The Outdoor Market Has Broad Prospects. Lining And Other Sports Brands Collectively Test The Water.

Neither P nor Lining nor Adidas participated in this exhibition for the first time. "At that time, China did not have an outdoor brand, no matter local or international, no one was over one billion. Why can't we do one? "Hu Nan, general manager of Lining exploration, said that at the end of 2012, Lining's first outdoor outlets began to open. < /p >
< p > at that time, Li Ning Co positioned its outdoor product line as "creating a new standard of outdoor brand, extending the existing business of Lining sports". This year, Lining lost 1 billion 979 million yuan, which is one of the attempts to save the defeat. < /p >
Prior to 2011, Adidas's first outdoor franchised store was located in Harbin, and the number of outdoor stores in the North has been more than 30 since then. P < /p >
< p > "China is not as competitive as sports goods in this field, but outdoor life may be the pursuit of people in the future." "At that time, the European outdoor equipment market was very mature, so this is an opportunity," Hu said. < /p >
< p > not only did Lining take this opportunity, but also other domestic sports brands began to enter the outdoor field. < /p >
Last October, 361 degrees and the famous Nordic sports brand One Way Sport established the Sino LAN sporting goods Co., Ltd. joint venture company P. And 361 degree holds 70% stake, One Way Sport has only 30% stake. After the cooperation, the outdoor brand "ONEWAY" was launched at 361 degrees. Its products are mainly sold in Greater China, and the whole R & D team is mainly from northern Europe. < /p >
At the same time, Anta also tested its outdoor products in its own shop, P. PEAK, who has been focusing on basketball, has launched an outdoor life series. < /p >
< p > that is to say, in continuing to clean up inventory and decline in performance, it is inevitable for major sports brands to seek new business growth points, and outdoors becomes their competitive territory. < /p >
< p > from China < a target= "_blank" href= "//www.sjfzxm.com/" > textile > /a > commodity business association outdoor products branch data show that the market is growing rapidly. In 2012, the total retail sales of outdoor products in China amounted to 14 billion 520 million yuan, reaching 18 billion 50 million yuan in 2013, an increase of 24.3% over the same period last year. More importantly, because China's outdoors is in its infancy, its market space is still huge. If the sports brand is now laid out, it may become the main growth point of its business in the future. < /p >
< p > however, the fact is that the high cost of making outdoor products makes it expensive. Take the famous outdoor brand Colombia as an example. Its products are more than 500 yuan, and the high value assault clothing is 2000 to 3000 yuan. A complete set of < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing costs 3000 yuan to 5000 yuan. But in order to occupy the market quickly, the domestic sports brand made concessions on the price. < /p >
< p > sports brands mostly choose from the low end. Anta outdoor products sold in Jingdong mall are priced between $200 and $300, regardless of whether they are assault clothing or outdoor climbing shoes. Even some promotional products are still under 200 yuan. It is unavoidable that people worry about the functionality of products. No wonder donkey thinks that the outdoor products of sports Logo will not flow into the market. < /p >
< p >, and when domestic sports brands enter the outdoor field, they have evolved into the trend of "a href=" //www.sjfzxm.com/news/index_h.asp "fashion" /a ", life and sports characteristics. That is to say, they try to integrate sports with outdoor rather than outdoor products with real meaning. Perhaps outdoor sports may be an opportunity for domestic sports brands with two or three tier cities as the main market positions. < /p >
< p > "I personally feel that outdoor products should not be expanded at the same speed as sporting goods. If you go outside, you may have problems in this way. You may fall off the cliff. You may be haste or less. " Despite the outdoors, Lining, general manager Hu Nan, is very cautious. < /p >