1. China outdoor market status "Outdoor" The sports industry is in the domestic sporting goods inside, it is only under very small part of our country's "outdoor" only one-thousandth of the sporting goods market, this is a very available afraid, very sad figure. We know from Europe or the United States and even South Korea and Japan, our next-door look, "Outdoor" accounted for 15-20% of the sports goods, why the "outdoor" in the country on so difficult?
I do "outdoor" has been 4 years, and has been in understanding the history of this industry in Europe, "outdoor" is from the late 18th to early 19th century working class, workers in the aristocracy hiding to escape the pressure of the city to the countryside relax and develop. Our country is about 92 years in Shenzhen and Beijing to begin the activity, then what started it? Start some foreigners only know so many Chinese rivers and mountains, but do not know a place where fun, so they invited us to play with people, playing playing, we have people in the outdoor sports are also stimulated up .
Through 10 years of development until today, the domestic "outdoor" sports in Beijing, Chengdu, Shenzhen, Changchun, Guangzhou, Kunming, Hangzhou, Guilin, Xi'an and even this small place, each city has more than 30 stores.
Now, in the international and domestic Chinese market, "outdoor" brand were about 120 of these brands can be in the market, especially in major shopping malls set up special counters to survive less than 10 brands, can be said that very few. Row was about a performance: Aosuo Ka, TheNORTHFACE, Colombia, CONNA, Hidaka, infinite life. Pathfinder so. We can look at the Guangzhou-Canton 100, Tianhe City Stores, friendship, shopping malls such large department stores which, for the true outdoor brand should not.
Domestic "outdoor" There are more problems, some of the more prominent issues are:
1. "Outside" the narrow definition of
Domestic outdoor sports that is the "challenge of life, challenge nature, exploring the woods", this view is wrong, in fact, "outside" should be interpreted as: "with our city opposed to a lifestyle, rather than just an adventure and challenge. " "Outdoor" The objectives are: to relax, Ning, and disperse the fatigue life and pressure release. So we say Tooutdoor to happy, to outdoor to be myself
2. Business management thinkers restrict the development of outdoor sports
Such as Clubs, club operators know the expansion of their own body awareness, while exaggerating the heroic deeds of those hoping for probation outdoor; high-end product positioning; outdoor goods store Zeyi sell parallel imports, substandard, counterfeit, B goods goods, inventory goods to seek excessive profits; sale deceptive, donkey donkey and lure new travel fraud (donkey: that people who travel on a self-called) and so on. Business idea is not that China's outdoor cake bigger, more outdoor exercise is not possible to look forward to this mass movement spread. The results can only be so outdoor enthusiasts in pain go away, in fear, but fear.
3. Businesses operating strategy is "outdoor" sick due to the development of a
Such imports, only 17 U.S. dollars in foreign kerosene stove in the country sold for 1,600 yuan, while China's is only as low-end luxury goods to sell hiking shoes, there is the speak tools dog meat businesses.
4. Weak sense of competition Goods professionalism and comfort of poor sexual function, self-management confusion. Professional awareness of the poor is a problem, there is no safe store of knowledge to impart, no product functionality imparting knowledge, there is also a reserved half of this at the crucial moment "performance or" exploiting. "Another thing is that they do not have a poor sense of organization awareness or assistance. There businesses to create chaos in the market, high corruption drive away other brands, excluding dissidents; some false information field. vicious Jing Zheng than harm in the manufacture of the above will result in the loss of the entire outdoor integrity.
5. Comradely branding Chinese import agent
outdoor brand, currently in the market to see only goods and goods for functions corresponding to explain, not all brand culture. For the development of China's outdoor, this is a very short-sighted behavior. The evolution of foreign brands and the development process is the accumulation of the brand culture in China must speed up the absorption of important outdoor elements. People create their own outdoor brand, take the road almost as Jinjiang shoes have a very vivid metaphor is: "a father more than mother (please forgive my disrespectful girls metaphor)," clothing section is copied as more serious , and almost all will use GORE-TEX material out as sheep's head of clothing Zhang Yang; shoes, all-beef Bage Jia waterproof GORE-TEX lining, bags, basically they all CORDURA fabric and YKK fastening products suspension ; even its name are also, or "bird" or "beast", store display, there is no difference between the means of sale, which is not the depth of research and thinking, there is no qualitative change in the product difficult to attract potential customers outdoors. Comment Large In Small