Outdoor Brand Staged "War Within Three Kingdoms"

< p > 31st degree announced the establishment of a joint venture with the famous Nordic sports brand OneWay Sport to enter the high-end outdoor products.

This is also 361 degrees after launching outdoor products, and began to penetrate the professional outdoor areas.

Prior to that, Lining, Adidas, Kappa and other domestic and foreign sporting goods chiefs have taken the lead in the layout of outdoor products.

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"P >, and many outdoor brands including Columbia and Pathfinder have made a discount sale in Xiamen SM city square. Some Jinjiang outdoor brands also prepare for the year-end sale early.

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< p > on the one hand, the sports brand giants began to pour in while the outdoor brands launched the "inventory war" in advance.

At the same time, the international outdoor goods giant has also accelerated the pace of the channel exploration, and the Chinese outdoor products market has officially entered the "Three Kingdoms era".

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< p > strong > > the influx of giant crocodile > a href= "http://www.91se91.com/" > outdoor products < /a > pattern reclassification < /strong > /p >

< p > over the past two years, the traditional sporting goods have experienced serious overcapacity. Compared with the traditional a href= "http://www.91se91.com/" target= "_blank" shoes less than /a, the local outdoor goods market is booming.

Domestic outdoor leader brand Pathfinder achieved operating income of 833 million yuan in the first three quarters of 2013, an increase of 33.35% over the same period last year.

Its shop opening plan is also steadily advancing. By the end of September, the total number of stores has reached 1596, with a net increase of 201.

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"P", as a "close relative" outdoor industry, has seen a rising trend in the sporting goods industry.

So Adidas came, and Lining came. Now, 31st degree is coming too.

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< p > although it is also cut into the open air, product positioning is different.

Li-NingAdventure belongs to the authorized business module of Lining group, operated independently by Li Ning Co.

It is clear that it is located in the public area that satisfies the daily leisure life of consumers and tends to be more casual.

But this time, OneWaySport is a banner for sporting goods companies from the "light outdoor" field to the professional outdoor highlands.

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< p > OneWaySport is the fastest growing Nordic sport brand. It has a wide range of products in outdoor sports, winter sports and professional cycling sports, such as hard equipment, technology a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > and so on. It is an international sponsor and official supplier of the 2015 Swedish Norland skiing World Championships and the 2017 Finland rash world Scandinavian World Championships.

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< p > "the level of participation and interest of the elite in the second tier cities in China has increased rapidly year by year, especially in the field of riding."

361 degree president Ding Wu said that through this cooperation, the 31st degree will expand its production and sales, including high-end and high-end bicycles, ski equipment, outdoor equipment and other products.

The joint venture has One Way Sport resources in Nordic sports and outdoor sports.

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< p > Anta, XTEP and other sports brands have not officially announced their entry into the open air, but they have a strong outdoor style from their products.

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< p > "sports brand turning outdoor is also a global trend. This is a manifestation of self upgrading and professional refinement when the industry develops to a certain stage."

Zhang Qing, founder of sports consulting firm, believes that local sports brands have already encountered the ceiling of growth, and outdoor exploration has become the direction of the industry.

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< p > on the other hand, the local outdoor brands represented by Tianlun Tian and other outdoor "Jinjiang plates" have risen vigorously in recent years and sustained rapid growth.

In August this year, Tianlun 2014 spring and summer new product order meeting, the company's general manager Xu Tengda announced that Tianlun 2014 spring and summer new product orders will grow more than 30% over the same period, maintaining a high growth year after year.

In 2012, Tianlun day's outdoor sales performance increased by more than 60%, and sales outlets further covered the major shopping malls of major cities in the country.

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At the same time, the local outdoor brands such as Tianlun, lion brand and other local brands began to focus their vision on the international market while accelerating the occupation of the domestic outdoor market. < p >

A few months ago, at the twentieth Faye Andes Hafen outdoor sports and Leisure Fair in Germany, they appeared with European top outdoor brands, including wolf claw, Pato, Salomon, and groundhog.

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< p > at the same time, with the introduction of a number of international outdoor brands such as Sha Lehua, mammoth, and so on, the domestic market has occupied the domestic outdoor high-end market.

Although its growth rate has slowed down this year, it still occupies the top of the outdoor market in Pyramid. Most domestic brands are hovering in the low-end outdoor camp.

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< p > domestic a href= "http://www.91se91.com/news/index_q.asp" > sports brand < /a > strong accession, the accelerated expansion of local outdoor brands, the continuous influx of international outdoor brands, and the new pattern of China's outdoor goods market or now three countries.

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< p > < strong > each has its strong points. The local outdoor is not afraid of the new force < /strong > /p >

< p > no matter whether the outdoor brand of foreign countries is speeding up the beachhead, or Lining, 361 degrees and so on, a number of famous domestic sports brands enter the outdoors.

