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China Outdoor Spring 2016 China Outdoor Industry General Review Date: 2016-10-17 16:22
In today's collective winter sports of traditional sports companies, the outdoor sports industry is ushering in the spring. This is a market that has not yet been reclaimed. The power structure and game rules of the traditional sports industry have been completely subverted, and the forces of various parties are now stepping up preparations. The show was just staged. After nearly 10 years of rapid growth, the traditional sports industry suddenly encountered a cold winter in 2011. The ANTA Financial Announcement that just took the top spot of local brands showed that the growth rate of same-store sales in the latest quarter slowed from mid-to-high single digits in the second quarter to medium-sized units, while the growth rate of orders in the second quarter of 2012 was only low single-digit growth. Li Ning, who was deeply trapped in the transition, saw the amount of orders in the second quarter of the next year just flat year-on-year. In the other two years, star company Peek's order book for the second quarter of 2012 was 9.5% higher than orders for the same quarter of 2011. Since 2009, Peak’s order amount has been the lowest growth rate, after Peak’s order amount increased by more than 20% year-on-year. While the local traditional sports brands are in the doldrums, the outdoor sports market is another scene. According to the statistics of the Outdoor Products Branch of China Textile Business Association, the total retail sales of outdoor products in China reached 7.13 billion yuan in 2010, an increase of 47% over 2009. From 2000 to 2010, the average annual growth rate of China's outdoor retail market reached 47%. An industry source who declined to be named told reporters that the statistics are too conservative and that the actual outdoor market is at least 10 billion yuan. The largest local outdoor brand explorer’s revenue last year reached 434 million yuan, a year-on-year increase of 47.86% and a profit of 64 million, a year-on-year increase of 24.12%. In the first three quarters of this year, Pathfinder’s revenue reached RMB430 million, an increase of 68.77% compared to the same period of last year, and profits increased by 76.55% to RMB 53.8 million. According to industry sources, the annual growth rate of The North Face and Columbia in the domestic market is also above 70%. In the winter of sports brands collectively, outdoor brands are ushering in warm spring. Although the outdoor sports industry has maintained an industry growth rate as high as 40% for a long time, due to the relatively small size of the industry, and the mainstream traditional sports industry has also experienced an average annual growth rate of over 20% in the past five years, niche outdoor sports. The industry has not received enough attention. If it is not this year's local traditional sports brands have encountered growing trouble, many people still do not pay attention to this gold mine. At present, capital and talent are pouring into this booming market. This year, three important mergers and acquisitions have taken place in the outdoor sports industry. First, in June, VF Group, which owns The North Face, spent USD 2.3 billion to acquire the well-known mountaineering brand Timberland, followed by US private equity firm Blackstone in July. The group acquired Jack Wolfskin, Germany’s largest outdoor brand, for 700 million euros. In November, Adidas acquired the professional climbing brand Five Ten at a price of US$25 million, demonstrating its ambitions in the outdoor field. . In the capital market, outdoor concept stocks have also been sought after. From January 2009 until now, the share price of VF Group has increased from less than US$60 to today’s US$120. Since the announcement of the acquisition of Timberland in June this year, the company's share price has risen by more than 20 US dollars. The share price of Columbia, another leader, has also increased by nearly 50% in the past two years. Clear market prospects have also attracted a large number of talents in the traditional sports industry influx into this field. A person who has just left Li Ning Company has left recently and a person who is currently working at an internationally renowned outdoor brand told reporters that Li Ning, who is currently facing great fluctuations in the industry, many employees choose to use outdoor brands rather than traditional sports brands as their new career. starting point. However, despite the rapid growth over the past 10 years, the current level of development of the entire industry is still very preliminary, and it is not an exaggeration to describe it as a wasteland that has yet to be opened. The sales volume of The North Face and Colombia, ranked first in China, is about 1 billion yuan. The third-place Pathfinder is expected to be able to achieve 700 million yuan this year, followed by 4 to 10 of almost four to five billion. Level, and the gap between them is small. In general, the outdoor market is far from forming a clearly structured industry as in the traditional sports industry. There is no real distance between the first camp and the second and third camps. The entire market is still a blue ocean, full of variables. Now everyone thinks about how to be yourself, not how to fight someone else. Xiao Ke, a director of a well-known outdoor brand, said to reporters that each brand is worse than the other by 10 steps. There is no need to jump over to provoke others. Different gameplay This is an emerging field where the power structure and game rules in the traditional sports industry have been completely subverted. Even leading companies such as Nie and Adidas in the traditional industries do not have any advantage in the outdoor field. Archaeopteryx's Jackets can sell 20,000 yuan, but they still sell well. Adidas sells 1,200 bucks, but no one buys it. Xiao Ke said