2014 The Opportunities For Children's Outdoor Market In The Footwear Industry Are Many Challenges.

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201406/04/20140604090522_sj.JPG "/" < > > "
< p > < strong > sporting goods industry is showing a recovery trend < /strong > < /p >
< p > 2013, China's sporting goods industry (sports wear, < a > sports shoes < /a > sports equipment and related sports products manufacturing and sales) increased to 208 billion 700 million yuan, an increase of 7.8% over the previous year, accounting for 0.367% of the proportion of GDP, which was basically the same as that of the same period last year. < /p >
< p > recently, the 2014 China Sporting Goods Industry Summit Forum was held in Wuhan. At the meeting, Li Hua, the director of the sports equipment and equipment center of the State Sports General Administration and vice chairman and Secretary General of the China Sporting Goods Federation, published the above figures when he released the white paper on the development of China's sporting goods industry in 2013. < /p >
< p > Li Hua said that over the past few years, the sporting goods industry has been developing at a low speed. After active efforts, the industry has shown signs of recovery. In the future, innovation will become the only way for sustainable development of sporting goods industry. < /p >
< p > < strong > the industry sees children's outdoor market: opportunities are many challenges but not /strong > /p >
< p > this year, < a > children outdoor equipment < /a > is particularly eye-catching. Data show that it has an annual growth rate of 40%. On the ISPO of February, the number of children's outdoor development forum was 5 times higher than that of last year, and the scale of children outdoor public exhibition opened this year is also higher than that of previous years. But for the current market environment, different outdoor brands have different views: < /p >
Sheng Faqiang, the chairman of the Pathfinder, P: Pathfinder has a special outdoor children's clothing team to synchronize outdoor technology docking, quality monitoring and brand specification guidelines to ensure outdoor professional attributes and bring children a safe and comfortable experience. Looking forward to bringing new scenery to family outdoor travel! < /p >
< p > < strong > domestic sports brands get together outdoors < /strong > < /p >
< p > after the inventory clearance and a large number of shops, seeking new business growth points has become another major move of the traditional sports brand, and the outdoor industry has become the primary choice of all enterprises. < /p >
At the end of October 2013, P announced a joint venture with the Nordic outdoor brand OneWay Sport. After launching its outdoor products, it has stepped into the field of high-end outdoor products. < /p >
In fact, P is not the first to eat crabs. Before Adidas, Lining, Anta and other brands have entered the outdoor industry, creating an independent brand and laying a channel, began a considerable expansion of sports brand style. < /p >
< p > Sports and outdoor seem to interconnect a lot, but their functional requirements are very different. For example, a sports brand sells only 100 yuan, which has a waterproof function outdoor shoes, but it is very unreliable in the eyes of many professional outdoors, because the cost of manufacturing professional waterproof outdoor shoes is very high, and 100 yuan can not cover the cost. Product functionality is becoming an obstacle to sports brand's "cross boundary" outdoor. < /p >
< p > < strong > outdoor brand competition for children's market < /strong > < /p >
< p > with the spread of < a href= "http://sjfzxm.com/news/index_s.asp > > Daddy where to go < < /a >" and the policy of "two child" in China, the concept of family outdoors is rising day by day, which creates favorable conditions for the development of outdoor children's wear market. < /p >
"P" as a result of the bullish on the domestic outdoor children's clothing market, on February 19th - 22, the ISPO BEIJING 2014 Tenth Asian sporting goods exhibition, from Bbu Ryak, alpenny of Czech and the native guru, and even the CAMKIDS of the outdoor sports market. {page_break} < /p >
< p > "with the outdoor outdoor mode becoming more and more popular, children's outdoor market will have a rapid development." Xu Guoqing, general manager of Beijing Kang Jian Ye Travel Products Co., Ltd., said in "ISPO BEIJING China children outdoor development forum". < /p >
< p > relevant data show that children's outdoor market has an annual growth rate of 40%, relatively blank market competition, and young people's fresh and favorite outdoor products, all of which make the outdoor sports market for young people become a new niche market for children's footwear industry. < /p >
< p > < strong > 11% Chinese people buy outdoor products and mass consumption promote industrial change < /strong > < /p >
< p > recently, a research report of China industry insight network pointed out that the outdoor products market has always been different from other traditional industries, and outdoor products are not very influential in people's daily life. However, with the intensification of urbanization and the popularity of public pursuit of outdoor sports, outdoor products market has begun to be concerned. < /p >
< p > relevant data show that in 2012, there were more than 3000 outdoor Sporting Club Hotel in China, and 5000-6000 outdoor sports enthusiasts. At present, there are about 1.5-1.7 billion people buying outdoor products every year, accounting for 11% of China's total population. The development potential of China's outdoor market in the next 20 years is huge. < /p >
< p > < strong > domestic outdoor market momentum is good, enterprise transformation or facing unknown risk < /strong > < /p >
In the past two years, domestic sports brands such as Lining and Anta have been stranded in the market of traditional sports shoes and clothing, and have entered the field of outdoor products for P. Last year, "double eleven" business day, in the industry are in the industry are expected to explore what kind of performance will win the first place in the domestic outdoor goods industry, camels kill out, become the largest outdoor electronics business winner. Industry experts pointed out that the domestic outdoor products market has been improving for a long time, but some enterprises are facing transformation or facing unknown risks. < /p >
< p > as the director of the exhibition of outdoor products exhibition in China International Sporting Goods Fair, Qi Yulin went deep into the enterprise to understand the industry dynamics all the year round. In an interview recently, he said that the domestic a > sports brand < /a > entered the field of outdoor products, which intensified the market competition. However, at present, the industry pattern has changed little and the brand concentration is relatively high. "Whether it is channel priority or industry priority, the development path of specialization is more popular in this segment market." < /p >
< p > < strong > > "Lining" playing outdoor is somewhat "acclimatized" < /strong > /p >
< p > Lining, Anta and other sports brands have entered the field of outdoor products, but their performance is not ideal. < /p >
Before P >, there were ancestors and other roadblocks, such as the way to catch up with traditional sports brands, to take the outdoor route, and the price advantage was not recognized by the brand. < /p >
< 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". < /p >
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 > Sanfo outdoor intends to Shenzhen Stock Exchange listing < /strong > /p >
< p > according to the information disclosed by the SFC website, the Beijing Sanfo outdoor products Limited by Share Ltd intends to list the Shenzhen Stock Exchange. The total amount of the public offering is no more than 17 million shares, and the total share capital after the issuance is not more than 67 million shares. The sponsor is the Donghai securities Limited by Share Ltd. The fund will be invested in marketing network construction, information system upgrading, supplementary liquidity and other projects. < /p >
< p > Sanfo outdoor was founded in 1997. The original Sanfo was only a 30 square meter shop outside the east gate of Peking University. For many years, it adheres to the business philosophy of "integrity management, guarantee after sale", and the purpose of "sports, happiness and dreams", which continues to develop healthily and rapidly. At present, in Beijing, Shanghai, Nanjing, Hangzhou, Chengdu, Shenzhen, Shenyang, Changchun, Qingdao, Shijiazhuang and other core cities, there are more than 30 world-class franchised stores, with an area of over 10000 square meters. The agent manages more than 200 outdoor sports brands at home and abroad, and fully meets outdoor shoppers' one-stop shopping needs for camping, mountaineering, rock climbing, self driving, skiing, leisure travel and other activities. < /p >