What'S Behind The Outdoor Brands Such As Lining And Jordan?

The weather turned cool and went to the hot season of outdoor sports.

However, a few days ago, the Jilin Provincial Bureau of industry and Commerce inspecting outdoor garments produced and sold in Fujian, Zhejiang and Beijing provinces. The results showed that 60% of the products were unqualified, including famous traditional sports brands.

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And so on.

The industry pointed out that, driven by high profits, traditional enterprises have increased the number of outdoor products. However, in order to save costs, materials are shoddy, production technology is not up to standard, and pursuit of style does not pursue research and development, which has become a widespread problem in the industry, resulting in quality difficulties.

In addition, industry competition intensified, outdoor products for tradition.

The contribution of enterprises is limited, nor can they play a role in increasing sales and profits.

Functional parameters become hard

It was learned that the Jilin industrial and Commercial Bureau commissioned the Jilin industrial and commercial bureau to conduct spot checks on the outdoor garments produced and sold by 13 enterprises in Fujian, Zhejiang and Beijing. A total of 45 samples were collected, 27 of which were unqualified, and the unqualified rate was 60%, of which there were many famous brands such as Lining and Jordan.

In addition, in the 8 batch of sports shoes product disqualified list released by the AQSIQ in September 30th, the outdoor sports shoes produced by the traditional sports shoes brand back force were also announced because the folding resistance performance was not up to standard.

Last year, the outdoor products of traditional sports brands such as Adidas, MIZUNO and other international sports brand giants were also exposed because the products were not up to standard.

It has been learned that the main reasons for the unqualified batch of outdoor garments in Jilin industrial and commercial bureau are functional parameters, unqualified fiber content and unqualified color fastness.

It is worth noting that Jordan and Lining are not qualified for outdoor clothing because of their functional parameters.

Functional parameters include UV protection, moisture permeability, moisture absorption, water penetration resistance, water resistance and quick drying. These parameters are the key to distinguish outdoor sports products from ordinary sports products.

The relevant legal personage said that these parameters will not involve the false propaganda of the product, exaggerating the function of the product, and thus deceiving consumers.

Three reasons for quality failure

With the rise of outdoor sports, on the one hand, Lining, Jordan and other traditional sports brands are spending more on outdoor products, but at the same time, the outdoor products of traditional sports brands have repeatedly hit the blacklist, interviewed the relevant personages of enterprises and industries, and came to the three reasons behind the outdoors.

First of all, a garment industry expert who does not want to be named has introduced that the key to outdoor clothing is different from other clothing.

"Outdoor clothing has a higher demand for fiber materials, and generally uses nylon, because the fabric has excellent durability and the wear-resisting performance is the highest in all kinds of fabrics, and is much higher than that of similar products, and its moisture absorption and elasticity are relatively superior." the clothing expert then said, "the quality of outdoor products is not up to standard, often because the merchant has changed the fiber material into cheaper polypropylene or other materials in order to reduce costs."

It is understood that at present, the market price of nylon per ton is about 10 thousand yuan higher than that of polypropylene.

In addition to material shoddy, production technology is not up to standard is also one of the reasons for the quality of outdoor products.

"The most obvious feature of outdoor clothing products is that its functionality and production process are much higher than that of ordinary casual clothes. However, many sports brand manufacturers have outdoors the concept of outdoor products, but they do not completely achieve the technology of outdoor products. Moreover, if the falling dye molecules or heavy metals are absorbed by the skin through the skin, it will also endanger human health."

The industry insiders said.

It is also learnt that a truly qualified outdoor product research and development must go through hundreds of thousands of material experiments, so as to truly meet the standards of outdoor equipment.

The traditional sports brand can produce many new products in one year. In fact, the outdoor sports equipment has only been imitated in appearance, and has not learned the inside.

Fear of becoming a tasteless product

Even though product quality problems have been detected repeatedly, traditional sports brand enterprises are still keen on outdoor products.

In fact, this is related to the difficulties faced by the traditional clothing industry and the high profit margins of outdoor sports products.

It is understood that in recent years, the days of traditional sports brands are not good. Many enterprises are facing many problems, such as market demand is not strong, production costs are rising, inventory is high, business profitability is difficult, and shops are constantly moving.

Especially in 2013, the domestic and foreign sports brand enterprises had different levels of net profit decline or even loss.

On the other hand, because of the strong functionality of outdoor equipment, the selling price is much higher than that of ordinary clothes.

Statistics show that 4 of the top six brands in the sportswear market are professional outdoor brands, and the average price is 70% higher than that of sportswear.

Take the domestic outdoor brand Pathfinder as an example, the brand's outdoor clothing gross profit rate has exceeded 50%.

Statistics show that the average gross profit margin of the traditional clothing industry can only reach 20%-30%.

There are also people in the industry who have analyzed the importance of traditional sports brands in the field of outdoor sports, but most of the traditional sports brands are facing a dilemma.

Take Lining as an example, the data show that the company set up AI Gao (China) outdoor sporting goods Co., Ltd. in 2009 as well as France's second outdoor brand Aigle International S.A., both sides accounted for 50% of the shares, and Lining was responsible for the production and sale of Aigle brand in the Chinese market.

But in the past five years, Lining's 2014 annual report shows that four brands including lotto, Kaiser, AI Gao and Xin Chao add up to only 113 million yuan, accounting for 1.7% of total revenue of Lining, and 0.5% less than that of 2013.

Public information shows that there are more than 700 brand manufacturers in the outdoor sports market.

And many foreign outdoor brands have been fighting for the rapidly expanding Chinese market.

Statistics show that Columbia, Oryx, wolf claw and other famous international outdoor brands have all entered China, and the sales of these overseas brands have accounted for more than 50% of the total outdoor market sales in China.

Among them, the market share and annual sales of Columbia are the first in the outdoor goods market in China.

The industry believes that the outdoor sports products of traditional sports brands in the future may become tasteless products of their own food, but a pity to abandon them.