Outdoor products are becoming more and more fashionable, more and more scenes, more and more technology flow, China's domestic outdoor brands?
Recently, the drama brother saw a lot of financial reports and found that the performance of China's outdoor brands was not satisfactory this year. Several listed Chinese outdoor brands such as Pathfinder, Sanfu Outdoor, and Columbine all suffered different degrees of loss, and the whole outdoor consumption. With the market growing year by year, China's outdoor industry has slowed down the pace of growth. What about China's domestic outdoor brands? The consumer demand in China's outdoor products market is growing, and the trend of consumption upgrading is becoming more apparent. Why do local outdoor brands experience such adjustments?
Outdoor clothing:
If it is not fashionable enough, only peace of mind or silently eliminated
In fact, it is not complicated to understand why China's domestic outdoor brands are not performing well, mainly because the mid-to-high-end market has been occupied by European and American brands. Therefore, many domestic brands are on the low-end route, but domestic brands are highly homogenized and competitive. Not strong, coupled with Deca's strong attack on the low-end market share of the main price and price, the days of local outdoor brands are not good.
With the advent of the era of consumer upgrades, consumers are increasingly demanding outdoor products, and the price influence factors are getting smaller and smaller. This low-end route can't keep up with the pace of the market, and even more terrible is In the past, professionalism and popular gameplay may not work.
At present, outdoor products brands can be divided into four categories: professional outdoor brands, such as pathfinders; sports brands with outdoor products, such as Adidas; leisure and luxury brands with outdoor products, such as Fendi Ski; low-end consumer market with outdoor products. The low-end outdoor market consisting of brands, for example, Quechua under Decathlon.
Although the current market feedback and data are still popular with professional outdoor brands, there are already many fashion and luxury brands who have seen the demand for outdoor sportswear, and have launched a fashion product with a more life-wearing style. For the "urban outdoor wind."
It can be said that the urban outdoor wind has blown through almost all outdoor sports brands, and has greatly overwhelmed the momentum of its professional products. In short, consumers want outdoor products to be more and more fashionable, and they can be used in everyday life and outdoor sports.
Domestic outdoor brands also have a trend of popularization, which means that products launched by professional outdoor brands will be closer to the public and everyday. For example, the fabric of many outdoor brand jackets is waterproof wool, which is different from the original outdoor jackets. That is to say, in the performance and design, the biggest change in the consumption of outdoor brands can meet the needs of outdoor sports and daily wear.
In fact, outdoor gear is transforming into urban and light sports, pursuing a combination of functionality and fashion, which has been blowing since three years ago. For example, Rico Lee's founder, Rico, became the first Chinese designer brand to enter the "ISPO Global Innovation Competition" with its urban outdoor technology fashion. Its main design products are denim and wool waterproof jackets, both outdoor. The functionality of the product and the aesthetics and comfort and convenience of the clothing.
Not only is the urban outdoor wind, but the fashion ski style is also the trend of the times. Fashion brands have seen people's demand for outdoor sportswear. Women want to wear warm clothes and want to have a sense of fashion. Therefore, if brands follow the trend and launch designer outdoor sportswear, they will definitely make money.
Therefore, in 2016, fashion retail brands also seized the trend: fashion brands Balenciaga, luxury brands Stella McCartney, Calvin Klein, Marques' Almeida, etc. have launched down jackets, snow boots, and even some fashion brands simply launched skiing Service series. A foreign e-commerce platform called Ski Studio sells ski apparel, including Adidas, Canada Goose, Fendi Ski and Perfect Moment, which increased sales by 50% this year.
It can be said that the consumption upgrade has almost changed everything that is based on "practical, professional". Nowadays, when people participate in outdoor sports, they want to be "beautiful and more fashionable" in addition to the necessary "practical and professional".
Outdoor products: Consumer demand is segmented and scened
Sports tourism is divided into four categories, the fastest growing outdoor, including hiking, cycling, skiing, diving and so on. According to the market, the brands have to launch products in the sub-sectors, and cut into relatively niche markets, such as equipment specially designed for diving, tents specifically for mountaineering.
Today, outdoor sports are increasingly connected with self-driving tours and camping in the wild. For example, the domestic outdoor brand Qiuyedi focuses on the car camping field. In 2014, it began to develop roof tents. In 2016, domestic sales reached tens of millions. Roof tents with the advantages of moisture-proof and anti-reptile interference are still new in China.
There are also brands that have developed backpacks for cross-country skiing, as well as roof racks for skiers. Snowshoes, snowboards and ferrets can be placed neatly on the roof to drive to and from the ski resort. . Rex spec is dedicated to the outdoor activities of dogs, designed sunglasses, bags, clothes, foot covers, etc. for dogs.
There are even a lot of more subdivided outdoor brands. With the increase of walking enthusiasts, more and more people tend to camp outdoors. There are commercial outdoor sleeping systems, covering categories such as tents, sleeping bags and floor mats. In Europe and the United States, this sub-category has spawned outdoor sleep system brands such as MHW, Therm-a-rest, Marmot, Big Agnes. The domestic market, especially the positioning of high-end products, is basically in a blank stage.
These niche categories have very clear usage scenarios and target audiences, and niche markets in the outdoor are being more and more accurately mined.
In addition, in the future, China's outdoor products market must consider children. In the past five years, the Adidas Kids category has achieved a 25% compound annual growth in sales in the Chinese market, which is one of the important growth sources for Adidas' performance. In the strategy of Adidas Greater China, the Kids channel has been one of the four core growth engines.
In addition, Pathfinder and French outdoor brand CIMALP have launched children's ski wear in recent years.
Technology + outdoor sports:
For emerging brands, the machine can’t be lost.
The technological elements will be more and more integrated into the Chinese outdoor consumer market. The new generation of young people playing outdoor sports is very different from the past. They should play cool and exciting when participating in outdoor sports. Traditional clothing and equipment can no longer meet the needs of the younger generation. Some technology equipment, such as sports self-timer cameras, light drones, and intelligent mountaineering watches are becoming the new favorite of outdoor crowds.
For example, the Pathfinder's TIEF COOL full-strength running T-shirt and multi-purpose urban ski dual-use ski wear, as well as hiking smart detachable jackets and other products will become the mainstay this year.
In addition, many outdoor brands such as bags, clothes, watches, mobile phones and other products emphasize their own waterproof test to show their confidence in waterproof function. There are even brands that have developed anti-freeze and waterproof ski socks, as well as goggles that improve anti-fog ability.
As the demand of users increases, more outdoor products with more functional and technological elements will have their own territory in the market.
For example, according to the drama brother, in addition to the traditional waterproof, dustproof, anti-drop and strong battery life, many brands continue to develop outdoor tools APP, no signal communication and other functions. And even children's outdoor is no exception, the Finnish children's outdoor brand reima has designed a sensor that can be connected to App reimaGO.
Technology + outdoor sports can be described as an opportunity for outdoor brands not to be missed.
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