed at children under 7 years old, and then the children's clothes will be introduced. < /p >
< p > < strong > high cost performance < /strong > < /p >
< p > China's unique "Outdoors" makes the public outdoor become the mainstream. In recent years, family outdoor has gradually become a hot spot. A well-known outdoor retail chain, Sanfo outdoor, has been holding a series of outdoor activities of "Paris" and "family oriented" activities. But Sanfo outdoor founder Zhang Heng also admitted that in parent-child activities, children's equipment is mainly sportswear, and there is no special outdoor equipment. Zhang Heng believes that on the one hand, the location of "pony" is located in parks and other places, with relatively high safety; on the other hand, there are few outdoor products with high cost performance in the market. < /p >
< p > for children's outdoor products already on the market, although they are already in the limelight of emerging markets, the market reaction caused by their prices still needs to wait and see, "the price is relatively high and is not suitable for market promotion". Zhang Heng believes that apart from personal clothing, the fabric and function of children's outdoor products are not very different from adults, but the prices remain high. "Children's clothes should be taken into consideration that they have been growing and cost-effective products are more acceptable." The reporter observed that a small T-shirt price tag of Reima brand was around 300 yuan, and clothes such as windbreaker were usually over 1000 yuan in autumn and winter. < /p >
< p > according to the provisions of < < a target= "_blank" href= "http://www.91se91.com/ > > textile > /a > Product basic safety technical specifications, clothing for children under 3 years of age must conform to the class a standards for infants and young children. According to the reporter's observation, the labels for outdoor parent-child dress and most outdoor clothing for children are B class, consistent with adult outdoor standards. Gore, a professional fabric brand, said that the fabric of children's outdoor products and adult products are not different under the same fabric function. < /p >
< p > < strong > segmentation market brings the growth point < /strong > /p >
Liang Qiang, associate professor of outdoor sports and leisure economy research center of Tianjin University of Finance Economics, believes that the educational implication and value of outdoor sports began to be recognized by the society, and gradually formed the outdoor outdoor market with outdoor parent child activities and training camp as the core. However, because children's outdoor activities are basically carried out under the design and leadership of adults, their activity intensity and risk level are far from adult outdoor sports, so the requirements for the technical and functional requirements of equipment and shoes and clothing are relatively low. P But Liang Qiang believes that children's outdoors is a new growth point of outdoor segmentation market in China. < /p >
< p > Zhang Heng said, Sanfo outdoor sales of children's outdoor products are not many, and mostly equipment, no series, no clothing shoes such main products. Compared with the United States, Germany and other countries, outdoor retail stores will set up a child area to display and experience. But in Zhang Heng's view, this is a market opportunity. "Within 3-5 years, there will be special outdoor brands for children, or the outdoor brands will launch children's products". < /p >
< p > "Pathfinder has made outdoor products for children as future plans." Wang Cuiying, a brand manager of Pathfinder, told reporters that the outdoor home has become a trend. Although the Pathfinder has not yet launched a children's product, its expansion is already under way. < /p >
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