How about outdoor equipment sales in China?
Date: 2016-12-09 16:31
The domestic outdoor product industry started late and has a short history. Consumer groups are in the stage of enlightenment of outdoor sports. Currently, the overall market capacity is limited and the development potential is huge. Benefiting from the gradual increase in urban and rural residents' spending power, urbanization, and consumption upgrades, the active and healthy lifestyle of outdoor sports has shown rapid growth in China. At present, in the domestic outdoor product market, due to the influx of international outdoor brands, brand dealers have shown fierce competition. Compared with China's huge consumer population industry, the current scale base is still very small. With the improvement of the health awareness of the Chinese people and the improvement of the concept of outdoor consumption, the potential space for the outdoor product consumption industry is still very large.
What kind of outdoor equipment can be sold during the upcoming 2016?
First understand the characteristics of China's outdoor products industry
Regional characteristics: The sales of outdoor products are obviously regional, with economically developed areas significantly higher than those in underdeveloped areas, areas with abundant outdoor resources are significantly higher than those in scarce areas, and northern regions with relatively cold climates are significantly higher than those in the south.
Seasonal characteristics: The sales of outdoor products have obvious seasonality. The number of products sold in spring and summer is more than that in autumn and winter. The number of participants in outdoor activities is also higher than that in autumn and winter. However, sales of outdoor products in autumn and winter are significantly higher than those in spring and summer. The price of single product in autumn and winter products is much higher than that in spring and summer. The sales of spring and summer and autumn and winter products accounted for approximately 4:6.
Characteristics of consumer groups: Outdoor consumer groups mostly have healthy sports concepts, high average education level, medium-income income, high proportion of Internet use, love of nature, positive attitude towards life, love of exploration and self-challenge, and slightly higher proportion of men. Women, ages are mainly distributed between 25-50 years old. Outdoor consumer occupations mainly include: corporate management personnel, corporate white-collar workers, civil servants, geometeorologists, news practitioners, technicians, teachers, film and television entertainment practitioners, scientific examiners, freelance workers, etc. There are also many people in outdoor sports, but their spending power is relatively low.
Look back
Total Outdoor Retail Sales and Growth Rate in China, 2000-2015
Outdoor sports belong to imported goods. In the early 1980s, outdoor sports were introduced from Europe and America to China. In 2000, the outdoor products industry in China ushered in explosive growth. According to COCA statistics, the annual retail sales of outdoor products in China from 2000 to 2015 rose from 148 million yuan to 22.19 billion yuan, and GAGR reached 43.08%. Affected by the weak consumption environment, the outdoor product industry has entered a period of adjustment in recent years, and its growth rate has declined. The growth rate in 2015 was 10.51%.
In 2015, the total retail sales of outdoor products in China and the growth rate of the industry slowed down in the short term. However, compared with Europe and the United States, the outdoor product retail industry still has room for improvement. According to the statistics of the American Outdoor Association (OIA), the retail sales of outdoor sports goods in the United States in 2013 were US$ 11.9 billion, which was approximately 4.4 times that of the Chinese market in the same period. In 2014, European professional sales of outdoor sports goods worth a total of 4.83 billion euros, equivalent to retail sales of approximately 10.2 billion euros, was approximately 4.2 times the Chinese market during the same period. The outdoor sports industry in Japan, South Korea and other Asian countries is also developing rapidly. In 2012, Japan’s outdoor product market scale was 155.2 billion yen, equivalent to approximately 11.3 billion yuan; South Korea’s market size in 2012 was approximately 3 trillion won, equivalent to approximately 16.6 billion yuan. From the perspective of the proportion of consumption of outdoor products in GDP, China’s outdoor retail sales accounted for 0.028% of GDP in 2012, only two-fifths of the United States and one-eighth of South Korea.
2016 e-commerce disruption
In 2016, the number of outdoor products in each channel
2016 outdoor products sales by channel
The advantage of e-commerce is to break the constraints of consumer time and space, making it easier for consumers to purchase products; offline stores have a better shopping experience. As the e-commerce dividend gradually fades, it is expected that the e-commerce channel growth rate will decrease in the future, but the total sales volume will continue to rise; the proportion of department store stores will be further reduced due to the impact of e-commerce; professional outdoor stores have With a richer product experience and more professional services, the ability to resist the impact of e-commerce is stronger than that of department stores. In the future, it will maintain a steady increase. Overall, it is expected that the combination of online and offline omni-channel models will become the trend of outdoor retail sales.
