How Far Is The "Big Outdoor Era" From Us?

Recently, Lotte, Hyundai and new world are the three biggest Koreans. Department store The same store has launched the same policy: increasing the introduction of outdoor brands, and opening the door to the largest scale of outdoor brands.

According to South Korean media, the best selling brand in Korean department stores is outdoor brands, and this trend will continue this fall. Especially in the first half of the year, the growth rate of most commodity categories in Korean department stores slowed down, but the outdoor brands grew at an average rate of 30%.

In fact, the outdoor brand has flourished in Korea for some time, but its popularity is more and more eye-catching. In contrast, China's outdoor brand started late, but in recent years it has been showing an accelerating trend. Whether outdoor brands are listed, or more and more companies are launching their new outdoor brands, or new faces and new technologies appearing on the exhibition, of course, there is also the most important promotion of the national outdoor craze. Signs seem to indicate that China's outdoor brand is also meeting the arrival of a "big outdoor era".

"Blue ocean" in the eyes of enterprises

First look at the same Asian countries, but the market sensitivity is relatively high. The Republic of Korea Many garment enterprises are stepping up their efforts to invest in outdoor clothing products and launching outdoor clothing brands under this brand. Take HANGTEN (Korea) as an example, the company launched its outdoor brand not long ago, and strengthened its brand in the autumn and winter season after the launch of the product, so that the outdoor products category reached 10~12. This year, HANGTEN (Korea) has a sales target of 100 billion won (about 600 million yuan).

Look at the situation of Chinese enterprises again. Last year, China's most famous industry standard clothing R & D and production base, the Nanjing China 35 0 three garment factory, launched its outdoor brand. Up to now, there have been dozens of physical shops in more than ten provinces and cities in China, mainly located in large and medium-sized cities such as Beijing, Nanjing, Tianjin, Chongqing and Wuhan. Especially in July 17th of this year, Beijing SOHO, one of the fashionable frontiers of China's outdoor flagship store, was stationed in Beijing. For the future, Li Xuecheng, general manager of Limited by Share Ltd, said: "before 2015, our sales outlets will be expanded to 1500."

And Jiangsu Yueda Textile Group Co., Ltd., also because it is optimistic about the future. outdoors After extensive market research, the clothing market created the "LUCK&JOURNEY" outdoor brand last year.

As Chen Rong, general manager of the company said, in recent years, the annual average growth rate of China's outdoor products industry has reached 50%, and the annual average growth rate of shipments has also reached 50%. This is undoubtedly a "new blue ocean".

According to the data, there are more than 400 professional outdoor brands in China's domestic market, accounting for 30% of local brands, nearly 2000 retail outlets for professional outdoor products, and more than 1600 retail outlets for department stores. Other modes of sales are developing rapidly in different ways. At the same time, more than 400 professional outdoor Sporting Club Hotel also offer potential deep consumption foundation for outdoor brands.

It is worth mentioning that by this year, the 6 Asian outdoor products exhibition has been held, which fully demonstrates the continuous development and growth of outdoor brands in China. The scale of Asia Outdoor products show a growing trend of stronger and stronger. At the end of 7, the Sixth Asian outdoor products exhibitors, nearly 50 thousand square meters of exhibition hall were lined with brand products, and more than more than 450 famous brands of outdoor products were gathered at home and abroad. Among them, nearly 70% were Chinese outdoor brands, and their performance was very eye-catching.

In addition, there is a set of data that illustrates the problem. In 2001, the scale of China's outdoor sporting goods market was only 4 or 50 million yuan. By 2005, it had made rapid progress to 1 billion yuan. By 2006, it reached 2 billion 600 million yuan, with an average annual growth rate of over 100%.

And in 2010, according to the China Textile Business Association outdoors According to statistics of COCA, the retail sales of China's outdoor products market exceeded 7 billion yuan, reaching 7 billion 130 million yuan, representing an increase of 47.01% over the previous year. Looking back on the 10 years from 2000 to 2010, the total retail sales of China's outdoor products market grew at an average annual rate of 47.33%, maintaining a sustained and rapid development trend and becoming one of the fastest growing segments of the retail sector. At the same time, the sales volume of outdoor sporting goods for major retail enterprises increased by 15.6% compared with that of sporting goods, and the proportion of outdoor sporting goods in sports products increased from 13.8% to 19.9%.

Capital optimistic about outdoor brand

Jack Wolfskin, an outdoor clothing brand far from Germany, announced the news that the company was bought by private investment giant Blackstone Group. Although the two sides did not disclose detailed terms of the transaction, but according to people familiar with the matter, the transaction price may be around 700 million euros (994 million U.S. dollars). Blackstone said it had contacted several candidates with "international vision and experience", and could announce a new CEO in a few weeks. The acquisition of Jack Wolfskin will be completed in August.

You know, Blackstone is one of the largest independent alternative asset management institutions in the world. It is also the largest listed investment management company in the United States. It can be favored by this giant. It is not only a blessing for Jack Wolfskin, but also a reflection of outdoor brands being gradually favored by the capital market.

