Analysis Of Domestic Outdoor Products Market From Three New Three Boards

Outdoor industry is a rising sunrise industry. As an important branch of sports, outdoor sports are more and more occupying people's eyeballs.

Starting from the three listing of sports, this article tries to comb outdoor products in the domestic outdoor brand.

Three new billboards from the outside

Three founded in March 26, 2012, it was mainly engaged in outdoor leisure and sportswear design and sales.

According to the listing information disclosed in the national share pfer system, the Changning District SASAC is the three outdoor controller.

The company lost 255 thousand yuan in 2014 and made a profit of 552 thousand yuan in 2015.

The company's operating profit increased by 121.67% over the 2014 year in 2015.

The gross profit margin of main business in 2015 and 2014 was 57.42% and 51.61% respectively.

Current market conditions

Current domestic

Market, due to the influx of international brands, competition among brands has intensified.

From 2000 to 2014, the total retail sales of domestic outdoor products increased by 42% every year, and the total retail sales in 2014 amounted to 20 billion 80 million yuan.

Compared with China's huge consumption population, the current scale of the industry is still very small, and more and more brands and products are beginning to emerge and develop rapidly.

In the first quarter of 2016, the frequency of capital financing in outdoor market accelerated. Columbo listed new three boards, 18 million A round financing, 300 million yuan A financing and 32 million yuan A round financing for wearable equipment brand bong.

Plus the Pathfinder, Sanfo outdoor and other listed companies in various fields of continuous layout, outdoor products market is still hot.

Development of outdoor products market in China

1, the initial stage of germination

Before 1990s, the concept of outdoor sports did not have much influence in China. Mass consumers' cognition of outdoor sports and outdoor sporting goods was almost zero.

There are few outdoor products manufacturers. Some outdoor sports professionals mostly choose foreign brands.

After 90s, some domestic outdoor manufacturers began to pform and gradually formed their own manufacturers.

But the products produced at that time were just in the initial stage of imitation, and the quality of products and professional performance were far from the international level.

2. The entry of overseas brands

In 1995, the first overseas outdoor product brand entered China and developed well. An upsurge of overseas outdoor brands entering China was also set off.

During this period, they are mainly located in the north and the first tier cities.

With advanced technology and good development concept, it has occupied a certain amount of market share.

Foreign outdoor enterprises mainly expand in the form of exclusive stores, but because of the small volume, the market is not standardized, consumers' cognition is limited, many stores are facing the danger of being eliminated.

In order to change this situation and expand sales, early stores began to integrate sports and leisure products into products, while strengthening services and constructing outdoor clubs to enable users to have a deeper understanding of outdoor activities, thus forming a group of potential users.

3, the strength of local brands and the widening of channels.

After 2000, domestic outdoor sports enterprises began to emerge in large numbers, and enterprises began slowly from single production enterprises to private brand building.

This is the time when the domestic economy develops rapidly and people's consumption concept begins to change slowly. The market demand of outdoor products has been improved.

Domestic brands continue to pay attention to brand promotion to seize the opportunity.

In terms of sales channels, with the expansion of consumer groups, the original store mode has been unable to meet the market demand of developed areas. Outdoor stores have begun to seek new breakthroughs. First, they are developing to chain based on their own resource advantages; two, they are stationed in local shopping malls, outdoor goods stores and shopping malls as the two main channels for outdoor products sales in China.

4, the differentiation and development of outdoor products

By 2005, the influence of outdoor sports has been expanding.

Popular outdoor sports products are popular among people.

Outdoor sports products are gradually graded.

A number of highly specialized brands are still clear about their professional development direction, targeting the consumer groups as professionals.

The majority of product lines are more comprehensive outdoor brands will focus on a broader mass consumer groups, products are increasingly blended into the elements of everyday leisure.

In terms of the concept, the major brands constantly generalize outdoor sports and combine with some fashionable concepts.

It also provides an extension for some less professional enterprises.

The new idea makes outdoor products more categories, and consumers choose a wider range.

5, the future of domestic outdoor products market

The outdoor industry in China is still a new rising industry with rapid growth.

At present, the domestic market of outdoor products has exceeded twenty billion.

In 2012, 2013 and 2014, the total retail sales of professional outdoor sporting goods in China amounted to 14 billion 520 million yuan, 18 billion 50 million yuan and 20 billion 80 million yuan respectively in three years.

In 2013, the growth rate was 24.31% in 2014 and 11.28% in 2014.

Compared with the developed markets such as the US and Europe, there is still a certain gap in the outdoor products market in China.

