The Internet Has Accelerated The Rapid Development Of Clothing And Other Brand Outdoor Markets.

Foreign brands continue to enter China

At the recently concluded ISPO outdoor exhibition in Beijing, more than 600 outdoor, winter and extreme sports brands from around the world have been gathered. Compared with last year, there were 431 exhibitors, an increase of 4%, and the participation brand increased by 12% to 637.

Wang Yilei, director of ISPO BEIJING project of Munich Exhibition (Shanghai) Co., Ltd., said that compared with the sports brand, the outdoor sports industry's body weight is between 15 billion -200 billion yuan, or a relatively small industry, but the next development will be very fast. Skiing and extreme sports will become popular. "Outdoor industry will not appear as sports industry, such as the monopoly brands such as ADI and Nike, there will be many personalized brands, each brand will find corresponding consumer groups."

The Swedish outdoor brand Haglofs CEO Nicolas Warchalowski told reporters that since Haglofs entered China, it has maintained an annual growth of about 50%. According to the data displayed by Nicolas Warchalowski, it entered 55 stores in China in 2012, and only 25 stores in Korea in 2011. The outdoor brand KOLON of Korea is playing the fashion outdoor style in China. At the ISPO exhibition, the reporter saw another brand outside the same group of KOLON at the same time, and the latter has not yet entered China. COCA (China) Spin According to the data of the outdoor Association of commodities and Commerce Association, the number of brands in 2013 was 891, and foreign brands were 433, up 3.59% over the same period last year. Foreign brands entering the domestic market are mainly in Europe and North America.

The rise of children's outdoor industry

COCA released the 2013 annual survey report of China outdoor products market. In 2013, the outdoor industry retail sales volume was 18 billion 50 million yuan, an increase of 24.3% over the same period last year. In 2012, the total retail sales of outdoor products in China amounted to 14 billion 520 million yuan, the annual growth rate reached 34.94%, and the growth rate in 2011 was 50.91%. From the above figures, we can see that the growth rate of the industry has been declining.

When outdoor markets gradually return to a steady growth period, children's outdoor products become the growth pole of outdoor industry. Reporters at the ISPO exhibition noted that the Korean brand BLACKYAK and American brand KEEN has exhibited its children's outdoor products, which means that these products will officially enter the Chinese market in 2014. As a matter of fact, the mature outdoor market has already appeared in the field of subdivision, and BLACKYAK launched a series of outdoor children in Korea a few years ago.

In addition, the brand that focuses on outdoor children, such as Reima from Finland and Camkids in China, has grown faster than adults in the past two years. Reima said that it now has 8 stores in China and operates Tmall flagship stores, and this year it will expand to 20 stores. Hong Qinming, general manager of Camkids, said that the Camkids brand has covered 1000 top stores in the first four years of the country's second tier cities, which is difficult for adult outdoor products to match. In the industry, the popularity of family and parent-child concept affects children's outdoor products market.

Online expanding market

Huang Geng, chairman of the Nanjing border town sporting goods Limited by Share Ltd, which has three brands of NORTHLAND, LOWA and LEKI, believes that in the past ten years, with the increasing outdoor market in China, outdoor brands are becoming more and more competitive. "China's outdoor market has passed the first stage of brand watching and the second stage of product quality. Now it is in the third stage. Apart from brand and quality, it has to operate in a comprehensive way in terms of marketing and channels."

The electricity supplier has become the topic of all outdoor brands in the past year. The Pathfinder sold 78 million yuan on the "double 11" last year, while the camel created a new business miracle of 380 million yuan with a single brand. At the ISPO exhibition, one focused on the outdoors. Hat A foreign brand dealer said that the requirement for Chinese agents is to open a cat store.

When most brands only regard the line as a sales channel, Pathfinder has begun to explore the "one-stop outdoor service platform" through online construction. Pathfinder has held Singapore online travel platform Asiatravel and bought the largest outdoor travel network platform in China. The green field network CEO Zhuo Guang said that in the future, it will form an outdoor platform with the route product of the Pathfinder + the leader resources of the green field network and the +Asiatravel line resources.