Outdoor Brands In The Domestic Market Are Still In The Middle And Low End Market Camp.

< p > according to the survey data, the outdoor brands in the domestic market reached 823 in 2012, and the brands with more than 50 million shipments reached 30, but the market share occupied half of the whole domestic market, reaching 50.17%. The data show that China's outdoor products market is constantly improving, the strong brands are constantly expanding, and the competition is increasing. The high-end outdoor products are almost monopolized by foreign first-line brands, while the middle and high-end outdoor are mainly two or three brands abroad and a few domestic brands. Most domestic brands are still wandering in the low-end outdoor camp. < /p >
At present, the international outdoor brand has almost appeared in China, and the growth rate has begun to slow down. Domestic brands are still increasing P. Combined with the analysis of the changes in the number of shipments in the 10 million -3000 brand, the domestic small brands are growing faster. Some brands have more than 10 years of processing outsourcing and OEM technology advantages and experience accumulation. The number of channels is less than 100, and the product category is relatively simple. Most local brands are at a disadvantage in technological R & D and product innovation, lack of core competitiveness, and are still in the market followers. < /p >
The brand names of Europe and North America still occupy a major part in the foreign brands currently sold in the Chinese market. < p > the products in their brands are relatively average, reasonable in structure and relatively healthy in development. High end brands have pure outdoor brand culture, mature technology R & D system, few brands, but strong performance. Most of the transnational outdoor brands will transfer the manufacturing links, adjust the distribution structure of enterprise resources in the value chain, abandon the links with little value-added potential, and concentrate resources to build their core competitiveness. This is what our outdoor products enterprises need to strengthen. At present, the leading Pathfinder in the domestic outdoor brand has positioned the business model at both ends of the smile curve -- outsourcing the low value-added manufacturing, focusing on the most profitable brands, R & D and channel links in the industry chain. < /p >
< p > outdoor sports products are still incremental market in the next few years. With the extension of horizontal expansion, market segments and brand communities will gradually become clear. In the future, with the enhancement of the operation and management capabilities of advantageous brands and the acceleration of channel sinking, the concentration degree of industries will be further enhanced. Local brands need to break through in competition. R & D, brand culture and marketing will become the key. < /p >