that at present, the domestic outdoor market, especially the high-end consumer groups, does not care about prices. The higher the price is, the better it will be. Adidas began to exert its strength in the outdoor field this year. In addition to the acquisition of Five Ten, it also vigorously promoted the outdoor series TERREX under its brand. At the beginning of September, Adidas settled in Harbin in the country’s first outdoor product franchise store. However, in Xiao Ke's view, the current number of Adidas is not correct. Adidas is good at providing relatively high cost performance products, but in the current outdoor market, this direction is wrong, consumers now care about the product is looking cool enough, professional enough. Xiao Ke said. Simply copying the experience of the traditional sports industry can not be played in the outdoor field. The reason why the expensive high-end outdoor sports products are sought after is actually the inevitable result of further subdivision of the traditional sports industry. For domestic high-end consumer groups, the high-end brands Nike and Adidas in the traditional sports industry are far from meeting their consumer needs. In terms of product selling price, Nike's most expensive footwear product, LeBron9 basketball shoes, sells for only 1,599 yuan, while professional-grade outdoor shoes have an average price of 1,500 yuan. Some high-end products can easily exceed 2000. Lowa's MOUNTAINEXP RT hiking shoes sell for as low as 3,480 yuan. Even with such high prices, this product is still very popular in the market. For many domestic consumers of Chinese outdoor products, it is urgent to require users' sports products to separate themselves from the mass consumer groups to prove their identity. High-end outdoor sports products are becoming new luxury products. An industry source told reporters that many people do not purchase outdoor products for professional sports needs, just to show off their wealth. Among current consumers who purchase professional outdoor products, only 20% to 30% of consumers aim at outdoor sports. For the vast majority of consumers today, the functional characteristics of outdoor products far exceed their actual needs, which also makes the outdoor sports industry do not need to launch a large number of new products every year as the traditional industry. A mature product sold for several years is no problem. Xiao Ke introduced, which also led to a strange phenomenon in the outdoor industry: some brands of star products have the effect of preserving the value, some dealers will even hoard, stay for a year in order to sell a good price the next year. Professional outdoor products are expensive. Consumers may go out for money to buy outdoor products in the short term. In fact, this is not a very rational consumption pattern. It is unrealistic to expect irrational consumption to continue for a long time. Therefore, the future outdoor industry will be further subdivided, and this subdivision will mainly focus on two aspects.
In today's collective winter sports of traditional sports companies, the outdoor sports industry is ushering in the spring. This is a market that has not yet been reclaimed. The power structure and game rules of the traditional sports industry have been completely subverted, and the forces of various parties are now stepping up preparations. The show was just staged. After nearly 10 years of rapid growth, the traditional sports industry suddenly encountered a cold winter in 2011. The ANTA Financial Announcement that just took the top spot of local brands showed that the growth rate of same-store sales in the latest quarter slowed from mid-to-high single digits in the second quarter to medium-sized units, while the growth rate of orders in the second quarter of 2012 was only low single-digit growth. Li Ning, who was deeply trapped in the transition, saw the amount of orders in the second quarter of the next year just flat year-on-year. In the other two years, star company Peek's order book for the second quarter of 2012 was 9.5% higher than orders for the same quarter of 2011. Since 2009, Peak’s order amount has been the lowest growth rate, after Peak’s order amount increased by more than 20% year-on-year. While the local traditional sports brands are in the doldrums, the outdoor sports market is another scene. According to the statistics of the Outdoor Products Branch of China Textile Business Association, the total retail sales of outdoor products in China reached 7.13 billion yuan in 2010, an increase of 47% over 2009. From 2000 to 2010, the average annual growth rate of China's outdoor retail market reached 47%. An industry source who declined to be named told reporters that the statistics are too conservative and that the actual outdoor market is at least 10 billion yuan. The largest local outdoor brand explorer’s revenue last year reached 434 million yuan, a year-on-year increase of 47.86% and a profit of 64 million, a year-on-year increase of 24.12%. In the first three quarters of this year, Pathfinder’s revenue reached RMB430 million, an increase of 68.77% compared to the same period of last year, and profits increased by 76.55% to RMB 53.8 million. According to industry sources, the annual growth rate of The North Face and Columbia in the domestic market is also above 70%. In the winter of sports brands collectively, outdoor brands are ushering in warm spring. Although the outdoor sports industry has maintained an industry growth rate as high as 40% for a long time, due to the relatively small size of the industry, and the mainstream traditional sports industry has also experienced an average annual growth rate of over 20% in the past five years, niche outdoor sports. The industry has not received enough attention. If it is not this year's local traditional sports brands have encountered growing trouble, many people still do not pay attention to this gold mine. At present, capital and talent