Outdoor Industry Enters The New Normal To Create A Full Channel Mode.

Data show that after the rapid growth of the outdoor industry in the past few years, the growth rate began to "slow down" in high school and entered the "new normal" period.

But for local outdoor brand enterprises, the development is "walking on thin ice". However, the industry believes that this is the time for rational precipitation of enterprises, and many outdoor enterprises have begun to make full use of the channel mode and actively build healthy outdoor ecosystem.

Speed up "high school slowdown"

In November, VF, AMER SPORTS, JARDON, Pathfinder, etc.

The first three quarters of the giant financial results have been released. From the earnings data, these outdoor giants are happy and worried.

Overall, there has been no large-scale rapid growth in the previous two years, and the pace of development of the whole industry has been relatively slow.

Among them, VF group, one of the largest listed clothing companies in the world, has world-renowned outdoor brands such as The North Face, Timberland, Healthtex, Nautica, etc. VF group disclosed in the first three quarters of its earnings report, the largest number of outdoor and extreme sectors contributed to its performance in several major business sectors. In the first three quarters of 2014, the revenue growth rate was 14%, 16%, 7%, and the growth in the three quarter was relatively slow.

With the top outdoor brands ARCTERYX, SALOMOM and so on, AMER SPORTS, amamfin sports disclosed in the first three quarters of its earnings report, its growth is slightly higher than expected, compared to the 1 billion 480 million quarter of the first three quarters of 2013, and the 1 billion 520 million quarter of the first three quarters of 2014. The growth rate of net sales in 2014 is expected to be around 5%.

At the same time, JARDEN group's outdoor activities in the past year

The number increased from 21 to 27, but the net sales from January 2014 to June decreased from 42.2% to 38.2%, and the trend in the third quarter was more obvious.

According to the introduction, the outdoor product line of JARDEN group covers outdoor sportswear, sleeping bags, snowboards, fishing gear, tents, etc., with K2, MARMOT and COLEMAN brands.

In contrast, Pathfinder's operating income in the 1-3 quarter of 2014 increased by about 21% over the same period in 2013, and net profit attributable to shareholders of listed companies increased by 26% over the same period in 2013.

Nevertheless, the two data showed a similar decline compared with the 33% and 74% results in the first three quarters of 2013.

From the above data, it is enough to see that after the rapid growth of the outdoor industry in the world, the pace of development of the outdoor industry has slowed down and entered a stage of rational development.

Analysis of the industry, taking into account the current domestic economic environment and the trend of consumer warming is still uncertain, it is expected that this "high school slowdown" industry growth trend will continue for some time.

At the same time, the number of domestic outdoor market brands increased by 8.26% in 2013, but the growth rate dropped by nearly 7 percentage points over the previous year. This indicates that after the development and adjustment, the entry threshold of domestic outdoor industry has gradually increased, and has entered the stage of shuffling adjustment, and the competition in the industry has also intensified.

Channels sink to three or four line cities

From the relevant data of the outdoor industry giants at home and abroad, it is not difficult to see that the growth of the overall outdoor industry is slowing down, and the risk of continuous intensification of competition is increasing.

For this reason, the local outdoor brand enterprises agree that 2015 will be the adjustment period of the outdoor industry. After the rational precipitation, the industry will soon enter the "steady" adjustment.

Chen Ruidian, chairman of the outdoor group, said that the impact of the business channel, entity.

Continuous depression is constrained by the generally low quality channels. Nowadays, they are in urgent need of the adjustment and integration of brand and physical shopping malls and franchised stores, as well as the coordination of virtual marketing channels. In the long run, the domestic outdoor consumption is not reduced. The local outdoor brands only need to readjust the layout of the channels, and quickly acquire some key regional markets, so that they can make great progress in all aspects.

This is also recognized by Xu Rongsheng, chairman of Lion Brand outdoor products Co., Ltd.

Over the past two years, with the gradual opening of the channel development, he found that those agents who had used their subordinate franchisees to spread out quickly, had not been able to work. Now the market is not good. Franchisees do not make agents to lose this part of the external channels, and inventory and sales are naturally blocked. On the contrary, the original agents who run their own businesses have sustained steady growth.

The reason is very simple. From the very beginning, the direct agent is to build every node on the ground, and the network that has survived through time has gradually become a stable access pattern.

Therefore, some people in the industry suggest that local outdoor brands should strengthen the market adjustment of the three tier cities in the two tier cities and some economically developed regions, and strive to enhance the pformation through optimizing the efficiency of the shops, with channels and terminals as breakthrough points to drive the development of products and brands.

At the same time, at present, the development of outdoor shopping mall channels is not balanced. In the first and second tier cities, the market has become increasingly saturated.

Since last year, the local outdoor brands have launched the sinking of the three or four line cities, though not smooth sailing, but the huge market capacity of the three or four line cities has been continuously waved to them.

According to Hong Qinming, deputy general manager of CAMKIDS, in the fourth quarter of this year, CAMKIDS positioned the market target in 2015 as follows: to ensure the development of new 30~50 partners in the three or four line cities under the premise of ensuring the first, second tier cities and the demand of the original customers, at the present stage, CAMKIDS is developing the relevant 2015 autumn and winter ordering index and channel expansion plan, making preparations for the channel sinking from the beginning of the product.

According to the relevant data, with the promotion of urbanization in China, the purchasing power of small and medium-sized cities is increasing. This will bring a continuous purchasing power to the huge outdoor products market. In the next 10 years, the industry will continue to maintain an annual growth rate of more than two digits. Among these, the three or four line cities with purchasing power will become the main force in the growth of the outdoor consumer market.