Domestic brands do not show weakness in 2016
From the perspective of brand distribution, the current high-end brands of outdoor products are dominated by Europe and the United States. Europe and the United States are the birthplaces of outdoor sports. After more than half a century of development, European and American outdoor product brands have nurtured many brands with a long history and culture, and they are leaders in science and technology and design, such as The Noth Face. , Colombia, Jack-Wolfskin, etc., are highly recognized by consumers at home and abroad, and foreign brands have always been in the leading position in the mid-to-high end market competition.
With the gradual popularization of outdoor sports, the professional niche market has gradually extended to the leisure travel market. Consumer demand for outdoor supplies has diversified, and the share of domestic brands has gradually increased. Around 2008, domestic brands with the majority of outdoor outdoor products began to grow rapidly. Both the number of brands and the growth rate of shipments were higher than those of foreign brands. In 2011, domestic brands surpassed foreign brands for the first time in terms of total shipments; in 2013, domestic brands exceeded the number of foreign brands in the number of brands.
In terms of the number of brands and the amount of shipments in 2016, domestic and foreign brands in the outdoor products market in China each account for about half of the market.
The future can be expected
From the perspective of dimensions, the participation rate of outdoor sports and the per capita consumption of outdoor products of residents in China are lower than those in Europe and the United States. First of all, from the participation rate of outdoor sports, the participation rate of European and American populations is significantly higher than that of China. According to the survey data of the American Outdoor Foundation, the total number of outdoor activities in the United States in 2016 was 1.17 billion, and 142.4 million Americans (accounting for 48.4% of the total US population) participated in at least one outdoor activity; in Europe, according to market research institutions NPD shows that 58% of Germans are outdoor enthusiasts. In China, according to the 2013 report of the China Outdoor Brands Alliance Co., Ltd. (COA), about 130 million people in China conduct outdoor sports, accounting for 9.5% of the total population. Secondly, from the per capita consumption of outdoor products, the consumption of outdoor supplies by Chinese people in 2013 was about 138 yuan, while the United States was about 500 yuan, which was about 3.63 times that of China. There is a big gap between China's outdoor sports participation rate and the per capita spending of outdoor products in Europe and the United States, and the scale of China's outdoor product retail industry still has much room for improvement.
Date: 2016-12-09 16:31
The domestic outdoor product industry started late and has a short history. Consumer groups are in the stage of enlightenment of outdoor sports. Currently, the overall market capacity is limited and the development potential is huge. Benefiting from the gradual increase in urban and rural residents' spending power, urbanization, and consumption upgrades, the active and healthy lifestyle of outdoor sports has shown rapid growth in China. At present, in the domestic outdoor product market, due to the influx of international outdoor brands, brand dealers have shown fierce competition. Compared with China's huge consumer population industry, the current scale base is still very small. With the improvement of the health awareness of the Chinese people and the improvement of the concept of outdoor consumption, the potential space for the outdoor product consumption industry is still very large.
What kind of outdoor equipment can be sold during the upcoming 2016?
First understand the characteristics of China's outdoor products industry
Regional characteristics: The sales of outdoor products are obviously regional, with economically developed areas significantly higher than those in underdeveloped areas, areas with abundant outdoor resources are significantly higher than those in scarce areas, and northern regions with relatively cold climates are significantly higher than those in the south.
Seasonal characteristics: The sales of outdoor products have obvious seasonality. The number of products sold in spring and summer is more than that in autumn and winter. The number of participants in outdoor activities is also higher than that in autumn and winter. However, sales of outdoor products in autumn and winter are significantly higher than those in spring and summer. The price of single product in autumn and winter products is much higher than that in spring and summer. The sales of spring and summer and autumn and winter products accounted for approximately 4:6.
Characteristics of consumer groups: Outdoor consumer groups mostly have healthy sports concepts, high average education level, medium-income income, high proportion of Internet use, love of nature, positive attitude towards life, love of exploration and self-challenge, and slightly higher proportion of men. Women, ages are mainly distributed between 25-50 years old. Outdoor consumer occupations mainly include: corporate management personnel, corporate white-collar workers, civil servants, geometeorologists, news practitioners, technicians, teachers, film and television entertainment practitioners, scientific examiners, freelance workers, etc. There are also many people in outdoor sports, but their spending power is relatively low.
