Chinese Consumption Concept Is Changing The Outlook Of Outdoor Brand Market.

China is in the period of a tourism outdoors market. Under such circumstances, the outdoor industry will be an industry with unlimited potential for development for a long time. With the brand coming from the outdoor industry in China, we hope that we can seize this good opportunity and adjust the strategy in line with the market changes and develop better and better.

Think about the difference between your parents and your parents in terms of consumption concept.

I want to think about the difference between you two years ago and you before, the difference of consumption concept. Before you, keen to buy clothes, now you are buying more entertainment, music and tourism services.

This reflects the change of Chinese consumption concept.

At present, China

The proportion of money spent on fun is still less than 1/10, compared with 1/6 in the US and Japan.

This shows that outdoor and shopping centers will be more popular in the future.

There are two outdoor brands that consider the value of the signal. One is that outdoor tourism will be more and more popular, and the other is that the shopping center will increase passenger flow.

This can almost lay the sunrise industry status of the outdoor industry, and at the same time, indicate the development direction of the outdoor brand line.

The first batch of outdoor brands in China still exist in the market, Pathfinder, KingCamp, Kailas.

From the international outdoor brands almost monopolized the domestic market in the few years, and the domestic outdoor brands can compete with the international outdoor brands, it has been common development with the domestic outdoor market, each has its own advantages.

It is the most famous and good at marketing; the tent of Mu Gao Di is more recognized; KingCamp specializes in self driving camping equipment, and its products sell well in 38 countries all over the world; Kailas rock climbing products are most popular.

Will they develop well in the future?

Let us first see whether they are forward-looking in terms of lifestyle, including tourism and entertainment.

1, the Pathfinder has invested in Singapore online travel platform Asiatravel, China's old outdoor activities website green field and polar travel agency "extreme beauty". The Pathfinder has taken 74.56% of the world's tourism market at a price of 230 million yuan, no doubt aiming at the cake of mass travel.

2, the most famous category of Mu Gao Di is tents. It is also expanding categories, adding shoes and clothing, equipment and other categories, and expanding market share by expanding the category.

3, KingCamp, this location is quite clear, when everyone is still doing adventure climbing, we have identified a wider family outdoors, and further provide equipment support for this positioning through self driving camping equipment and good quality.

Recently, the KFamily club has also been set up, which also has the intention of layout outdoor tourism. However, it has little momentum and needs to do several major activities to increase its popularity.

4, Kailas, has been developing relatively well, positioning climbing, products are indeed good quality, but also low-key, sponsorship is also related to brand positioning, so in the open circle, word of mouth is very good, but after all, climbing is a niche movement, covering the crowd and the mass travel can not be the same day, but it is also a good choice to be a leader in this field.

From the perspective of online channels, the Pathfinder is undoubtedly the sales champion of domestic brands and even foreign brands. This is related to brand awareness and positioning. KingCamp self driving camping equipment sells well and is well known.

At present, the sales of large shopping centers focus on women's clothing, shoes, accessories and restaurants. Outdoor brands have no obvious advantages, either in terms of quantity or ranking, and the difference between outdoor brands is not so great. Especially if there are more shops on the street, the pressure of inventory and sales is relatively large.

How to digest these stocks is almost a matter of life and death.

Can cross, can be born again.

The above is only a saying in the outdoor industry for a long time, the outdoor brand observation is relatively large.