In the current slowdown in the outdoor market, urban outdoor, smart technology and travel culture may be the key words in the future. From the performance of the 2017 Asian Outdoor Show, the development of outdoor products companies presents the following market trends:
Urban outdoor wind rises, light outdoor becomes the theme
Outdoor enthusiast Wu Xiaohan started a city jacket in the past two days. Its exterior looks the same as a normal jacket, but it also has the windproof waterproof function of the jacket. "I think this dress is very good. It can be worn at ordinary times and can be worn when going out to play." Wu Xiaohan said.
It is undeniable that the urban outdoor concept, which is light outdoor, has been increasingly sought after by outdoor enthusiasts. Compared with professional outdoor, they are more broad-based and their products are more practical. At the outdoor exhibition in Asia, many businesses have already demonstrated this change of mindset.
CLOUDROUTE is an outdoor brand that started in Hong Kong. It has entered the mainland market in the past two years, and manufactures and sells outdoor products with reflective elements as its main business. Wang Jing, director of marketing, introduced that they initially developed a series of reflective clothing, backpacks, etc. for professional outdoor people, but found that the market acceptance is not high.
Later, they discovered that incorporating fashion elements into product design has been favored by a large number of urban young people. So they began to target the target group as a group of young people who love fashion, and moved to the light outdoor field and achieved good results. Now that they have started in Guangzhou, they also plan to open direct sales stores into Shanghai. The initial sites will be Jiading and Songjiang. “The place is close to the university town and is also the area where young people gather.†Wang Jing said.
â–² CLOUDROUTE wants to incorporate fashion elements into the product.
Other outdoor brands such as Pathfinder and Mobigarden have similar trends. For example, the outdoor brand Scarlet, founded in 2003, is called “SCALER†in English. The name implies is the “continuity and transmission of outdoor spirit and strength that climbs upwardsâ€. However, at this year's show, Scarlett introduced the urban outdoor product line “SCALER+â€, and a female suit with a three-layer jacket received a silver medal at the show. The reason given by the judges was: "Return to outdoor women's urban business needs, and wear one's clothes and wear them to flexibly demonstrate individuality."
“More and more outdoor brands are involved in areas that do not just remain in the professional field. Jackets are no longer as hard and uncomfortable as they used to be,†said Li Yangjun, deputy general manager of the organizer Nanjing Ningfei International Exhibition Co., Ltd. "This will be a trend at least for the next five years."
Technology is still the core of the product, and smart technology is beginning to appear
In the professional outdoor field, Kaileshi's snow-capped mountain equipment has attracted the attention of many mountaineers. Among them, the most eye-catching climbers are high-top hiking shoes. Kaile Stone's sales staff said that this hiking shoe is mainly used by extreme outdoor enthusiasts who climb above 8000 meters above sea level and is designed by Italian designers. At present, there are few such products in the country.
However, the salesman also admitted that such products are not widely available to the crowd, so they are only providing futures supply.
â–² Kaile Stone developed a complete set of alpine rock climbing equipment designed for extreme enthusiasts.
At present, in the professional outdoor field, in addition to Kaile Stone, it is still the world's top brands. "Kaileshi has invested a great deal of energy in R&D. Most of the domestic brands are still very difficult to compete with Kaileshi." said Li Yangjun.
The combination of outdoor and smart technology also does not stop at the professional outdoor field.
Hanbang Shangpin, which started out as an online outdoor product, launched a circular heating smart suit at this year's show. Su Xiaofang, the manager of the joining department, said that the heat-generating clothing uses graphene materials and the infrared system generates heat. Users only need to put a charging treasure in their pockets to enjoy the warmth of their chest and back in the ice and snow.
Coincidentally, another outdoor brand, known as the Snow Wolf, also has outdoor clothing with a fever function, and their products are also more varied, including a variety of equipment such as fever vests, fever down, and thermal travel pillows. Peng Haihua, its sales manager, said that their previous major products were Jackets, and three or four years ago, they began to study fever products. The first thing to try was fever vests.
Peng Haihua said that at the beginning, the market did not have a high degree of acceptance of their products, and it gradually improved afterwards. They found that there are two types of people who particularly like their products. One is a young man who loves to eat outdoors, and the other is a frail old man. Different from Hanbang, the material they use is carbon fiber yarn. Although the cost is higher, the technology is relatively more stable.
In addition to heat-generating clothing, there are many other clothing with smart features in this exhibition. The Pathfinder exhibited a brand new compression running suit at its booth. Its product specialization manager Tashi Dorje said that this running suit not only adopts the most advanced compression fabric and seamless stitching technology, but also A heart rate data collector was placed on the chest. With an App on your phone, you can see your exact heart rate at any time.
The combination of outdoor and travel culture is closely
What is different from previous exhibitions is that this year's Asia Outdoor Exhibition has a theme pavilion named Outdoor Travel. Li Yangjun said that the reason for this new building is to popularize the concept of outdoor travel to more people. "Everyone will experience outdoor travel together. This is a concentrated expression of outdoor culture," said Li Yangjun.
In this museum, Li Yangjun’s most enjoyable demonstration is a demonstration of a campground of 1,000 square meters. Li Yangjun said that in this “campsite,†they arranged a series of content that they thought should be in the camp. “This area represents the future development trend of the camp.
▲ Demonstration of up to 1,000 square meters of campground scene is the highlight of Li Yangjun’s pride.
Such as hotel-style tents. A tent that looks very ordinary, and walked in and found out that it was like entering an apartment. Not only was the bed couch available, it even had bathrooms and toilets.
Wang Wanyu, the founder of Orion’s outdoor products, said that they not only want to treat themselves as an outdoor product, but also want to provide a variety of camping products to export tent culture to the market, similar to the innovation of hotel-style tents. It is reflected therein. This hotel tent is currently mainly provided for tourist attractions and other places, priced at close to 100,000.
In this campsite, there are displays of RVs and other products, all of which seem to embody what Li Yangjun describes as the "future camp."
It is well-known that, for a long time, the camps in China have been in a stage of small quantity and quality, especially for youth camps. The problem is even more serious.
However, this situation is improving. In the "13th Five-Year Plan for Youth Sports" issued last year, it was clearly stated that "we must continue to promote the creation of outdoor sports camps for young people and encourage the participation of social forces in the construction of outdoor sports camps for young people." Companies such as Sanfu Outdoor also announced investment of nearly RMB 400 million to build outdoor camps for young people.
In addition to camps, outdoor training, outdoor events and other areas are also gradually growing up, and some outdoor products businesses also participate in them, such as the Kaileshi riding Qitian Road, Sanfu outdoor marathon, cross-country running events and so on. More and more businesses are realizing that the sales of outdoor products should not only stay in the product itself, but also require cultural penetration.
Wu Xiaohan's feelings may be the most representative: "I think outdoor is actually not a special sport for me but a part of my life."
In the outdoor product market, the growth rate has slowed down. However, with outdoor activities gradually penetrating residents' lives, the production and development of products that meet the needs of different scenarios may be a breakthrough tool for outdoor product companies.
(According to the needs of the interviewee, Wu Xiaohan is a pseudonym)
Reprinted Source: Lazy Bear Sports
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