China'S Outdoor Goods Market Is Slowing Down. How Can Enterprises Break The Market?

Recently, ISPO Beijing 2018, the fourteenth Asian sporting goods and fashion show, came to a close.

This ISPO has showcased more than 700 brand new products and technology showcases to more than 400 exhibitors from more than 20 countries.

Li Changfa, vice president of China Textile Business Association outdoor products branch (COCA), officially released the "2018 China outdoor products market report" on ISPO.

The report shows that following the growth of the total retail sales of outdoor products in China in 2017, the lowest growth rate since 2002 (3.22%), the growth rate in 2018 continued to slow down, with an increase of only 2.1%, or 24 billion 980 million yuan.

This is also the 59.2% consecutive year of growth rate since 2011, the seventh consecutive year growth rate declined.

Although outdoor products are slowing down, the relevant exhibitors are optimistic about the development of outdoor products in the future. They combine outdoor and fashion to introduce outdoor clothing, layout outdoor sports and other outdoor sports segments, and upgrade products, channels and marketing.

Outdoor and fashion brands launch outdoor outdoor clothing

From this year's exhibition, we can clearly feel the upsurge of outdoor wind in the city, and domestic brands are more active in embracing the urban outdoor wind than in previous years.

In 2018, China outdoor products market report mentioned that in 2018, the outdoor brands were greatly adjusted in style, and a large number of urban and business styles appeared. At the same time, outdoor functions weakened.

Take the outdoor brand, Kai Le Le, for example, the brand's exhibits are mainly outdoor and fashion.

The sales manager told the China Commercial Daily reporter that this exhibition focuses more on urban functional ventilation. "We have maintained outdoor functions and outdoor elements. In addition, after 90, we also introduced urban functions and urban travel wear.

In this exhibition, the series we exhibited is very popular.

She said, "it has been 15 years since Si Kai Le joined the outdoor products industry, and once again repositioning its brand, or adding a new series on the original basis, it is a very meaningful thing."

In addition, the outdoor brand Osprey and Kele stone have launched this year's fashionable city commuter bags, which are both fashionable and functional.

It is worth mentioning that the zipper industry's head brand YKK has also introduced the zipper with printing in China for the first time this year.

Market segments such as skiing, rock climbing and water sports.

China's ski industry white paper (2018 annual report) released on ISPO shows that there are 742 ski resorts in China, an increase of 5.55% over the same period last year, and 19 million 700 thousand skiing skiing in 2018, an increase of 12.6% over 2017.

The ISPO exhibition also specially set up a ski booth, showing many skiing supplies including ski equipment and accessories, skiing clothing and so on.

In the China International Mountain and winter sports Machinery Exhibition (AlpitecChina) held in the same period, many businesses also demonstrated the relevant equipment needed for ski resorts, including snow making equipment, skiing equipment, cable cars and ropeways.

Only a small number of these manufacturers come from China, mostly from France, Italy and other countries. It is undeniable that the ice and snow craze has swept across China, and these businesses have come to China to seek cooperation.

It is worth mentioning that ISPO, in addition to maintaining its own characteristics, continues to give full play to its advantages so as to enable more service enterprises to join them.

In contrast, service enterprises do not have substantive products to show externally, and they promote publicity and services, including events organization, training and education companies and site planners.

In addition to the ski market, rock climbing and Chinese Mountaineering Association jointly released the "2018 China rock climbing industry analysis report", which is also the first authoritative data report in the history of rock climbing in China.

The report shows that China's rock climbing industry is still in the market growth period, the average annual growth rate of the past 5 years is 39%, and will continue to grow in the future. It is expected that in 2025, the commercial Rock Hall will reach 900, and the active rock friends are expected to break through one hundred thousand people.

It is understood that at present, the number of commercial galleries in China has reached 338, compared with 49 in 2012.

Since 2013, the climbing industry has entered the growth period. In the past 5 years, the average annual growth rate of rock houses is 39%.

This trend has also increased the climbing elements over the past two years on the ISPO. There has been an upstream and downstream linkage from rock points to rock walls, climbing shoes, ropes and service providers to the climbing gallery.

It is reported that the agency also introduced eight brands from the United States, Switzerland and South Korea this year.

The report also shows that social capital has little involvement in commercial galleries, and the overall level of service is slightly more extensive than that of developed countries, uneven level of coaches, lack of unified certification system and low efficiency of revenue.

But at the same time, more and more commercial galleries seek solutions through mode exploration, service upgrading, professional upgrading, hardware upgrading, and information upgrading.

The report also points out that rock climbing is actually the most popular extreme sport, and the consumption potential is not fully released due to the insufficient supply capacity of the supply side at present.

Exhibitors want to upgrade their products, channels and marketing in an all-round way.

A regional sales manager of outdoor lighting brand nite Cole told the China Commercial Daily reporter that the product is the first, and every year the product will have great technological innovation, which also forms an industry barrier.

In addition, the outdoor sports concept of consumers is constantly forming. As long as the products of each period are suitable for consumers' needs, consumers will still buy suitable products.

Outdoor sports glasses brand special sales staff said that now the electricity supplier channels may have a certain impact on the offline stores, the company is also thinking about how to adjust, and will follow the market trend in the future to do some community activities and actively explore new retail mode.

In fact, I think the outdoor sports market is not sluggish, the crowd is still growing, including outdoor can also be more widely defined, the traditional outdoors may be more restricted in the area of hiking and mountaineering, but I think the concept of outdoor can be extended to such sports as running and riding, so that the audience will be more extensive.

These people said.

Narid, the mobile lighting manager, said that the current downturn in outdoor products sales should be related to the positioning of some brands, because users' choices are becoming more and more diversified, and brands need to adapt to them.

"At present, our marketing ideas are more to get the online and offline chains open, and we will try more. From the traditional marketing level, we will do all the work, including the SEO of the website, the operation of the community, the promotion of regular activities, and the brand PR."

He said, "in 2019, we will combine online traffic and offline traffic, believing that this will help improve product sales."

He said that for outdoor industries, brands hope that everyone can vocalizations from the perspective of the industry and bring the new user groups to the outdoor industry. Therefore, all brands need to think about how the industry should innovate and how to better spread the lifestyle and values.

Author: Jie Yu Xing