Foreign Outdoor Brands Cooperate With Local Enterprises In Quanzhou To Enter The High-End Field.

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The Xiaobian of the network introduces foreign outdoor brands to Quanzhou's local enterprises, aiming at high-end areas.

This year, "outdoor wind" has become one of the most important elements of the major shoe and clothing exhibitions in China.

Among them, at the shoe Expo April, apart from the first collective exhibition of outdoor brands in Quanzhou, a brand from the Scandinavia outdoor brand has attracted much attention. The display of professional outdoor equipment such as ski wear, riding and mountaineering has become the first appearance of the brand in the Chinese market, which is only a microcosm of the foreign outdoor brand hitting the Chinese market.

Foreign investment outdoor brand hits the Chinese market

Together with local companies, he aims at high-end areas.

With outdoor travel becoming a way of life, outdoor market is booming.

At the shoe fair, children experience outdoor products such as tents, beach shoes and so on.

Since the beginning of this year, outdoor wind has become one of the most important elements of the shoe and clothing exhibition in China.

Among them, at the shoe Expo April, apart from the first collective exhibition of outdoor brands in Quanzhou, a brand from the Scandinavia outdoor brand has attracted much attention. The display of professional outdoor equipment such as ski wear, riding and mountaineering has become the first appearance of the brand in the Chinese market, which is only a microcosm of the foreign outdoor brand hitting the Chinese market.

China outdoor market

Attracting foreign investment giants

The Nordic outdoor brand ONEWAY, unveiled for the first time at the shoe fair, also announced the official March to China's outdoor market at the same time of brand display.

In mid April, Andreas Bennett, chairman and chief executive officer of ONEWAY in Greater China, held in Quanzhou, said: "the growth rate of China's outdoor market in recent years is very high, and there is great room for growth in the professional outdoor field." in the middle of April,

It is understood that the high-end field of China's outdoor market is more occupied by foreign brands, including Columbia (Columbia), The North Face (Lo J Faith), Haglofs (Huo Chaigun), Jackwolfskin (wolf claw) and so on.

ONEWAY's entry into the Chinese market is also based on the high-end outdoor field.

It is understood that the strength of ONEWAY is ski suit.

"Before the ski equipment of most domestic ski enthusiasts is mostly rented, no matter from the perspective of fit, comfort and professionalism, it is far from enough. With the popularity of winter skiing, it is possible for ski fans to have more than one set of their own equipment."

Li Xiang, general manager of Sino LAN sporting goods Co., Ltd., which is responsible for the development of China's ONEWAY market, told reporters.

In addition to ONEWAY, in view of the good performance of The North Face in the Chinese market, its parent company VF group has decided to redouble its investment in the Asia Pacific region in the next 5 years.

The outdoors of Columbia, USA, has been working with Swire resources this year and is headquartered in Shanghai, which is responsible for the expansion of the Chinese market.

By virtue of local strength

To expand the Chinese market

Data show that China now has about 1.5-1.7 billion people buying outdoor products every year. The annual growth rate of China's outdoor products market is more than 30%, which has formed a market of more than ten billion yuan.

However, because of being unfamiliar with the Chinese market, international brands may be faced with channel problems, localization problems and so on. If any problem is not handled well, it will be enough for a top brand to lose the Mai City.

For this reason, ONEWAY entered the Chinese market and chose a joint venture with local enterprises.

It is understood that One Way Sport began to cooperate with Quanzhou sports brand 361 degree last October and jointly established the Sino LAN sporting goods Co., Ltd., of which 361 degree investment company and One Way Sport hold 70% and 30% shares respectively.

"ONEWAY has the advantage of technology and product research and development, while 361 degree has the advantage of integrating channels and domestic resources, and the next 361 degree can also better use ONEWAY resources to achieve internationalization."

Li Xiang told reporters that such cooperation has complemented resources.

This mode of cooperation is also the main mode of foreign brand outdoor brands entering the Chinese market in recent years.

As early as 2009, Lining and the second largest French outdoor brand Aigle jointly established the algo (China) outdoor sporting goods Co., Ltd., each of which accounted for 50% shares; the top European outdoor brand, Haglofs (match stick), entered the Chinese market in 2012, and chose outdoor cooperation with the Chinese outdoor channel dealer Sanfo.

"Different food" with different brands of domestic brands

In the presence of

While outdoor brands are rushing to the Chinese market, domestic outdoor brands have completed channel construction and brand precipitation in recent years.

2014 figures released by the China Sporting Goods Industry Summit show that in 2013, China's outdoor goods industry shipped 9 billion 680 million yuan, an increase of 30.99% over the same period last year.

Among them, the domestic brand performance is excellent, the shipment exceeds foreign brands, and China's outdoor products market has a completely new pattern.

