Adidas raises outdoor sports to fully enter the outdoor market

The German sports leader, adidas Group, founded the outdoor product division in 1991. Although it owns the world's largest sales network, its outdoor product business has remained unenthusiastic for several years. Recently, adidas announced in high profile that it will open its first independent Adidas brand outdoor product store in China.

In response, Rolf Reinschmidt, outdoor product manager of Adidas Group, said in an interview: “Last year, adidas had a good sales performance in outdoor sports goods, with sales of 300 million euros, and a 40% increase in the same year. I believe this The adidas brand outdoor product store in China will be the right choice for adidas to fully enter the outdoor market."

In addition to Adidas, the company’s main business is to invest in a wholly-owned subsidiary company to build a brand of RAX outdoor sports, which includes the development, production and sales of sports shoe soles. The investment is estimated at 46,498,800 yuan, including hardware and software. The fee was RMB 6.38 million and the liquidity was RMB 40.118 million. At the same time, Longde Group, which originated in the field of foreign trade processing, also called dozens of partners from all over the country to negotiate in the name of its newly established outdoor equipment brand. It also wants to transition to the domestic outdoor equipment market.

In fact, Taiya Group and Longde Group are not optimistic about the outdoor sports market at the same time. As early as June of this year, Taiya shares released a report on "Outdoor Market and Taiya's Competitiveness Analysis", pointing out that China's outdoor market is showing a linear upward trend, and the outdoor sports equipment market will increase by 50% annually. With growth, the market will exceed 10 billion yuan.

It can be seen that with the continuous economic growth, the outdoor sports industry has ushered in the spring of development.

Experts in the industry analyze that outdoor sports is not only a popular sports situation but also an industry that has begun to take shape. This industry is a whole that is attached to the movement itself and also has an influence on the movement. It is also commonly referred to as "Industry chain". However, the current domestic shoe enterprises in the outdoor sportswear industry is still not complete supporting the industry, specializing in outdoor sports functional fabrics and outdoor sports shoe development company is still very few, there is no clustering effect.

Relevant data show that in 2001, the scale of China's outdoor sports equipment market was only 40 to 50 million yuan, reaching 2.6 billion yuan in 2006, with an average annual growth rate of more than 100%. In 2010, sales of outdoor products in China reached 6 billion yuan to 8 billion yuan. In 2011, this figure is expected to increase to 10 billion yuan.

At present, although the gap in the sales scale of individual enterprises is relatively large, the outdoor sports market in China has a rapid growth of 30% every year, and the investment and consumer groups in the domestic outdoor sports market have grown rapidly. Therefore, there is a gap between outdoor sports brands and traditional sports brands. The sales scale will gradually increase.

Nowadays, outdoor sports are no longer limited to the adult field. Quanzhou children's shoes enterprises, such as Cato and Mingwei, have also started the journey of the outdoor market. They aim at the market segment of outdoor equipment for teenagers and expect to use the subdivided fields to quickly realize the industry's brand creation. Under this background of transformation and adjustment, the outdoor product market with vast development space has become a choice of sports brands.

Outdoor sports gradually "popularized"

Outdoor sports entered the country at the end of the 1980s and it only reached a certain scale by the beginning of this century. It began to become more popular from the “high-end leisure sports that a few people can afford”. Today, China has more than 3 million people participating in organized outdoor sports activities each year, and nearly 7,000 professional and non-professional outdoor product retail terminals. It has formed a series of brands, channels, media, exhibitions, and professional associations. The composition of the industry has emerged a number of localized outdoor sports brands such as Pathfinder.

Along with the hosting of the 2008 Beijing Olympic Games and the 2010 Guangzhou Asian Games, as well as the professional efforts of professional organizations such as ispo china in recent years, they have promoted the maturity and development of our outdoor sports industry. According to the survey, 12 European outdoor outdoor brands, including mountaineering brands Mammut, Klattermusen, Haglofs, sports equipment and leisure brand KETTLER, also collectively landed on the domestic market in 2011.

China has a world-famous consumer population. The huge population base heralds a huge market for outdoor sports. At the same time, China has a wealth of natural tourism resources that can be used and developed. It is an excellent foundation for China’s outdoor sports development.

Outdoor sports are different from traditional sports that aim at athletics. Outdoor sports is not only a sport, but also a manifestation of a healthy lifestyle. It is the transformation of people’s living needs from the material pursuit to the spiritual pursuit.

As the economy continues to grow, with the pursuit of healthier, more natural, and more personalized lifestyles, outdoor sports will gradually develop into one of the main forms of tourism and leisure. These seem to indicate that the spring of China's outdoor sports industry is really coming.

An outdoor enthusiast said in an interview: “Xinjiang has a wealth of tourism resources. Since I was young, I have had a hard time understanding people’s love on this land. I often look out at the white and mysterious Bogda Peak and imagine that I will climb to the summit one day. Unveiling her mysterious veil, she often wanders through the mighty deserts, pouring her beautiful curves and golden colours."

