Three Major Sales Channels For Outdoor Independent Brands

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The sales channels of independent brand businesses include: shopping malls, professional outdoor stores and e-commerce. Among them, the mall is the most important sales channel for outdoor products market, occupying 7 of the retail market share of outdoor products market.

What changes have taken place in these channels in recent years?

Shopping mall

For a long time, due to the shopping habits of consumers in China, shopping malls have attracted consumers by their comfortable shopping environment, convenient geographical location, complete commodities and good reputation, making shopping malls become the main sales channels of outdoor products industry in China. As of the end of 2013, there were 7716 shopping malls in China.

However, with the gradual maturity of the industry, the limited business area and high operating cost of shopping malls have become the main development drawbacks. The growth rate of shopping malls in the past three years has been gradually decreasing.

In 2011, 2012 and 2013, the growth rate of shopping malls in China was 89.15%, 50.67% and 29.42% respectively.

Professional outdoor shop

Professional outdoor shop is an important way of sales in outdoor products industry, and is also a very important guided sales mode in the early development of the industry.

In recent years, the outdoor products industry in China has gone through the process of specialization and popularization. The mass market has developed rapidly and has gradually become the main outlet sales channel for outdoor products. However, from the long-term development of the industry, professional outdoor sales, multi-dimensional product display, rich customer experience and multi-level extension services are difficult to replace other sales channels.

At present, China's professional outdoor stores are also developing towards the trend of chain and large-scale.

With the increasing number of Internet users in China, online shopping channels have become a new channel for retail enterprises, including outdoor brand enterprises.

According to the statistics report of China Internet Network Information Center (CNNIC), as of June 2014, the number of Internet users in China reached 632 million, an increase of 14 million 420 thousand compared with the end of 2013.

The popularity rate increased by 1.1 percentage points to 46.9% at the end of 2013.

As of June 2014, the number of online shopping users in China reached 332 million, an increase of 29 million 620 thousand compared with the end of 2013, and the proportion of Internet users in China's Internet shopping increased from 48.9% at the end of 2013 to 52.5%.

Facing the huge online shopping users, the main outdoor goods brands have started to operate e-commerce business. It is expected that with the development of electronic commerce, consumers are increasing the acceptance of online shopping, and the share of online shopping channels will be further expanded.

According to COCA data, the total retail sales of network channels in 2011, 2012 and 2013 were 890 million yuan, 2 billion 650 million yuan and 3 billion 560 million yuan respectively, the fastest growing retail outlet for outdoor products market.