Outdoor Sports Craze Is Expanding, But Local Outdoor Sports Brands Are Facing Difficulties.

Outdoor sports have gradually become the trend of life for young people. Young people seem to prefer the natural and comfortable feeling of outdoors, abandoning all kinds of distractions and enjoying the baptism of nature.

With the upsurge of outdoor sports, outdoor sports equipment has become the main market for young people to spend. In the past double eleven activities, only 56 seconds have been used. The turnover of sports outdoor industry has exceeded 100 million yuan, and has become the most popular sales category.

It is understood that the current number of outdoor sports in China is about 150 million, and the number of people who participate in outdoor sports is growing by about 12% annually.

From the data point of view, this undoubtedly provides a huge brand for outdoor sports.

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Since 2012, the global sportswear market, which includes high-performance sports wear, outdoor clothing and sports inspired clothing, has grown at a compound annual growth rate of 5.6% and over 180 billion dollars in 2017. The market is expected to reach 215 billion dollars by 2022.

But this huge outdoor sports consumer market does not seem to bring positive benefits to domestic outdoor sports brands. On the contrary, some brands even show a downward trend. For example, the profits of Pathfinder and Mu Gu Di have a downward trend.

In the first half of the year, it seems that Mu Gao Di has been very busy, optimizing production capacity, improving R & D design capability, deepening brand image, strengthening marketing operation management, innovating new retail mode, implementing digital center, and improving the mechanism in an all-round way, so as to provide consumers with high cost performance and professional and fashion.

Even with a lot of work done, the performance of equipment products is still declining, so we have to consider the factors.

With the millennial generation becoming the main force in the consumer market, the product design style of Mu Gao Di is more young, lifestyle and fashion, and more importantly, it extends professional outdoor sports to outdoor lifestyle. The purpose is to attract new generation of consumers to cater for the overall development trend of outdoor industry.

The change of the development mode of Mu Gao Di can be regarded as the whole.

One of the tendencies is that in order to expand the consumption audience, we have to adjust our own mode.

But we can think about it in turn, the new model has successfully attracted a new generation of consumers, but also lost the original consumer groups. The original consumer groups saw that new products were no longer their favorite style, and naturally no longer concerned about the brand products, which led to a gradual decline in the sales volume of the brand.

In the process of brand innovation, we should not only pay attention to products, but also pay attention to the analysis of consumer groups. We should have a comprehensive understanding of consumers, pay attention to market participants in the process of product development, and produce professional outdoor sports products, which may achieve different results.

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In addition, in 2017, the Pathfinder experienced the exchange of blood between management and the board of directors. Wang Jing, the co founder of Pathfinder, returned to be chairman and CEO of the group. He again stressed the importance of "returning to the main business of outdoor products".

In 2015, Pathfinder began to get involved in tourism services and sports, weakening the layout of outdoor products and developing towards diversification.

For the first time in the three quarter of 2015, the net profit of the newspaper Pathfinder showed a downward trend, and has not been improved so far.

As an outdoor product, the Pathfinder abandons the main business. This is undoubtedly a stripping away of the backbone, and the consequences are obvious.

The change of consumption environment, the rapid pition of leisure and fast fashion brands to sports field, and the intensification of sports market competition have given the professional outdoor brands such as Pathfinder, Mu Di Di and Sanfo outdoor a heavy blow, and have also become an important factor in the difficult growth of their performance.

In addition, the serious homogenization of outdoor sports products, the lack of innovative design, sports brand overweight outdoor market and other factors also led to the brand in the market is difficult to attract new consumers.

Despite the strong potential of the outdoor sports market, the market growth is still rather slow.

According to Matt Powell, a sports industry analyst at NPD group, "although the growth rate has slowed down, the performance of sportswear is still better than that of the fashion market."

Because both fast fashion brands and luxury brands are upgrading the sports section. These brands can see a lot of "sports inspired" in the new product launches.

Series, this gives consumers more chances to choose.

With the influx of numerous brands, the competition of outdoor sports industry has gradually entered the stage of brand competition, channel competition and product competition, and outdoor sports equipment has also tended to be a functional set.

The momentum of sexual integration.

Therefore, outdoor brands can no longer be limited to a single aspect, but also need to diversify their competitiveness.

In addition, even if the market changes again, the product is always the root of the market.