Sports Brand Is Looking For New Growth Points In The Industry

< p > in order to extend the brand's influence in the outdoor area, sports enterprises often introduce outdoor brands in the form of sub cards, or open regional sales outdoor products directly in the store, which makes outdoor business appear embarrassing situation that has not yet "emerged" in the main brand of sports, and is difficult for outdoor enthusiasts to accept.

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< p > Why are sports brands keen to enter the outdoors and what measures are being taken to get rid of the difficulties? < /p >

< p > < strong > > jump into the outdoors "blue ocean" < /strong > /p >

< p > this year's < a href= "http://www.91se91.com/news/index_c.asp" > ISPO BEIJING < /a > Asian sporting goods and fashion show will be held in Beijing in from February 19th to 22nd. There will be nearly 600 outdoor, winter, extreme sports and street fashion brands from all over the world.

In this exhibition, the second traditional sports brands, Adidas and Lining, are undoubtedly one of the biggest hotspots.

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"P >" according to public information, Adidas's first outdoor exclusive shop settled in Harbin in 2011, and there are more than 30 outdoor stores in the north.

Lining's rule is to directly develop the subordinate line brand and attack the outdoor area.

By the end of 2012, the Li-Ning Adventure opened its first direct store in the open business. At that time, Lining hoped to build a new standard for outdoor brands and extend the existing business of Lining sports in Lining.

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< p > in addition, China's trend (03818.HK)'s "a href=" http://www.91se91.com/news/index_c.asp "sports brand" /a "Kappa" started the layout of outdoor business in the first two years, and the 31st degree recently announced joint venture with the international outdoor brand. Anta (02020.HK) also tested its outdoor products in its own store.

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< p > except for overcapacity, low market and high inventory, the higher profits of outdoor industry are the main reasons for attracting sports giants.

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< p > according to the Research Report of Guo Du securities, less than 4 of the top six brands of sportswear, < /a > market average price, 4 are related to outdoor areas. The average price is 70% higher than that of the single sportswear, while the professional outdoors shoes and clothing products can sell at several times the price of the sports shoes and clothing. "A", "http://www.91se91.com/news/index_c.asp".

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Besides P, cooperation with international high-end outdoor brands will also help enhance the image of domestic sports brands.

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< p > < strong > seek cooperation to fill the "short board" < /strong > /p >

< p > despite the scrambling to jump into the "blue ocean", not all sports brands have good swimming skills.

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< p > outdoors shoes and garments are called functional. A seemingly simple assault clothing has a mystery in fabric and structure. The accumulation of these R & D technologies takes time. This is also the most critical aspect of sports brand outdoor industry.

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< p > for this reason, Wang Yilei, director of ISPO BEIJING project of Munich Exhibition (Shanghai) Co., Ltd., said that the traditional sports brand and outdoor brand are quite different. For sports brands, there is often the idea of "such a small outdoor market, relying on our resources and the ability to make sure that we can do it well."

But from the current situation, the outdoor business of traditional sports brand is not so satisfactory.

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For P, sports brand usually adopts the way of cooperation with international brands to cut into outdoor business.

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< p > as early as 2009, Lining set up AI Gao (China) outdoor sporting goods Co., Ltd. with France's second outdoor brands Aigle International S.A., both sides accounted for 50% of the shares, and Lining was responsible for the production and sale of Aigle brand in the Chinese market.

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Less than p years later, an industry insider told reporters that the plan of a large number of shops opened by the joint venture was not realized at that time, and this cooperation did not gain much for Lining himself, and did not play a role in enhancing the outdoor professionalism.

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Compared with the P, the cooperation between the 31st and OneWay is much better. One of the important reasons is that the company has a 70% stake in the joint venture.

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Han Yeceng, director of public relations center, P, told the first financial daily that in recent years, the outdoor market has been developing rapidly. However, the influx of more and more brands has not brought more vitality to the market, but there has been a serious phenomenon of homogenization.

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< p > Wang Yilei believes that the entry of traditional sports brands into outdoor sports industry is a very broad trend. The most important thing is the research and development of products themselves and the understanding and respect for outdoor sports spirit.

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