China'S Outdoor Leisure Market Has Potential Advantages Comparable To The European And American Markets.

Outdoor leisure activities are accepted by the society as positive images. New consumers continue to join, and the consumption depth continues to improve. China's outdoor leisure market has the potential advantages comparable to the European and American markets.

First, from the perspective of the development of the times, outdoor leisure meets the rigid demand.

Michael Dower (1965) called people's demand for leisure and recreation as the fourth wave after the industrial revolution, railway development and automobile spread (The Fourth Wave).

According to the experience of western developed countries, when a country's per capita GDP reaches US $5000, people's consumption ability is increasing day by day. People's leisure needs will develop in depth and present a trend of diversified development, and the society will enter a mature leisure tourism economy.

According to the per capita GDP standard, China is in the stage of consumption upgrading of per capita GDP1000-3000 dollars, and some cities and social strata advance into the stage of consumption diversification (GDP4000-10000 per capita). Leisure will become a rigid demand in our country, and the society as a whole will enter the era of national leisure.

The state is paying more and more attention to guaranteeing citizens' right to enjoy leisure.

China has promulgated the outline of national tourism and leisure (2013-2020 years). According to the spirit of the document, the system of paid annual leave for employees in China will be basically implemented by 2020.

The outline of national tourism and leisure (2013-2020 years) emphasizes the promotion of public awareness of leisure, the implementation of paid vacation system, the protection of national tourism and leisure time, the improvement of national leisure consumption ability, and the promotion of facilities for national tourism and leisure facilities. The purpose is to make leisure more conducive to people's livelihood and enable everyone to enjoy leisure life.

The national development and Reform Commission, in its guidance catalogue for industrial restructuring, has also made clear that it is necessary to encourage the development and marketing of outdoor activities such as leisure, mountaineering, skiing, diving, and adventure.

The next ten years are expected to reach US $10000, and outdoor activities corresponding to this stage will soon become popular.

Mark Penn (2008) believes that there is a "small trend" in the world: in the 300 million population of the United States, as long as 1% (3 million) of the population are similar or similar in values, habits, behavior patterns and even physical characteristics, they constitute a group, and the group has a common demand that the society can not meet before, which constitutes a "small trend".

In Mark Penn's view, the biggest trend in the world today is the formation of these "small trends".

Those small but dynamic new social groups are playing a more and more important role in social development.

At present, China's outdoor leisure group is undoubtedly a "small trend", but this "small trend" is becoming a big industry in the future.

The US Outdoor Industry Association (OIA) research report shows that the number of people who participate in outdoor activities in the United States reaches more than 140 million a year, and can provide about 6000000 people with jobs. The comprehensive economic value of the United States is up to US $730 billion.

According to Samsung

According to the Institute's research report, the annual per capita consumption of outdoor products in Korea is about 600 yuan, and the related expenditures in the United States and Europe reach 530 yuan and 260 yuan a year respectively. Outdoor leisure consumption has gradually increased to the mainstream consumption trend.

According to the annual report statistics of China Textile Association outdoor products branch (COCA), as a whole, the outdoor products market in China has maintained a relatively high growth rate in 2013, with 18 billion 50 million of the outdoor industry retail sales and 24.3% of retail sales year-on-year, which has been a high-speed growth of the outdoor products market for five years in China.

Although China's outdoor leisure industry has shown a strong momentum of development, it is still in the initial stage of industrial life cycle. The effective demand of industry has not yet been fully developed, and the scale economy of the industry has not formed.

Although the scale of China's outdoor leisure market is quite different from that of developed countries such as Europe and the United States, with the overall good of the political, economic, social and cultural environment, the natural and healthy lifestyle is increasingly popular among the people. The boundaries of outdoor leisure groups are clearer and clearer. Outdoor leisure activities are accepted by the society as positive images. New consumers continue to join, and the consumption depth continues to improve. China's outdoor leisure market has the potential advantages comparable to the European and American markets.

Three, from the perspective of brand ecology, outdoor brand presents Pyramid pattern.

With the booming of outdoor leisure market in China, outdoor

The number is increasing year by year, and the emerging local brands are emerging one after another.

In 2013, the number of outdoor brands in China's market reached an unprecedented 891 (an increase of 8.26% over the same period), including 458 domestic brands (13.09% year-on-year) and 433 foreign brands (an increase of 3.59% over the same period).

