Outdoor Clothing Is A Product Of Fear.

Public information shows that there are more than 700 brand manufacturers in the outdoor sports market.

And many foreign outdoor brands have been fighting for the rapidly expanding Chinese market.

Statistics show that famous international outdoor brands such as Columbia, Oryx and wolf claw have all entered China, and the sales of these foreign brands have occupied the whole of China.

More than 50% of sales.

Among them, Columbia's market share and annual sales rank first in China's outdoor products market.

The industry believes that the outdoor sports products of traditional sports brands in the future may become tasteless products of their own food, but a pity to abandon them.

Even though product quality problems have been detected repeatedly, traditional sports brand enterprises are still keen on outdoor products.

In fact, this is related to the difficulties faced by the traditional clothing industry and the high profit margins of outdoor sports products.

It is understood that in recent years, the days of traditional sports brands are not good. Many enterprises are facing many problems, such as market demand is not strong, production costs are rising, inventory is high, business profitability is difficult, and shops are constantly moving.

Especially in 2013, the domestic and foreign sports brand enterprises had different levels of net profit decline or even loss.

On the other hand, due to outdoor equipment products

Stronger, so the selling price is much higher than that of ordinary clothes.

Statistics show that 4 of the top six brands in the sportswear market are professional outdoor brands, and the average price is 70% higher than that of sportswear.

Take the domestic outdoor brand Pathfinder (20.02 -1.04%, consulting) as an example, the brand's outdoor clothing gross profit rate has exceeded 50%.

Statistics show that the average gross profit margin of the traditional clothing industry can only reach 20%-30%.

Insiders also analyzed the current tradition.

Although they all strive to gain some benefits in the field of outdoor sports, most of the traditional sports brands are facing a dilemma in this field.

Take Lining as an example, the data show that the company set up AI Gao (China) outdoor sporting goods Co., Ltd. in 2009 as well as France's second outdoor brand Aigle International S.A., both sides accounted for 50% of the shares, and Lining was responsible for the production and sale of Aigle brand in the Chinese market.

But in the past five years, Lining's 2014 annual report shows that four brands including lotto, Kaiser, AI Gao and Xin Chao add up to only 113 million yuan, accounting for 1.7% of total revenue of Lining, and 0.5% less than that of 2013.