2015 Outdoor Footwear Industry N Events You Have To Know!

In 2015, foreign brands entered the country, the wave of shops opened, the emergence of "joint stock system" outdoor stores, brand renaming, and outdoor brands seeking new development in their own way; outdoor +, youth outdoor has also become a hot topic in the industry; the success of Beijing Shundong Olympic Games is undoubtedly this year.

The top priority will drive the development of the outdoor industry in the next few years.

1. Shen Winter Olympic success, brand overweight outdoor ice and snow industry

In July 31st, China won the right to host the 2022 Winter Olympic Games.

It is estimated that the Winter Olympics will involve more than 300 billion yuan of income from other related industries driven by ice and snow sports.

Taking advantage of this opportunity, the brand has also stepped up the outdoor industry.

Burton works hand in hand to create children's snowsuit; the Pathfinder goes hand in hand with Xia Yu to push new ice and snow products, to launch the ice and snow market, and to invest in the construction of ski resorts. The traditional travel agent Kaiser tourism introduces a brand new brand - "skating all over the world" to provide consumers with high-quality outbound skiing service.

Comment: ice snow sports industry chain is long, involving ice and snow fitness and leisure, venues and ancillary facilities, equipment and equipment development and production and sales, event training and related industries, the market is broad, and the development space is huge.

In the aspect of ice and snow sports equipment, if domestic brands want to compete with famous brands abroad, they should form their core competitiveness, pay attention to the cost performance of products, and provide better services for consumers.

At the same time, we need to grasp the situation accurately, carefully layout and not rush forward.

2. outdoor brand performance is mixed.

This year, Columbia Co. recorded a record $767 million 600 thousand in the third quarter of, up 13.7% from a year earlier of $675 million 300 thousand, and operating profit rose 35% to 132 million 300 thousand US dollars.

Sales of The North Face have been growing at a high level, increasing by 6 percentage points in the third quarter, Timberland in the third quarter and 11% in the third quarter, respectively. The net sales of the Amer Sports third are 714 million euros and the gross profit margin is 47%.

In the first three quarters, the Pathfinder company achieved net profit of 147 million yuan, down 17.88% from the same period last year. The negative impact of the exchange rate on Mammut declined by 4.2% in the first half of the year, and the poor performance of Quiksilver second quarter. The operating income decreased from 396 million 900 thousand US dollars to 333 million 100 thousand US dollars, and the company's previous performance expectations were cancelled.

Its Deckers Outdoor, which owns many outdoor and leisure brands, has lost 3% of its second quarter earnings.

Comments: in 2015, the cold war in the outdoor industry seems to have not yet been completely outdoors.

Several of them are happy and anxious, but competitive brands can still rely on their own advantages and achieve outstanding performance.

With the promotion of national policies, the outdoor market will also be warmer.

3. Sanfo outdoor rough road

Sanfo outdoor, the first outdoor retailer in China, has finally landed in the capital market.

In July 6th, Sanfo announced that it had decided to postpone the subsequent issuance due to the recent market volatility.

In November 6th, the securities and Futures Commission announced the resumption of 28 new IPO shares, and Sanfo outdoors was on the list.

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Comment: as the first outdoor retailer in China, Sanfo outdoor IPO has attracted much attention.

Prior to the IPO was postponed, in the background of cold business, slow revenue growth and declining net asset yield, Sanfo's outdoor future is worrying.

Now Sanfo's outdoor listing has entered the countdown, and the three year listing is coming to an end.

4. Pathfinder leads double 11 outdoor rankings

This year's double 11, foreign brands occupy the top ten of outdoor categories.

2015 Tmall double 11 outdoor sports trading index TOP 10 are: Pathfinder, camel, The North Face, Jackwolfskin, Columbia, Pelliot, Discovery Expedition, Tim Pak LAN, CAT, Decathlon.

This year's outdoor competition is particularly fierce, and the Pathfinder leads the camels, blocking the camel's crown road.

The Pathfinder group fought 24 hours with its two major brands, and finally defended the outdoor category champion with a total turnover of 173 million.

Commented: for many outdoor brands, double 11 is a sales opportunity that enterprises can't miss, so they all use the killer trick to strive for an opportunity for themselves.

Although the Pathfinder and camel outdoors have achieved good results in double 11, the strength of foreign brands can not be underestimated. It seems that the domestic brands will have to wait for time to get even with them.

