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How to seize the trillionth outdoor sports tourism market in 2025 Date:2016-09-02 19:30
Outdoor Industry: China's market has entered an explosive growth cycle driven by multiple positives.
Although the outdoor industry started relatively late in China, it has experienced rapid development in recent years. According to our calculation, it is estimated that the current market size of China's outdoor industry is about 150 billion yuan. Moreover, with reference to the growing experience of mature markets in Europe and the United States, thanks to the steady increase in residents’ income levels, the continuous improvement of transportation infrastructure, and the increase in government support, China is currently in the early stages of explosive growth in the outdoor industry. It is expected to reach a trillion scale. From the point of view of tourism, as a perfect combination between the participatory sports and tourism, outdoor tourism can provide tourists with more experience and more leisure products.
Analysis of Outdoor Industry Chain: Large Industrial Depth and Convergence
As an important combination of sports and tourism two trillion market, the outdoor sports tourism industry has a long chain, and the trend of integration between upstream and downstream is obvious: First, the upstream supply of outdoor industries is mainly outdoor tourism resources and destinations. It mainly includes natural and artificial outdoor areas, and related outdoor travel routes developed on this basis. Secondly, outdoor clubs and travel agencies are the main organizers of outdoor sports tourism. They often cooperate with each other to provide outdoor services. Finally, outdoor Supply sellers are an important economic flow in the outdoor industry. Currently, with the intensified market competition, the upward trend in the layout of related companies is obvious.
Outdoor sub-industry analysis: There are numerous sub-divisions, and IP-based investment opportunities
Overall, the outdoor leisure segmentation industry is very rich, and it is constantly developing and innovating. Judging from the current situation in China, in addition to traditional outdoor activities such as hiking, hiking, and camping, along with the development of society and economy, the relatively high-end outdoor industry, such as skiing, cross-country, and diving, is relatively rapid. At the same time, outdoor sports are unique in their personality and represent different cultures and spirits. The characteristics of this layered project make each outdoor tourism product have strong individual IP characteristics and corresponding social attributes. IP is an important means of development.
Investment advice: Prospects for industrial growth can be expected, two-dimensional layout of investment opportunities
From the point of view of the capital market, investors are first advised to comprehensively analyze the investment opportunities in the outdoor industry chain. From the viewpoint of outdoor industry resources, it is recommended that Changbai Mountain and Huangshan Mountain, which have high quality outdoor line resources, and Sante Cableway, which is located in the national scenic spot. From the outdoor tourism organizer: recommend Gu Di Technology, which is an outdoor cross-country first brand off-road e-family, deep-distribution Zhimei Sports run in marathon events, and deep-rooted peoples and caesars in sports tourism; from outdoor supplies sellers: recommend outdoors Pathfinder for the layout of the industry chain, as well as the three-futs outdoor in the retail shop + club model. Secondly, from the perspective of outdoor subdivisions, we recommend to travel to the outdoor industry from the roads and recommend the company's UTS Tourism; from the snow and ice, we recommend the Changbai Mountain with ski destination resources, and the Caesar Tourism with professional brands. . From car camping and outdoor cross-country, it is advisable to pay attention to the development of self-driving camps owned by Sante's sub-regions and Gudi Technology's participation in off-road clubs; from the water and the outdoors, we should be optimistic about the entire industrial chain layout of the new shares of the submarine stock diving industry.
Outdoor Industry: Leisure Consumption Promotes Star Industry under Economic Background
Outdoor sports originated from early exploration and scientific expeditions in Europe and the United States. After a long period of development, it currently refers mainly to nature, and it involves certain challenging and recreational sports including road running, hiking, rock climbing, skiing, and water sports. . From the perspective of tourism, outdoor tourism, as a new product under the category of sports tourism, is mainly focused on the mass sports projects by relevant companies, planning, designing, and assembling related products for specific groups of tourists with needs, and attracting tourists to participate in sports and sports. A combination of high-quality tourism scenarios and leisure tourism.
Although the outdoor industry has had nearly a hundred years of development history in Europe and the United States, but from the perspective of China's situation, the outdoor market is just starting up, the relevant policies and business models are not yet mature, so the development of the relevant mature system countries is worth learning .
U.S.: National outdoor sports rate is extremely high, and early government promotion has become the key
The United States is undoubtedly one of the countries with the most mature development of outdoor sports tourism. The enthusiasm of citizens for the high participation in outdoor sports has driven the steady development of the entire industry. According to the US Outdoor Recreation Participation Report 2016 released by the Outdoor Foundation, in 2015, a total of 142.4 million Americans, or nearly half of Americans, participated in at least one outdoor event and participated in outdoor activities. It reached 1.7 billion. At the same time, outdoor industries have a drastic effect on the entire American economy. According to the statistics of the American Outdoor Industry Association (OIA), US residents spent US$ 646 billion on outdoor leisure activities in 2011, which is an important expenditure for daily consumption of U.S. residents and contributes 39.9 billion U.S. dollars annually to the federal and local and state governments. With 39.7 billion U.S. dollars, 6.1 million jobs were created directly.
From the perspective of the development history of the modern outdoor industry in the United States, we have experienced four major stages:
1. The American outdoor industry first originated from the outdoor activities of residents of the eastern United States who spontaneously formed their love for nature. In the period of the Great Depression, the federal government launched the federal emergency protection project, which completed hundreds of resource conservation projects, including roads and a large number of outdoor recreational facilities, laying the foundation for the subsequent outdoor industry development.
2. In the 1950s, with the popularization of automobiles in the people's livelihood and the development of road transportation facilities, the convenience of people's travel and the range of vacation trips have greatly expanded. At the same time, the 10-year facility improvement program initiated by the National Forest Park Management Office has also significantly improved the public outdoor sports destination.
The 3rd and 60th-80s were the most rapid periods for the development of the American outdoor industry. They depended on three factors. First, the federal government intensified its policy and passed a number of environmental protection bills to improve the natural environment in the wild. The "Outdoor Leisure Act" was launched and an outdoor recreation management bureau was established to provide nationwide outdoor leisure programs. Second, the development of outdoor leisure technology has greatly facilitated the convenience of outdoor sports. Finally, the emergence of a large number of outdoor training schools has also increased people’s awareness of outdoor leisure, and the types of selected projects have also increased significantly.
4. Since the 1980s, the federal government gradually withdrew from its dominant position in the outdoor industry, inviting private companies to participate in the management and investment of national parks and leisure venues. Outdoor recreational sites such as private investment ski resorts and camping sites are constantly emerging, and as the commercialization of outdoor industries continues to increase, grass-roots people’s interest in outdoor sports continues to increase.
The overseas listed company's target covers the entire industry chain, benefiting the industry's booming performance.
According to the foregoing analysis, the outdoor industry occupies a very important position in the household consumption in the United States, and the market is huge. After years of development, the entire sports industry has formed a relatively mature development model in the United States. From the perspective of the secondary market, the relevant standards for the listing of sports in the United States involve a wide range of industries and have a high depth of industry. In the past few years, the industry has enjoyed a high degree of prosperity, and the stock price performance is also quite brilliant.
Europe: Origin of outdoor industry, industry development and national economy complement each other
Europe is known as the hometown of outdoor sports. It is the birthplace of modern outdoor sports and a leader in the development trend of outdoor industries. After the financial crisis, outdoor markets in Europe thrived again. According to professional retail sales of outdoor products, Europe has always been the world's largest consumer market for outdoor products. According to the statistics of the European Outdoor Sports Association (EOG), in 2015, the turnover of European outdoor venues was approximately 5.33 billion euros, an increase of 10.35% (excluding 2.8% of Russia’s growth rate), and the retail market was approximately 11.2 billion euros, basically maintaining stable growth.
The outdoor leisure industry has always occupied a very important position in the European sports market. In the European sporting goods market in 2013, outdoor products accounted for more than 25% of the market share. At the same time, Germany, the United Kingdom, and France are the core regions of the European outdoor market, accounting for 50% of the entire European market. We believe that the booming outdoor market in Europe and the prosperous growth in recent years are mainly due to the following factors:
1) The European region enjoys excellent natural conditions and abundant outdoor resources. The entire European region has different geological conditions and natural features such as the Mediterranean Sea, the Alps, and the Scandinavia Peninsula, providing an extremely superior destination resource for outdoor tourists.
