"Lining" Beheaded The Outdoor Market A Little "Acclimatized".

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< p > in recent years, many sports including Lining, including a href= "http://sjfzxm.com/news/index_s.asp" > sports brand "/a", have been rushing to the outdoor products market. Sports brands such as Lining and Anta have entered the field of outdoor products. However, their performance is not ideal. Before they passed the traditional sports brands, such as ancestors and birds, they followed the traditional sports brand and had the price advantage without brand recognition.

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< p > < strong > > "Lining" play outdoor, a little "acclimatized" < /strong > /p >

< p > nearly two years, for Lining, Anta, 361 degrees and other sports brands, in order to seek new performance growth, they are involved in outdoor products.

However, according to the earnings reports of various brands in 2013, the field of outdoor products did not bring them "apple".

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Why should Lining be "acclimatized" in the field of outdoor products? Can they break the tight encirclement in the fierce brand competition? < /p > p

< p > < strong > industry < /strong > /p >

< p > < strong > traditional sports brands have been involved in outdoor "/strong > < /p >.

< p > "keeping a constant pain is greater than stepping into the realm of freedom, and wants to go out."

This is one of the latest series of copywriters, "a href=" http://sjfzxm.com/news/index_s.asp "> Lining < /a >.

Lining explored the store on the healthy road in Zhengzhou. It was posted in the most prominent position.

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< p > at last year's ISPO sporting goods exhibition in Beijing, Lining's professional outdoor brand Lining explored and formally unveiled, announces the entry into the outdoor products industry.

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< p > now, the impression of Lining in Zhengzhou may still be in the stage of sports and urban leisure.

However, "Lining exploration" has been everywhere in Henan.

Besides Zhengzhou, it has also entered the markets such as Zhumadian, Jiaozuo and Xinxiang.

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According to the insiders, Lining has set foot in the outdoor products industry to prepare another way to increase profits through the main business, so as to alleviate the current competitive pressure in the field of traditional sports shoes and clothing. P

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"P" like Lining, other sports brands, such as Adidas, Anta, 361 degrees, etc. have been killed in the outdoor products industry, but also for the same purpose.

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< p > because of their bad days: Anta sports listed in the first 5 years net profit in 2012; the 361 year 2012 net profit fell by nearly 40%; the gross profit in 2013 increased from 16.5% in 2012 to 28.2%; in 2012, the net profit in 2012 decreased by 16.18%, and in 2012 the first gross profit was negative; the net profit of PEAK sports dropped to the lowest level in the last five years.

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< p > compared with the bleak phenomenon of winter sports industry, the outdoor products industry is full of vigor and vitality: according to the data of China Sporting Goods Federation, from 2002 to 2012, China's outdoor products market grew by more than 40% per year, forming a market of more than ten billion yuan.

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< p > "this year's sales situation is not particularly optimistic, but the prospect is good."

Mr. Wu, who surpassed the outdoors responsible for many famous outdoor sports brands in Henan, said, "the development of outdoor sports brands in these two years is very fast. Every year there are a large number of domestic brands. The domestic sporting goods have also entered the field of outdoor products, including Anta, Lining, 361 degrees, and so on.

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< p > < strong > situation < /strong > < /p >.

< p > < strong > the share of the outdoor products occupied by the market is not large. < /strong > < /p >

< p > however, it is easy to enter and earn money is not easy.

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< p > March 2013, Lining opened the outdoor shop.

However, from the 2013 annual report, Lining's exploration did not bring much change to Lining.

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< p > however, Zhang Xiaodong, director of the "a href=" http://sjfzxm.com/news/index_s.asp "> Lining outdoors < /a > Zhengzhou operation affairs, is full of confidence. A performance report provided by him shows that since the July 2013 Lining entered the Zhengzhou market, the store efficiency has increased from 20 thousand to about 100 thousand, and" has gradually been recognized by consumers ".

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< p > however, in the case of Beaume (North guest) shop manager, who once sold in Columbia and North Face, it seems that "(Lining exploration) passenger flow is obviously not as good as Columbia, North Face and TOREAD."