In China, in October 30, 2009, Pathfinder listed on the gem, becoming the first outdoor brand enterprise listed on the market, and also opened up the capital boom of China's outdoor brand, and has continued to the present, and has become more and more fierce.

In October 15, 2010, Jialin Jie listed on the SME Board of Shenzhen Stock Exchange, and its business scope also focused on outdoor concept.

In fact, as early as 2008, an outdoor brand was awarded several domestic brands. well-known Investment company tens of millions of yuan investment, it is Sanfo outdoor. On the official website of Sanfo outdoor, it clearly stated the target of its period. Before 2013, it opened 50 international outdoor franchised stores in the whole country, becoming an industry leader and a listed company worth ten billion. "There are already brokerages in touch with us." Zhang Heng, founder and general manager, said.

Similarly, there are several outdoor brands in Quanzhou. These brands are seeking the docking of capital and brand with the maturity of products, the improvement of terminal construction and the establishment of brand image. According to media reports, at the Sixth Asian outdoor products exhibition held in Nanjing in late 7, there were many venture capitalists besides the agents who came to see the products. Insiders also believe that the outdoor products industry has become a sunrise industry. Its strong development has attracted the attention of capital, and wind investment gold has extended olive branches to some mature brands, and these brands will also seek greater development space after gaining a firm foothold. The intervention of capital is undoubtedly the most powerful booster. Once the docking is successful, there will be more outdoor brands on the capital market.

Looking back at the outdoor brand that has been listed, how is its performance? The Beijing Toread Outdoor Products Co released the results express that the company achieved operating income of 433 million yuan in 2010, an increase of 47.57% over the previous year, a net profit of 53 million 235 thousand and 500 yuan, an increase of 20.9% compared with the same period last year, and a profit of 0.4 yuan per share. Jialin Jie's 2010 annual report shows that its operating income was 686 million yuan, and its net profit was 61 million 510 thousand yuan, an increase of 40.13% and 43.7% respectively compared with the same period of the previous year. The total earnings per diluted share were 0.296 yuan, which exceeded the expectations of many analysts.

Brokerage firms are also optimistic about the future expectations of outdoor brands. "Outdoor brand competition is fierce, but this industry is good, but its development is still very large. We expect that this market will maintain an average annual 30%~40% growth rate in the future." Zhang Bin, chief analyst of the state textile industry, said.

The future is vast and broad.

Compared with foreign counterparts, there are still some gaps in China's outdoor brand market. "In terms of quantity, compared with Europe, there are relatively few outdoor brands in China. In the European outdoor clothing brand market, different brands are distinguished by different functions. For example, there are clothing brands specifically for mountaineering, and there are outdoor clothing and camping brands. Although these brands belong to the outdoor banner, their customers and consumers are different. At present, the concept of market segmentation of China's outdoor sports is not clear and vague. Although this is the evaluation of the outdoor brand market of the former OZARK brand designer in a media interview a few years ago, so far, these problems still exist, though there is improvement, the gap is still small.

But it is precisely these differences that make China's outdoors more open. brand See hope, because there is a gap to catch up with the space and power. And from the development track of developed markets abroad, we can see more of our hopes. In 2010, the outdoor market in the United States had reached 15 billion dollars, and the European Union was 14 billion euros. Moreover, at present, there are more than 20 thousand campsites in different themes and different stars in the United States, while the number of camping sites in China is still two digits. More insiders predict that "in the next few years, China's outdoor products industry will enter a rapid growth period at an annual rate of nearly 50%."

In addition, it is also important that outdoor brand consumers are being "Outdoors". That is to say, consumers of outdoor brands are no longer mere professional or non professional outdoor explorers, such as "explorers" and "donkey friends". Some people who originally did not join with outdoor sports also began to like to buy outdoor brands. Take the famous outdoor brand BLACK YAK in South Korea as an example. Its stores are located in many large and small cities in South Korea. Its purchasing population is very extensive, from children to old people are its target objects, because these consumers are not looking at the special function of outdoor clothing, but rather the high quality and unique design of outdoor brands. In China, this phenomenon is also gradually emerging.

Another interesting phenomenon is that extreme weather, which is not seen or even avoided, is a popular "customer" for outdoor brands. Unexpected cold weather and other extreme weather events have helped boost outdoor brands. In the UK, sales of outdoor retailers increased significantly due to frequent attacks of cold snowing in 2009. It is understood that British well-known outdoor clothing companies in 2009 December turnover compared with the same period in 2008 a record surge of 30%. In 2010, outdoor clothing in China also used the heavy snow to fire a fire. It was called "creating a snow economy" by the industry. Last winter's heavy snowfall and heavy snowfall brought the sales of outdoor clothing such as ski wear to the top. Skiing clothes, ski caps, snow mirrors, skiing and other related products were sought after by some fashionable people. Sales of new ski suits such as skiing goods stores have surged and even broke. In the online shopping market clothing It is also very popular, especially in the Beijing area where snow is more frequent. The turnover of skiing products is as high as 1 million 800 thousand yuan, accounting for nearly 2/3 of the total volume of trade.