Overall Slowdown In The Market, Outdoor Giants To Seize The Children'S Field

"P" recently, "the Pathfinder shop" outdoor children's clothing line, so that the industry is on the bright side.

As early as March this year, the children's clothing product developed by the Pathfinder and Parker blue has been officially launched at the 2014 China International Clothing and accessories fair. The two strong combinations have tried the outdoor children's clothing, stirring the nerves of Quanzhou outdoor enterprises.

Industry analysis, in the outdoor market overall growth rate has slowed down, children outdoor become a new industry blue ocean.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_p.asp" > children < /a > outdoor market space > /strong > /p >

The introduction of the policy of "P" and "single child" has undoubtedly added a fire to children's outdoor market.

On the Tenth Asian sporting goods exhibition held in Beijing in February this year, outdoor brands such as Bbu Ryak from South Korea, alpenny from Czech, and local gougoudi, even started to locate the camkids of young outdoor sports market, all of which showed the latest outdoor products for children.

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< p > data show that children outdoors have an annual growth rate of 40%.

Insiders said: "relatively blank market competition and the fresh and love of young people for outdoor products make the outdoor sports market for young people become a new blue sea for children's footwear industry."

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In recent years, the development of Mingwei CAMKIDS, the first young outdoor equipment in China, has also proved the potential of children's outdoor market from another aspect. < p >

It is understood that Ming Wei formally entered the domestic youth outdoor market in 2009. Its CAMKIDS performance is outstanding. In just 5 years, it has nearly 900 stores nationwide, covering 200 large and medium-sized cities.

At present, the sales share of CAMKIDS in the same market in China is 11.1%, and it is expected to maintain a 16.9% market growth rate from 2012 to 2016.

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< p > < < a href= > http://sjfzxm.com/news/index_p.asp > > children < /a > the outdoor market is relatively small, and the market is full of strength.

Lin Tianhuang, the outdoor brand manager of Tian Lun Tian (tianlentian store), said that at present, there are more than 800 outdoor brands in the domestic outdoor products market. Only 47 of the annual retail sales exceed 50 million, and the development of the outdoor industry as a whole has become increasingly saturated.

But the outdoor brands of children are different. The market is currently dealing with one or two brands in the specialized market, and the rest are still on the small scale trial water. It is only the introduction of some parent child clothes or children's series, and the market space is still very large.

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< p > the potential of children's outdoor market is optimistic. Many outdoor brands in Quanzhou are interested in expanding the children's outdoor market in addition to locating camkids from the outdoors.

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"P" Tianlun this year began to focus on the development of outdoor equipment for children, and began to recruit relevant designers, targeting children aged 8 to 14 years of age.

Lin Tianhuang told reporters that from the beginning of last year, Tian Lun Tian has added a small number of children's clothing and clothing for sale in the adult product line. This year will realize the serialization of children's outdoor products. In addition, a series of products will be developed in the field of children's outdoor shoes.

According to the briefing, Tianlun Tian children's outdoor products are expected to be launched in the 2015 spring and summer order meeting held in the second half of this year. Then, according to the actual ordering situation, we will make a plan for the next year's strategy, including whether to open stores independently or to set up children's brand names.

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< p > St. Valentine's outdoor is also optimistic about children's outdoor areas. Last year, some children's products were launched.

"Last year, we launched the concept of" family outfit "and" parent child dress ". In adult outdoor terminals, we display some outdoor products for children. The purpose is to provide consumers with more choices and create the concept of family outing.

St. Paul's brand director Lin Jinsong said: "children's outdoor market potential is good, children's clothing market as a whole shows benign development, but children's outdoor operation is relatively complex, intervention in the market step by step, will continue to start from the" parent child pack ", and gradually increase children's series.

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Although P has begun to set up an independent children's business department and is preparing to launch an independent sub brand "little lion", its pace is still cautious.

"Children's outdoor and adult outdoor are different in many aspects such as product development, sales channels, and so on, so we can't rush into it. We must make sure that the system is clear enough to start operation."

Xu Rongsheng, chairman of the lion brand outdoor.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_p.asp" > Network < /a > Sales test market < /strong > /p >

< p > the development potential of children's outdoor market in China is optimistic by the industry. However, due to the high price setting, these brands are still relatively slow in the development of children's outdoor market.

Even though Finland brand REIMA, which is the first outdoor brand of children, has been in China for two years, the number of shops is still numbered.

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< p > "outdoor shoes and clothing products have relatively high prices, while children grow fast and clothes are eliminated quickly, and they will encounter problems in pricing products.

The price is high, and many adults feel that it is worthless to spend so much money on a piece of clothing. The price is too low, and some functions are difficult to reflect.

Xu Tengda, general manager of Tian Lun Tian, said that children's outdoor is not a diminished version of adult outdoor equipment. It can be said that children's outdoor equipment has put forward a more secure and comfortable security requirements in terms of function and technology. Under the premise of meeting these requirements, how to price products to be accepted by more people is subject to market inspection.

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< p > according to the introduction, Tian Lun Tian's children's products will first test the water in the electronic business platform, and even launch the "network dedicated contribution", and try to explore the market reaction first.

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< p > besides, the channel is also a problem to be faced with.

According to the insiders, under normal circumstances, outdoor brand channels are usually concentrated in the four or five level of shopping malls, children's brand channels are more than 5 levels, and the channels of both are in different floors of shopping malls. When they enter the shopping mall, they are destined to develop different channels to operate separately. This adds no doubt to the difficulty of promoting children's brand.

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