Casual Wear Has Begun To Encroach On The Sports Apparel Market.

< p > < strong > 1. The current situation of China's outdoor market < /strong > < /p >

Europeans' outdoor activities were developed from the end of the eighteenth Century to the beginning of nineteenth Century. The working nobles in the working class relaxed to escape from the pressure of the city and developed in P.

Our country started this activity in Shenzhen and Beijing in about 92 years.

Through the development of more than ten years, the domestic outdoor products in Beijing, Chengdu, Shenzhen, Changchun, Guangzhou, Kunming, Hangzhou, Xi'an and even Guilin, such as this small area, each city has exceeded 30 stores.

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< p > now, there are about 120 outdoor and domestic brands in the Chinese market. There are few brands of these brands that can survive in the shopping malls, especially in large shopping malls, which are less than ten brands.

Ranking in terms of performance: OZARK, TheNORTHFACE, Columbia, CONNA, Japan high, life unlimited. Pathfinder.

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< p > < strong > two, China < a href= > //www.sjfzxm.com/news/index_c.asp > outdoor market < /a > problem < /strong > /p >

The definition error of < p > 1. "Outdoors" is less than /p.

< p > many people think that outdoor sports are "challenging life, challenging nature and exploring danger". This view is wrong. In fact, "Outdoors" should be interpreted as "a life style opposite to our city, not just an adventure and challenge".

The purpose of outdoor sports is to relax, return to life, dispel fatigue, release life and work pressure.

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< p > 2. deviation of business thinking strategy < /p >

< p > for example, the operators of outdoor Sporting Club Hotel expand their popularity while exaggerating the deeds of heroes to influence outdoor expectations; the positioning of goods is too high; the price is huge, such as imported goods; in foreign countries, only $17 of kerosene stove is sold to RMB 1600 in China, and there are parallel goods, inferior goods, fake goods and stock goods. At the same time, domestic high-end products can only be sold as low-end products, such as professional mountaineering shoes, etc.

Driven by these immediate interests, it is impossible to spread the mass movement of outdoor sports, only to make outdoor lovers walk away from pain and fear in fear.

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< p > 3. homogenous brand road < /p >

< p > Import outdoor brands of Chinese enterprises, we see only commodities, but not for functional commentary and brand culture corresponding to commodities. This is a very short-sighted behavior.

In the process of evolution and development of foreign brands, the accumulation of brand culture is an important part of China's outdoor absorption.

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< p > and the brand of outdoor brand created by Chinese people is almost the same as that of Jinjiang shoes. The phenomenon of plagiarism is very serious. Almost all of them will use GORE-TEX material to serve as sheep's head, and the same kind of waterproof cow bagaga GORE-TEX material. The backpack basically adopts CORDURA fabric and YKK button. Even the shop name is also "bird" or "beast", and there is no difference between the display and sale mode in the shop. These products without in-depth market research and no qualitative change are difficult to attract prospective outdoor consumers.

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< p > < strong > three, < < a href= > //www.sjfzxm.com/news/index_c.asp > > outdoor > /a > Where is the road < /strong > /p >

< p > urbanization intensifies, population explosion, urban work and life pressure is increasing day by day; living environment can not keep pace with urban economic and population development steps; urban economic development is increasing; and the vigorous development of automobile industry is a good environment for the future development of outdoor sports.

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< p > How can we build the market in these circumstances? < /p >

< p > 1., combining various media and channels to publicize the "outdoor" positives, expound the true definition of "Outdoors", dispel people's bad impression of it, and let more people participate in it.

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< p > 2. break the existing "feudal + rule" and "closed door" business practices in the existing outdoor industry, and push outdoor into the sporting goods market.

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< p > 3. establish outdoor sports dangerous level, for example, list all levels of danger and safety guidelines; teach users knowledge of outdoor safety and outdoor goods; provide more healthy and practical guidance for wild people to make people happy in outdoor outdoor fun.

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< p > above all: outdoors is the smallest but most developed item in the sporting goods market.

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< p > < strong > four, < a href= "//www.sjfzxm.com/news/index_c.asp > > sports brand < /a > outdoor exploration < /strong > /p >

At the beginning of 2013 P, the new posters of Anta headquarters flagship store with "waterproof ventilating windbreaker" as an important element attracted the attention of the industry.

Although Anta said, "this outdoor style poster is just one of Anta's posters of many styles, which does not mean that Anta will enter the outdoor market in a big way."

But just two months ago, another sporting goods giant, Lining's outdoor brand Li-NingAdventure (Lining exploration) just got a sword out of the sheath. The coincidence between them was hard to imagine.

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In recent years, casual wear has begun to encroach on the sports clothing market. < p >

Before, most people choose leisure sports clothes. Nowadays, casual wear has become a new fashion choice for people.

Therefore, breaking through by casual wear is the choice of many sporting goods companies.

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< p > but whether to enter the outdoor market can become a turning point for domestic sports equipment manufacturing enterprises, it still takes time to test. But for now, no matter from the cognition level of the market or the product itself, they still have a long way to go.

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< p > in the official website of "Lining exploration", there are ten categories of merchandise: clothing, jackets, down garments, fleece clothing, shirts, T-Shirts, bottoms, shoes, backpacks, accessories, etc., but there are only 75 products in total, and there is no shadow of sports products from the style and presentation of products.

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< p > now outdoor sports enthusiasts have certain professional knowledge and are more rational in the choice of equipment. Superficial propaganda, homogeneous goods hardly arouse their desire to buy.

The famous sports brands in China have just entered the outdoor market, and need to be gradual. However, enterprises should be responsible for their brand image and do things with their heart.

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P is waiting to see the effectiveness of Anta's entry into the outdoor market.

The outdoor industry believes that the short-term impact will not be too great.

There are two main factors.

First, the sports brand itself is not clear about the future operation plan; two, the outdoor industry has its unique industry attributes, and the sports brand accustomed to the traditional mode of operation can not easily become familiar with it at once.

However, the introduction of these well-known sports brands into the outdoor industry can enable more consumers to understand the outdoors, and for the industry itself, the overall advantages outweigh the disadvantages.

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