"In June 2010, Wild Outdoors was established." The source briefed reporters. Because he led the team more frequently in the past few years and met various friends outdoors, many friends believed him very much. The wild club he set up also insists on walking, hiking, camping and other activities every week. From time to time, some products such as time-limited auctions and other promotional activities were held on the group-buying website, which was highly praised by customers and sales have been steadily rising.
High-priced business opportunities

Compared with other sports and outdoor sports, more emphasis is placed on professionalism and functionality. Equipment includes tents, mountaineering bags, sleeping bags, mats, outdoor clothing, shoes and socks, climbing and climbing supplies, tool and cookware, stove utensils, and field lighting products. Outdoor food and medicine, book maps, ski equipment, various measuring instruments, glasses, and other special outdoor sporting goods are expensive. Outdoor clothing alone has a lot to do, underwear should be light and breathable, allowing sweat to quickly dry; sports jacket should be light and warm; a waterproof, dustproof, breathable jacket good to 2000 yuan -5000 yuan, mountaineering bag more than 2500 yuan , walking shoes more than 1,500 yuan, more than 500 yuan pants.

Despite the high prices, the outdoor sports goods market has shown signs of booming. Metro malls in Shanghai and Shanghai Metro, Carrefour and other large supermarkets can be seen, outdoor sports products store more and more large, picnic supplies, tents, sleeping bags, mountaineering bags, pressure gauges and other product types are increasingly abundant. In the electronic sales of major websites, netizens’ interest in buying such products has also drawn attention.

In fact, the first local sporting goods company that realized the great value of outdoor sports was Li Ning. Years ago, Li Ning and Aigle International S.A. of France established Ai Gao (China) Outdoor Sporting Goods Co., Ltd. with a 50% shareholding interest in each of them to be responsible for the production, marketing and sales of Aigle branded outdoor sports and leisure products in China. Clothing and footwear products. In addition, Li Ning brand also has some primary outdoor products - field shoes in cooperation with Michelin, designers engaged in "cat claw series", based on Li Ning ATproof fabric on the wind, rain equipment, etc. Between 300-500 yuan.

On the one hand is the decline in the performance of domestic traditional sporting goods companies. On the other hand, the domestic outdoor sports equipment market has grown by nearly 50% annually. With the rapid development of the outdoor market in China, more and more sports brands have entered the outdoor market, and competition has become increasingly fierce. Many outdoor sports brands stated that in addition to improving the layout of stores and brands in 2012, they also need to expand the business area of ​​existing stores and increase the yield.

Sportswear Enterprises Nuggets Outdoor Market

It is reported that the annual sales of outdoor brand explorers are less than 800 million. The annual sales volume of traditional sports brands Anta and Li Ning has already reached 80.9 billion. "Small" outdoor brands need to join Zhisheng.

More to say "the peer is a family", but for businesses engaged in outdoor sports industry in Hubei, this sentence I am afraid to be discounted. Since 2005, many outdoor clubs, including the Mountain Leopard, China Dragon, Skyrim and Compass, have consciously jointly initiated the establishment of the Hubei Outdoor Sports League, which has enabled the clubs to form a good posture of self-discipline, integration of resources, and common development. At present, a relatively large number of outdoor clubs have formed a certain scale. Most of the club's annual sales are maintained at 600,000 to 800,000 yuan, and individual ones exceed 1 million yuan.

According to industry analysts, the development of the sporting goods industry is a subdivision of the industry. In the highly competitive outdoor products market, manufacturers often face two paths. One is positioning professionalism like many counterparts and aiming at professional-level "alien"; the other is aiming at the mass consumer market. " Pan-outdoor" road. Pan-outdoor market is even bigger. Outdoor sports companies in our city have adjusted their strategies. Some companies' 70% of their products are oriented to daily outdoor experiences. Professional products account for only 30%.

“In recent years, the domestic outdoor market has continued to expand, but it is still in a stage of dominoes. The brand breakthrough also focuses on product performance. In the 2010 retail sales of the Chinese textile market, outdoor apparel with special performance has exceeded 2%” Pang Xiaozhong, director of the Science and Technology Development Center of the Sports Research Institute of the General Administration of Sport of China, stated that the concept of “pan-outdoor” did not obliterate the functionality of outdoor brands, and many outdoor brands in China were not tested in many functional tests such as breathability, wear resistance, and slip resistance. Losing foreign brands is even better than foreign brands. How to make national outdoor brands based on the international market is a problem that domestic operators need to ponder.

Outdoor sports is not only a popular sports situation, but also an industry that has begun to take shape. This industry is a whole that is attached to the movement itself and also has an influence on the movement. It is also known as the "industrial chain." . In addition to the collaboration of peers, it also requires cooperation in the upstream and downstream of the industrial chain.

Shoe brand Double Star relied on the integrated and efficient industrial chain to build its own outdoor brand: “Doublestar”, and its outdoor series created a set of outdoor sports equipment. The types of outdoor products involved mainly include outdoor mountaineering wear and Jackets. , ski suits, fleece clothes, quick-drying clothes, quick-drying underwear, hiking shoes, hiking shoes, river shoes, mountaineering gloves, climbing helmets, sleeping bags, tents, outdoor backpacks, protective gear, auxiliary equipment, etc. The full range of professional outdoor products.

Experts pointed out that shoes and clothing are the core products of outdoor sports equipment. In the increasingly hot and violent situation of the domestic outdoor sports market, functional requirements of outdoor sportswear on moisture-absorbing, water-repellent, anti-fouling, anti-static, anti-ultraviolet and other aspects of fabrics. Very high, this requires upstream fabric companies to provide strong support. Obviously, the current domestic shoe enterprises in the outdoor sports shoes and clothing industry is still not perfect, specializing in outdoor sports functional fabrics and outdoor sports shoe development companies are few, there is no clustering effect.

From this it can be seen that if the outdoor sports industry wants to develop, it will inevitably join hands in the research and development of new materials, design and production processes to support the products of the industrial chain.