2) The masses are well-founded and the outdoor population is huge. According to relevant reports of the “China Sportâ€, France, for example, has more than 34 million French people doing sports regularly, accounting for more than half of the total population of France in 2010.
3) Outdoor industry and national economic development complement each other. For European countries with earlier origin of sports tourism, outdoor sports tourism has formed a relatively complete industrial chain in the region and has developed into a pillar industry of the national economy. Outdoor sports happens to be intertwined with a variety of professional activities. For rural jobs, which are usually seasonal, technical guidance for outdoor activities can be used as a supplement.
4) The promotion of major events in the development process is significant. Taking France as an example, the explosive growth of outdoor sports in France began in 1968, during which the French Winter Olympics became a huge accelerator for the development of outdoor sports. On the one hand, the construction of tourism facilities and resorts has been promoted, which will have a long-term impact on the long-term development of outdoor sports in the future. Secondly, Winter Olympics has increased the number of participants in snow and ice sports, and has made outdoor sports no longer too seasonal.
5) High degree of specialization, numerous well-known brands, and continuous technological innovation. First of all, European outdoor brands have always occupied a large share of the international market. According to COCA statistics, in 2014, 196 European outdoor brands were on the Chinese market, accounting for 44.44% of foreign brands.
Looking at the development history of European and American outdoor industries, there are the following characteristics that deserve our attention:
1) The rapid development of the national economy and the follow-up of infrastructure are the preconditions: As outdoor sports destinations are far from cities and relatively remote, the convenience of transportation is the key to enhancing outdoor leisure experience. It was the vigorous construction and development of the US transportation infrastructure in the early last century that laid the foundation for the subsequent explosive growth of the outdoor industry.
2) Policy support is an important driving factor: Government functional departments play a key role in promoting the development of outdoor industries. The huge investment in the infrastructure of outdoor industries makes the intervention of early-stage government funds particularly important, and the huge economic pull of outdoor industries. The effect also attracted the government to increase policy support.
3) The improvement of residents' income level and the popular sports atmosphere are essential conditions: The increase in residents' income level and the growth of the middle class make more and more people able to shoulder the expenses of outdoor tourism. At the same time, people began to post-industrialization. More and more emphasis on their own physical and mental relaxation, popular sports have begun to penetrate the hearts of people.
4) In addition, the development of science and technology, including the technological level of outdoor equipment and R&D of raw materials, has also greatly promoted the development of the outdoor products market. In particular, the emergence of mobile smart mobile apps and the development of wearable devices have further enhanced outdoor sports in recent years. The degree of experience stimulates people's enthusiasm for outdoor participation.
China's Outdoor Market: With the help of multiple factors, the industry will experience explosive growth
The domestic outdoor market starts relatively late, and there is huge space for future development
The time for outdoor sports to enter our country is relatively late. At the beginning, it was mainly based on mountaineering adventures supported by government departments. Later, there was a gradual emergence of commercial outdoor sports organizations and participation in the current popularization. But overall, before 2005, Our country's outdoor sports are in the budding stage. By April 2005, the State General Administration of Sport will set up outdoor sports in the mountains as an officially launched sports event, marking that our country's outdoor sports have entered the fast lane of development.
According to the statistics of the China Outdoor Alliance (COA), China currently has 130 million people each year carrying out pan-outdoor activities such as hiking and leisure outdoor activities (accounting for 9.5% of the total population), and 60 million people carry out outdoor activities such as mountaineering, rock climbing, and hiking. 4.38% of the total population.
It is estimated that the scale of the initial stage of industrial development has reached more than 100 billion yuan, and the market space of trillions will be available within 10 years.
From the perspective of the outdoor tourism product market, if we use the 130 million Chinese outdoor sports population announced by COA as the base and comprehensively survey the data of major third-party websites, we assume that short-distance outdoor tourism accounts for 80%, long-distance travel accounts for 20%, and The unit price is 850 yuan and 2400 yuan respectively. It is estimated that the current scale of outdoor tourism market in China is about 150 billion yuan.
Comparing with the development history and characteristics analysis of the European and American outdoor leisure industry, we can see that the benefit from the continuous increase in government support and the steady increase in the income level of the residents. At present, China is in an era similar to the United States in the 1970s, that is, the outdoor industry has grown explosively. Initially. Compared with nearly 50% of the US participation rate in outdoor sports, China is expected to have 5 times the growth of customer base in the next 10 years. Taking into account the growing trend in the growth of leisure travel, the outdoor travel market in China is bound to have More than a trillion market size.
Promotion factor 1: In the context of consumer upgrading, outdoor leisure meets the overall development trend of the industry.
Increased income levels and changes in the concept of consumption, promote the continuous increase in the degree of recreational sports
With the continuous development of the social economy and the continuous improvement of people’s living standards, the concept of social consumption is gradually changing. With reference to international experience, after a country’s per capita GDP reached more than US$5,000, people turned from their original viewing entertainment to interactive experience and brought with them product quality upgrades, taste upgrades, and experience upgrades. This change will inevitably bring about changes in the consumption structure. Outdoor sports, fitness, tourism and other beneficial physical and mental health activities will be increasingly valued and will grow rapidly. As an important combination of outdoor sports and leisure tourism, outdoor tourism is expected to significantly benefit the development trend of the leisure industry.
Anti-urbanization: The residents’ outdoor experience sports under the pressure of urban life, and the internal needs of relaxation and relaxation
With the increase of China’s industrialization level and the dramatic increase of urban population, the enormous pressure of urban life or the boredom of existing daily life styles has also created the need for residents to relax their bodies and minds. Residents hope that they can escape from the city for a short time and enjoy another life. the way. On the one hand, outdoor tourism provides the opportunity for urban workers to get close to nature and relax. At the same time, it also uses a series of sports to achieve physical fitness and healthy living.
Promotion factor 2: China's vast land, abundant resources, and abundant outdoor resources, continuous improvement of transportation facilities
China has a vast territory, a vast territory and a land area of ​​about 9.6 million square kilometers, ranking third in the world. The vast area, diverse terrain, and complex climate make our country rich in natural resources suitable for outdoor sports. At present, China has 33 world geological parks, accounting for more than a quarter of the world, more than 200 national geological parks.
At the same time, with the popularization of cars for domestic residents, the effective increase in the number of private cars owned by each household has created favorable conditions for outdoor travel around. Since 2006, the scale of private cars in China has maintained an annual compound growth rate of 23%. By the end of 2014, there were 117 million small passenger cars in China, of which 105 million were private cars, accounting for 90.16%, an increase of 19.89% compared to 2013.
Secondly, the vigorous promotion of highway transportation facilities has laid a foundation for outdoor tourism. As of the end of 2015, the total mileage of highways in the country reached 4.57 million kilometers, highway mileage exceeded 120,000 kilometers, rural highway mileage exceeded 3.97 million kilometers, 81% of established villages in the western region achieved patency, and 96% of the county's cities achieved Grade 2 and The above grade roads are connected.
Driving factor 3: Changes in population structure, 70s80s and young people becoming the main force in outdoor sports
Combining our 2015 annual strategy point of view, from the point of view of population structure changes, 70s and 80s are becoming the mainstays of the society. The post-90s spending power can not be ignored. This group of people is the main force of outdoor leisure travel.
70 after 80's own outdoor exercise needs, and parent-child travel demand
70 after 80 is becoming the mainstay of the community, the usual work pressure, pay more attention to physical exercise and physical care, so weekend outdoor activities become the first choice for travel. At the same time, in the background of most family members formed after 70/80, the demands of parent-child travel on weekends are relatively strong. According to Ereli's monitoring data, the transaction volume of China's online parent-child travel market in 2014 was 6.51 billion yuan, which is expected to increase by 76.2% in 2015 to 11.47 billion yuan. At the same time, it is expected that the parent-child travel market will continue to exhibit rapid growth of 50-80% in the next three years.
Young people's outdoor spending power can not be ignored, and there is huge room for growth in camp education.
