Outdoor Brands Constantly Break The Blue Ocean Of Children'S Outdoor Industry

"I made a name.

This year's Hangzhou conference, first come to the shop to pick a pair of hiking shoes to train feet.

Yesterday, Miss Zhang told the reporters that the weather was cool, especially for outings and trips.

Although the autumn outing season has not yet arrived, outdoor sports brand stores have already been booming.

Columbia, bird of origin, The North Face and other brands have launched big sales promotion, attracting a lot of consumers who buy outdoor equipment in advance.

In recent years,

As the specialization of sports deepens, the "universal" sports goods are slowly falling out of favor. Many familiar sports brands are beginning to go downhill, while the sales of outdoor products continue to rise.

In order to cater to the public's dual needs for outdoor products' functionality and fashion, famous outdoor brands at home and abroad have added outdoor leisure funds.

In addition, outdoor outdoor products and young outdoor brands are also emerging.

Businessmen revealed that sales of outdoor products increased by 30%-50% over the same period last year.

It is widely believed that the domestic outdoor products market is replicating the trajectory of sports brand gold (gold stores) in the past ten years.

Outdoor products group

Sales grew 50% year-on-year

It is the off-season sales season, but outdoor products and brand stores are particularly lively.

Reporters visited a number of outdoor sports shops in Hangzhou, and found that many famous brands are very attractive for discount. Many people are buying equipment for the autumn.

The trend of the new century (new century store) was opened last month. It just hit the "August sale", and sales were quite hot.

Xie Bai Planning Department official said.

The reporter learned that after the renovation, the sports trend Pavilion added 2 outdoor brands, bringing the total number of outdoor brands to 12.

Most of the brands are making great efforts to promote sales. International brands such as Columbia and The North Face hit the lowest 30 percent off discount. The discount of domestic brands such as Pathfinder, first outdoor and camel is as low as 60 percent off.

There are quite a lot of concessions in the outlets such as Sanfo outdoor and Zheng Ge outdoor. Discount products cover summer T-shirts, winter and autumn outfits, cotton padded jackets, and outdoor equipment such as tents and sunshade umbrellas.

"Discount to a certain extent, stimulate consumption.

Like the two brands of Northland and dragon lion DELL, we made a special sale last month and sold two hundred or three hundred pieces a day.

Xie Bai revealed.

September and October is the selling season for outdoor equipment and footwear, and the head of the Zheng outdoor flagship store said this summer shoe is very popular.

In recent years, many people have bought hikers, outdoor tents and rock climbing equipment.

"In mid July, Xixi shop once sold more than 100 tents a day."

Li Wen, manager of outdoor Department of Decathlon (Decathlon store), said that in the past, summer was the off-season sale of outdoor products, but this year it was sold out of stock.

"Compared with last year, sales of Decathlon in Hangzhou increased by at least 50% this year."

Li Wen said that Decathlon currently has 85 stores in the whole country. In previous years, Shanghai and Beijing shops performed best, and this year Hangzhou store has a trend of catching up.

The store manager also revealed that this year's sales increased by about 30% over the same period last year.

According to the "China outdoor products market survey report" released by China Textile Business Association, in 2013, the total retail sales of outdoor products in China amounted to 15 billion 380 million yuan, up 16.2% over the same period last year.

Among them, the demand for clothing is the largest.

In outdoor sports, mountaineering, hiking and camping are the most.

Outdoor brand segmentation

Children's outdoor industry blue ocean

Since last year, with the popularity of "Daddy's going there", there has been an upsurge in consumption of children's outdoor products in China.

Data show that children outdoors have an annual growth rate of 40%.

Relatively blank market competition, coupled with the freshness and preferences of young consumer groups for outdoor products, children's outdoor industry is favored by many people in the industry.

The reporter learned from several outdoor stores in Hangzhou that the number of young consumers has increased this year.

"Although there are no children's outdoor products in the shop, adults' small size clothing is most likely to be out of stock, mainly because of the number of young consumers."

The teller said.

It is understood that Sanfo outdoor has opened special stores for outdoor children in stores in Beijing, Shanghai and Suzhou.

Making the best use of the market is almost the only choice for the manufacturing industry. Insiders say that the family outdoor has become a trend. At present, the major brands are beginning to further refine and focus on children's outdoor products. When the main brand occupies a certain market share in the outdoor field, the new brand will cater for the needs of the new consumer groups, so as to gain a larger market share.

Pathfinder has officially launched its outdoor children's clothing business this year; Lion Brand outdoor is also ready to start the "little lion" to cut into the potential outdoor areas for children. Besides, F Leonspan is planning to launch a new brand outdoor casual shoes for teenagers.

Consumers demand more professionally

Outdoor leisure money is more popular.

In recent years, many changes have taken place in the outdoor industry in Hangzhou.

In the case of Jie Bai, there were only 2 outdoor brands in 2012, and then increased to 10.

After renovating the sports trend hall, the mall has removed some sports brands, and added two outdoor brand counters, the blue sky and Northland.

Last year, Hangzhou's Zheng Ge removed all the traditional sports brands, specialized in outdoor sports equipment, and pformed from sporting goods stores to outdoor stores.

Outdoor brand replacing some traditional sports brands is the trend of sports industry development.

It is widely believed that the domestic outdoor market is replicating the golden trajectory of sports brand in the past ten years.

In recent years, the rise and pformation of the outdoor industry and the change of consumer attitudes have a great relationship.

"Consumers have a stronger sense of outdoor products. To shop, they need to buy a pair of pants, windbreaks or fast drying pants. Basically, there are many differences in their minds. We only need to introduce the difference between the brands."

Zheng Ge outdoor manager said.

Consumer awareness has improved significantly, and has more professional requirements for sports equipment, which is the main reason for the rising sales of outdoor brands.

Chen Biao, the outdoor director of Hangzhou Sanfo, said with a smile, "before wearing a pair of running shoes, you can go hiking and hiking. Now you can't do that. The age of such a bad taste is over."

Chen Biao said that in the past few years, the main consumers in the store came to the high-end equipment, and the number of consumers has declined, but the purchase of medium equipment has improved considerably.

"In general, outdoor sports consumers return to reason."

In fact, quite a few of the consumers who spend thousands of dollars on outdoor equipment are not fans of outdoor sports.

"Professional pants are faultless in functionality, but they are hard to wear and are not suitable for everyday wear. In comparison, I prefer to buy casual money."

Mr. Xiang, who is picking up his suit, told reporters.

Many tellers in outdoor stores also say that consumers have higher requirements for outdoor brand style and comfort, and the leisure and sports fads are more popular.

In the past few years, only professional outdoor brands made leisure in Columbia.

Since last year, brands such as The, North Face and so on have created many urban leisure funds without changing their fabrics.

It is understood that Sanfo outdoor such outdoor brand exclusive stores, leisure accounts for about 20%, while the target customer base more popular department stores have a higher proportion of 30%-50%.