For example, in 2011, the scale of outdoor products in China was about 10 billion 700 million yuan, while the market size of the developed countries in Europe and America was 180 billion yuan.

Secondly, according to the consumption types of outdoor products, the consumption of outdoor products is mainly concentrated in basic outdoor sports such as hiking, mountaineering, photography and fishing, while outdoor equipment consumption such as camping, raven camping, etc. is relatively low.

How will outdoor products enterprises develop better in the future?

1, focus on market segmentation.

Although domestic outdoor products are expected to have good future and huge consumption potential, the domestic outdoor products enterprises have already started fierce competition.

Some enterprises with small scale and no core technology are also at risk of being eliminated.

As the technical threshold of garment industry is not high, there are more and more industry participants, reaching more than 800 in 2015.

Domestic brands such as Pathfinder, Sanfo outdoor and other listed companies are strong. Foreign brands such as North, wolf claw, and Oryx have their own core technology and many supporters.

The outdoor industry will gradually become a red sea from the original blue ocean.

Outdoor products enterprises, especially those small and medium enterprises, want to be washed away in this wave and concentrate on the field of subdivision. This is a feasible way to maintain the uniqueness of their own brands. Based on the idea of "Outdoors", we should make deeper marketing, dig out new consumption highlights and seek new directions for development.

In the future, with the improvement of subdivision of national income and outdoor consumption, outdoor sports such as camping, cycling, skiing, surfing, rock climbing, and self driving cross-country will gradually become popular. Outdoor consumption market in these areas will also become a sales growth point.

Under the background of the continuous development of the Internet industry nowadays, the traditional single entity store management mode has gradually not adapted to the change of people's consumption pattern.

In the first half of this year, Wei Qinghua, the chairman and general manager of Columbo, the outdoor goods company, was less than 5 months old when the company launched the new three boards. He sent 42% of his holdings to a Asset Management Co in Shanghai and resigned from the position of chairman and general manager.

Columbo focuses on the traditional entity store mode, but the efficiency of single store is not ideal enough to meet the capital requirements of the company's normal operation.

This also provides a reference for other outdoor Enterprises: offline stores need better integration with online.

According to the Research Report of China's clothing e-commerce industry, the overall scale of the apparel online retail market will reach 519 billion 500 million in 2014, and the proportion of the online shopping market will remain at around 27%. Clothing occupies the largest proportion in online shopping, and online shopping as a huge consumer market has no doubt about its status.

Therefore, traditional outdoor enterprises must attach importance to online development.

The promotion of e-commerce brand is much faster than the traditional offline brand, and the promotion cost is low, the operation is flexible, and has the advantage of good interaction.

Online sales, offline experience, online slowly began to become an important consumer terminal.

3, innovative business models, brand cooperation and win win.

The survival of the fittest of enterprises is a natural economic law. In the face of more and more brand competition, finding new business models is undoubtedly an important breakthrough.

Because of the high price of professional outdoor equipment, there are more and more innovative forms of rental and sharing of outdoor products in recent years.

For businesses, outdoor products rental mode is also conducive to outdoor sports and equipment to allow more consumers to accept and recognize.

Many consumers know about outdoor products through leasing and other forms, and are likely to become more advanced players. Naturally, they will also buy more outdoor products.

In addition,

It will also become a new business mode.

Brand collection stores in Europe and the United States are a relatively mature business model, which has just started in China.

Each brand can cooperate and operate together to reduce product repetition rate.

While reducing costs, enterprises can also help consumers find the products they want faster.

So over the past few years, multi brand stores have become a trend in China.

Outdoor sports products developed rapidly in China from 2010 to 2014.

Even in non outdoor sports venues, such as streets, shopping malls and other places, the frequency of outdoor clothing is increasing.

Over the past two years, sales of outdoor products continued to grow, although the growth rate dropped slightly.

According to the China outdoor market survey, outdoor sporting goods accounted for 13.80% of the total retail sales of sports goods to 19.90%.

130 million of the total population in China carried out outdoor activities such as hiking, outdoor recreation and so on, accounting for 9.50% of the total population.

In the face of the broad market prospect, enterprises should pay attention to the outdoor sports themselves besides paying attention to the products themselves.

As mentioned above, at present, the domestic level is not high, and the consumption level is not obvious.

Outdoor enterprises can provide consumers with opportunities to understand and experience more colorful outdoor projects through publicity and teaching, outdoor social networking and sports events.

Not only simple hiking, mountaineering, but also interested in camping, rock climbing, sea fishing and other outdoor areas, such customer groups will become more loyal and sustainable.

After all, athletes are more dependent on sports products.