Outdoor Industry Keywords: Cross Boundary Slowdown Recognition And Complementarity

Outdoor is a function of emphasis, and its own technology and environmental protection elements will be welcomed by the market, but whether it is casual outdoor or outdoor fashion more represents a style.

Crossover tide

To enter the outdoors with a high profile is one of the most important aspects of the outdoor industry in 2014. First, Adidas, Lining, and then announced the establishment of a joint venture with the famous Nordic sports brand OneWaySport to enter the high-end outdoor products.

The outdoor products industry has been driven up in the depressed market, and has grown in an adverse trend, attracting all kinds of people to swarm in.

Accompanied by the inevitable development will be a surge, over development, low-level competition, product homogenization and other industries hidden dangers.

Analysis: at present, Crossover is a fashionable hot word. In fact, with the fierce market competition and diversification, it is difficult for us to define the nature of an enterprise or brand according to the nature of traditional industries.

Transboundary will continue to be the trend in the visible future.

In the future, children's products cross border children's outdoor activities and outdoor sporting goods are a normal process.

Slowdown

Over the past two years, the growth rate of the outdoor industry has begun to drop. Some brands have disappeared in the tide.

The threshold is getting higher and higher. Although there are still some clothing and foreign trade enterprises entering the outdoors through cross-border pformation, there will not be a large number of brands emerging.

The overall market performance is slowing down. As an industry barometer, outdoor exhibitions are not as hot as in previous years, and some brands are also shrinking.

In addition, the industry has formed a certain threshold. The top ten brands in the market are basically determined, and the echelons of the four major industrial bases are also formed, and each has its own representative brand, which is a pressure for the newly entered brand.

Most importantly, under this pattern, the cost of brand building has been greatly increased, no matter whether the industry is promoting the scarcity of resources and the cost increase is large, or a large number of high-quality channel resources have been carved up by a certain brand.

Analysis: under the situation of slowing industry and increasing the threshold, the number of new brands will not be so much, and there will be no more fanatical forces to enter the outdoors. The development of the industry has a one-sided trend. It has great advantages for the top ten brands that have established their positions.

Recognition and complementarity

Domestic outdoor brand names are recognized by more and more consumers, and the market will be bigger and bigger. We believe that this trend will continue to deepen with the continuous strengthening of domestic outdoor brands.

In addition, fashion outdoor and professional outdoor are not two polar relations, outdoor is based on function and profession, fashion is an element in outdoor, is a supplement, is one of the manifestations of diversification, the two complement each other, are mutually infiltrated and promoted.

Analysis: there is no way to distinguish between professionalism and fashion. Outdoor functions and fashions do not conflict. They are constantly evolving and permeating each other. Of course, outdoors is based on function first.

With the popularization of outdoor products, domestic brands will face greater market opportunities in the future.

Diversification of market demand

Like professional outdoor, it is to satisfy different consumption needs. If the market is full of professional things, it will not sell. This market space is too limited.

Analysis: outdoor is a very fashionable thing. It is a lifestyle that represents fashion, enjoyment and taste. Now outdoor is not necessarily exploring in the wild, it is hard to work hard, and there are many things to relax, relax and entertain.

Conclusion: the next ten years will be

During the shuffling period, we believe that the survival rule of the fittest and the market rules retained by the strong will end the disorderly competition.