The rapid development of outdoor products market, not only the new professional outdoor brand, as well as the mighty sports brand army. At present, Adidas, Li Ning, Anta, 361 ° have launched outdoor products, Puma also interested in 2013 will focus on outdoor sports products. In the growing pressure of increasing pressure at the same time, involved in outdoor sports brand in the field to find a breakthrough? Where is the opportunity to leave the sports brand?
Sports brand competing influx
The world's third largest sports brand PUMA (Puma) recently released earnings, 2013 will focus on outdoor sports products, the continuation of the second half of 2012 to implement the transformation and cost reduction plan. Francois-Henri Pinault, president of Puma's parent PPR Group, said publicly that when Puma is back on track, PPR will continue to build a portfolio of life and leisure brands around Puma. He believes that there are two sports market segments have great potential, one is extreme sports, the other is the outdoor activities of the market.
In fact, the desire to share the outdoor sports market brand, Puma is not the first one. Previously, there are Adidas, Li Ning into the field of outdoor sports. The former in China opened a separate Adidas outdoor franchise stores, which launched sub-brand Li-Ning Adventure (Li Ning exploration), in Tianjin, Beijing, Shenyang and other places out of a number of stores. In addition, according to the reporter survey, the domestic sports brand Anta, 361 ° has also launched outdoor products.
Sports brand into the outdoor market is not blind and. As a result of both the customer base coincidence is high, so the sports brand cut into the outdoor market has inherent advantages. In addition, regardless of sports brands or outdoor brands, there are life trends.
Market positioning embarrassing
Data show that China's outdoor supplies industry in 2011 the total retail market has reached 11 billion yuan, an increase of 57.82%, while the past 10 years, China's outdoor market, the average growth rate of more than 40%, the current market size of over 10 billion. In sharp contrast to this, the sports industry in recent years, the development of space, had to turn to sub-areas to find a breakthrough. China National Business Information Center released the "2011 China Outdoor brand department store business report" shows that in 2011 the focus of large retail enterprises in outdoor fashion sports goods sales grew 23.9%, while the growth rate of sporting goods retail sales was only 6.7%.
Although the outdoor market prospects, but really touch the industry pulse, but still need to identify the positioning.
Reporters in the Fuxingmen Street, a shopping mall survey found that Colombia, Pathfinder and other professional outdoor brand single piece of the price of more than a thousand dollars, while 361 ° outdoor products in a few hundred dollars or so. In the mall's promotional activities, although the former 5 fold is still higher than the latter, but the consumer does not seem to catch the latter. Visible outdoor consumer awareness of the brand strong brand.
In addition, Anta Beijing flagship store, the store's outdoor shoes and ordinary shoes, the price difference is not much. Shopping guide, outdoor shoes, the main function is waterproof, "no rain under the rain no problem."
Compared with the above two brands, Li Ning to explore the outdoor products in the function and technology are more inclined to professional outdoor, product structure is relatively comprehensive, including outdoor clothing, shoes, accessories and so on.
Tianjin University of Finance and Economics Institute of outdoor leisure economy, said Liang Qiang, professional outdoor sports shoes on the technical requirements of the higher, if the functional reach of outdoor sports equipment requirements, the product may face poor sales, in the absence of mature R & D team and management personnel before the traditional sports brand should not blindly follow the trend, or a huge risk. At the same time, Liang Qiang pointed out that the direction of sports brands to expand outdoor areas depends on the brand positioning, if it is to follow the sporting goods brand, outdoor series for the traditional product line to add, or the initial test of water move; really determined to enter the outdoor Of the sports brand, often re-open the outdoor sub-brand, independent operation and growth. The specific choice of outdoor areas what market segments can not be broadly discussed.
Aiming at the three or four lines of the city
According to the China National Business Information Center survey, in 2011 first-tier cities outdoor fashion sporting goods sales in the total sales of sporting goods accounted for 36.2%, second-tier cities for 31%, third-tier cities are relatively low 21.1%. However, in the growth rate, the first-tier cities in 2011 outdoor fashion sporting goods sales grew 16.2%, second-tier cities increased by 20.3%, while the third-tier cities with 46.3% growth ahead.
"At present, China already has more than 700 outdoor brands, these brands have occupied the domestic second-tier cities channel resources, later who want to enter a second-tier cities and these brands compete, there is a certain degree of difficulty." Liang Qiang suggested that intends to enter the outdoor supplies The market's sports brand can focus on the city sports atmosphere thick three or four lines of the city.
But the uneven development of the Chinese market determines the outdoor sports can not be short-term in the three or four line market blossom everywhere. "Enterprises in the laying of sales outlets before the need for pre-market research, including the local outdoor consumer groups how much, the level of consumer spending, etc. As a young market, how to educate and affect more potential consumers to join the outdoor sports, Become the outdoor products market can usher in the development of the era of blowout an important condition.