In recent years, the camp education market for young people is also booming. Camp education has a direct connection with the outdoor sports market, and as an important complement to the quality education system, it is increasingly drawing attention from parents and the society. The target population for education in Chinese camps has reached 220 million. In particular, with the release of China’s second-child policy, the birth rate of Chinese babies will increase significantly, and the total number of young people aged 6 to 18 will exceed 200 million. Through market data analysis, the future size of China’s camp education market will surpass that of the United States. 200 billion yuan.
Promoting factor 4: policy support is ahead of schedule and integration of sports and tourism is on the agenda
All along, the outdoor industry meets the requirements of the current environmental protection economy, green economy, and sunrise economy, and it has also led the local economy and absorbed labor. Therefore, outdoor tourism combined with sports and tourism has repeatedly been valued by the government. This year, according to officials of the General Administration of Sport, the “Outline for the Development of Sport Tourism in China†jointly formulated by the State General Administration of Sport and the National Tourism Administration is planned to be launched at the end of this year. It will give more explicit guidance on the development of sports tourism in China, and it will also be China. Another important document in the field of sports industry.
Driving factor 5: Outdoor products are relatively high-frequency and sticky enough to adapt to the trend of social media transmission
Outdoor tourism products have strong social attributes, suitable for social media distribution and high viscosity
In the PC era, online travel products are based on search engines. Mastering the flow means grasping the value. However, in the mobile era, with the birth of another traffic core WeChat, the pattern has changed, which means that tourism and other products evolved from functional search-based traffic to socialized communication. Tourism products suitable for search engine traffic conversion are not necessarily suitable for the spread of social media. Booking hotel tickets is not worth sharing. The healthy life represented by outdoor sports and its healthy competition are more worth sharing (such as Wechat sun drying steps, etc.) ).
The depth of outdoor tourism products is large enough to bring in a rich range of customer unit prices.
Outdoor travel products can be either low-cost outdoor trips with travel-based travel or high-cost outbound trips. Therefore, in the early stage of development, related companies can enter the market with low-cost peripheral outdoor travel products, form customer stickiness, and then introduce high-rate long-term outdoor travel products.
Analysis of Outdoor Industry Chain: Large Industrial Depth and Convergence
The division of outdoor tourism industry chain: The industrial chain involves a wide range, and the trend of integration between upstream and downstream is obvious.
1) First, the upstream supply chain of outdoor industries is mainly outdoor tourism resources and land. It mainly includes natural outdoor areas (mountain, lakes, islands, etc.), artificial outdoor areas (ski resorts, resorts, highways, etc.), as well as related outdoor travel routes and outdoor event organizations developed on the basis of scenic spots.
2) Outdoor clubs and travel agencies are the main organizers of outdoor sports tourism. Specifically, the main advantage of outdoor clubs lies in their professionalism in outdoor sports. They can provide professional services such as training, team leaders and emergency medical care. The advantages of traditional travel agencies are their ability to provide better and quality outdoor destination services, and their cost performance ratio. Higher machine + wine products.
3) Outdoor product manufacturers and retailers as well as outdoor supplies e-commerce are important realizing channels for the entire outdoor industry. The outdoor equipment and apparel equipment sales are an important economic flow in the outdoor industry and have now become an important source of profit for many outdoor travel operators.
Outdoor destination: outdoor sports development is expected to become a breakthrough in the development of local scenic spots
From the point of view of outdoor sports, we mainly focus on the breakthroughs in the development model of traditional scenic spots, the expansion of chain attraction operators, and the transformation of local government from non-tourism resources in suburban areas:
1) First, under the guidance of the National Tourism Administration in promoting global tourism, the scenic company also began to actively expand and expand. The outdoor tourism, due to the large number of industries involved, has a significant driving effect on local infrastructure, light industry, commerce, commerce, and style. It is in line with the need for the transformation of the traditional scenic spot from the ticket economy to the industrial economy, and to the open tourism + fusion development mode. The request.
2) At the same time, creating high-quality IP in line with its own characteristics can make the area a key to attracting tourists. According to our previous analysis, IP has become the key to distinguishing scenic spots from other destinations, attracting tourists, especially to increase the revisit rate. At the same time, most of the scenic spots have natural outdoor attributes (skiing, rock climbing, hiking, etc.), which have a high degree of combination with high-quality outdoor sports IP.
3) In the current situation where local government financing is relatively restricted, listed companies in the scenic areas often become important financing platforms for the local government to develop the tourism economy. In this case, the scenic company can also use the power of capital to intensify its outreach expansion, extend from sightseeing tours to leisure tours, and promote the development of scenic spots by extending the time for tourists to stay and increasing the unit price of visitors.
Traditional tourist attractions: Under the idea of ​​global tourism, outdoor tourism is expected to develop into a breakthrough
Huangshan Tourism: Huangshan local government has always attached great importance to the integration of tourism and sports industry.
A series of international and domestic brand events held in Huangshan in the past five years have attracted more than 40,000 contestants from more than 50 countries and regions. Each year, they attract more than 500,000 domestic and foreign tourists visiting Huangshan to watch the game. During the Dragon Boat Festival this year, Huangshan Scenic Area promoted 53.01% of the passenger traffic beyond the expected growth in outdoor sports events (Huangshan Taiping Lake Triathlon International Classic held in Huangshan Scenic Area from June 10th to 11th).
Changbai Mountain: As the only tourism listed company in Jilin Province, Changbai Mountain is backed by the Changbai Mountain Scenic Area, the first batch of national 5A-level scenic spots.
With abundant resources of ice and snow, it is the first choice for domestic ice and snow tourism and skiing. At present, the development of ice and snow resources in Changbai Mountain is gradually improving. Wanda Changbai Mountain International Resort, officially opened in 2012, has begun to take shape after three years of cultivation. The resort has the largest ski resort in Asia and received 240,000 visitors during the 2013-2014 snow season, an increase of 61% year-on-year. At the same time, the Changbai Mountain Tianmushan International Ski Resort project is in the process of national approval. The ski site covers an area of ​​5 square kilometers and has 42 snow trails. The trail falls 800 meters and the snow period lasts for 7 months. . In the future, it will become the first domestic ski resort that truly meets the requirements of high mountain downhill and international events.
Operators of Chain Parks: An Important Means of Short-term Rapid Gathering of Popularity in Second and Third-Line Scenic Spots
Sante Cableway: As a Representative of Domestic Chain Area Operators
The company has a large number of (more than 20 or so) scenic spot resources projects across the country, but most of them are 234 scenic spots. Due to the lack of IP support for strong scenic spots, although the company has scenic spots resources or reserves in many provinces across the country, it is difficult to generate greater comprehensive influence in the country and even in the whole country. Therefore, with the help of outdoor leisure IP, it will effectively help the company gather popularity and achieve a chain of high quality IP replication operations throughout the country:
1) First, the company's field and pastoral style resorts, which have been attempting to be built since 2011, are the company's attempts to create IP for the surrounding leisure resorts. The company's Chongyang project is the prototype of the company's model. In the future, the company will also be in the Yangtze River Delta (Zhejiang Qiandao Lake, Anji project), Hubei (Wuhan, Dawan, etc.), Inner Mongolia, Keshiketengqi, etc. In the market, after the Beijing-Chifeng high-speed railway opened to traffic in 2018, Beijing to Chifeng took only 3 hours to promote its field and pastoral model. Taking into account the prominent location advantages of these projects, it is expected to become an important peripheral destination for the core city.
2) Secondly, the company also actively uses its own scenic resources to actively start the event. Due to its rich resources of scenic spots all over the country, the company often uses the form of station races in the course of holding events, and uses long-term outdoor events to achieve the purpose of integrating the marketing of the company's scenic spots.
