2014 Outdoor Products Market Trends

Here world

Xiaobian of the network introduces to you that the 2014 outdoor products market is hard to reproduce in the short term.

This year, China's outdoor products market is restricted by the retail environment, the core city line layout is gradually saturated and online impact and other factors, the industry slowdown is obvious, but the public outdoor growth space is better than the professional category, and overseas brands are more dominant in the second tier core market.

The two growth force of industry growth depends on the policy of repeated purchase and the country's support to the outdoor industry. At present, the industry will not appear in the short term in the short term.

From the brand positioning, the public outdoors growth space is better than the professional category, among which the outdoor brand is more dominant in the second tier core area.

Overseas brands continue to enhance brand exposure through professionalism, while making good use of high return channel for public products. With continuous product continuity and upgrading of products in terms of color and performance, overseas brands continue to introduce upgraded products to enhance customer stability and stickiness.

Domestic and foreign outdoor brands are facing online and offline spreads and offline retail encounter online impact problems, but overseas brands online business self oriented, channel conflict of interests to alleviate by subsidies.

This year, overseas brands are also hitting the net, but they are not allowed to touch the net.

For online development, overseas brands are also subject to price shocks. For example, Columbia and other overseas brands mainly use quarterly subsidies to ease conflicts of interest with agents.

On the whole, under the background of market environment and business mode reform, overseas brands are also facing a slowdown in the Chinese market. It is estimated that the growth rate of the three overseas brands of Columbia, TheNorthFace and wolf claw will increase by 20% next year.

The combination of brand owners and outdoor crowds and clubs, such as outdoor crowd concentration and sticky combination, makes outdoor activities and commodity promotion organically combined.

But at present, due to our country

Development is not yet mature, brand sales, forums and club activities are still in a state of separation. At present, many intermediate links have not yet been opened, and great efforts must be made to integrate them.

In addition, our outdoor Sporting Club Hotel is very fragmented, not forming a large national club.

Classified by type, mainly commercial and AA oriented.

Among them, 8264 is the main business club operation, the mill is mainly in the form of technology, public welfare and AA, with great advantages in technology, and the green field is the commercial and AA technology.

At present, the customer stickiness is the highest AA platform, but making money from outdoor participants is still more difficult, so at this stage, forums and clubs achieve less profits.

And depending on the leader's ability in the club is uneven, the cooperation relationship with the club is stable, the ability is stronger, and the independence is relatively strong. Once the leader arrives at the business through the platform, the platform will face the situation of the leader losing, which leads to the limited development.

Sanfo outdoor professional outdoor products, stores and clubs in one, because the professional outdoor industry capacity is limited and offline development is straight, resulting in the company so far, the scale is small, but sticky.

In the 13 year, the income and net profit were 2.9 and 30 million respectively, and the compound growth rate of income and net profit in the 11-13 years was 15% and -2% respectively.

Taking into account the limitations of offline retail, the company is also making many attempts to develop REI like platform, training and zero.

It combines online and offline, and builds a preliminary prototype.