In 2010, Sales Of Outdoor Sporting Goods For Large Retail Enterprises Increased By 30% Over The Same Period Last Year.

The two or three line market sales are significantly higher than the first tier cities.

Outdoor fashion sporting goods increase compared with retail sales of sports goods

In recent years, outdoor sports have become fashionable, leading to outdoor fashion.

The rapid growth of sales growth has also led to a significant increase in the proportion of outdoor sporting goods in the sporting goods market. In 2010, the proportion of outdoor sporting goods retail sales in the major retail enterprises of the country increased by 6.1 percentage points to 19.9% in 2009.

Divided cities, two or three line cities

The unit price of goods is much higher than the average level of sporting goods.

In terms of unit price, the national key large-scale

In 2010, 4 of the top six brands in the sportswear market were the professional outdoor sporting goods brands, namely Columbia (Columbia), Lo J Faith (TheNorthFace), Pathfinder (TOREAD) and OZARK (OZARK). The price level was at least 70% higher than that of the whole.

In the sports shoes market, the top four players in the average price range are ECCO (ECCO), KEEN, Columbia (Columbia) and Lo J Faith (TheNorthFace). Among them, the average price of ECCO and KEEN exceeds 1000 yuan, 1-3 times higher than the overall level.

Most retailers expand outdoor fashion sports brand sales.

The rapid growth of outdoor sporting goods sales reflects that the consumption demand of outdoor sporting goods is exuberant in China. In 2010, domestic and foreign brand enterprises expanded their efforts. Meanwhile, retail enterprises also increased the sales volume and sales area of outdoor fashion sports brands to meet consumer demand.

According to the 2010 China outdoor sporting goods market development report, in 2010, the number of outdoor fashion sports brands sold by 2/3 retail enterprises increased significantly compared to 2009, of which 26% of the number of outdoor sporting goods brands doubled, while 28% of them sold more than 10 outdoor sports brands, and 6% of the outdoor sporting goods sales went from scratch.

The top ten brands are more than 75%, and foreign brands have obvious advantages.

In 2010, the sales volume of the top ten brands of outdoor sporting goods in China's major retail enterprises totaled more than 75%, reaching 77.34%, of which the concentration of the top ten brands in the two or three tier cities exceeded 80%, 84.22% and 89.44% respectively, and the first tier cities were lower than 73.44%.

The top ten brands in the market share of sales are Columbia (Columbia), Lo J Faith (TheNorthFace), Pathfinder (TOREAD), OZARK (OZARK), CONVERSE (Converse), ECCO (ECCO), wolf claw (JackWolfskin), Northland (Northland), Columbus (Kolumb) and American Camel.

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Among the top ten brands, the advantage of foreign brands is obvious. Columbia, rolls Fyes, CONVERSE, ECCO, wolf claw and Northland are the 6 foreign brands with a total sales share of 54.89%. 4 local brands are Pathfinder, OZARK, American Camel and Columbus, respectively. The total market share is less than half of foreign brands, only 22.46%.

From this we can see that China's outdoor brands dominate the outdoor sports and sporting goods market.

Local brands rapidly develop traditional brands and expand outdoor markets

Although the market share of local brands is relatively small, it has developed rapidly in the past two years.

According to statistics, in 2010, the market share and ranking of local brand Pathfinder, OZARK and American camels increased significantly in the 2009 major sports apparel and sports shoes Market in China.

Besides the professional outdoor sports brand, the traditional sports brand also began to open up the outdoor sporting goods market. In 2010, Nike officially launched 6 series of 6 sports designs specifically designed for skateboards, fancy skiing, surfing, BMX, snowboarding and extreme motorcycles in the Chinese market.

Moreover, according to the information of ispochina Asian sporting goods and fashion show organizers, a large number of local traditional sports brands have also developed outdoor products or sub brand development strategies.

China's outdoor fashion market is developing rapidly.

The ispochina2011 (the seventh Asian sporting goods and fashion show), which just ended in Beijing, attracted 350 exhibitors from home and abroad, and received 17724 professional spectators on the three day. The scale has increased substantially over the previous year, which fully reflects the strong development of the domestic sporting goods market.

Overseas exhibitors also commented that they saw a lot of domestic brands that had not been seen before, and there were very rich categories.

And more and more international brands come to the exhibition, which also shows that the Chinese market is the center of the Asia Pacific sports market in the future.

The spectators who come to the scene are not only professional spectators from professional stores, shopping malls, retailers, department stores, etc., but also have many new dealers who are ready to enter the market.

After visiting the exhibition, the Secretary General of the European Outdoor Federation (EOG) said: Chinese audiences are very high in quantity and quality. They are very professional both in attitude and in dress.

The rapid growth of outdoor fashion industry in China in the past two years will make China the third largest outdoor and fashion industry market after Europe and the United States.