Outdoor Event Organisers: Differentiated Competition Brings Advantages, Upstream and Downstream Distribution, Rich Profit Sources
Outdoor travel organizers generally refer to event management companies or clubs that have professional outdoor sports operating experience, and travel agency companies that have a large base of guest groups:
Outdoor Sports Club: Outdoor sports organization providing professional services, an essential part of the industrial chain
The emergence of outdoor clubs is a full expression of the social attributes of outdoor sports. It is also considered by market regulators as the key to regulating the outdoor sports market in China and strengthening the supervision of outdoor sports markets. The existing forms of social organizations related to outdoor sports include: outdoor sports clubs, outdoor sports associations, mountaineering associations, and online outdoor sports clubs. At the same time, after a long period of development and accumulation, some outdoor clubs have also accumulated a certain amount of experience in the operation of the competition and created a highly influential outdoor event brand.
Off-road e-Family: In the field of car outdoor clubs, the off-road e-family leader deserves the top spot
The company was established in 2000 as China's famous automotive information and community website, and has gradually developed into the first media and interactive center in China's off-road/SUV/modification/travel/events field. Through years of accumulation and distribution on the line, the company has more than 6 million registered members, and more than 600,000 real-name members, affecting more than 20 million people. And based on this as a basis to establish a national off-road vehicle super club platform, the first domestic off-road vehicle culture platform. There are 35 provincial brigades (including Hong Kong, Macau and Taiwan) across the country. Below the brigade are the city-level squadrons. In addition, there are four columns in North America, Australia, New Zealand, Africa, and Europe. They have a very wide membership base and a complete organizational structure.
In order to maintain the club members all over the country, the Division organized a large number of SUV-related activities online. There are nearly 100 regular events, 100 team activities per week, and 100 self-drive journeys every day. Through this interlocking industrial layout, and extremely professional offline outdoor services. The off-road e-family has successfully accumulated millions of loyal users in off-roading, outdoor segmentation areas, and has established deep tourism and commercial resources in various places to complete the effective connection of outdoor activities under the line.
Outdoor Event Operators: Actively cut into the entire industry chain, and the profit model needs to be upgraded
The outdoor event operator company usually refers to a company that obtains resources such as copyright of certain events, copies it to the ground, and conducts long-term business operations. Unlike the spontaneous public welfare event organization of outdoor clubs, professional competition operators mainly aim at commercial profitability. From the current point of view, the profit model of outdoor events can be divided into four major sections: the sport of the event (sports sponsorship, registration fee and other income generated by the event itself), and the event carrier economy (earnings from the city's entry space, such as the main stadium, Hotels, guesthouses, etc.), events, media economy (television transmission rights income, new media marketing income) and event derivative economy (running equipment, APP, etc.).
Zhimei Sports: leading the outdoor event operation, multi-dimensional layout of the game operation of the entire industry chain
Zhimei Sports, as the leader of the national sports event operators, is particularly well-positioned in the field of marathon events. The company organized and operated five marathon events in 2015 and is expected to expand to 35 this year.
1) Large-scale operation is the key to the expansion of the operation model of high-quality competitions. In the marathon event operation, the company first added 2-5 kilometers of different levels of the competition system to the individual event operations, as well as personalized design such as couple running and parent-child running, which further reduced the participation threshold of the marathon and thus attracted more Popular participants. In 2016, the marathon races operated by the company will expand from 5 in last year to 35, and the number of races in the four seasons will increase to 15 games, thus occupying nearly half of China's road market.
2) Upstream and downstream business expansion, to achieve profit model upgrades. According to the profit model of the mature marathon events abroad, the income is mainly divided into four parts: registration fees, sponsorship fees, copyright fees, and sports service fees. At present, the company's source of profit is mainly registration fees and sponsorship fees. Since it is in the initial stage of the promotion of the game, television copyright fees are mostly in the shape of a poster. Statistics show that there were more than 50 marathon events on television in 2015. Of these, 22 games were broadcast on CCTV and more than 30 games were broadcast on local television stations. At the same time, there are more than 30 marathon events for online video broadcasts and there is a large profit margin in the future.
Travel agency companies: The outdoor sports market layout continues to accelerate under different competitive pressures
Due to the low barriers to entry and the homogenized nature of the product, the long-term competition in price warfare has led to a relatively low profitability. Differentiated or IP-based products can not only increase product brand influence, but also create products for the company. Added value increases profits. At present, domestic travel agencies in the specialization of outdoor sports layout are in the form of public trust travel and Caesar, both of which participate in professional outdoor competitions or establish professional sub-brands to specialize in various outdoor market segments.
UTS Travel: Sports tourism has a wide range of layouts and signs of continued acceleration in recent years
As the first unit of outbound privately-run U.S.-based U.S. Tourism, since the landing of the A-share market, it has continued to capitalize on its operations, and in the short-term, it has established significant advantages in outbound operations, and is expected to continue to strengthen its capital operation and improve tourism through an outbound tourism comprehensive service platform. The entire industrial chain construction. Last year, Zhongxin officially established the Sports Tourism Products Department, which also marked the company's sports tourism layout to take the fast track.
In the specific layout process, last year, the company first entered into a partnership with Beijing Sports Culture Development Co., Ltd. to establish a joint venture company and jointly launched a number of marathon travel products. This year, the company has also reached a cooperation agreement with the outstanding footprints of the walking clubs of Liangzi Fitness to join hands in the field of outdoor hiking. Through participation and cooperation, the company has acquired professional outdoor event resources in a lighter asset manner and can produce good synergy with its own products, thereby enriching the product layout.
Caesar Tourism: long-term attaches great importance to sports tourism and builds a leader in domestic sports tourism
First of all, the company had a matching financing in the Major Asset Reorganization Project of Shell Easy Shares last year that was Caesars Sports Tourism Project. The company plans to invest 82.46 million yuan for the expansion and upgrading of the sports tourism business sector, opening an experience center, building a global sports ticket booking platform and golf course booking platform and supporting mobile Internet platforms, to provide professional services to high-end customers and enterprises at home and abroad. The sports tourism service will drive the development of the domestic sports tourism industry.
Secondly, the company and major shareholder HNA Group joined hands to invest in LeTV Sports, effectively consolidate their sports tourism genes, plus the advantages of the Rio Olympic Games tickets and travel package products sold by the company this year, which is expected to become the company’s sports tourism brand influence in 2016. Expansion, a key year for market share improvement. In addition, the company's first professional skiing tourism brand, which was established last year, has swept all over the world. Currently, it has launched ski products covering five continents. It is a top ski resort in China that is favored by Chinese tourists.
Outdoor retailers: important realization of outdoor industry, increasing demand for resources
Another important link in the outdoor industry is outdoor product sellers. It is also accompanied by the development of outdoor industries. The domestic real outdoor market started in the early 90s. After experiencing the slow development of the early stage of the industry and the difficulty of market expansion, it entered an explosive growth period after 2000. According to COCA statistics, the total retail sales of outdoor products in China increased at an average annual rate of 45.37% from 2000 to 2014, and the total retail sales in 2014 reached 20.08 billion yuan.
At the same time, the competition in the outdoor product industry has become increasingly fierce. Under the background that the traditional market has become the Red Sea, expanding the business layout, infiltrating the entire industry chain, realizing the introduction of multi-channel traffic, and obtaining more profit sources has become the key layout direction of most outdoor companies.
Pathfinder: The first domestic outdoor brand to build an outdoor industrial chain ecosystem
As the largest outdoor products company in China, the company has always ranked first in market sales and market share. In mid-2013, the company proposed a strategic concept for setting up an outdoor travel comprehensive service platform. The company has completed investment in Singapore's Asia travel, Extreme Beauty, Tutu, Yiyou Tianxia and other companies that have a strong correlation with the company's outdoor industry layout. The layout has strengthened the integration of resources in the related fields in the outdoor industry, and effectively promoted the company's expansion from a single outdoor product provider to the collaborative development of outdoor, travel, and sports businesses.
Sanfu Outdoor: The retail store + club model is superior, and the national copy expansion is expected to become stronger
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Outdoor Industry: China's market has entered an explosive growth cycle driven by multiple positives.
Although the outdoor industry started relatively late in China, it has experienced rapid development in recent years. According to our calculation, it is estimated that the current market size of China's outdoor industry is about 150 billion yuan. Moreover, with reference to the growing experience of mature markets in Europe and the United States, thanks to the steady increase in residents’ income levels, the continuous improvement of transportation infrastructure, and the increase in government support, China is currently in the early stages of explosive growth in the outdoor industry. It is expected to reach a trillion scale. From the point of view of tourism, as a perfect combination between the participatory sports and tourism, outdoor tourism can provide tourists with more experience and more leisure products.
