Brand System Power Will Spawn Outdoor Brand (1)

China outdoor sports brand strategy report

In September 2009, the industry's first outdoor brand "Pathfinder Toread" went public.

The company, founded in 1999, has the same strength as the Fujian sports brand. When the latter went ahead, the Pathfinder kept a low profile.

In recent years, it has been developing rapidly. In 2008 and 2009, sales volume was the first (outdoor class) for two consecutive years, accounting for nearly 1/4 of the domestic market, ranking second higher.

It is not difficult to understand that behind the list of Pathfinder is the core driving force of the outdoor market value soaring.

Through in-depth study of the overall value chain of China's outdoor industry, drawing lessons from the "category trend" and the development rules of the world's big brands, Zong Wen finds that the Chinese outdoor sports market is currently in the "fast track and contention stage", whether it can complete the brand accumulation before the next "bubble stage", and thus lay the foundation for the "shuffling stage", which is the goal and dream of all the forerunners and followers.

The purpose of this paper is to provide valuable reference for the industry through in-depth study of outdoor market strategy.

Clothing industry's "new favorite"

The outdoor products industry in the world is developing well. A survey conducted by the American Outdoor Industry Association in 2008 showed that sales of outdoor products maintained a steady growth.

In July 2008, for example, sales of outdoor stores in the United States amounted to $140 million, an increase of 2% over the same period. The sales of chain stores were $170 million, up 11% over the same period, and network sales of $62 million, up 30% over the same period.

Europe

FrankBennett, chairman of the British Outdoor Industry Association, said: "outdoor sports will continue to develop well in the next ten years, but we should take corresponding measures to deal with the current financial crisis.

More and more people go outside, and more and more people do outdoor activities on the same day or week. Outdoor brands need to meet the needs of consumers, so as to seek their own development.

The domestic market is not satisfied.

China's outdoor market is the fashion trend and cultural crystallization of sports, shoes, luggage and outdoor culture development. Outdoor sports is another new branch of sports brand after sports leisure, fashion sports and sports fashion.

China's outdoor sports market has mainly experienced the following stages:

The difficult stage of enlightenment.

In the four or five years after 1994, "enthusiasts" were the main consumer groups, with high prices, narrow positioning, no brand concept, single product, and mainly consumption.

Breeding / slow development stage.

The unremitting guidance of businessmen, the continuous hype of the media and the cultivation of outdoor clubs have made people's outdoor concepts clear and professional crowds increasing. International brands have begun to intervene, and domestic brands are getting more and more.

Two types of outdoor stores and shopping malls have become popular.

In 2007, the total retail sales of outdoor products reached 2 billion 380 million yuan.

The core competitiveness of this stage is professionalism, quality, cost and capital strength, representing OZARK, Columbia, loth and Pathfinder.

Market outbreak stage.

There is a blowout growth in the market. As the pioneer and the early promotion of international brands and the predominance of channel resources, more and more markets are moving closer to strong brands.

In the east wind, there are numerous domestic sports brands turning to the outdoors and foreign trade to domestic enterprises.

In 2009, the four brands of Pathfinder, OZARK, Columbia and Lois were 69.59% of the total market.

Brand strength, shopping malls, stores and other store resources become the core competitiveness of this stage. The four leading brands and the Jinjiang plate are in full swing, and the outdoor leisure representative KAMA has larger capacity.

The emergence stage of strong brands.

The 2008 annual survey of outdoor products in China shows that in 2008, the total retail sales of outdoor products reached 3 billion 650 million yuan, an increase of 53.3% over the 2 billion 380 million yuan in 2007 and a rapid growth.

According to the insiders, China's "outdoor" market will grow at a rate of 50%, and it will grow in a straight line. The market will exceed 10 billion yuan.

Because of the huge capacity, according to the rising rules of clothing category, we can predict the next stage is: the rise stage of strong brands.

On the basis of consolidating and accelerating the development and preemption of store resources, the leading brands will enhance brand, marketing and product strength in an all-round way and achieve a healthy rise.