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Mr. P, who is outgoing outdoor director in Henan, said that Lining and other traditional brands account for a small share of the outdoor products market.

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< p > in recent years, many sports brands have rushed to the market of outdoor products, trying to get a slice of it.

"Sales are bad.

Now there are more and more outdoor products brands.

Ms. Liu said.

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Before P, there were ancestors, Marmot (woodchuck) blocking the way, then there was a map and Beaume to catch up. Under the background of brand building and shops, Lining and Anta were all in a fog.

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< p > < strong > disadvantage < /strong > < /p >

< p > < strong > professionalism is not strong, popularity is not high < /strong > < /p >

< p > why does the traditional sports brand enter the outdoor goods market? Why is it a little "acclimatized"? < /p >

< p > industry insiders say that sports brands do outdoor products, compared with foreign brands, there is a big gap in product performance and function.

"Professionalism is not strong enough, and the products made are biased towards leisure, which may be related to their positioning.

It wants to go in the middle way, both outdoor and urban leisure, suitable for ordinary families.

Mr. Wu said.

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< p > "the brands abroad are quite loud, and our brands are not well-known."

Popularity and consumer recognition are also the shortcomings of Lining and other brands in the outdoor goods market.

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< p > "many consumers will choose Lining, Anta and other brands when they buy sporting goods, but when they buy professional outdoor products, they will buy famous foreign brands."

Mr. Chen, a senior donkey friend, said that the degree of approval of the brand was much more concerned with professional outdoor play. A set of costumes would cost 10000 yuan for two or three years.

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Less than P, consumers' impression of Lining's and Anta's "urban leisure, sports and light fashion" also exacerbated their sense of alienation of outdoor sports brands.

"They are all sportswear, not as brand owners as Pathfinder."

Ms. Liu said.

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< p > < strong > advantage > /strong > /p >

< p > < strong > price advantage is obvious, sales channels are much less than /strong > /p >

< p > now, the outdoor products market is divided into two parts: represented by Columbia, it is a series of outdoor and leisure outdoor series, and the market demand is large.

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"P >" Lining, Anta and so on should be to do casual outdoor outdoor supplies, and do not want to do professional outdoor products.

The difference between professional outdoor products and leisure outdoor products is quite large. The price difference is several times or even dozens of times.

Mr. Wu said.

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< p > this allows Lining to explore and other domestic outdoor brands have their own advantages.

"For example, a T-shirt, the foreign brand is the cheapest selling 199 yuan, the domestic brand more than 50 yuan can be bought."

Li Ke, manager of TOREAD (Pathfinder) health Road shop, emphasized the high cost performance of domestic brands.

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< p > besides the price of the people, the biggest advantage of domestic brands is the sales network and part of the fixed customer groups.

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< p > < strong > Future < /strong > < /p >

< p > < strong > there is room for development, but competition is fierce. < /strong > /p >

< p > "the demand for outdoor products is rising at home and will not be affected by the economic downturn."

The camel family member Wan Jingang once said, "the outdoor outdoor brands are distinguished by functions, and are strictly divided according to mountaineering, outdoor and camping. The prices are higher and are mainly for professionals.

Therefore, there is room for domestic brands to develop outdoor products market.

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< p > space exists, but competition is fierce.

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< p > "some brands are going downhill."

Over the past two years, we have participated in the exhibition, and we can see that some of the brands at the beginning are very active, and they will disappear slowly, and even the distributors will not be able to get the goods and the factories will go bankrupt.

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< p > what is the ultimate development pattern of the industry? < /p >

< p > at present, the overseas outdoor industry is going from decentralization to integration.

At the beginning, many brands and their own camps, in the role of the market, will eventually form several brands that we see now, such as LOWE, primitive bird and groundhog.

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< p > Mr. Wu believes that the domestic outdoor products market will have a similar development process, leaving only a few big brands at the end.

"Big swallowing small, small self destruction, eventually leaving a few big brands.

The last < a href= "http://sjfzxm.com/news/index_s.asp > > outdoor brand < /a > will not be so many. Every shelf has several brands."

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< p > and Lining, Anta and 361 degrees will not become one of the brands that exist on the shelf. At present, it is still unknown.

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