Analysis of Outdoor Industry Chain: Large Industrial Depth and Convergence
As an important combination of sports and tourism two trillion market, the outdoor sports tourism industry has a long chain, and the trend of integration between upstream and downstream is obvious: First, the upstream supply of outdoor industries is mainly outdoor tourism resources and destinations. It mainly includes natural and artificial outdoor areas, and related outdoor travel routes developed on this basis. Secondly, outdoor clubs and travel agencies are the main organizers of outdoor sports tourism. They often cooperate with each other to provide outdoor services. Finally, outdoor Supply sellers are an important economic flow in the outdoor industry. Currently, with the intensified market competition, the upward trend in the layout of related companies is obvious.
Outdoor sub-industry analysis: There are numerous sub-divisions, and IP-based investment opportunities
Overall, the outdoor leisure segmentation industry is very rich, and it is constantly developing and innovating. Judging from the current situation in China, in addition to traditional outdoor activities such as hiking, hiking, and camping, along with the development of society and economy, the relatively high-end outdoor industry, such as skiing, cross-country, and diving, is relatively rapid. At the same time, outdoor sports are unique in their personality and represent different cultures and spirits. The characteristics of this layered project make each outdoor tourism product have strong individual IP characteristics and corresponding social attributes. IP is an important means of development.
Investment advice: Prospects for industrial growth can be expected, two-dimensional layout of investment opportunities
From the point of view of the capital market, investors are first advised to comprehensively analyze the investment opportunities in the outdoor industry chain. From the viewpoint of outdoor industry resources, it is recommended that Changbai Mountain and Huangshan Mountain, which have high quality outdoor line resources, and Sante Cableway, which is located in the national scenic spot. From the outdoor tourism organizer: recommend Gu Di Technology, which is an outdoor cross-country first brand off-road e-family, deep-distribution Zhimei Sports run in marathon events, and deep-rooted peoples and caesars in sports tourism; from outdoor supplies sellers: recommend outdoors Pathfinder for the layout of the industry chain, as well as the three-futs outdoor in the retail shop + club model. Secondly, from the perspective of outdoor subdivisions, we recommend to travel to the outdoor industry from the roads and recommend the company's UTS Tourism; from the snow and ice, we recommend the Changbai Mountain with ski destination resources, and the Caesar Tourism with professional brands. . From car camping and outdoor cross-country, it is advisable to pay attention to the development of self-driving camps owned by Sante's sub-regions and Gudi Technology's participation in off-road clubs; from the water and the outdoors, we should be optimistic about the entire industrial chain layout of the new shares of the submarine stock diving industry.
Outdoor Industry: Leisure Consumption Promotes Star Industry under Economic Background
Outdoor sports originated from early exploration and scientific expeditions in Europe and the United States. After a long period of development, it currently refers mainly to nature, and it involves certain challenging and recreational sports including road running, hiking, rock climbing, skiing, and water sports. . From the perspective of tourism, outdoor tourism, as a new product under the category of sports tourism, is mainly focused on the mass sports projects by relevant companies, planning, designing, and assembling related products for specific groups of tourists with needs, and attracting tourists to participate in sports and sports. A combination of high-quality tourism scenarios and leisure tourism.
Although the outdoor industry has had nearly a hundred years of development history in Europe and the United States, but from the perspective of China's situation, the outdoor market is just starting up, the relevant policies and business models are not yet mature, so the development of the relevant mature system countries is worth learning .
U.S.: National outdoor sports rate is extremely high, and early government promotion has become the key
The United States is undoubtedly one of the countries with the most mature development of outdoor sports tourism. The enthusiasm of citizens for the high participation in outdoor sports has driven the steady development of the entire industry. According to the US Outdoor Recreation Participation Report 2016 released by the Outdoor Foundation, in 2015, a total of 142.4 million Americans, or nearly half of Americans, participated in at least one outdoor event and participated in outdoor activities. It reached 1.7 billion. At the same time, outdoor industries have a drastic effect on the entire American economy. According to the statistics of the American Outdoor Industry Association (OIA), US residents spent US$ 646 billion on outdoor leisure activities in 2011, which is an important expenditure for daily consumption of U.S. residents and contributes 39.9 billion U.S. dollars annually to the federal and local and state governments. With 39.7 billion U.S. dollars, 6.1 million jobs were created directly.
From the perspective of the development history of the modern outdoor industry in the United States, we have experienced four major stages:
1. The American outdoor industry first originated from the outdoor activities of residents of the eastern United States who spontaneously formed their love for nature. In the period of the Great Depression, the federal government launched the federal emergency protection project, which completed hundreds of resource conservation projects, including roads and a large number of outdoor recreational facilities, laying the foundation for the subsequent outdoor industry development.
2. In the 1950s, with the popularization of automobiles in the people's livelihood and the development of road transportation facilities, the convenience of people's travel and the range of vacation trips have greatly expanded. At the same time, the 10-year facility improvement program initiated by the National Forest Park Management Office has also significantly improved the public outdoor sports destination.
The 3rd and 60th-80s were the most rapid periods for the development of the American outdoor industry. They depended on three factors. First, the federal government intensified its policy and passed a number of environmental protection bills to improve the natural environment in the wild. The "Outdoor Leisure Act" was launched and an outdoor recreation management bureau was established to provide nationwide outdoor leisure programs. Second, the development of outdoor leisure technology has greatly facilitated the convenience of outdoor sports. Finally, the emergence of a large number of outdoor training schools has also increased people’s awareness of outdoor leisure, and the types of selected projects have also increased significantly.
4. Since the 1980s, the federal government gradually withdrew from its dominant position in the outdoor industry, inviting private companies to participate in the management and investment of national parks and leisure venues. Outdoor recreational sites such as private investment ski resorts and camping sites are constantly emerging, and as the commercialization of outdoor industries continues to increase, grass-roots people’s interest in outdoor sports continues to increase.
The overseas listed company's target covers the entire industry chain, benefiting the industry's booming performance.
According to the foregoing analysis, the outdoor industry occupies a very important position in the household consumption in the United States, and the market is huge. After years of development, the entire sports industry has formed a relatively mature development model in the United States. From the perspective of the secondary market, the relevant standards for the listing of sports in the United States involve a wide range of industries and have a high depth of industry. In the past few years, the industry has enjoyed a high degree of prosperity, and the stock price performance is also quite brilliant.
Europe: Origin of outdoor industry, industry development and national economy complement each other
Europe is known as the hometown of outdoor sports. It is the birthplace of modern outdoor sports and a leader in the development trend of outdoor industries. After the financial crisis, outdoor markets in Europe thrived again. According to professional retail sales of outdoor products, Europe has always been the world's largest consumer market for outdoor products. According to the statistics of the European Outdoor Sports Association (EOG), in 2015, the turnover of European outdoor venues was approximately 5.33 billion euros, an increase of 10.35% (excluding 2.8% of Russia’s growth rate), and the retail market was approximately 11.2 billion euros, basically maintaining stable growth.
The outdoor leisure industry has always occupied a very important position in the European sports market. In the European sporting goods market in 2013, outdoor products accounted for more than 25% of the market share. At the same time, Germany, the United Kingdom, and France are the core regions of the European outdoor market, accounting for 50% of the entire European market. We believe that the booming outdoor market in Europe and the prosperous growth in recent years are mainly due to the following factors:
1) The European region enjoys excellent natural conditions and abundant outdoor resources. The entire European region has different geological conditions and natural features such as the Mediterranean Sea, the Alps, and the Scandinavia Peninsula, providing an extremely superior destination resource for outdoor tourists.
2) The masses are well-founded and the outdoor population is huge. According to relevant reports of the “China Sportâ€, France, for example, has more than 34 million French people doing sports regularly, accounting for more than half of the total population of France in 2010.