are pouring into this booming market. This year, three important mergers and acquisitions have taken place in the outdoor sports industry. First, in June, VF Group, which owns The North Face, spent USD 2.3 billion to acquire the well-known mountaineering brand Timberland, followed by US private equity firm Blackstone in July. The group acquired Jack Wolfskin, Germany’s largest outdoor brand, for 700 million euros. In November, Adidas acquired the professional climbing brand Five Ten at a price of US$25 million, demonstrating its ambitions in the outdoor field. . In the capital market, outdoor concept stocks have also been sought after. From January 2009 until now, the share price of VF Group has increased from less than US$60 to today’s US$120. Since the announcement of the acquisition of Timberland in June this year, the company's share price has risen by more than 20 US dollars. The share price of Columbia, another leader, has also increased by nearly 50% in the past two years. Clear market prospects have also attracted a large number of talents in the traditional sports industry influx into this field. A person who has just left Li Ning Company has left recently and a person who is currently working at an internationally renowned outdoor brand told reporters that Li Ning, who is currently facing great fluctuations in the industry, many employees choose to use outdoor brands rather than traditional sports brands as their new career. starting point. However, despite the rapid growth over the past 10 years, the current level of development of the entire industry is still very preliminary, and it is not an exaggeration to describe it as a wasteland that has yet to be opened. The sales volume of The North Face and Colombia, ranked first in China, is about 1 billion yuan. The third-place Pathfinder is expected to be able to achieve 700 million yuan this year, followed by 4 to 10 of almost four to five billion. Level, and the gap between them is small. In general, the outdoor market is far from forming a clearly structured industry as in the traditional sports industry. There is no real distance between the first camp and the second and third camps. The entire market is still a blue ocean, full of variables. Now everyone thinks about how to be yourself, not how to fight someone else. Xiao Ke, a director of a well-known outdoor brand, said to reporters that each brand is worse than the other by 10 steps. There is no need to jump over to provoke others. Different gameplay This is an emerging field where the power structure and game rules in the traditional sports industry have been completely subverted. Even leading companies such as Nie and Adidas in the traditional industries do not have any advantage in the outdoor field. Archaeopteryx's Jackets can sell 20,000 yuan, but they still sell well. Adidas sells 1,200 bucks, but no one buys it. Xiao Ke said that at present, the domestic outdoor market, especially the high-end consumer groups, does not care about prices. The higher the price is, the better it will be. Adidas began to exert its strength in the outdoor field this year. In addition to the acquisition of Five Ten, it also vigorously promoted the outdoor series TERREX under its brand. At the beginning of September, Adidas settled in Harbin in the country’s first outdoor product franchise store. However, in Xiao Ke's view, the current number of Adidas is not correct. Adidas is good at providing relatively high cost performance products, but in the current outdoor market, this direction is wrong, consumers now care about the product is looking cool enough, professional enough. Xiao Ke said. Simply copying the experience of the traditional sports industry can not be played in the outdoor field. The reason why the expensive high-end outdoor sports products are sought after is actually the inevitable result of further subdivision of the traditional sports industry. For domestic high-end consumer groups, the high-end brands Nike and Adidas in the traditional sports industry are far from meeting their consumer needs. In terms of product selling price, Nike's most expensive footwear product, LeBron9 basketball shoes, sells for only 1,599 yuan, while professional-grade outdoor shoes have an average price of 1,500 yuan. Some high-end products can easily exceed 2000. Lowa's MOUNTAINEXP RT hiking shoes sell for as low as 3,480 yuan. Even with such high prices, this product is still very popular in the market. For many domestic consumers of Chinese outdoor products, it is urgent to require users' sports products to separate themselves from the mass consumer groups to prove their identity. High-end outdoor sports products are becoming new luxury products. An industry source told reporters that many people do not purchase outdoor products for professional sports needs, just to show off their wealth. Among current consumers who purchase professional outdoor products, only 20% to 30% of consumers aim at outdoor sports. For the vast majority of consumers today, the functional characteristics of outdoor products far exceed their actual needs, which also makes the outdoor sports industry do not need to launch a large number of new products every year as the traditional industry. A mature product sold for several years is no problem. Xiao Ke introduced, which also led to a strange phenomenon in the outdoor industry: some brands of star products have the effect of preserving the value, some dealers will even hoard, stay for a year in order to sell a good price the next year. Professional outdoor products are expensive. Consumers may go out for money to buy outdoor products in the short term. In fact, this is not a very rational consumption pattern. It is unrealistic to expect irrational consumption to continue for a long time. Therefore, the future outdoor industry will be further subdivided, and this subdivision will mainly focus on two aspects.
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