It Is Particularly Important For Outdoor Clothing To Grow Rapidly And Expand Local Brands.

stay Garment industry Under the continuous downturn, outdoor clothing as a new force in the Chinese apparel market has grown significantly. Relevant data show that the scale of China's outdoor products market increased from 60 million yuan in 2000 to 11 billion yuan in 2011. With the increasing consumption of residents, the increasing awareness of tourism and outdoor life, the market demand is increasing, and outdoor products will become one of the most potential segments of the clothing industry.

According to the investment data provided by the Qing Research Center, the performance of outdoor brands in the capital market is not very prominent. Since 2008, only 6 investment cases have occurred. Among them, in 2008, two enterprises outdoors and Pathfinder were invested. After that, the Pathfinder successfully listed in Shenzhen Stock Exchange in 2009. In 2011, three enterprises of M360, Sanfo outdoor and Kang Jian wild were invested, becoming the largest number of cases in outdoor brands in recent years. 2010 and 2012 have been flat for two years, and only one enterprise has been invested.

There are two reasons for the outburst of investment in outdoor industry. First of all, outdoor products belong to the niche market, only facing outdoor sports enthusiasts. At the same time, we do not exclude the lack of awareness of outdoor sports among Chinese consumers. Therefore, there is no standard requirement for outdoor clothing, resulting in a lack of demand. Secondly, the outdoor industry itself is in the initial stage of development, with a small number of brands and lack of selectivity and attention to the capital market. Analysis of the Qing Research Center believes that the rapid growth of the outdoor industry, its future development potential will become the industry's focus.

Pathfinder is the first listed company in China. outer wear The company has played an exemplary role for China's domestic outdoor products companies, and does not rule out the possibility of more companies going public. First of all, after experiencing the listing process, the Pathfinder can standardize and rationalize the operation and management, channel marketing and other operational links, and provide an effective reference value for the unlisted or listed companies. Secondly, the successful listing of Pathfinder has raised the concern of the outdoor industry and laid the foundation for its long-term development. Finally, attract capital market to invest money to help enterprises grow rapidly.

With the gradual frenzy of online retail channels, most garment enterprises have embarked on the road of "integrating traditional retail channels and developing network sales channels". As an emerging market, outdoor clothing is mainly dominated by young consumers. Therefore, the layout of its sales channels will not only be dominated by offline retail channels, but online retailing will be more and more respected. Take the CAMEL camel brand as an example. Since 2010, the sales channel has been distributed on the Taobao platform layout line. The strategy of differentiation between offline and online products has been adopted. According to the shopping habits of consumers, the main selling price of products on the online channel is relatively cheap. Its sales volume reaches second of Taobao men's footwear in seven months.

At present, China's domestic outdoor industry is still at an immature stage, with a relatively simple brand and a large market share of foreign outdoor brands. With the development of outdoor industry and the injection of capital market, new brands will grow up. First, the growth potential of the mid-range brand is the most optimistic. Secondly, as the market boundary is gradually blurred, sports and leisure products have similarities with outdoor products. Taking Nike and Adi as an example, the products such as assault clothing and mountaineering shoes are already within the scope of their products. At the same time, facing the new growth field of China's outdoor industry, China's local sports brand and leisure brand do not exclude the possibility of entering the market.

According to the analysis of Qing Ke research center, China's outdoor industry is in a period of prosperity. The growth of local brands is very important. However, the outdoor brand is still a powerful force in the market at present, so how to effectively avoid their competitiveness, thereby enhancing brand awareness and gaining long-term strategic development and becoming China. Outdoor garment enterprises Problems that need careful consideration.