Look back
Total Outdoor Retail Sales and Growth Rate in China, 2000-2015
Outdoor sports belong to imported goods. In the early 1980s, outdoor sports were introduced from Europe and America to China. In 2000, the outdoor products industry in China ushered in explosive growth. According to COCA statistics, the annual retail sales of outdoor products in China from 2000 to 2015 rose from 148 million yuan to 22.19 billion yuan, and GAGR reached 43.08%. Affected by the weak consumption environment, the outdoor product industry has entered a period of adjustment in recent years, and its growth rate has declined. The growth rate in 2015 was 10.51%.
In 2015, the total retail sales of outdoor products in China and the growth rate of the industry slowed down in the short term. However, compared with Europe and the United States, the outdoor product retail industry still has room for improvement. According to the statistics of the American Outdoor Association (OIA), the retail sales of outdoor sports goods in the United States in 2013 were US$ 11.9 billion, which was approximately 4.4 times that of the Chinese market in the same period. In 2014, European professional sales of outdoor sports goods worth a total of 4.83 billion euros, equivalent to retail sales of approximately 10.2 billion euros, was approximately 4.2 times the Chinese market during the same period. The outdoor sports industry in Japan, South Korea and other Asian countries is also developing rapidly. In 2012, Japan’s outdoor product market scale was 155.2 billion yen, equivalent to approximately 11.3 billion yuan; South Korea’s market size in 2012 was approximately 3 trillion won, equivalent to approximately 16.6 billion yuan. From the perspective of the proportion of consumption of outdoor products in GDP, China’s outdoor retail sales accounted for 0.028% of GDP in 2012, only two-fifths of the United States and one-eighth of South Korea.
2016 e-commerce disruption
In 2016, the number of outdoor products in each channel
2016 outdoor products sales by channel
The advantage of e-commerce is to break the constraints of consumer time and space, making it easier for consumers to purchase products; offline stores have a better shopping experience. As the e-commerce dividend gradually fades, it is expected that the e-commerce channel growth rate will decrease in the future, but the total sales volume will continue to rise; the proportion of department store stores will be further reduced due to the impact of e-commerce; professional outdoor stores have With a richer product experience and more professional services, the ability to resist the impact of e-commerce is stronger than that of department stores. In the future, it will maintain a steady increase. Overall, it is expected that the combination of online and offline omni-channel models will become the trend of outdoor retail sales.
Domestic brands do not show weakness in 2016
From the perspective of brand distribution, the current high-end brands of outdoor products are dominated by Europe and the United States. Europe and the United States are the birthplaces of outdoor sports. After more than half a century of development, European and American outdoor product brands have nurtured many brands with a long history and culture, and they are leaders in science and technology and design, such as The Noth Face. , Colombia, Jack-Wolfskin, etc., are highly recognized by consumers at home and abroad, and foreign brands have always been in the leading position in the mid-to-high end market competition.
With the gradual popularization of outdoor sports, the professional niche market has gradually extended to the leisure travel market. Consumer demand for outdoor supplies has diversified, and the share of domestic brands has gradually increased. Around 2008, domestic brands with the majority of outdoor outdoor products began to grow rapidly. Both the number of brands and the growth rate of shipments were higher than those of foreign brands. In 2011, domestic brands surpassed foreign brands for the first time in terms of total shipments; in 2013, domestic brands exceeded the number of foreign brands in the number of brands.
In terms of the number of brands and the amount of shipments in 2016, domestic and foreign brands in the outdoor products market in China each account for about half of the market.
The future can be expected
From the perspective of dimensions, the participation rate of outdoor sports and the per capita consumption of outdoor products of residents in China are lower than those in Europe and the United States. First of all, from the participation rate of outdoor sports, the participation rate of European and American populations is significantly higher than that of China. According to the survey data of the American Outdoor Foundation, the total number of outdoor activities in the United States in 2016 was 1.17 billion, and 142.4 million Americans (accounting for 48.4% of the total US population) participated in at least one outdoor activity; in Europe, according to market research institutions NPD shows that 58% of Germans are outdoor enthusiasts. In China, according to the 2013 report of the China Outdoor Brands Alliance Co., Ltd. (COA), about 130 million people in China conduct outdoor sports, accounting for 9.5% of the total population. Secondly, from the per capita consumption of outdoor products, the consumption of outdoor supplies by Chinese people in 2013 was about 138 yuan, while the United States was about 500 yuan, which was about 3.63 times that of China. There is a big gap between China's outdoor sports participation rate and the per capita spending of outdoor products in Europe and the United States, and the scale of China's outdoor product retail industry still has much room for improvement.
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