Why Did China's Total Retail Sales Of Outdoor Products Drop For 6 Consecutive Years?

According to the world clothing shoes and hats net, in January 26th, China

Li Changfa, vice president of business association outdoor products branch (COCA), released the 2017 annual market survey report of China outdoor products at the ISPO sports industry forum.

In 2017, China's total retail sales of outdoor products reached 24 billion 460 million yuan, the growth rate was 3.22%, the total shipment volume was 13 billion 790 million yuan, and the growth rate was 2.61%. After a peak of 59.2% and 50.9% growth rate in 2011, it fell for 6 consecutive years, hitting the lowest growth rate since 2002.

Li Changfa stressed that the data mainly include professional brands and channels, including mountains, hiking, camping and other traditional outdoor areas, excluding skiing, fishing, outdoor air, outdoor, extreme outdoor, and so on.

As a representative of sports supermarket,

Sports plate and so on, so the overall data is conservative.

According to his preliminary estimate, if the above-mentioned sports plates are counted, the scale should be multiplied by 1.5-2 times.

Reasons for growth:

Brand cleaning up inventory and promotion efforts to increase;

Oteri J performed well, shopping centers increased and outdoor stores grew.

Part of the high-end fashion sense brand and the growth of subdivision professional brand;

The electricity channel of equipment brand is growing strongly.

Group buying is getting warmer and the growth of social channels is increasing.

The increase of the number of high quality customers and the increase of customer unit price and joint rate.

The reasons for slow growth are:

Shopping malls compressed outdoor areas, and the trend of small and medium-sized outdoor shops closed shop.

The slowdown in clothing and footwear business is especially related to assault clothing and professional outdoor shoes.

The growth of traditional core outdoor markets (such as camping and mountain areas) is slow or even decreasing.

The squeeze from sports brands and fast fashion brands to the low-end market, for example, refers to the rapid development of Anta's introduction of Kolon and Decathlon in China.

Some new areas (such as children's outdoor) are still in the stage of investment.

In 2017, the number of brands that shipped more than 100 million per year dropped from 22 in 2016 to 20. However, the market share of the billion brands increased to 76.9% in 2017 compared to 76.9% in 2016, which has been increasing for 5 consecutive years. The proportion of shipments has reached a new high of nearly 5 years.

The number of brands declined compared with last year, and the number of domestic brands dropped by more than that of international brands. Among them, domestic brands dropped from 519 in 2016 to 482 in 2017, while international brands decreased by 13 to 443.

International brand and domestic brand market share were basically flat. In 2017, international brands grew faster, market concentration further intensified, and the number of brands above 100 million yuan declined slightly, but the market share increased.

The existing 38.26% research outdoor enterprises layout children's outdoor such a new field.

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From the sales comparison of Tmall's double 11 for two years, the growth rate of outdoor casual shoes is the highest, reaching 52.1%, and the growth of camping / tourist / mountaineering tents, soft shell trousers and down garments is about 25%.

Among them, high altitude mountaineering shoes and ice climbing shoes double 11 sales data fell 37.2% year-on-year, mountaineering shoes / hiking shoes fell 12.3%, off-road running shoes and sports outdoor windbreaker growth was around -6%.

The number of three outlets for outdoor stores, department stores and electricity suppliers has been reduced for three consecutive years.

The shopping mall channels (department stores, Oteri J, shopping centres):

There are many stores in the market pformation, and high volume to high quality.

The growth of orter is good, homogenization, updating and structure of goods are the key.

The single brand of shopping center is difficult to enter, and many brands can be tried.

The ratio of brand direct operation increased and the difficulty of brand management increased.

E-commerce channel:

Traditional brand electricity providers are weak.

The growth of shoes and clothing slowed down, and the consumption upgrading equipment increased significantly.

Consumers are no longer pursuing low prices and consuming from the perspective of consumption.

Hai Tao and illegal / gray channel imports have a greater impact on high-end products.

Community electricity providers grew significantly and their influence increased.

Outdoor professional store:

The main stores are expanding and upgrading, serving high-end people with high-end brands.

Increase experience, upgrade member services and fine management.

There are more stores in small and medium-sized shops. If we do not strengthen our advantages, we will not be able to continue.

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