3) Outdoor industry and national economic development complement each other. For European countries with earlier origin of sports tourism, outdoor sports tourism has formed a relatively complete industrial chain in the region and has developed into a pillar industry of the national economy. Outdoor sports happens to be intertwined with a variety of professional activities. For rural jobs, which are usually seasonal, technical guidance for outdoor activities can be used as a supplement.
4) The promotion of major events in the development process is significant. Taking France as an example, the explosive growth of outdoor sports in France began in 1968, during which the French Winter Olympics became a huge accelerator for the development of outdoor sports. On the one hand, the construction of tourism facilities and resorts has been promoted, which will have a long-term impact on the long-term development of outdoor sports in the future. Secondly, Winter Olympics has increased the number of participants in snow and ice sports, and has made outdoor sports no longer too seasonal.
5) High degree of specialization, numerous well-known brands, and continuous technological innovation. First of all, European outdoor brands have always occupied a large share of the international market. According to COCA statistics, in 2014, 196 European outdoor brands were on the Chinese market, accounting for 44.44% of foreign brands.
Looking at the development history of European and American outdoor industries, there are the following characteristics that deserve our attention:
1) The rapid development of the national economy and the follow-up of infrastructure are the preconditions: As outdoor sports destinations are far from cities and relatively remote, the convenience of transportation is the key to enhancing outdoor leisure experience. It was the vigorous construction and development of the US transportation infrastructure in the early last century that laid the foundation for the subsequent explosive growth of the outdoor industry.
2) Policy support is an important driving factor: Government functional departments play a key role in promoting the development of outdoor industries. The huge investment in the infrastructure of outdoor industries makes the intervention of early-stage government funds particularly important, and the huge economic pull of outdoor industries. The effect also attracted the government to increase policy support.
3) The improvement of residents' income level and the popular sports atmosphere are essential conditions: The increase in residents' income level and the growth of the middle class make more and more people able to shoulder the expenses of outdoor tourism. At the same time, people began to post-industrialization. More and more emphasis on their own physical and mental relaxation, popular sports have begun to penetrate the hearts of people.
4) In addition, the development of science and technology, including the technological level of outdoor equipment and R&D of raw materials, has also greatly promoted the development of the outdoor products market. In particular, the emergence of mobile smart mobile apps and the development of wearable devices have further enhanced outdoor sports in recent years. The degree of experience stimulates people's enthusiasm for outdoor participation.
China's Outdoor Market: With the help of multiple factors, the industry will experience explosive growth
The domestic outdoor market starts relatively late, and there is huge space for future development
The time for outdoor sports to enter our country is relatively late. At the beginning, it was mainly based on mountaineering adventures supported by government departments. Later, there was a gradual emergence of commercial outdoor sports organizations and participation in the current popularization. But overall, before 2005, Our country's outdoor sports are in the budding stage. By April 2005, the State General Administration of Sport will set up outdoor sports in the mountains as an officially launched sports event, marking that our country's outdoor sports have entered the fast lane of development.
According to the statistics of the China Outdoor Alliance (COA), China currently has 130 million people each year carrying out pan-outdoor activities such as hiking and leisure outdoor activities (accounting for 9.5% of the total population), and 60 million people carry out outdoor activities such as mountaineering, rock climbing, and hiking. 4.38% of the total population.
It is estimated that the scale of the initial stage of industrial development has reached more than 100 billion yuan, and the market space of trillions will be available within 10 years.
From the perspective of the outdoor tourism product market, if we use the 130 million Chinese outdoor sports population announced by COA as the base and comprehensively survey the data of major third-party websites, we assume that short-distance outdoor tourism accounts for 80%, long-distance travel accounts for 20%, and The unit price is 850 yuan and 2400 yuan respectively. It is estimated that the current scale of outdoor tourism market in China is about 150 billion yuan.
Comparing with the development history and characteristics analysis of the European and American outdoor leisure industry, we can see that the benefit from the continuous increase in government support and the steady increase in the income level of the residents. At present, China is in an era similar to the United States in the 1970s, that is, the outdoor industry has grown explosively. Initially. Compared with nearly 50% of the US participation rate in outdoor sports, China is expected to have 5 times the growth of customer base in the next 10 years. Taking into account the growing trend in the growth of leisure travel, the outdoor travel market in China is bound to have More than a trillion market size.
Promotion factor 1: In the context of consumer upgrading, outdoor leisure meets the overall development trend of the industry.
Increased income levels and changes in the concept of consumption, promote the continuous increase in the degree of recreational sports
With the continuous development of the social economy and the continuous improvement of people’s living standards, the concept of social consumption is gradually changing. With reference to international experience, after a country’s per capita GDP reached more than US$5,000, people turned from their original viewing entertainment to interactive experience and brought with them product quality upgrades, taste upgrades, and experience upgrades. This change will inevitably bring about changes in the consumption structure. Outdoor sports, fitness, tourism and other beneficial physical and mental health activities will be increasingly valued and will grow rapidly. As an important combination of outdoor sports and leisure tourism, outdoor tourism is expected to significantly benefit the development trend of the leisure industry.
Anti-urbanization: The residents’ outdoor experience sports under the pressure of urban life, and the internal needs of relaxation and relaxation
With the increase of China’s industrialization level and the dramatic increase of urban population, the enormous pressure of urban life or the boredom of existing daily life styles has also created the need for residents to relax their bodies and minds. Residents hope that they can escape from the city for a short time and enjoy another life. the way. On the one hand, outdoor tourism provides the opportunity for urban workers to get close to nature and relax. At the same time, it also uses a series of sports to achieve physical fitness and healthy living.
Promotion factor 2: China's vast land, abundant resources, and abundant outdoor resources, continuous improvement of transportation facilities
China has a vast territory, a vast territory and a land area of ​​about 9.6 million square kilometers, ranking third in the world. The vast area, diverse terrain, and complex climate make our country rich in natural resources suitable for outdoor sports. At present, China has 33 world geological parks, accounting for more than a quarter of the world, more than 200 national geological parks.
At the same time, with the popularization of cars for domestic residents, the effective increase in the number of private cars owned by each household has created favorable conditions for outdoor travel around. Since 2006, the scale of private cars in China has maintained an annual compound growth rate of 23%. By the end of 2014, there were 117 million small passenger cars in China, of which 105 million were private cars, accounting for 90.16%, an increase of 19.89% compared to 2013.
Secondly, the vigorous promotion of highway transportation facilities has laid a foundation for outdoor tourism. As of the end of 2015, the total mileage of highways in the country reached 4.57 million kilometers, highway mileage exceeded 120,000 kilometers, rural highway mileage exceeded 3.97 million kilometers, 81% of established villages in the western region achieved patency, and 96% of the county's cities achieved Grade 2 and The above grade roads are connected.
Driving factor 3: Changes in population structure, 70s80s and young people becoming the main force in outdoor sports
Combining our 2015 annual strategy point of view, from the point of view of population structure changes, 70s and 80s are becoming the mainstays of the society. The post-90s spending power can not be ignored. This group of people is the main force of outdoor leisure travel.
70 after 80's own outdoor exercise needs, and parent-child travel demand
70 after 80 is becoming the mainstay of the community, the usual work pressure, pay more attention to physical exercise and physical care, so weekend outdoor activities become the first choice for travel. At the same time, in the background of most family members formed after 70/80, the demands of parent-child travel on weekends are relatively strong. According to Ereli's monitoring data, the transaction volume of China's online parent-child travel market in 2014 was 6.51 billion yuan, which is expected to increase by 76.2% in 2015 to 11.47 billion yuan. At the same time, it is expected that the parent-child travel market will continue to exhibit rapid growth of 50-80% in the next three years.
Young people's outdoor spending power can not be ignored, and there is huge room for growth in camp education.
In recent years, the camp education market for young people is also booming. Camp education has a direct connection with the outdoor sports market, and as an important complement to the quality education system, it is increasingly drawing attention from parents and the society. The target population for education in Chinese camps has reached 220 million. In particular, with the release of China’s second-child policy, the birth rate of Chinese babies will increase significantly, and the total number of young people aged 6 to 18 will exceed 200 million. Through market data analysis, the future size of China’s camp education market will surpass that of the United States. 200 billion yuan.
