Following the inventory liquidation , a large number of closed shop , seeking new business growth to become the brand’s traditional sports another big move , the outdoor industry to become the first choice of each company .
By the end of October 2013 , 361 degrees announced outdoor brands OneWay Sport Nordic joint venture , following the introduction of outdoor products further into the high-end outdoor areas .
In fact , 361 degrees is not the first one to eat crab , before Adidas, Li Ning , Anta and other brands already have entered the outdoor industry , to create an independent brand , laying channel , began a fairly sports brand style expansion.
Sports & Outdoors seemingly many similarities , but both functional requirements but varies greatly. As a sports brand launch price of only 100 yuan , known as waterproof outdoor shoes , outdoor parties in the eyes of many professionals is ” very tricky ” because of the high manufacturing cost of a professional waterproof outdoor shoes , not the hundred or so cover the costs. Product functionality is becoming a sports brand , ” cross-border ” outdoor constraints .
In addition , in order to extend the brand ‘s influence in the field of outdoor sports companies often take the form of the introduction of outdoor brand cards , or direct sales of outdoor open area in the shop , which makes outdoor activities presented yet ” bodiless ” on the main motion brand embarrassing situation , make life difficult for outdoor enthusiasts to accept.
Why are keen to enter the sports brand outdoors ? Has taken measures to bail out ?
Jump into the outdoor “Blue Ocean”
This year’s ISPO BEIJING Asian sporting goods and fashion show will be held in Beijing February 19 to 22 , there will be nearly 600 from around the world outdoors , winter, extreme sports and street fashion brands to participate . In this exhibition , for the second consecutive exhibition of traditional sports brand Adidas and Li Ning is undoubtedly one of the biggest hot spots.
According to public information , Adidas ‘s first outdoor specialty stores located in Harbin in 2011 , the current number of outdoor shops in the north have more than 30 . Li Ning is the direct approach Vice-line brand to open the main outdoor areas . By the end of 2012 , the main business of outdoor exploration Ning (Li-Ning Adventure) officially opened the first outlets , Li Ning aspect of their hope that time to ” build a brand new outdoor high standard, extending existing business Li Ning sports .”
In addition, China Dongxiang (03818.HK) ‘s sports brand Kappa began two years ago, the layout of the outdoor business , recently announced 361 -degree joint venture with the international outdoor brand , Anta (02020.HK) is also testing the waters within its own outdoor products store .
Removing sports brand itself overcapacity, the market downturn , high inventory and other factors , higher profits outdoor industry is the main reason for attracting sports giant avalanche .
According States Securities research report , the sports apparel market, the average price of the top six brands , there are four outdoor areas associated with the average price higher than a single overall sportswear much as 70% , while the price of professional outdoor shoes and apparel products up sports shoes several times.
In addition, high-end outdoor brands and international cooperation will also help to enhance the domestic sports brand image.
Seek cooperation to fill the “short board”
Although scrambling to leap into the outdoors , ” Blue Ocean” , but not all of the sports brand has a good ” swim ” technique .
Outdoor shoes known to be functional , but a seemingly simple Jackets in the fabric , structure have a clue , but the accumulation of these technologies is the need to develop over time , which is the outdoor sports brand to set foot in the industry at the most criticized .
In this regard, Munich Trade Fairs ( Shanghai ) Co., Ltd. ISPO BEIJING Wang Yilei project director , said the traditional body mass and outdoor sports brand brand is a big gap , for sports brands, often there is ” such a small outdoor market, with our resources and Trader capability can certainly do a good job “idea. But the current situation , the traditional outdoor sports brand business is not all that satisfactory.
To this end, the sports brand usually taken in cooperation with international brands to cut outdoor activities .
Back in 2009 , Li Ning and France’s second largest outdoor brand Aigle International SA have jointly established a high Ai ( China ) Outdoor Sports Goods Co. , each having a 50 % stake , the brand Li Ning Aigle responsible production and sales in the Chinese market .
A few years later, an industry source told reporters , a large shop that time the joint venture plans did not materialize , and this cooperation , Li Ning itself is also not much harvest, and did not play to enhance their outdoor professional role .
In contrast, this cooperation OneWay 361 degrees and is even more optimistic , one important reason is that 361 degrees with 70 % stake in the joint venture.
Han Ye 361 degrees , Director of Public Relations Center told the “Financial Times ” , the outdoor market developed rapidly in recent years , but the influx of more and more brands did not bring more vitality to the market , but there was homogeneity of serious phenomenon.
Wang Yilei that the traditional sports brand into the outdoor sports industry has a very broad trends stand out from the most important thing is the development of the product itself and the spirit of outdoor sports understanding and respect .