Its growth rate slowed down compared with 2012, mainly due to the turbulence pattern of the outdoor market in 2012, which made the brand entering the outdoor industry blind.

Foreign brands entering the Chinese market are mainly in Europe and North America.

The growth of domestic brands is mainly OEM pformation brand and network brand, but also some poor performance brands withdraw from the market.

From the perspective of brand ecology, China's outdoor leisure brands are showing the trend of Pyramid, and the market presents a pattern of echelon development.

In the eyes of consumers, the so-called high-end outdoor leisure products are mostly monopolized by foreign first-line brands, followed by foreign two or three line brands and a few domestic brands occupy the high-end outdoor market, while most domestic brands compete in the "Red Sea" of the low-end outdoor market.

A few outdoor brands have won the market for the time being, while most brands are still in fierce competition, especially for some small and medium-sized outdoor brands.

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From the perspective of market concentration, China's outdoor industry echelon has been formed, the gap between brands is more and more obvious, and the degree of concentration is further improved.

In 2013, shipments exceeded 22 million brands, 5 more than last year, 50 million more brands (including billions of dollars), 37 more than last year, more than 30 million brands, 63, an increase of 11 over the previous year, 77 brands over 10 million, an increase of 10 million over the previous year.

From the ratio of shipments, 22 brands accounted for 55.36% of the total volume, and 37 of the 50 million brands accounted for 66.94%, while the 63 brands accounted for more than 30 million of the total shipments accounted for 76.05%.

It is worth noting that China's outdoor leisure industry is in the low end of the global value chain division of labor. Local brands are mostly at a disadvantage in R & D and product innovation. To get rid of the trap of low-end locking effect, we need to make breakthroughs in key elements such as R & D investment, marketing innovation, brand culture and so on, and focus on resources to create core competitiveness.

Four, from the perspective of leisure industry, diversified echelon consumption will emerge.

People will have different ways of leisure in different life cycles.

As Lin Yutang said, leisure life is not the exclusive right of the rich and the successful, but a product of wide mind.

Although outdoor leisure activities are restricted by many factors such as status, status and wealth, people of different social strata can find their own way and find outdoor sports and leisure activities that are suitable for themselves and blooming their lives.

Specifically, the following trend of demand tends to emerge more strongly:

(1) the need to return to nature: in the process of modernization, industry takes the place of agriculture, cities replace rural areas, artificial environment takes the place of natural environment, keeps people away from nature and produces desire to return. Environmental awareness caused by environmental deterioration also makes green natural outdoor sports popular with natural forces such as sunlight, air and water.

(2) challenge self's demand: modern social changes have greatly changed people's life style, life consciousness and leisure mode.

Personality development and self actualization have become the main demands of leisure life.

In terms of sports, extreme sports, which aim at challenging themselves and realizing themselves, are highly respected.

People pursue their sense of stimulation and achievement, relax their body and mind, emancipate themselves, build confidence and develop their individuality.

(3) the demand for social interaction: the outdoor sports activities such as family outdoor recreation, community or club leisure will grow steadily.

Leisure families aim at cultivating family members' calmly mental attitude and promoting family members to live in harmony.

The leisure community refers to the group of "donkey friends", which is based on the common preferences and experiences, flexible and effective use of a variety of social tools and social supplies to gather together, share and cooperate, carry out the leisure activities collectively, and obtain ideal leisure performance.

(4) pursue health needs: according to the survey conducted by CCTV, health exceeds money as the first factor affecting happiness.

Modern social work and social pressure are greater than traditional ones. People need to rest and health care to restore physical and mental health.

The rigid demand for fitness, health and fitness has been expanding.

Outdoor sports is an important active leisure lifestyle. It has unparalleled fitness and mental health values.

In the future, people will pursue health more. Health protection will become the primary goal of people's life values.

(5) the demand for cross Convergence: the cross combination of leisure activities enhances the cultural, entertaining, humanized and life oriented activities of outdoor sports, and ultimately strengthens the participation of outdoor sports.

The trend of outdoor leisure development in the future will be further strengthened, so that outdoor sports can be integrated into all aspects of people's leisure life and become more popular and regular.

(6) outdoor education needs: outdoor sports belong to leisure activities that must be learned.

Outdoor sports, as a form of playfulness of basic life skills such as walking, running, jumping, climbing, climbing and so on, have become a knowledge.

How to have fun, play healthy and play science, we must learn the scientific knowledge of sports and master the correct methods of movement.