Outdoor Market Ushers In Peak Season

Qingming small holiday is coming. Many people who have been holding up for a whole winter are planning to go outside for a fresh air. This also means that the spring of outdoor sports is coming. Compared with the sports brand market, the outdoor goods market has maintained steady and rapid growth in recent years, and many businesses have begun to compete for this new market cake. However, the Morning Post reporter visited the market and found that outdoor sports still belong to the niche market. Many consumers do not have professional knowledge of outdoor products, and most of them are outdoor products for professional outdoor sports.

Businessmen scramble for outdoor goods market

With outdoor activities becoming an attitude of life that more and more people are willing to pursue, outdoor brand has become a good business for all businessmen. Outdoor stores such as shopping malls, shopping centers, outlets, explorer, Lois, Gore, Columbia, Columbo and other outdoor brands are all available. In addition, with the increasing attractiveness of the outdoor brand market, Adidas, Lining, and fans are all in the mood to separate the tempting cake.

Insiders say that 2008 is actually a watershed between sports brand and outdoor brand. The sports brand in the market has slowed down since 2008, and the shopping mall also changed some sports brands into outdoor and leisure brands according to the needs of consumers. One reason is the overheated Olympic Games brand and the decline of the sports brand after the Olympics. Secondly, more people's lifestyle changed from sports to outdoor recreation. At this point, outdoor brands cater to the needs of consumers in the Chinese market, and more consumers need to rely on outdoor sports to relieve pressure. It is understood that the development of outdoor brands in the past two years is the trend of the times. No matter the development of sports brands at home or abroad, there is no outdoor brand fast, including product research and development and promotion means. Sports brand products are relatively simple in terms of functionality. This is one of the reasons why sports brand competition is in a weak position. Outdoor brands in the domestic market start late, so there will be at least 5 years of growth.

Data show that in recent years, the domestic outdoor market has developed rapidly, and outdoor brands have gradually become the object of more attention. The sale of outdoor brands has maintained a sustained growth for many years. The industry has maintained 30%-40% growth in the past two years. Sun Na, an outdoor brand OZARK channel marketing department, once said that China's outdoor industry has a smaller scale, and its development has just started, which is far away from the sports brand, but it has been developing rapidly in the past two years. With the rising status of outdoor brands in department stores, department stores have also become an important channel for outdoor brand sales. Nowadays, when it comes to holiday nodes, the promotion of outdoor stores is indispensable to the promotion of department stores. Outdoor products also enrich the commodity category of department stores.

　　 Professional shops are helpless clothing store

Recently, the reporter visited Decathlon, a sports professional supermarket from France. Near the arrival of the spring rush season, many citizens choose to buy a series of sports products on weekends. Reporters found in the Decathlon public welfare West Bridge store, many people in the outdoor mountaineering area are choosing the assault clothes, but the mountaineering stick and mountaineering nearby. shoes But few people ask for it. In the payment area, due to the large passenger flow at the weekend, 17 customers completed the transaction within 5 minutes. However, the reporters found that most consumers bought clothing products. In the Decathlon public welfare West Bridge store, the reporters saw that there were no small discounts for the outfits, outdoor sports pants and T-shirts, while the relatively professional outdoor products had higher prices. During the interview, consumers said, "Decathlon." clothes Very cheap, I often come to buy, as for outdoor products, I am not very professional, basically did not want to buy. "

Although the concept of outdoor has been accepted by more and more citizens, it has been touted. However, in the early domestic outdoor market where professional concepts are implemented, professional shops are often reduced to clothing stores or sports outlets. It is not hard to see that the outdoor market cake is tempting, but if you want to eat well and eat big, you need the continuous development of the market and the continuous groping of merchants.

　　 "Outdoor" products are more popular.

In recent years, the concept of outdoors is not confined to only a small number of professionals, and it is not just mountaineering, hiking and rock climbing. It can wear outdoor products. The trend of a strong "outdoor" wind has been blown through the trend of footwear industry in recent two years.

Many shoe companies in the market rush to eat the "outdoor" market. This is not only the adjustment made by the slowdown in the sporting goods market and the increasingly fierce competition, but also the annual growth of the outdoor industry, which has led many enterprises to see the blue ocean of development.

The traditional outdoor sports equipment is tilted from the high end to the middle and low end. While emphasizing the function of outdoor products, strengthening the fresh and fashionable elements of the design of the product and extending the location of the products are a way of thinking for many outdoor shoes enterprises and outdoor brands. Some indoor sports equipment manufacturers are moving closer to fashion and leisure from professional sports. The purpose is to cater to the trend of more and more fashionable and outdoor sports.

The limitations of the professional outdoor market are hard to break through in the short term, and the cake is limited. The concept of "big outdoor" and "Outdoors" is put forward to expand the market coverage, and to expand the scope of the outdoor market in broad sense is also a way to solve the problem of survival and development.

　　 Professional people can make big cakes.

Despite the rising status of outdoor brands, outdoor businesses have also launched outdoor outdoor concepts such as "Outdoors" to attract more consumers. However, the greater the outdoor market cake, the greater the need for outdoor outdoor crowd guidance and outdoor enthusiasts. When the professional outdoor population reaches a certain magnitude, the popularity of the outdoor brand will slow down. The international professional brand is bound to pay attention to the Chinese professional crowd market. In the domestic brand, the outdoor brand of full professional will appear or be stable; the outdoor brand of the whole mass will also be stable.

As outdoor professionals, outdoor professionals tend to be more concerned about the professionalism of outdoor clothing, mountaineering shoes and auxiliary tools. Compared with the concept of "Outdoors" in department stores and outdoor fashion, outdoor professionals tend to prefer professional shops. This is also a problem that the outdoor brand and outdoor professional shop should consider in the future, that is, the market prospect of outdoor products is broad. But if we want to really feel the pulse of the industry, we still need to identify the location accurately. For Adidas, Lining and other sports brands to open up outdoor products market, Mr. Jiang, who loves outdoor sports, said that although the price of outdoor products launched by sports brands is much lower than that of professional products, they still will not consider buying them, because they have established trust in brands and will not change them arbitrarily.