What is the development trend of outdoor industry in 2016?
Date: 2016-01-27 14:18
2015 outdoor industry is mixed, and companies are constantly looking for breakthroughs. After inventorying the major events in 2015, let us take a look at the new changes that will occur in the 2016 outdoor industry. For the 2016 outdoor industry development trend, the industry has made several major predictions: the needs of consumers are becoming more and more clear, and the brands are gradually developing towards small and beautiful. Family outdoor, ski market, extreme sports, will usher in new development, outdoor + will also inject new vitality into the industry.
Industry trends
1. Consumers tend to be rational and products must be professional enough
Nowadays, consumers have become more and more clear about their own needs. They are also more rational in purchasing products, and thus the higher the demands on the brand, the higher the expectation of product and brand building. Mr. Li Xiang, general manager of Oneway believes that under these circumstances, those companies that have had weak internal skills, large amounts of advertising, and low cost performance will be eliminated. For consumers, low prices do not fully attract them. As long as they can meet their needs and make them feel that your product is good enough and professional enough, then consumers are definitely willing to buy. Therefore, for companies, how to strengthen their own positioning, to achieve the best product quality, to achieve the ultimate is the most important.
2. Outdoor capital market is hot
In the second half of 2015, Baomei Outdoor New Third Board was listed, Sanfu outdoor listed, and Feng Shui applied for a new third board listing. Outdoor capital markets were hot. Outdoor capital, what they are looking for is no longer a simple product manufacturing company, but more is the service industry including the retail industry and the enterprises associated with the outdoor industry. Two topics that are now very hot, one is culture and the other is sports and sports. So there must be more companies coming to market, not just in manufacturing. Mr. Wang Yilei, Director of ISPO China, Munich Expo Group, said.
Although the outdoor capital market is hot, Oneway Li also reminds us that the company's listing must be determined based on its own needs, and it should not blindly follow suit, otherwise the results will often backfire. Enterprises should focus on the construction of channels, do a better job of categories, make prices more people-friendly, and bring better experiences for users. Every company must understand its position, otherwise the industry will become chaotic.
3. New concepts such as Internet+, Outdoor+ attract attention
In recent years, the state has made policy guidance on the development of leisure tourism, and the consumption capacity of residents has increased. The consumption of household-based tourism has gradually become the mainstream of the market; the increasingly mature network sharing and booking platform, the rapid development of mobile Internet, and the development of online tourism. Better objective conditions. Mr. Xu Guoqing, founder of KingCamp brand, expressed that he is still optimistic about the future development of Internet+tourism.
ISPO Wang told reporters: Now the development of sports theme tourism and outdoor theme tourism has aroused the attention of traditional travel agencies, and has also led to the changes of traditional travel agencies, including Ctrip, Caesar tourism, and CYTS have all set up sports-themed tourism departments. Traditional travel agencies have developed and their products will attract more consumers to participate in outdoor sports. This cake will grow bigger and bigger.
In addition to the Internet+, the concept of outdoor + is gradually being mentioned by people. The first ISPO Shanghai Summer 2015 presented the concept of outdoor +. After outdoor sports have been added to the new sections of tourism services, urban fitness, water sports and sports trends, the traditional boundaries will be broken, and brands and retailers will reconstruct an outdoor + with a new perspective. Lifestyle closed loop.
ISPO Wang said: In recent years, the fitness industry has also undergone great changes, the atmosphere has become more and more intense, and more and more people have participated. As the cake grows larger, the need to expand has also increased. Many of the services generated around their needs will be greatly developed.
4. The rise of multi-brand collection stores, brand development
The survival of the fittest in the outdoor industry is the norm, and companies are constantly groping, branding and development, and multi-brand collection stores have also emerged one after another. KingCamp Xu introduced that in Europe and the United States is a relatively mature business model of a collection of brand stores, just starting in China, the reason is also the retail market, the main customer demand changes. Today's young people are pursuing fashion, fashion, and personality. They are too busy to work and can't afford to spend too much time shopping. The traditional department store brands and products have a high repetition rate and popularity and can no longer meet their needs. From this point of view, the brand collection shop can allow this group of people to find the most trendy products in the shortest time. Therefore, in recent years, multi-brand collection shops have become a trend in China.
In addition, Xu Zeng added that the essence of the foreign brand collection shops is the popularization of the buying system, and this concept in China is lagging behind, and there are no mature mechanisms and reasonable costs to train experts in this area. How to solve this problem is the key to whether domestic industries or enterprises can establish branded stores.
