The Current Situation Of Outdoor Sports Industry: Absorbing Mature Mode And Developing Rapidly

< p > since 2011, the domestic sporting goods industry has been making a difficult progress in abandoning and seeking. The decline in turnover and closing of stores have become the two most popular words in the annual report.

Almost at the same time, as the "close relatives" outdoor goods industry has been developing rapidly, and the sales data of several times a year, let the sports industry begin to pay attention to this "little brother", outdoor concept in sports products industry rapid warming.

In October 30th, the 361 degree group and One Way Sport, a famous Nordic sports brand, announced the joint establishment of a domestic joint venture to enter the high-end outdoor products.

Before that, Adidas, Kappa, Lining and other domestic and foreign sporting goods chiefs have taken the lead in the layout of outdoor products. The innovative outdoor brand introduction mode of 361 degrees has further pushed the banner of sporting goods enterprises from the "light outdoor" field to the professional outdoor highlands.

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< p > < strong > from "light outdoor" to professional outdoor < /strong > < /p >

< p > the trend of outdoor sports in traditional sports goods industry has become more and more obvious in the past one or two years. For example, Adidas, Lining and Kappa have launched outdoor products series. Many sports brand stores have specially opened up "outdoor area", part a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > and a target= "_blank" href= "_blank". Shoes are also marked "waterproof", "breathable" and other outdoor products.

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< p > these attempts are basically still in the field of "light outdoor", that is, the more popular areas of leisure sports.

Like Lining's outdoor brand "Lining exploration", it is clear that it is located in the daily life that satisfies consumers, and the design style and technology can make consumers enjoy slow life, whether in nature or in the city.

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Less than P, this clever positioning can not only cater for more consumers' preferences, but also bring the most direct effect to the sporting goods enterprises in the field.

In some brand outdoor areas, the outdoors labels are generally twice as expensive as those of ordinary products.

Therefore, the "light outdoor" of the popular popular route has also become the best choice for many sporting goods companies to initially test the outdoor water.

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< p >, but this 361 degree breakthrough in this field.

One Way Sport is the fastest growing Nordic sport brand. It has a wide range of products in outdoor sports, winter sports and professional cycling sports. It is also an international sponsor and official supplier of the 2015 Swedish Norland skiing World Championships and the 2017 Finland world's Ski World Championships.

361 degree president Ding Wu said that through this cooperation, the company will expand the production and sales of products including high-end and high-end bicycles, ski equipment, outdoor equipment and so on.

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< p > these professional fields are the core left behind areas of outdoor goods, which are different from sporting goods. They focus on the most technical and symbolic products of outdoor products.

The 361 degree cooperation with One Way Sport also marks the real entry of the domestic sporting goods industry into the outdoor area.

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< p > < strong > both channel and capital advantages < /strong > < /p >

When the traditional sporting goods industry is suffering from the decline of inventory and sales, the sales of outdoor sports brands in department stores and other retail channels are multiplied, which is one of the fastest growing segments of the retail sector in P.

Taking Pathfinder as an example, the 2012 performance shows that the total annual revenue and net profit increased by 46.7% and 58.9% respectively over the same period.

In addition, the total amount of 2013 autumn and winter orders of the Pathfinder company was 1 billion 273 million yuan, an increase of 35% over the same period last year; 2013, the total annual total sales volume was 1 billion 998 million, an increase of 40% over the same period last year.

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< p >, which is the sharp contrast, let sporting goods start looking for new growth points in the outdoor area.

"Sports brand turning outdoor is also a global trend, which is a manifestation of self upgrading and professional refinement when the industry develops to a certain stage."

The key way, CEO Zhang Qing, a sports information company, suggests that local sports brands can use the power of the capital market to acquire some small outdoor products enterprises abroad, so as to quickly complete the learning of outdoor products mature mode.

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< p > in fact, Lining and 361 degrees are just taking the advantage of capital advantage and quickly absorbing the mature mode of outdoor products.

Lining bought the French outdoor brand Aigle in 2005, but did not use it directly. Through a series of adjustments that were more suited to the domestic consumption habits and the integration of the original brand design and production resources, the first "Lining exploration" in 2012 was officially opened as Lining's brand new outdoor brand.

The 361 degree approach is joint venture, holding 70% stake in the joint venture company. It will design, produce, distribute and promote One Way products in Greater China through the joint venture Affiliated Companies located in Xiamen.

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Under the background of all the major outdoor brands in the world accelerating the layout of the Chinese market, this way of integration can enable sporting goods companies to enter the outdoor field quickly, and the newly born outdoor brands can quickly create popularity and market through the mature channels and marketing of sporting goods enterprises. P

For example, One Way, which is originally made in China, initially plans to open 20 stores next year, opening about 150 stores in 3 years, and 361 yuan and One Way or more than 50 million yuan in the first year after the business starts.

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< p > < strong > promote a href= "http://www.91se91.com/news/index_c.asp" > outdoor industry < /a > fine differentiation < /strong > /p >

Under the double pressure of the expansion of foreign brands and the cross-border of sports goods, the competition of outdoor products industry is becoming more and more intense. A new round of industry reshuffle is also near P.

"As long as people do all trades and professions, competition is inevitable. Outdoor products are still in an upward stage of industry. We are not afraid of competition. Only more people can join in to make this cake bigger."

Xu Rongsheng, chairman of Fujian lions outdoor products Co., Ltd., said that the large-scale sporting goods enterprises like Lining can bring more different ideas into the industry, which is a positive factor for the development of the domestic outdoor products industry. "Every enterprise must make its own characteristics in culture and products to make a brand, so that it can have long-term competitiveness."

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< p > as Xu Rongsheng said, looking for features in the field of subdivision has become an important direction of outdoor products upgrading since this year.

Pathfinder also locates the brand positioning in the "big outdoor" market, accurately points out the target market of "light outdoor activities", and hopes to promote the outdoor sports enthusiasm of the general public by signing athletes and stars, while the other industry leader Guangdong camel brand positioning as "outdoor cross-country experts", and further carries on the market segmentation in the category.

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< p > because traditional sporting goods enterprises will participate in competition with strong capital and channel advantages, they will further promote the differentiation of outdoor products industry.

"In fact, the development trend of outdoor products is very similar to that of sporting goods. In the future, it will also develop into two major directions: large integrated brand and specialized brand in the field of subdivision."

Ding Siquan, chairman of the company, said that there are now about 200 outdoor and outdoor products companies in Quanzhou. "These companies are also using traditional sports goods mode, using the mode of processing and distributing agents, what products are sold well, and have not really found a suitable way to develop their own characteristics. The most competitive force is these enterprises."

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< p > Ding Siquan believes that there is still a lot of space in the field of outdoor segmentation. For example, professional cycling equipment, there are no specialized brand stores yet. Compared with large enterprises, SMEs have more advantages and flexibility in operating costs and marketing modes. "We must not be big businesses in the comprehensive brand, but there is still much room to explore in the field of characteristics."

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