Pathfinder Enters Specialization Stage

Due to the constraints of domestic retail environment, the saturation of core cities and the impact of online shocks, the growth of domestic outdoor products market has slowed down significantly, and the international outdoor brands have begun to accelerate to enter the Chinese market, and competition has intensified.

Domestic outdoor products began to enter a slow growth stage. Sheng Faqiang, the chairman of Pathfinder, said in an interview with the media that the domestic outdoor equipment market will enter the stage of professional development and gradually mature.

Pathfinder recently introduced into joint ventures

Brand, Sheng Qiang said that the future of the Pathfinder will mainly build an electricity supplier based on outdoor service platform to provide consumers with the most comprehensive outdoor brand equipment, rather than a single brand, such layout is the layout of the whole outdoor sports market more three-dimensional ecosystem.

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It seems that with the general improvement of the quality of life of the Chinese people, consumers are paying more and more attention to the fashion characteristics of outdoor products, the brand connotation of their products and the international attributes of their brands. DiscoveryExpedition's brand positioning just satisfied the consumers' pursuit and achieved results.

Sheng Faqiang believes that although there is a slowdown in growth trend, but China

In the next 5-10 years, annual sales volume should be able to maintain more than 20% growth, and the outdoor industry will enter a steady growth period.

Statistics show that China's outdoor retail sales amounted to 14 billion 520 million yuan last year, according to COCA, an outdoor products branch of China Textile Association.

In the industry's view, compared with the scale and magnitude of the US outdoor industry's 640 billion US dollars, China's outdoor industry has just started.

When domestic and foreign brands compete in the outdoor market, outdoor industries begin to appear "bubble".

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.

Slow growth is a normal manifestation of the law of economic development. For outdoor industries, it is bound to experience this process, but far from the shuffle stage.

According to the insiders, the domestic outdoor market is becoming more mature, and most foreign brands enter China to prefer domestic brand agents who know more about the local market.

In October last year, the Nordic outdoor brand OneWaySport signed a cooperation agreement with the domestic sports brand 361 degrees, and established a joint venture to expand its Greater China market.