In the face of the so-called wolf, how did the local outdoor react? < /p >

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., without any taboo, said: "most of the local outdoor brands rely on the advantage category of footwear products to rise, and ultimately improve all kinds of products to promote the entry of their own brands into the market." P

He cited an example, the predecessor of Tianlun Tian, who started to contact the outdoor shoes business in the 90s of last century, and the outdoors of St. Forrest and Lion Brand outdoor basically began to produce outdoor shoes at that time.

This makes Jinjiang outdoor sports shoes have better manufacturing and production advantages than other domestic production areas.

With the gradual development of factories such as outdoor clothing and accessories in recent years, a relatively perfect production and supply chain of outdoor shoes and clothing has been formed.

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< p > "outdoor brand is far superior to the traditional sports shoes and clothing brand in the width and breadth of the product line.

The establishment of production and supply chain system needs a long time to run in. This is not a process that can be accomplished overnight.

And the domestic sports brand that has just entered the outdoor market is faced with this problem. The initial stage of development and design, the production in the medium term, the later stage of the channel distribution and so on all need to run in one or two seasons.

Xu Tengda thinks.

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< p > in terms of channels, the local outdoor army represented by Saint flair and Tian Lun Tian has been speeding up the horse race enclosure in recent years, and has inserted the red flag into the terminals of the major shopping malls.

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< p > "Tianlun Tian has more than hundreds of shopping malls in China.

Due to the scarcity of channel resources in shopping malls, it directly leads to the advantage of being "preconceived" in the local outdoor market. Each shopping mall only chooses two or three similar categories to enter.

This means that it is difficult for the rest of the competitors to get the same sales channel as long as they occupy advanced stores in the shopping mall.

"There are channels and sales to make brands!" Xu Tengda confidently said.

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< p > "even if more sports brands enter the outdoor market, they usually use the original channel resources to expand, that is, the store mode on the street, which will not have any impact on the local outdoor brands which are mainly located in the shopping mall."

Lin Tianhuang, brand manager of Tianlun Tian outdoor products Co., Ltd.

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< p > outdoor outdoor ploughing is the biggest advantage of local outdoor.

After several years of market operation, the local outdoor brand has already taken a step forward, relying on its increasingly mature product system and channel layout, to mature in the fierce market competition.

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< p > in brand operation, the brand of local outdoor brand and the brand of newly imported sporting goods also adopt a completely different way.

In the view of Chen Ruidian, chairman of the outdoor group, the outdoor industry has its unique industry attributes.

For example, compared with mass media, the outdoor industry is more concerned about the communication and communication with consumers' minds in marketing mode, and emphasizes the experience of product attributes.

This is not easy for a sports brand to sponsor sports events and advertising bombers.

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< p > despite the fact that the confidence of the local outdoor brands is not diminished, the cake in the outdoor market is so large in the short term that the share of the outdoor market will be reduced.

Besides, all those who came in were Lining, 31st degree, Adidas and so on.

With its popularity in the domestic sports brand market and its advantages in capital and marketing, entry into the outdoor products market has its inherent advantages.

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After P and OneWay set up a joint venture company, they had a 70% stake.

In the future, 31st degree will launch the design, production, distribution and promotion of OneWay products through the joint venture Affiliated Companies in Xiamen.

OneWay, which is "made in China", plans to open 20 stores next year, opening about 150 stores in 3 years.

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< p > in fact, all along, 360 degrees have their own advantages in outdoor sports equipment such as bicycles and hockey players.

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< p > "there is an essential difference from the outdoor products of the past comprehensive sports brand promotion. What we do is professional and subdivided outdoor sports products."

Ding Wu said that all outdoor products design, research and development and technological innovation will be supported by One Way Sport.

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< p > of course, the biggest competitor for the domestic outdoor and new outdoor sports brands is still the largest international outdoor brand with the largest market share.

In the past few years, international outdoor brands have almost appeared in China.

International superstars such as primitive birds and mammoths monopolize the domestic high-end outdoor products market by virtue of their pure outdoor brand culture, mature technology R & D system and exquisite workmanship.

Most of these pnational outdoor brands will pfer manufacturing links, adjust the distribution structure of enterprise resources in the value chain, abandon the links with little value-added potential, and concentrate resources to build their core competitiveness.

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< p > most local brands are at a disadvantage in technology R & D and product innovation, lack of core competitiveness, and are still in the market followers.

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< p > < strong > mutual benefit and prosperity, make the big outdoor Beauty Cake < /strong > < /p >

< p > "powerful enterprises like Lining and Adidas enter together to promote the prosperity of the outdoor area, so that more consumers can understand outdoor, enjoy outdoor life and feel the outdoor concept.

