Analysis: Research On The Development Stage And Business Mode Of Domestic Outdoor Products

In recent years, more and more Consumer Starting to focus on improving the quality of life and pursuing healthy lifestyles, enthusiasm for participating in outdoor sports is stimulated. The scale of outdoor products market is closely related to the popularity of outdoor sports. China's outdoor goods market is booming with the rise of outdoor sports.

　　 The domestic outdoor products industry has gone through three main development stages.

　　 From 90s to 2005 of last century:

A small amount of outdoor products appeared in coastal areas of China. Foundry Enterprise The outdoor products industry has sprouted in China, and the consumers are mainly professional users.

　　 From 2006 to 2011:

The scale of outdoor products in China has increased rapidly from around 2 billion yuan to about 10 billion yuan, with an annual growth rate of over 35%, which is higher than that of the garment industry in the same period. Users are beginning to extend to the mass consumer field.

　　 2012 to date:

Affected by the changes in consumption environment at home and abroad, the industry growth rate has returned to around 25%, and has entered a stage of steady development.

　　 At present, the domestic outdoor products industry mainly has the following four business models:

　　 1, vertically integrated business model

In this mode, the outdoor products enterprises take the integrated operation mode as the main characteristics, that is, to take all outsourcing or partly outsourcing mode of production, logistics mode with their own distribution and logistics outsourcing, and a sales mode combined with franchised stores and direct stores to compete for the advantageous position of the industrial chain, and to maximize the added value of the brand. At present, international and domestic well-known outdoor enterprises basically choose this kind of management mode.

　　 2, single manufacturer mode

At present, most outdoor equipment and equipment enterprises in China still take the ODM or OEM manufacturer's mode to earn value-added profits in the production chain as the main objective. Under this mode, enterprises are faced with continuous invading and fierce competition between upstream raw material suppliers and downstream vertical integration operators, bargaining power is decreasing and profit margins are squeezed.

　　 3, manufacturing wholesale mode

Some enterprises engaged in low-end outdoor products production are generally engaged in their own factories because of their low brand awareness and lack of an independent marketing network. They sell mainly through professional outdoor stores and earn certain profits in manufacturing and wholesaling.

　　 4. Distributor mode

This mode is made by outdoor products companies as distributors. Outdoor products The product adopts buyout sales, and develops and manages terminal sales links. In this mode, outdoor products enterprises adopt chain network to sell and make full use of their professional distribution ability to earn profits in circulation and sales.