2014 Apparel Industry Report On The Consolidation Of Outdoor Development

Since this year, we have invited experts from many fields, such as outdoors, women's wear, children's wear, men's clothing and electricity suppliers, and relevant management departments in the industry to take a look at the hot topics in the field of operation, competition and future development. In this regard, we have compiled its highlights into a collection, which is one of the series of expert exchange reports, mainly based on the in-depth development of outdoor outdoor integration experts.

　　 Our country The outdoor products market is affected by such factors as the retail environment, the saturation of the core city line and the online impact. The growth rate of the outdoor industry is slowing down obviously, but the growth of the public outdoor 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.

Domestic and foreign outdoor brands are facing online and offline spreads and offline retail encounter online impact, but overseas brand online business. Self-support Mainly, channel conflict of interests is alleviated by subsidy. 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 transformation, 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, the outdoors of our country are very scattered and have not formed a large national club. Classified by type, mainly commercial and AA oriented. Among them, 8264 is dominated by ordinary commercial clubs. The mills are dominated by technology, public interest and AA. They have great advantages in technology, while the green field takes into account commercial and AA technology. At present, the most cohesive customer is the AA platform, but making money from outdoor participants is still more difficult. forum 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.

Outdoors professional outdoor products, stores and clubs are all in one. Due to the limited capacity of the professional outdoor industry and direct development under the line, the company has so far not been very large, but with relatively high viscosity. 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.