ISPO Wang always told reporters that from the perspective of brand owners, if more and more multi-brand stores are built in the next two or three years, or if the share is getting bigger, it is not necessarily a good thing. Because the store is the most favorable form for brand owners, regardless of the shipment, the brand image is the most favorable store. However, from the perspective of medium and long-term development, it is more suitable for the industry and consumers to be multi-brand collection shops and sports collection shops.
Market segments
The entire outdoor market is changing every day, and the market will tend to be more and more subdivided. It has been very difficult for brands to meet all people's needs in a big way. Afterwards, brands will develop small and beautiful and tend to be subdivided. From the perspective of the brand and the product itself, the company needs to sell products to which objects, to meet the needs of consumers, to provide consumers with what kind of products, to shape what kind of brand attributes and exclusive industry status, all need Reposition and rework. After the business has been re-sorted, changes are made and need to be carried out little by little, not just words. Oneway Lee always said.
1. Scenery and family outdoor sports activities
First of all, the parent-child relationship that disappears into the busy work and life is increasingly causing anxiety. The lack of time and roles makes it less and less efficient for families to spend time with each other. The family outdoors can just fill this gap and provide high quality. Parent-child activity time; Secondly, a series of socially influential parent-child programs, such as “Where is Daddy?â€, prevailed, leading parent-child products to become popular choices. Therefore, KingCamp Xu believes that family outdoor will become a new trend in the outdoor industry in 2016 and beyond.
KingCamp is an outdoor advocate for the family. KFamily Outdoor Club is also established to regularly organize outdoor activities such as skiing, picking, barbecue, hiking, mountain climbing, caving and other outdoor activities suitable for family participation, allowing more families to contact and try out the family outdoors. .
ISPO Wang also believes that as the family’s outdoor atmosphere becomes more and more intense, the family’s demand for accessories such as camping equipment, bedding, lamps, and stoves will increase, whether they are driving or traveling to nearby parks.
2. The ski market will show explosive growth
In the past few years, one of the biggest problems in the Chinese ski industry has been the construction of infrastructure. Most of the ski resorts are built on the outskirts of the city. Apart from skiing, there are almost no other recreational facilities, and there are very few ski resorts suitable for vacations.
The newly built ski resort is now focusing on the concept of vacation. Skiing is a theme that attracts vacationers through skiing. This development is benign. KingCamp Xu said: In Canada and other countries where the ice and snow industry is mature, skiing in the winter, skiing in the summer, camping in the spring and autumn, the resources of the entire ski area can be used reasonably. This point can also be used for domestic ski resorts.
ISPO Wang said that the 2016 ski market will show an explosive growth, and many companies are also increasing ski categories. In the past, skiing hardware was a shortcoming for domestic brands. Its technical content was very high. Therefore, the famous double-plate brands in the world are also few. The domestic brands are still basically foundries.
After Shen Dongao’s success, the ski market is getting bigger and bigger, but Oneway Li also mentioned that skiing is a highly specialized sport. The insulation effect of equipment is crucial for skiers, so companies are needed. Stay calm, focus on the products to the extreme, and strive to meet the needs of consumers, do not take the low cost route.
3. Extreme sports is expected to usher in a new development agreement. In September 2015, the Tokyo Olympic Organizing Committee submitted an application for five new projects to the International Olympic Committee. The five projects are: rock climbing, baseball, softball, karate, and surfing. And skateboarding. The International Olympic Committee will make a final decision on this at the 129th meeting in Rio de Janeiro in August this year.
The development of extreme sports is influenced by sports culture to a certain extent, and the targeted population is also younger. Therefore, the current development in China is still relatively marginal, and it is more extended with the help of trend culture. Secondly, the development of this sport also depends on the site. Surfing requires good natural resources. Skateboarding also requires the construction of some skateboard parks. Therefore, its development will have some limitations. However, whether it is rock climbing, surfing or skateboarding, if we can truly enter the Olympic Games, there will certainly be a better development in China. The government will pay more attention to it and it will also benefit the construction of some infrastructure. The construction of infrastructure will inevitably lead the development of this movement. ISPO Wang told China Sports News reporter.
In addition, ISPO President Wang added that Chinese consumers grow very fast. After 00, this generation’s thinking and foreign cultural concepts are not much different. Therefore, from a long-term point of view, a company can go In terms of layout and training, Chinese consumers are very quick to accept these things.
Oneway Lee also said: The development of all sports will be getting better and better, and more and more people will participate. This is a process of development of the industry. The market is infinitely large, especially for the industries that live in clothing, food, housing and transportation, as long as there is a market for people. Zeng Fenfen
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