The Growth Rate Of Local Outdoor Brands Exceeds That Of Foreign Brands.

Less than p ago, according to the relevant data, the domestic outdoor brands have surpassed foreign brands in terms of growth rate and volume.

The industry expects that the potential of the whole outdoor market is immeasurable, and that the national brand is rising. Technology development and channel expansion are the breakthrough points.

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< p > anti overseas brand > /p >

At present, China's outdoor market is showing the Pyramid structure as a whole. < p >

The spire is focused on the field of professional outdoor. Most of them are top foreign brands. Although the market share is limited, brand awareness is very high. The middle part is the two or three line brand at home and abroad with strong market share, and the bottom part of the tower is a new brand in China.

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< p > according to statistics of China's < a target= "_blank" href= "//www.sjfzxm.com/" > textile > /a > commodity business association outdoor products branch, there were 823 outdoor brands in the domestic market last year, an increase of 14.78% compared with 717 in 2011.

Among them, 405 domestic brands, an increase of 18.08% compared with 343 in 2011, and 418 foreign brands, up 11.77% from the 374 in 2011.

Although the number of domestic brands is less than that of foreign brands, the growth rate has begun to surpass the latter.

Meanwhile, the volume of domestic brands has exceeded foreign brands for two consecutive years.

In 2012, the former shipped 3 billion 740 million yuan, slightly exceeding the latter's 3 billion 650 million yuan.

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< p > an outdoor field veteran said that in the 90s of last century, international brands occupied the main position in the domestic outdoor products market. But in recent years, this situation has changed significantly. The number of domestic brands is catching up with international brands. And a group of domestic outdoor brands, such as Pathfinder and KingCamp, already have a clear brand positioning and good image, and the market share is gradually expanding.

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< p > benefit from "Outdoors" rise < /p >

< p > compared with the decades of development of foreign outdoor brands, the rapid development of the "a href=" //www.sjfzxm.com/news/index_f.asp "local brand" /a "is benefiting from the emergence of" Outdoors ".

Unlike outdoor outdoor sports, it is highly difficult and risky. Outdoor outdoors is more suitable for outdoor activities with healthy entertainment.

According to the reporter's investigation, most of the well-known outdoor brands represented by KingCamp and the slogan of "life and leisure" have been launched.

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< p > although the market space is immeasurable, Liang Qiang, an associate professor of the a href= "//www.sjfzxm.com/news/index_c.asp" > outdoor sports and leisure /a Economic Research Center at Tianjin University of Finance Economics, says that the lack of outdoor culture in our country makes local brands at a disadvantage in technology development and product innovation, and the growth pressure of small and medium brands is enormous.

Liang Qiang believes that the current domestic outdoor market presents a pattern of echelon development, and a few brands have won the market for the time being. Most brands are still fighting fiercely.

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< p > homogenization of products is a serious problem faced by local outdoor sports brands. Especially in Fujian and Zhejiang, the brand of foreign brands is pformed into private brands by foreign brands. "Without the core technology, these brands can catch up with the trend of the market, but they are not competitive, and are not conducive to the long-term development of the brand".

Insiders said that the current domestic outdoor brand homogenization is obvious, but in the past 10 years, the development of high-end and low-end brands is more significant, but the middle end products are relatively inferior, and this area should have a good development in the future.

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