Mr. Jens Meyer, Vice President of Sports Performance in Adidas Greater China, said its goal is to achieve sales of 500 million euros by 2015, while China's outdoor sports market is also highly valued by Adidas. Since 2012, Adidas outdoor retail stores began operating in major cities in China, the rapid development of the past year. Mr. Meyer believes that more and more Chinese consumers are beginning to love outdoor sports, like close to nature, to seek a more healthy way of life, can be expected in China's outdoor sporting goods will have a very good development prospects.
Not only foreign brands have settled in the Chinese market, local outdoor brands have begun to enter the public view. After years of accumulation, the current local outdoor brand product line is not only rich, and showed a large degree of professional quality, with more and more sports brand influx, outdoor concept will be more consumers understand that the overall industry will continue Warming up.
In addition, due to the traditional sporting goods industry into the adjustment phase, resulting in more and more sporting goods company also set the direction of development in the outdoor supplies industry, prepared and professional outdoor brand a higher, making the local outdoor products market competition fierce.
However, whether it is sports brand or outdoor brand, will target the market locked as "big outdoors", that is, most people can participate in the "popular" outdoor sports routes, also known as "light outdoors."
At present, China's outdoor market in the professional "small outdoor" sporting goods market accounted for 15%, while 85% of the market is "big outdoors" or "light outdoors", the market can tap the potential is very large.
As a professional outdoor sports enthusiasts, the general brand loyalty of outdoor products is high, this part of the emerging markets are generally difficult to enter the market. So through the cultivation of light outdoor fans, the new market to expand their market share of products become a lot of local outdoor brand manufacturers choice.
As the leader of the domestic outdoor brand, Pathfinder also locked the brand positioning in the "big outdoor" market, accurate distinction between the "light-footed outdoor activities mainly" target market. And hope that by signing the way athletes and stars, driving the general public's outdoor sports enthusiasm.
In the ISPO2013 exhibition, organized by the Pathfinder "brave live too much - to find around the Pathfinder" event departure ceremony in the National Convention Center ISPO exhibition site, the famous musician Wang Feng, mountaineering Wang Jing and other five Pathfinder in different areas to the scene. The purpose of the event is to look for ordinary people from the ordinary looking for the ideal and courageous "Pathfinder", with their experience to encourage more people to chase their dreams, brave to their own way of life. Pathfinder ambassador Wang Feng also said that the exploration is not just to challenge the limits of this behavior, this spirit should be extended to the dull daily life.
And Pathfinder similar, Li-NingAdventure (Li Ning exploration) also chose the "big outdoor" market positioning. Li Ning, general manager of the exploration of Hu Nan told reporters, Li Ning to explore the idea is to hope that our products to meet the daily leisure life of Chinese consumers, design style and technology can make Chinese consumers fully accepted, whether in nature or in the city in. And Li Ning main brand competition, intense, confrontation of the contrary, Li Ning explore more focus on slow life, so that consumers better to relax themselves.
From 2005, Li Ning, the acquisition of French outdoor brand Aigle to 2012 the first Li-NingAdventure (brand flagship store) opening, Li Ning company can be described as well-intentioned outdoors, both in the dealer or store shop choice, Li Ning exploration are done The preparation.
According to Hu Nan revealed that as Li Ning and Li Ning, the main brand in the consumer group age difference between the larger, Li Ning to explore the sales in the store will make the appropriate adjustments. "First of all, we will use the main brand Li Ning in the store shop more extensive and effective resources, but the current Li Ningmen store consumer groups and Li Ning to explore the age of consumer groups are different, so for us, Li Ning's existing The customer is one of our choice of dealers, not all.From the channel, we will not open the street shop, because from the operating costs, the pressure will be very large, so we will choose three channels: A shopping channel; the second sports city channel; third outdoor professional mall, such as three husband, of course there will be part of e - commerce.
From the product, Li Ning and the United States to explore the designer, hoping to both Chinese elements, but also the United States popular elements. But Hu Nan stressed that although the current outdoor market in China is still an emerging market or growth of the market, but the pressure is also growing, may not be as sporty goods so tragic, but has been faced with the situation of mutual discounts. "In the face of this situation, from the product development itself, I think, must find the difference." He said.
But in addition to Adidas and other traditional sports brands, the international big names have also become saturated from the European and American markets, moved to the rapid expansion of the Chinese market. Such as MAMMUT, Hagl? Fs and other international top outdoor brands from China this year as China's international market development focus, and more and more opponents of competition, China's outdoor brand development to go the way, there is still a long time.