Promoting factor 4: policy support is ahead of schedule and integration of sports and tourism is on the agenda
All along, the outdoor industry meets the requirements of the current environmental protection economy, green economy, and sunrise economy, and it has also led the local economy and absorbed labor. Therefore, outdoor tourism combined with sports and tourism has repeatedly been valued by the government. This year, according to officials of the General Administration of Sport, the “Outline for the Development of Sport Tourism in China†jointly formulated by the State General Administration of Sport and the National Tourism Administration is planned to be launched at the end of this year. It will give more explicit guidance on the development of sports tourism in China, and it will also be China. Another important document in the field of sports industry.
Driving factor 5: Outdoor products are relatively high-frequency and sticky enough to adapt to the trend of social media transmission
Outdoor tourism products have strong social attributes, suitable for social media distribution and high viscosity
In the PC era, online travel products are based on search engines. Mastering the flow means grasping the value. However, in the mobile era, with the birth of another traffic core WeChat, the pattern has changed, which means that tourism and other products evolved from functional search-based traffic to socialized communication. Tourism products suitable for search engine traffic conversion are not necessarily suitable for the spread of social media. Booking hotel tickets is not worth sharing. The healthy life represented by outdoor sports and its healthy competition are more worth sharing (such as Wechat sun drying steps, etc.) ).
The depth of outdoor tourism products is large enough to bring in a rich range of customer unit prices.
Outdoor travel products can be either low-cost outdoor trips with travel-based travel or high-cost outbound trips. Therefore, in the early stage of development, related companies can enter the market with low-cost peripheral outdoor travel products, form customer stickiness, and then introduce high-rate long-term outdoor travel products.
Analysis of Outdoor Industry Chain: Large Industrial Depth and Convergence
The division of outdoor tourism industry chain: The industrial chain involves a wide range, and the trend of integration between upstream and downstream is obvious.
1) First, the upstream supply chain of outdoor industries is mainly outdoor tourism resources and land. It mainly includes natural outdoor areas (mountain, lakes, islands, etc.), artificial outdoor areas (ski resorts, resorts, highways, etc.), as well as related outdoor travel routes and outdoor event organizations developed on the basis of scenic spots.
2) Outdoor clubs and travel agencies are the main organizers of outdoor sports tourism. Specifically, the main advantage of outdoor clubs lies in their professionalism in outdoor sports. They can provide professional services such as training, team leaders and emergency medical care. The advantages of traditional travel agencies are their ability to provide better and quality outdoor destination services, and their cost performance ratio. Higher machine + wine products.
3) Outdoor product manufacturers and retailers as well as outdoor supplies e-commerce are important realizing channels for the entire outdoor industry. The outdoor equipment and apparel equipment sales are an important economic flow in the outdoor industry and have now become an important source of profit for many outdoor travel operators.
Outdoor destination: outdoor sports development is expected to become a breakthrough in the development of local scenic spots
From the point of view of outdoor sports, we mainly focus on the breakthroughs in the development model of traditional scenic spots, the expansion of chain attraction operators, and the transformation of local government from non-tourism resources in suburban areas:
1) First, under the guidance of the National Tourism Administration in promoting global tourism, the scenic company also began to actively expand and expand. The outdoor tourism, due to the large number of industries involved, has a significant driving effect on local infrastructure, light industry, commerce, commerce, and style. It is in line with the need for the transformation of the traditional scenic spot from the ticket economy to the industrial economy, and to the open tourism + fusion development mode. The request.
2) At the same time, creating high-quality IP in line with its own characteristics can make the area a key to attracting tourists. According to our previous analysis, IP has become the key to distinguishing scenic spots from other destinations, attracting tourists, especially to increase the revisit rate. At the same time, most of the scenic spots have natural outdoor attributes (skiing, rock climbing, hiking, etc.), which have a high degree of combination with high-quality outdoor sports IP.
3) In the current situation where local government financing is relatively restricted, listed companies in the scenic areas often become important financing platforms for the local government to develop the tourism economy. In this case, the scenic company can also use the power of capital to intensify its outreach expansion, extend from sightseeing tours to leisure tours, and promote the development of scenic spots by extending the time for tourists to stay and increasing the unit price of visitors.
Traditional tourist attractions: Under the idea of ​​global tourism, outdoor tourism is expected to develop into a breakthrough
Huangshan Tourism: Huangshan local government has always attached great importance to the integration of tourism and sports industry.
A series of international and domestic brand events held in Huangshan in the past five years have attracted more than 40,000 contestants from more than 50 countries and regions. Each year, they attract more than 500,000 domestic and foreign tourists visiting Huangshan to watch the game. During the Dragon Boat Festival this year, Huangshan Scenic Area promoted 53.01% of the passenger traffic beyond the expected growth in outdoor sports events (Huangshan Taiping Lake Triathlon International Classic held in Huangshan Scenic Area from June 10th to 11th).
Changbai Mountain: As the only tourism listed company in Jilin Province, Changbai Mountain is backed by the Changbai Mountain Scenic Area, the first batch of national 5A-level scenic spots.
With abundant resources of ice and snow, it is the first choice for domestic ice and snow tourism and skiing. At present, the development of ice and snow resources in Changbai Mountain is gradually improving. Wanda Changbai Mountain International Resort, officially opened in 2012, has begun to take shape after three years of cultivation. The resort has the largest ski resort in Asia and received 240,000 visitors during the 2013-2014 snow season, an increase of 61% year-on-year. At the same time, the Changbai Mountain Tianmushan International Ski Resort project is in the process of national approval. The ski site covers an area of ​​5 square kilometers and has 42 snow trails. The trail falls 800 meters and the snow period lasts for 7 months. . In the future, it will become the first domestic ski resort that truly meets the requirements of high mountain downhill and international events.
Operators of Chain Parks: An Important Means of Short-term Rapid Gathering of Popularity in Second and Third-Line Scenic Spots
Sante Cableway: As a Representative of Domestic Chain Area Operators
The company has a large number of (more than 20 or so) scenic spot resources projects across the country, but most of them are 234 scenic spots. Due to the lack of IP support for strong scenic spots, although the company has scenic spots resources or reserves in many provinces across the country, it is difficult to generate greater comprehensive influence in the country and even in the whole country. Therefore, with the help of outdoor leisure IP, it will effectively help the company gather popularity and achieve a chain of high quality IP replication operations throughout the country:
1) First, the company's field and pastoral style resorts, which have been attempting to be built since 2011, are the company's attempts to create IP for the surrounding leisure resorts. The company's Chongyang project is the prototype of the company's model. In the future, the company will also be in the Yangtze River Delta (Zhejiang Qiandao Lake, Anji project), Hubei (Wuhan, Dawan, etc.), Inner Mongolia, Keshiketengqi, etc. In the market, after the Beijing-Chifeng high-speed railway opened to traffic in 2018, Beijing to Chifeng took only 3 hours to promote its field and pastoral model. Taking into account the prominent location advantages of these projects, it is expected to become an important peripheral destination for the core city.
2) Secondly, the company also actively uses its own scenic resources to actively start the event. Due to its rich resources of scenic spots all over the country, the company often uses the form of station races in the course of holding events, and uses long-term outdoor events to achieve the purpose of integrating the marketing of the company's scenic spots.
Outdoor Event Organisers: Differentiated Competition Brings Advantages, Upstream and Downstream Distribution, Rich Profit Sources
Outdoor travel organizers generally refer to event management companies or clubs that have professional outdoor sports operating experience, and travel agency companies that have a large base of guest groups:
Outdoor Sports Club: Outdoor sports organization providing professional services, an essential part of the industrial chain
The emergence of outdoor clubs is a full expression of the social attributes of outdoor sports. It is also considered by market regulators as the key to regulating the outdoor sports market in China and strengthening the supervision of outdoor sports markets. The existing forms of social organizations related to outdoor sports include: outdoor sports clubs, outdoor sports associations, mountaineering associations, and online outdoor sports clubs. At the same time, after a long period of development and accumulation, some outdoor clubs have also accumulated a certain amount of experience in the operation of the competition and created a highly influential outdoor event brand.