"China's outdoor crowd has now been divided into two categories: one is professional outdoor players, the quality and type of products are more professional, and the other is the" Outdoors "crowd who live outdoor products. They integrate their products into daily life, and their requirements for product expertise are relatively simple.

"Apart from a small number of genuine professional outdoor players, most of them are" Outdoors "supporters. Therefore," from the current market perspective, foreign brands entering the Chinese market will not bring any impact to domestic outdoor brands, "said Lin Jinsong." because of the difference in the positioning of the two brands, more foreign brands will also bring some reference to domestic outdoor brands in product development and design. "

Fan Peng, deputy general manager of Tian Lun Tian, also holds the same view. He said that in outdoor areas, mass consumption is growing rapidly and outdoor products are becoming more and more daily.

"Most of the domestic brands aim at the" Outdoors "crowd, and there are more fashionable elements in the style design of the products, such as tailoring, daring colors, and so on. There will not be a direct conflict with the foreign brands positioned in the professional outdoor field, so we can do our own markets.

Foreign investment outdoor brand hits the Chinese market

Together with local companies, he aims at high-end areas.

With outdoor travel becoming a way of life, outdoor market is booming.

At the shoe fair, children experience outdoor products such as tents, beach shoes and so on.

Since the beginning of this year, outdoor wind has become one of the most important elements of the shoe and clothing exhibition in China.

Among them, at the shoe Expo April, apart from the first collective exhibition of outdoor brands in Quanzhou, a brand from the Scandinavia outdoor brand has attracted much attention. The display of professional outdoor equipment such as ski wear, riding and mountaineering has become the first appearance of the brand in the Chinese market, which is only a microcosm of the foreign outdoor brand hitting the Chinese market.

China outdoor market

Attracting foreign investment giants

The Nordic outdoor brand ONEWAY, unveiled for the first time at the shoe fair, also announced the official March to China's outdoor market at the same time of brand display.

In mid April, Andreas Bennett, chairman and chief executive officer of ONEWAY in Greater China, held in Quanzhou, said: "the growth rate of China's outdoor market in recent years is very high, and there is great room for growth in the professional outdoor field." in the middle of April,

It is understood that the high-end field of China's outdoor market is more occupied by foreign brands, including Columbia (Columbia), The North Face (Lo J Faith), Haglofs (Huo Chaigun), Jackwolfskin (wolf claw) and so on.

ONEWAY's entry into the Chinese market is also based on the high-end outdoor field.

It is understood that the strength of ONEWAY is ski suit.

"Before the ski equipment of most domestic ski enthusiasts is mostly rented, no matter from the perspective of fit, comfort and professionalism, it is far from enough. With the popularity of winter skiing, it is possible for ski fans to have more than one set of their own equipment."

Li Xiang, general manager of Sino LAN sporting goods Co., Ltd., which is responsible for the development of China's ONEWAY market, told reporters.

In addition to ONEWAY, in view of the good performance of The North Face in the Chinese market, its parent company VF group has decided to redouble its investment in the Asia Pacific region in the next 5 years.

The outdoors of Columbia, USA, has been working with Swire resources this year and is headquartered in Shanghai, which is responsible for the expansion of the Chinese market.

By virtue of local strength

To expand the Chinese market

Data show that China now has about 1.5-1.7 billion people buying outdoor products every year. The annual growth rate of China's outdoor products market is more than 30%, which has formed a market of more than ten billion yuan.

However, because of being unfamiliar with the Chinese market, international brands may be faced with channel problems, localization problems and so on. If any problem is not handled well, it will be enough for a top brand to lose the Mai City.

For this reason, ONEWAY entered the Chinese market and chose a joint venture with local enterprises.

It is understood that One Way Sport began to cooperate with Quanzhou sports brand 361 degree last October and jointly established the Sino LAN sporting goods Co., Ltd., of which 361 degree investment company and One Way Sport hold 70% and 30% shares respectively.

"ONEWAY has the advantage of technology and product research and development, while 361 degree has the advantage of integrating channels and domestic resources, and the next 361 degree can also better use ONEWAY resources to achieve internationalization."

Li Xiang told reporters that such cooperation has complemented resources.

This cooperation mode is also the main mode of foreign outdoor brands to enter the Chinese market in recent years.

As early as 2009, Lining set up AI Gao (China) outdoor sporting goods Co., Ltd., together with France's second outdoor brand Aigle. Both sides accounted for 50% of the shares. The top European outdoor brand Haglofs (match rod) entered the Chinese market in 2012, and chose to cooperate with Sanfo, an outdoor outdoor contractor in China.

"Different food" with different brands of domestic brands

In the past few years, domestic outdoor brands have completed channel construction and brand precipitation.

2014 China sports products industry summit released figures show that in 2013, China's outdoor goods industry shipped 9 billion 680 million yuan, year-on-year.