2014 Outdoor Market: High Speed Growth Is Hard To Reproduce In The Short Run.

China's outdoor products market is affected by factors such as the retail environment, the saturation of the core city line and the impact of online shocks. The growth rate of the industry is slowing down obviously, but the public outdoors growth space is better than that of the professional category, and overseas brands are more dominant in the second tier core market.

The two growth force of industry growth depends on the policy of repeated purchase and the country's support to the outdoor industry. At present, the industry will not appear in the short term in the short term.

From the brand positioning, the public outdoors growth space is better than the professional category, among which the outdoor brand is more dominant in the second tier core area.

Overseas brands continue to enhance brand exposure through professionalism, while making good use of high return channel for public products. With continuous product continuity and upgrading of products in terms of color and performance, overseas brands continue to introduce upgraded products to enhance customer stability and stickiness.

Outdoor products at home and abroad

Both are facing the problem of online and offline spreads and offline retail encounter online shocks, but overseas brand online business is self oriented, and channel conflict of interest is alleviated by subsidies.

This year, overseas brands are also hitting the net, but they are not allowed to touch the net.

For online development, overseas brands are also subject to price shocks. For example, Columbia and other overseas brands mainly use quarterly subsidies to ease conflicts of interest with agents.

Overall, in the context of market environment and business pformation, overseas brands are also facing a slowdown in the Chinese market. It is estimated that the growth rate of the three overseas brands of Columbia, The North Face and wolf claw will be up to 20% next year.

The combination of brand owners and outdoor crowds and clubs, such as outdoor crowd concentration and sticky combination, makes outdoor activities and commodity promotion organically combined.

However, due to the immature development of China's outdoor industry, brand sales, forums and club activities are still in a state of separation. At present, many intermediate links have not yet been opened up, and great efforts must be made to integrate them.

In addition, our outdoor Sporting Club Hotel is very fragmented, not forming a large national club.

Classified by type, mainly commercial and AA oriented.

Among them, 8264 is the main business club operation, the mill is mainly in the form of technology, public welfare and AA, with great advantages in technology, and the green field is the commercial and AA technology.

At present, the customer stickiness is the highest AA platform, but making money from outdoor participants is still more difficult, so at this stage, forums and clubs achieve less profits.

And depending on the leader's ability in the club is uneven, the cooperation relationship with the club is stable, the ability is stronger, and the independence is relatively strong. Once the leader arrives at the business through the platform, the platform will face the situation of the leader losing, which leads to the limited development.

Sanfo outdoor professional outdoor products, stores and clubs in one, because the professional outdoor industry capacity is limited and offline development is straight, resulting in the company so far, the scale is small, but sticky.

In the 13 year, the income and net profit were 2.9 and 30 million respectively, and the compound growth rate of income and net profit in the 11-13 years was 15% and -2% respectively.

Taking into account the limitations of offline retail, the company is also making many attempts to develop REI like platform, combining training, retail, online and offline, and building a rudiment.

Affected by the Russian crisis, Italy exported 21.7% of its footwear exports and 18.4% of its export volume in the first half of the year, and the average export price also dropped to 71 euros, down 4%.

Except for children's shoes, exports and exports increased by 17.5% and 8.2% respectively.

In the first 5 months, shoes imported from China increased by 94% in Mexico.

In the past month, Mexico imported 13 million pairs of shoes from China in May, and 27 million pairs in the first 5 months, an increase of 94% compared to the same period last year, which does not include 43 million pairs of smuggled imported shoes.