China's Outdoor Market Is Growing And Sales Of Outdoor Products Are Good.

< p > China has 50 million -6000 million outdoor sports enthusiasts, nearly 150 million people buy outdoor products every year. < /p >
< p > < strong > investigation and analysis < /strong > < /p >
< p > 1. the outdoor core market reached 13 billion 240 million yuan, an increase of 20.4% < /p >
In 2012 P, the scale of China's outdoor market reached 32 billion 600 million yuan, an increase of 22.6% over 2011. Among them, the core market accounted for 40.5%, the scale of 13 billion 240 million yuan, an increase of 20.4% over 2011, low end market accounted for 25.5%, fashion and leisure brands accounted for 19.9%, and sports brand accounted for 14.1%. On the whole, the outdoor goods market is on the rise, but it has slowed down in the growth trend. < /p >
< p > 2. < a href= "http://www.91se91.com/news/index_c.asp" > domestic brand < /a > leading the Chinese outdoor market < /p >
In 2012, the total number of brands in China's core outdoor market was 617, representing an increase of 7.5% over the 2011 P. Among them, 248 Chinese brands, 13.8% more than the 218 in 2011, and 369 foreign brands, up 3.7% from the 356 in 2011. It can be seen that in terms of brand number, Chinese brands are not as good as foreign brands, but they have outperformed foreign brands in the growth rate. At the same time, in the domestic and foreign brand market share, the market share of the top one hundred outdoor brands is 11.6% higher than that of foreign brands. < /p >
< p > 3., sports brand enters a href= "http://www.91se91.com/news/index_c.asp" > outdoor industry < /a > /p >
Outdoor outdoor professional market in P > 2012 still occupies a leading position. But with the vigorous development of outdoor sports, mass outdoor consumption is becoming more and more popular, and the number of outdoor brands and sales volume has increased dramatically. Sports brands occupy 14.1% of the 2012 outdoor market. With the subdivision of the outdoor market in the future, sports brands will gain greater market share. < /p >
< p > 4. sales point increased, competition intensifies < /p >
< p > 2011, there were 7754 outlets for outdoor products, 11099 in 2012, 43.1% in sales, and 20.4% in the core outdoor market in 2012. Therefore, competition among sales outlets has become increasingly fierce and the average turnover has declined. According to the survey, almost all single brand dealers and dealers (especially in shopping malls) have seen this happen. < /p >
< p > 5., department store channel dominates < a href= "http://www.91se91.com/news/index_c.asp" > network channel < /a > suddenly rising. < /p >
From 2011 to 2012, China's outdoor products sales point increased by 43.1%. P Among them, outdoor department stores reached 7247, an increase of 50.5% compared with 2011, and 3852 stores on the street, an increase of 31.2%. From the data point of view, the growth rate of department stores is still higher than that of street stores. And because of the obvious increase in the rental of outdoor shops in large cities, many outdoor products dealers choose to open their shops in the suburbs or choose to rent the storefront in the shopping malls. Therefore, the department store channel is still the top priority, and its growth trend will continue. < /p >
< p > it is noteworthy that in 2012, the network channel suddenly became a new force. Of the retail sales generated by various channels, network sales accounted for 17%, and its growth rate reached an astonishing 192.2%, becoming the largest outdoor market growth rate in 2012. This means that the electricity supplier has become a force that can not be ignored. In the future, China's outdoor brands will pay more attention to the network channel, and directly face consumers with the way of network direct selling. < /p >
< p > 6. interpretation of consumer data outdoor market development potential is huge < /p >
< p > by combining network data, club investigation report, government report and consumer survey, in 2012, China had 1 billion 344 million population, more than 3000 clubs and 50 million -6000 million outdoor sports enthusiasts. Currently, there are about 150 million -1.7 billion people buying outdoor products every year, accounting for 11% of China's total population. From this data, we can see that the development potential of China's outdoor market in the next 20 years is still huge. < /p >
< p > < strong > summary and prospect < /strong > < /p >
< p > 1. sporting goods have begun to enter the outdoor industry and will gain greater market share in the coming period. < /p >
< p > 2. China's outdoor brands will pay more attention to network sales channels and directly face consumers through direct Internet marketing. < /p >
The growth rate of department stores in P < 3. is still higher than that of street stores and will continue to grow. This shows that shopping malls are still strong in big cities, but the contradiction between sales mode of department stores and the demands of consumers' professionalization is beginning to show, leaving room for future development of specialized outdoor stores. < /p >
Between P and 4., the competition between brands and distributors is becoming more and more intense, and the sales volume of stores may be further reduced. Eventually, some dealers will withdraw from the market, and the proportion of brand Direct stores will further increase. < /p >
< p > 5. the huge market of China's 1 billion 340 million population will bring continuous purchasing power to the outdoor industry. In the next 10 years, the industry will maintain an annual growth rate of more than two digits. < /p >