Off-road e-Family: In the field of car outdoor clubs, the off-road e-family leader deserves the top spot
The company was established in 2000 as China's famous automotive information and community website, and has gradually developed into the first media and interactive center in China's off-road/SUV/modification/travel/events field. Through years of accumulation and distribution on the line, the company has more than 6 million registered members, and more than 600,000 real-name members, affecting more than 20 million people. And based on this as a basis to establish a national off-road vehicle super club platform, the first domestic off-road vehicle culture platform. There are 35 provincial brigades (including Hong Kong, Macau and Taiwan) across the country. Below the brigade are the city-level squadrons. In addition, there are four columns in North America, Australia, New Zealand, Africa, and Europe. They have a very wide membership base and a complete organizational structure.
In order to maintain the club members all over the country, the Division organized a large number of SUV-related activities online. There are nearly 100 regular events, 100 team activities per week, and 100 self-drive journeys every day. Through this interlocking industrial layout, and extremely professional offline outdoor services. The off-road e-family has successfully accumulated millions of loyal users in off-roading, outdoor segmentation areas, and has established deep tourism and commercial resources in various places to complete the effective connection of outdoor activities under the line.
Outdoor Event Operators: Actively cut into the entire industry chain, and the profit model needs to be upgraded
The outdoor event operator company usually refers to a company that obtains resources such as copyright of certain events, copies it to the ground, and conducts long-term business operations. Unlike the spontaneous public welfare event organization of outdoor clubs, professional competition operators mainly aim at commercial profitability. From the current point of view, the profit model of outdoor events can be divided into four major sections: the sport of the event (sports sponsorship, registration fee and other income generated by the event itself), and the event carrier economy (earnings from the city's entry space, such as the main stadium, Hotels, guesthouses, etc.), events, media economy (television transmission rights income, new media marketing income) and event derivative economy (running equipment, APP, etc.).
Zhimei Sports: leading the outdoor event operation, multi-dimensional layout of the game operation of the entire industry chain
Zhimei Sports, as the leader of the national sports event operators, is particularly well-positioned in the field of marathon events. The company organized and operated five marathon events in 2015 and is expected to expand to 35 this year.
1) Large-scale operation is the key to the expansion of the operation model of high-quality competitions. In the marathon event operation, the company first added 2-5 kilometers of different levels of the competition system to the individual event operations, as well as personalized design such as couple running and parent-child running, which further reduced the participation threshold of the marathon and thus attracted more Popular participants. In 2016, the marathon races operated by the company will expand from 5 in last year to 35, and the number of races in the four seasons will increase to 15 games, thus occupying nearly half of China's road market.
2) Upstream and downstream business expansion, to achieve profit model upgrades. According to the profit model of the mature marathon events abroad, the income is mainly divided into four parts: registration fees, sponsorship fees, copyright fees, and sports service fees. At present, the company's source of profit is mainly registration fees and sponsorship fees. Since it is in the initial stage of the promotion of the game, television copyright fees are mostly in the shape of a poster. Statistics show that there were more than 50 marathon events on television in 2015. Of these, 22 games were broadcast on CCTV and more than 30 games were broadcast on local television stations. At the same time, there are more than 30 marathon events for online video broadcasts and there is a large profit margin in the future.
Travel agency companies: The outdoor sports market layout continues to accelerate under different competitive pressures
Due to the low barriers to entry and the homogenized nature of the product, the long-term competition in price warfare has led to a relatively low profitability. Differentiated or IP-based products can not only increase product brand influence, but also create products for the company. Added value increases profits. At present, domestic travel agencies in the specialization of outdoor sports layout are in the form of public trust travel and Caesar, both of which participate in professional outdoor competitions or establish professional sub-brands to specialize in various outdoor market segments.
UTS Travel: Sports tourism has a wide range of layouts and signs of continued acceleration in recent years
As the first unit of outbound privately-run U.S.-based U.S. Tourism, since the landing of the A-share market, it has continued to capitalize on its operations, and in the short-term, it has established significant advantages in outbound operations, and is expected to continue to strengthen its capital operation and improve tourism through an outbound tourism comprehensive service platform. The entire industrial chain construction. Last year, Zhongxin officially established the Sports Tourism Products Department, which also marked the company's sports tourism layout to take the fast track.
In the specific layout process, last year, the company first entered into a partnership with Beijing Sports Culture Development Co., Ltd. to establish a joint venture company and jointly launched a number of marathon travel products. This year, the company has also reached a cooperation agreement with the outstanding footprints of the walking clubs of Liangzi Fitness to join hands in the field of outdoor hiking. Through participation and cooperation, the company has acquired professional outdoor event resources in a lighter asset manner and can produce good synergy with its own products, thereby enriching the product layout.
Caesar Tourism: long-term attaches great importance to sports tourism and builds a leader in domestic sports tourism
First of all, the company had a matching financing in the Major Asset Reorganization Project of Shell Easy Shares last year that was Caesars Sports Tourism Project. The company plans to invest 82.46 million yuan for the expansion and upgrading of the sports tourism business sector, opening an experience center, building a global sports ticket booking platform and golf course booking platform and supporting mobile Internet platforms, to provide professional services to high-end customers and enterprises at home and abroad. The sports tourism service will drive the development of the domestic sports tourism industry.
Secondly, the company and major shareholder HNA Group joined hands to invest in LeTV Sports, effectively consolidate their sports tourism genes, plus the advantages of the Rio Olympic Games tickets and travel package products sold by the company this year, which is expected to become the company’s sports tourism brand influence in 2016. Expansion, a key year for market share improvement. In addition, the company's first professional skiing tourism brand, which was established last year, has swept all over the world. Currently, it has launched ski products covering five continents. It is a top ski resort in China that is favored by Chinese tourists.
Outdoor retailers: important realization of outdoor industry, increasing demand for resources
Another important link in the outdoor industry is outdoor product sellers. It is also accompanied by the development of outdoor industries. The domestic real outdoor market started in the early 90s. After experiencing the slow development of the early stage of the industry and the difficulty of market expansion, it entered an explosive growth period after 2000. According to COCA statistics, the total retail sales of outdoor products in China increased at an average annual rate of 45.37% from 2000 to 2014, and the total retail sales in 2014 reached 20.08 billion yuan.
At the same time, the competition in the outdoor product industry has become increasingly fierce. Under the background that the traditional market has become the Red Sea, expanding the business layout, infiltrating the entire industry chain, realizing the introduction of multi-channel traffic, and obtaining more profit sources has become the key layout direction of most outdoor companies.
Pathfinder: The first domestic outdoor brand to build an outdoor industrial chain ecosystem
As the largest outdoor products company in China, the company has always ranked first in market sales and market share. In mid-2013, the company proposed a strategic concept for setting up an outdoor travel comprehensive service platform. The company has completed investment in Singapore's Asia travel, Extreme Beauty, Tutu, Yiyou Tianxia and other companies that have a strong correlation with the company's outdoor industry layout. The layout has strengthened the integration of resources in the related fields in the outdoor industry, and effectively promoted the company's expansion from a single outdoor product provider to the collaborative development of outdoor, travel, and sports businesses.
Sanfu Outdoor: The retail store + club model is superior, and the national copy expansion is expected to become stronger
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2)户外旅游组织方：主è¦ä¸ºæˆ·å¤–俱ä¹éƒ¨ä»¥åŠæ—…行社。具体æ¥çœ‹ï¼Œæˆ·å¤–俱ä¹éƒ¨çš„主è¦ä¼˜åŠ¿åœ¨äºŽå…¶å¯¹äºŽæˆ·å¤–è¿åŠ¨çš„专业性，能够æ供培è®ï¼Œé¢†é˜ŸåŠåº”急医护ç‰ä¸“业æœåŠ¡;è€Œä¼ ç»Ÿæ—…è¡Œç¤¾çš„ä¼˜åŠ¿åœ¨äºŽå…¶èƒ½å¤Ÿè¾ƒä¸ºå®Œå–„å’Œä¼˜è´¨çš„æˆ·å¤–ç›®çš„åœ°æœåŠ¡ï¼Œä»¥åŠæ€§ä»·æ¯”较高的机酒产å“。在实际æ“作过程，两者往往相互
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