China'S Outdoor Products Market Has Shifted To A Stage Of Intensive Refinement.

Recently, China Textile Association outdoor products branch (COCA) released the "2014 annual survey report on China outdoor products market". It shared the development results of China outdoor products market in 2014 with many famous outdoor brands, distributors and media.

The report shows that compared with the previous high-speed growth for several years, the growth rate of China's outdoor products market has declined in 2014, and the outdoor market has shifted from the extensive growth stage of the past to the fine and deepening stage.

The total retail sales of China's outdoor products market in 2014 amounted to 20 billion 80 million yuan, an increase of 11.28% over 2013. The total retail sales of outdoor stores totaled 3 billion 740 million yuan, an increase of 1.19% over 2013. Retail sales of shopping malls were 11 billion 650 million yuan, an increase of 7.7% over 2013; the total retail sales of other channels were 4 billion 690 million yuan, up 31.74% from 2013.

In 2014, China's outdoor goods brand shipped 10 billion 970 million yuan, an increase of 13.35% over 2013, of which domestic brands shipped 5 billion 710 million yuan, an increase of 13.75% compared with 2013, while foreign brands shipped 5 billion 260 million yuan, an increase of 12.88% over 2013.

In 2014, there were 945 outdoor brands in the domestic market, up 6.06% from 891 in 2013.

Report analysis believes that brand and

The rapid growth has offset the growth of outdoor sports and outdoor travel consumption. It can be said that the growth of outdoor consumption in 2014 was "diluted" by faster growing brands and channels.

As for the changes of outdoor consumption market, the report analysis shows that at present, more and more people take part in outdoor activities in China. Especially in the context of vehicle popularization, outdoor activities are more colorful.

Running, skiing, cycling, water projects, air projects and other special activities have begun to expand from a small scale, and more and more enthusiasts have joined in, especially under the elitist "halo" effect, which has begun to produce signs of new fashion and high-end popularity.

Nowadays, China's outdoor consumers are gradually changing from the role of the educator and the guide to the position of the initiative and the leader.

Consumers are more active, rational and demanding in outdoor consumption when they have sufficient information.

At the same time, in terms of consumption content, it has begun to shift from basic equipment to specialty, subdivision and category equipment.

With the increasing demand for brand and quality, Chinese outdoor consumers are more sensitive to outdoor products, and online shopping is still on the rise.

Due to the impact of the economic environment and policies, consumption is more shrinking, conservative, and high consumption is significantly reduced. Self driving, "parent-child tours", riding, running, fishing and other sub consumers began to form an outline and show an upward trend.

By running,

The movements such as riding and riding are rising, activities and events are frequent. There are positive changes in rescue and training, and the industrial chain begins to move towards a stage of balanced development.

According to the survey report, outdoor products are becoming more and more abundant, and have begun to move slowly out of the primary stage of footwear and clothing. At the same time, channel competition has become more intense, and really entered the stage of reshuffling, developing towards flatness and diversification, making the lack of foundation brand face out, while healthy brands show stronger vitality.

At present, the situation of branding is changing from general prosperity to differentiation: good reputation and R & D capability.

The foundation is becoming more and more stable, while emerging brands and factory brands face unprecedented challenges.

The two main themes of brand businesses are: first, inventory handling, and two, channel adjustment and re layout to cope with the new market environment.

New technologies and new ideas are being led more by international brands, while some non characteristic, non styled domestic brands are shrinking and repelled.

Another notable phenomenon is that some outdoor brands in China are becoming more influential in the category of brands that focus on outdoor sports.