Outdoor Branding Competition Moves To Asian Market

Nowadays, the major professional movements all over the world brand The competition is becoming increasingly fierce. It once worked in Nike and now is the Columbia movement in the United States. clothing MaCaw Mick, a brand executive, said that the future competition between outdoor brands will be shifted from the European market to Asia.

Rising sales of outdoor clothing in China, Japan and Korea

Due to the increasing popularity of mountaineering in Japan, the apparel industry is creating a trend of outdoor fashion apparel, and the scale of outdoor sporting goods market is expanding rapidly. The territory is only Japanese. 25% (about Ten 000 square kilometers), and the population is only Japanese. 40% ( Four thousand and nine hundred The growth rate of Korean outdoor products market is increasing year by year. Sales of outdoor products in the country have been maintained every year. 10% ~ 30% The growth momentum is also Two thousand Year ~ Two thousand and ten In the middle of the year, Germany surpassed the first place in Europe, and became the second largest outdoor consumer country in the world. At present, the outdoor goods market in Korea has reached the scale. Two thousand Billion yen (about RMB) One hundred and sixty-six It is the largest outdoor product in Asia. consumption Market.

Columbia, the famous outdoor sportswear brand in the world Two thousand and ten Annual sales growth reached 20% Its main sales market is Asia Pacific and South America. Nine point six five The growth rate is $100 million. 32% 。 Among them, the Asian market is going through Ten After its growth, it surpassed sales in Europe, Middle East and Africa for the first time. Two thousand and ten Annual sales are up. Seven Billion dollars, an increase of up to 53% Now Asia has become the most important selling market of the company.

Statistics show that the Asian outdoor goods market centered on Korea, Japan and China is accelerating. The market size of the three countries is Korea. Two thousand Billion yen (about RMB) One hundred and sixty-six Million yuan; Japan. One thousand and two hundred Billion yen (about RMB) One hundred Billion yuan; China Five hundred Billion yen (about RMB) Forty-two Billion yuan. Although the total sales volume of China, Japan and South Korea is not as good as that of Europe. Seven thousand and three hundred Billion yen (about RMB) Six hundred and eight However, the annual growth rate of the three countries has increased steadily. Two thousand and ten The annual increase was Korea. 10% Japan 5% ~ 10% China 50% 。

Top brands seize market share

After seeing the growth potential of the Asian market, European and American outdoor brand enterprises have speeded up their investment in Asia. Have MILLET And other famous brands in France. Lafuma The company will register its brand. Lafuma Sold to Korea LG Group. Top brands of waterproof clothing Gore-tex Asia will also become the largest market for outdoor clothing sales in the world.

At present, the Korean sporting goods market is undergoing a sweeping reshuffle. Japanese clothing brand GOLDWIN Sai Tian Mian, a South Korean official, said the changes in lifestyle of the Korean people are driving the demand for sportswear in the Korean market. The brand is related to Korea. Young   One   Corporation The joint venture company is now the largest outdoor product company in Korea.

Once in Patagonia Brand Japan branch, currently Asia Pacific Sales Representative. KEEN Although the market conditions and characteristics of these three Asian countries are different, the growth process is very similar to that of the other countries. Consumers now attach more importance to the opportunity of life quality to contact with nature. This lifestyle change is the key to opening the Asian outdoor products market. European Federation of outdoor products ( EOG Mark, President of the European market, said that European Outdoor manufacturers attached great importance to the Asian market.

　　 THE   NORTH   FACE In Korea Two thousand and ten Annual sales reach Five thousand Billion won (about RMB) Thirty Billion yuan, an increase of two figures. A company spokesman said that the driving force behind its growth comes from strict quality, superior functionality and the pursuit of high value-added consumers. The brand has now become the sportswear brand that surpasses Nike and Adidas in the Korean market.