Recently, major sports brands in China have announced their performance reports for the first half of 2016. In terms of the financial statements for the first half of the year, the performance of major sports brands in China continued to grow, with Anta's revenue of 6.14 billion yuan, a year-on-year increase of 20.2%. Li Ning net profit of 113 million yuan, the domestic sporting goods industry is a good one. Experts believe that this is inseparable from the strengthening of inventory control of channels, clear product positioning, and improved product functionality. In particular, the continuous expansion of the female consumer market has also injected new vitality into the sporting goods market.
Not only that, but with the popularity of outdoor sports, consumers’ spending on outdoor equipment has also increased significantly. In order to enhance customer stickiness, many outdoor product stores segmented markets and reoccupied new fields in the outdoor industry.
TheNorthFace was the first in Japan to open a store specializing in outdoor sports for women in 2011. On April 26th, 2012, Archaeopteryx opened its first female outdoor store in Shibuya, Tokyo. Adidas, ARCTERYX, The North Face and other brands have even opened women's outdoor stores, specializing in women's outdoor markets. Products displayed and sold at stores are specially selected for women.
In the face of the present opportune time, what are the views of domestic outdoor shop owners?
1. The Needs and Problems of Establishing Women's Outdoor Stores
2. Break down the market for female outdoor products
Peng Qiang, vice chairman of the Guangzhou Municipal Commission of Business Economics, pointed out that the finer the market is, the higher the company's operating costs, and consumers will not necessarily pay for it. Chen Haiquan, executive director of the Modern Circulation Research Center at Jinan University, believes that when it comes to market segmentation, it depends not only on whether the brand can afford high costs, but also whether the brand's product development capabilities and richness are sufficient to support a female outdoor monopoly market.
Mr. Chen Zhiqiang, Executive Director of Snowline Outdoors Shenzhen Association, “It's very difficult to be a female outdoor shop alone. It wouldn’t be great to have an outdoor shop. It would be even harder to kick men out.â€
Separately opened women's outdoor stores yet to be studied
Mr. Wang Ping, General Manager of Fengshui Outdoor, Hangzhou: “There is no need to establish a women’s outdoor store. Professional outdoor stores are already a market segment. If women are subdivided, they will be too small, which will cause the competitiveness of the stores to decline. Sales are decreasing, but in the future it may be as detailed. At present, some large outdoor brands may be subdivided into women. "
Mr. Hu Yanyong, general manager of Shenzhen Firefox, said: “The future direction of development may be more of an increase in the proportion of accessories. It will become a complete professional outdoor store. Whether it is feasible or not to open women's outdoor product stores, we must go through market research and analysis to conclude ."
Outdoor store offline activities face awkward situation
With regard to outdoor shop organization activities, “When we open stores in 2002, we will organize regular outdoor activities for everyone to participate in. At that time, we will develop the market ourselves. Now we will train the team leader, we will have more outdoor shops, and more outdoor activities. Today, it is usually the customers themselves who participate in. Specialized activities and specialized sales have already been separated.†Mr. Chen Zhiqiang, Executive Director of Shenzhen Dengxie Outdoors, said, “Outdoor sports clubs organize some activities on a regular basis. Is not profitable, just to attract members and build the popularity of the club; but the activities as a profitable outdoor sports club and the rapid development of self-help travel in the form of non-profit clubs, making outdoor activities increase, outdoor enthusiasts can according to their own level , choose different activities to attend."
Shenzhen Firefox outdoor shop clerk: “To organize activities together, did not say that for women or men, members can all participate. However, due to the different levels of membership, organizational activities become more and more difficult. Plus outdoor activities are increasing The form is more and more abundant, and members have more choices."
Outdoor club + theme activity + media promotion become a sticky new magic weapon for customers
The growth of many professional outdoor stores has benefited from the club. The operation of the outdoor store is a word: Do not just stare at the stores to sell products, it is important to seize the circle of outdoor sports. Through publicity from the media or professional media, or by holding a club or uniting with related departments to organize rock climbing and mass mountain climbing activities, promote products in outdoor theme activities, maintain popularity, and gain experience and circle of friends.
Jilin Gold tents hold Jingyuetan trekking activities; snow activities organize skiing events on the 2nd and 4th every week; they provide free advice to the national professional team skiers.
Xi'an focuses on outdoor sports goods retail stores, outdoor sports clubs and "key forces" bicycle clubs (cycling equipment stores and bicycle outdoor clubs).
Green ants, in-depth experience activities club, organizing mountain trail running, weekend activities, outdoor training, in-depth experience projects.
There are running specialty shops in Guangzhou for long-distance running, and occasionally there will be seminar-related customer service for running knowledge.
Interactive activities + e-commerce female consumption base
Through the organization of outdoor activities, we design some activity sites that are pleasing to the eye to attract everyone's participation and thus promote the sales of outdoor products. “Chuang Ming, an outdoor native of Nanjing, said that building an “outdoor zoo†or “outdoor playground†will attract children to play in the shops. Parents will also come to the store to accompany their children so that they can take full advantage of the physical store. And it can attract the female customer mom group to enter.
Open channels for electricity suppliers, pay attention to the female online shopping market
The entire retail environment is undergoing changes, shopping malls, shopping malls and other channels sink, indirectly replacing some street stores. This paves the way for e-commerce companies to gradually become important sources of income growth for outdoor products. Li Shuai, the green ant outdoor product Xi’an portal, said, “The whole computer channel has been increasing its brand promotion. This is the inevitable result of the development of the market environment. The competition of the sports brand will increase next, because: the channel is slowly Stability, can no longer rely solely on e-commerce to clear inventory, but on the basis of expanding consumer groups, slowly forming a brand image display platform, increase brand stickiness.â€
San Fu Outdoor Chairman Zhang Heng pointed out that as an important part of China's sports industry, outdoor sports have not yet matured due to the late start. Problems such as site factors, equipment conditions, and the time of development have led to restrictions on their development. “However, with the increase in the degree of subdivision in the outdoor consumer sector, there is room for potential improvement in the outdoor products market in China.†In particular, outdoor sports are no longer focused on niche group activities in the professional field. It has gradually developed into the dual characteristics of extreme sports and popular leisure, and the participation of the crowd has become increasingly widespread. Among these people, the proportion of women has already risen from the previous 25%, and in the short-term world, it has risen to 70%. In some outdoor groups, the ratio of women to men is as high as 2:8. Instead, men became the scent of the outdoor group.
For women, the daily life of daily necessities of course need to be, but more and more activities continue to appear in the shadow of women, such as hiking, camping, hiking, skiing, etc., outdoor sports are no longer men's world, women's outdoor now also occupy An important place in the outdoor market, single and tough outdoor equipment is difficult to impress them. Therefore, a sense of fashion is also required in product design.
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Reproduced Source: Asian Women's Movement and Fashion Show
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