Sheng Faqiang: The Shuffle Of China's Outdoor Market Has Not Yet Started.

Sheng Faqiang believes that although the slowdown in growth trend, but China's outdoor industry in the next 5-10 years, annual sales should be able to maintain more than 20% growth, the outdoor industry will enter a steady growth period.

　　 The market is just starting.

According to COCA, China Outdoor Association, China's outdoor retail sales reached 14 billion 520 million yuan last year. Sheng Faqiang believes that compared with the scale and magnitude of the US $640 billion outdoor industry, China's outdoor industry has just started. "The whole industry chain of outdoor travel related transportation, catering and so on has not yet started".

"China's outdoor industry is still at a very early stage, and many outdoor sports have not yet been launched." Sheng Faqiang described the development experience of foreign countries as a way to see that outdoor industries with a per capita GDP of more than 5000 dollars could be formed. Under different GDP per capita, there are different outbreaks of different outdoor sports. "When 5000 dollars, cross country, mountaineering, fishing and photography were popular in previous years; camping and bicycles were around 6000 dollars; canoeing and rock climbing were 8000 dollars; ecological observation and mountain skiing" were more than 10 thousand dollars.

The outdoor industry develops every year with double-digit high growth rate. In the view of strong development, no matter it is the huge gap between the development of foreign outdoor industry and the huge space of domestic outdoor consumption, China's outdoor industry is still in its infancy. For China, such an emerging market, "can accommodate many brands to enter, also attracted many investors' eyes."

　　 Shuffle the cards Not yet begun

At home and abroad brand The outdoor industry began to show signs of "bubble" when competing for the outdoor market. According to the report released by COCA, the total retail sales of China's outdoor goods market last year was 14 billion 520 million yuan, an increase of 34.94% over the same period last year, down from the 50.91% growth rate in 2011. The total retail sales of outdoor stores increased by 12.42% over the same period last year, a marked slowdown. Behind this series of falling figures, there are more than 800 domestic and foreign brand competition.

In the view of Sheng Qiang, slowdown is the normal expression of the law of economic development. For outdoor industry, it is bound to experience this process, but far from the shuffle stage. As for the "Outdoors" craze in China, the "Outdoors" represents more outdoor activities that are more casual, and can be combined with daily life. But now the "Outdoors" is already a misinterpreted word and has been labeled as an outdoor brand which does not attach importance to R & D and function definition. Some outdoor properties, such as waterproof, breathable, fast drying and so on, are not something a casual brand can do.

　　 Depth Marketing

"The growth rate is reduced, on the one hand is the economic law, on the other hand, it is affected by the macroeconomic slowdown." Sheng Faqiang predicted that China's outdoor industry in the next 5-10 years, annual sales should be able to maintain more than 20% growth. Pathfinder hopes to maintain a faster growth rate than the industry's average growth rate.

He analyzed that because the public's awareness and consumption demand for outdoor products are becoming more and more vigorous, the industry will gradually grow steadily.

For the stock problem that the industry is generally worried about, Sheng Fa believes that there is always a deviation between actual sales and forecasts, and inventory is normal within a controllable proportion. The Pathfinder considers the whole chain of sales, supply chain and design side to maximize production and sales.

"From the terminal to the first day of shipment, sales data are real-time mastered. Physical stores will have corresponding strategies to adjust the discount rate of products and sell them out in time. If the sales rate is low, the factory shop will be discounted in a timely manner. He thought that the expansion of the Pathfinder last year has been helped by the increase in the rate of selling out.

Sheng Faqiang believes that for the Pathfinder, the current brand depth marketing may be more important, "for different groups of people to implement multi brand strategy, so that consumers understand the technology content of the brand".