The Adjustment and Differentiation of Outdoor Brand Merchants: From General Prosperity to Differentiation Date: 2015-04-23 16:21
In China, the outdoor product industry is a new industry. In 1995, China's first outdoor store opened in Beijing. This year is also considered to be the first year of China's outdoor product industry. It has only a short history of 15 years.
The outdoor product industry has developed rapidly in China in recent years and has spawned the development of the outdoor product industry. There are two obvious advantages:
(1) The industry has rapid growth and high degree of concentration, leading to obvious advantages;
(2) The price increase is not much, mainly depends on the epitaxial growth;
From the perspective of trends, the outdoor product industry is still developing at a high speed. However, there are lessons for the sporting goods industry. Whether or not a high value can be given depends on whether the high growth is sustainable. This is a breakthrough in the industry capacity bottleneck and the industry's competitive environment. In terms of impact on foreign brands, a comparative analysis was conducted on the sports and outdoor industries. The conclusion was that from the perspective of channels, price, and market share, the external industry has relatively little external impact.
The characteristics of the outdoor product industry: The level of competition is lower than that of the sports industry.
(1) Consumption characteristics: Professional enthusiasts may not have strong purchasing power, but are willing to invest in functional and strong clothing and equipment, and have higher brand loyalty. This is the advantage that sporting goods do not have and constitutes stable stock consumption. Small (accounting for less than 6%). However, the expansion of the pseudo-outdoor fashion group, which cannot be reached or hoped for, expands the industry's extension and constitutes the incremental consumption of the industry; however, this part of the demand is not stable and can easily be diverted by the new fashion.
(2) Market capacity and channel space are limited: In 2014, the total retail sales of China's outdoor products market was 20.08 billion yuan, which was 74 billion yuan and 63 billion yuan in the mature period in the United States and Europe respectively. At the channel level, the department store counters in 2014 increased from 7,716 in 2013 to 7,872; the number of professional outdoor stores increased from 2,119 in 2013 to 2,165 in 2014. Both major physical store channels have grown relatively slowly.
Outdoor brand dealers' adjustment and differentiation
(1) The position of brand owners goes from widespread prosperity to differentiation: the brand foundation of brand heritage, innovation and research and development, and quality and strength are becoming more and more solid, while emerging brands and factory brands are experiencing unprecedented challenges. The two major themes of the brand's business are: first, inventory processing; second, channel adjustment and re-layout.
(2) International brands are adjusted, transformed and re-arranged to cope with the new market environment. New technologies and new concepts are more brought by international brands; non-characteristic and non-styled domestic brands are shrinking and receive rejection. .
(3) Brand owners are generally trapped in the contradiction of the completion of inventory pressure in the product line, reducing inventory, not only in their own inventory, but also in the channel inventory.
(4) The adjustment and optimization of channels is also an important task for brand owners in recent years: the number of channels is compressed, the bad channels are shrunk, and the channels for universities are mainly supported.
In China, the outdoor product industry is a new industry. In 1995, China's first outdoor store opened in Beijing. This year is also considered to be the first year of China's outdoor product industry. It has only a short history of 15 years.
The outdoor product industry has developed rapidly in China in recent years and has spawned the development of the outdoor product industry. There are two obvious advantages:
(1) The industry has rapid growth and high degree of concentration, leading to obvious advantages;
(2) The price increase is not much, mainly depends on the epitaxial growth;
From the perspective of trends, the outdoor product industry is still developing at a high speed. However, there are lessons for the sporting goods industry. Whether or not a high value can be given depends on whether the high growth is sustainable. This is a breakthrough in the industry capacity bottleneck and the industry's competitive environment. In terms of impact on foreign brands, a comparative analysis was conducted on the sports and outdoor industries. The conclusion was that from the perspective of channels, price, and market share, the external industry has relatively little external impact.
The characteristics of the outdoor product industry: The level of competition is lower than that of the sports industry.
(1) Consumption characteristics: Professional enthusiasts may not have strong purchasing power, but are willing to invest in functional and strong clothing and equipment, and have higher brand loyalty. This is the advantage that sporting goods do not have and constitutes stable stock consumption. Small (accounting for less than 6%). However, the expansion of the pseudo-outdoor fashion group, which cannot be reached or hoped for, expands the industry's extension and constitutes the incremental consumption of the industry; however, this part of the demand is not stable and can easily be diverted by the new fashion.
(2) Market capacity and channel space are limited: In 2014, the total retail sales of China's outdoor products market was 20.08 billion yuan, which was 74 billion yuan and 63 billion yuan in the mature period in the United States and Europe respectively. At the channel level, the department store counters in 2014 increased from 7,716 in 2013 to 7,872; the number of professional outdoor stores increased from 2,119 in 2013 to 2,165 in 2014. Both major physical store channels have grown relatively slowly.
Outdoor brand dealers' adjustment and differentiation
(1) The position of brand owners goes from widespread prosperity to differentiation: the brand foundation of brand heritage, innovation and research and development, and quality and strength are becoming more and more solid, while emerging brands and factory brands are experiencing unprecedented challenges. The two major themes of the brand's business are: first, inventory processing; second, channel adjustment and re-layout.
(2) International brands are adjusted, transformed and re-arranged to cope with the new market environment. New technologies and new concepts are more brought by international brands; non-characteristic and non-styled domestic brands are shrinking and receive rejection. .
(3) Brand owners are generally trapped in the contradiction of the completion of inventory pressure in the product line, reducing inventory, not only in their own inventory, but also in the channel inventory.
(4) The adjustment and optimization of channels is also an important task for brand owners in recent years: the number of channels is compressed, the bad channels are shrunk, and the channels for universities are mainly supported.
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