Relying on these brands in China's sporting goods industry's high visibility, strong sales network and rich market experience, it is bound to drive more people to pay attention to the outdoors.

Guo Hui (China) Co., Ltd. brand director Tan Qibing said.

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"P >" until then, we all know what is the assault coat, when to wear the assault coat, and how to use the suit correctly.

Only by speeding up the popularization of knowledge in outdoor industry can we enlarge the market space and capacity.

Lin Tianhuang said that healthy market competition will only help local outdoor brands develop faster.

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The retail team of P outdoor brand in Jinjiang visited the market in the past two years.

In Beijing, this year, you will find that 1 people in the hotel are wearing an assault suit when they eat at a table in a restaurant.

This shows that outdoor products have been accepted by more and more people, and have gradually penetrated into a way of life, totally beyond the professional limitations of outdoor products.

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According to the experience of western countries, when the per capita GDP reached 5000 US dollars, the mature holiday tourism economy returned to natural diversity and the demand for outdoor leisure grew rapidly. P

From the guidance catalogue of industrial structure adjustment issued by the national development and Reform Commission, we should clearly encourage the development and development of various outdoor activities such as leisure, mountaineering, skiing, diving and adventure.

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< p > industry analysts pointed out that according to per capita GDP standard, China is now in the stage of consumption upgrading, and outdoor sports consumption groups are in the initial stage. With the growth of consumption level, and China's abundant outdoor tourism resources and the vigorous development of outdoor tourism activities, the outdoor products market in China will continue to grow rapidly in the next 5 years.

Statistics show that in 2012, the total retail sales of outdoor brands in China amounted to 14 billion 520 million yuan, and the per capita outdoor products consumption in China was about 10 yuan, accounting for 0.7% of the total garment market, and the market potential was immeasurable.

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< p > although the prospects are promising, however, due to the rapid development of the outdoor goods market, the market has not yet had enough digestion period. Under the condition of oversupply, the current outdoor outdoor market has shown signs of "stage saturation".

An early arrival of "inventory war" quietly started.

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< p > compared with the previous goods on sale, Xiamen's SM City Plaza only started in early November. Many outdoor brands including Columbia and Pathfinder sold discount sales. Some new products were listed on the "1000 full 250 yuan" promotional poster, which was equivalent to 25% off sales, and many local outdoor brands began to actively prepare for year-end sale.

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Xu Rongsheng, chairman of the "P" Lion Brand outdoor products Co., Ltd., told reporters that the Taobao index, known as the vane of the industry's popular trend, shows that after years of rapid development, the volume of outdoor trading has declined for the first time this year, which has further strengthened his mind of seeking stability.

"At this time, we should appropriately adjust and adjust, improve our internal competitiveness, and enhance the competitiveness of our enterprises, especially in the reconstruction of the professionalism of the outdoor professional production supply chain system."

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< p > "Jinjiang outdoor brand mostly promotes sales through rapid expansion channels, so as to achieve the purpose of brand appeal.

After so many years of rapid development, on the one hand, with the rolling down of goods in one season, it is impossible to have no stock; on the other hand, how to maintain a reasonable stock ratio and light up to the battle array has already been placed before everyone.

At this time, we are not fighting the momentum of the year, but fighting endurance.

Chen Zhongyi, chief consultant of Zang cool brand planning, is going to hit the nail on the head. The outdoor products industry will enter the stage of sawing.

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< p > collection is for better placement, and temporary adjustment is for long-term development.

Obviously, the local outdoor brand owner who has witnessed the traditional sporting goods "inventory door" is well versed in its way.

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< p > although the outdoor market in China is far from foresight, there are close concerns.

How to avoid homogenization competition and even vicious competition caused by swarms will attract attention.

How to make this cake bigger and better? The key lies in the three major forces that affect the market -- local outdoor, international outdoor brand and domestic sports brand.

The three parties have their own advantages and positioning. How to optimize the product mix, integrate high-quality resources, and ultimately mutually promote win-win situation, and make the market healthy is the kingly way on the basis of big market.

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< p > for local outdoors, we should exert great efforts in the following aspects: < a href= "http://www.91se91.com/news/index_s.asp" > R & d < /a > and product innovation, so as to enhance the core competitiveness. For the sports brand giants who have just cut into the open market, they can acquire foreign outdoor products enterprises or cooperate with them with the help of the capital market, so as to complete the learning of outdoor products mature mode quickly.

Local brands such as lions and other brands are actively shrinking and practicing internal strength, and 361 degree sports brands such as sports brands are linked to foreign brands, and positioning professional outdoor practices may be worth learning from in the industry.

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