5. outdoor brand seeks new development by changing its name.

Prior to that, Toread Outdoor Products Co officially renamed "Pathfinder holding group Limited by Share Ltd". Under the tide of the Internet, Pathfinder clearly defined the core of "user management" and formally established three major outdoor, tourism and sports groups. The original brand name of Chery campsite, "SMSC Sun Moon Star", was officially renamed "camping". This year, SK TRIP (Lion Brand outdoor) gradually adjusted the brand name to "lion tribe" and upgraded the brand in an all-round way.

Comments: with the continuous development of enterprises, brands are constantly looking for their own position. The renaming of Pathfinder, Chery camping site and Lion Brand tribe can help enterprises to identify the direction of development and provide consumers with more accurate services.

However, if the brand is renamed, if the publicity is not in place, it will often confuse the consumers, so it needs a gradual process.

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6. foreign outdoor brands are stationed in China.

In 2015, foreign outdoor brands also stepped up their expansion trend and entered China in succession.

NONAME, a professional sportswear brand from Nordic Europe, entered China in a low profile.

In addition, ARCTERYX, Patagonia, Patagonia, France, Sweden, Fjallraven and THULE have joined the wave of opening stores in China. Patagonia

Comments: foreign brands stationed in China open shop, indicating that China's outdoor industry still has potential room for development. With the success of Shen Dongao, China's outdoor industry will usher in a new round of development momentum in the next few years.

When foreign brands enter China, we need to fully understand the needs of Chinese consumers and plan in combination with reality. Domestic enterprises should also focus on building their own core competitiveness and seek opportunities for development.

7., the development of local outdoor brands and the joint stock system.

By the end of the year, Tianfeng Valley, the first multi brand outdoor collection store in China, was launched.

Tianfeng Valley collection shop brings together DZRZVD (Du Jiadi), snow front knight, new west wolf and many other local outdoor brands.

Unlike Sanfo, Tu road and other brand agent operation mode, the biggest highlight of "Tianfeng Valley" is the partnership system.

Under this innovative mode, the product is directly from the manufacturer to the store and then to the consumer. In the sales link, the expenses and profits of the franchisee are saved.

So, brand

It not only avoids the risk of arrears, but also reduces the expenses.

Compared with consumers, they can also buy outdoor products with high cost performance and multiple choices.

Comment: the compound multi brand outdoor collection store mode is an attempt of innovation and win win for enterprises to seek development.

How to integrate differentiated products and meet the needs of consumers to maximize the development of complementary channels under the same roof and how to balance the interests of all parties are the problems that enterprises need to solve in the future exploration.

8. outdoor industry set off the "outdoor +" revolution.

In July, the first ISPO SHANGHAI products covered outdoor, health and fitness, running, extreme sports, sports fashion, water sports, tourism services and functional fabrics and other fields.

Happy fox Actionfox, one of the highlights of this exhibition, is hat products, which are divided into cross-country running, riding, urban leisure running and so on.

The 10th anniversary Asian outdoor exhibition has also expanded the size of the running area.

Commented: after the entry of outdoor sports into such new sectors as "tourism service", "urban fitness", "water sports" and "sports trend", the traditional boundaries are broken, and are no longer confined to a single field.

With the change of audience's consumption demand and marketing mode, there is also an outdoor + revolution in the outdoor world.

9. outdoor brand overweight youth outdoor market

On the 23-26 day of July, the 5 outdoor exhibition hall of the Asian outdoor exhibition opened the "outdoor area for children". The Finland outdoor brand Reima was first exhibited.

At the ISPO Shanghai Summer Exhibition this year, the Chinese children's outdoor development forum was set up. At the meeting, Hong Qinming, the deputy general manager of CAMKIDS, proposed the idea of establishing the "youth Outdoor Association".

CAMKIDS is constantly looking for opportunities to help the youth movement. The 2015 "CAMKIDS" Cup National Youth Dry Ice Hockey Championships sponsored by CAMKIDS also opened at the ISPO Shanghai exhibition.

Comments: in recent years, with the development of outdoor industry, the word "household two generation" has become a popular vocabulary for outdoor users. Outdoor brands have stepped up the youth outdoor market.

I believe that with the development of China's youth outdoor market, more and more children will join in outdoor sports, and children's outdoor market will have broad prospects.