In mid-July this year, Friedrichshafen, Germany, will soon welcome the grand opening of the European Outdoor Show, and shortly thereafter, the spotlight of the outdoor industry will shift to Nanjing, as the 8th Asia Outdoor Show will be held from July 24-27 at the Nanjing International Expo Center. According to the Asia Outdoor Show project team, this year’s exhibition is expected to cover an area of 52,000 square meters, with the number of exhibitors likely to reach 600. The outlook for China's outdoor products market remains optimistic: mainstream Chinese outdoor brands are forecasting a 20% increase in sales for 2013.
After enduring the cold of the ice and snow season, the northern China market has digested most of its inventory. As a result, dealers remain optimistic about the outdoor market this year. From 2010 to 2011, the domestic outdoor industry developed rapidly, with an average annual growth rate exceeding 40%. Sales of outdoor products in large shopping malls and department stores in the north nearly doubled. New entrants to the Chinese market such as Jack Wolfskin, along with some leading domestic outdoor brands, significantly increased their number of sales outlets and production over the past year, but this was followed by product oversupply and excess inventory.
According to industry reports, overall, the number of outdoor product sales outlets in shopping malls and department stores in major cities such as Beijing and Shanghai is excessive. In addition to well-known outdoor brands, traditional sports brands such as Adidas, Li-Ning, and Kappa have also successively launched outdoor product lines. A closer look at the clothing floors of large malls reveals that outdoor apparel is becoming increasingly common.
Mr. Jaeger, chairman of Beijing Demans and consultant for the Asia Outdoor Show and Asia Bike Show, analyzed: “On the other hand, professional outdoor stores like Sanfo or Fire Fox are often lacking in the downtown areas of big cities. In smaller and medium-sized cities, however, outdoor stores can rent more central and better locations due to reasonable rents.”
Over the past year, brands that focus on professional channels, such as Kailas, have only made adjustments to their product structure. Meanwhile, some major brands, facing a gradual decline in market share, have had to rethink their market strategies.
The North Face, a global leader in the outdoor industry, has responded to this and has formulated a new professional channel marketing strategy. “We also want to truly become part of the Chinese outdoor community,” said Jacob Lee Uhland, VP of Asia Pacific at VF Corporation. On July 24 this year, The North Face will showcase its new professional channel marketing strategy at the 8th Asia Outdoor Show with an exhibition booth exceeding 450 square meters. During the show, they will also host a variety of supporting activities. The China Outdoor Alliance (COA), a working group serving China's outdoor industry, held a meeting in Beijing on February 28, 2013, during which members unanimously agreed to accept The North Face as its first international member.
After enduring the cold of the ice and snow season, the northern China market has digested most of its inventory. As a result, dealers remain optimistic about the outdoor market this year. From 2010 to 2011, the domestic outdoor industry developed rapidly, with an average annual growth rate exceeding 40%. Sales of outdoor products in large shopping malls and department stores in the north nearly doubled. New entrants to the Chinese market such as Jack Wolfskin, along with some leading domestic outdoor brands, significantly increased their number of sales outlets and production over the past year, but this was followed by product oversupply and excess inventory.
According to industry reports, overall, the number of outdoor product sales outlets in shopping malls and department stores in major cities such as Beijing and Shanghai is excessive. In addition to well-known outdoor brands, traditional sports brands such as Adidas, Li-Ning, and Kappa have also successively launched outdoor product lines. A closer look at the clothing floors of large malls reveals that outdoor apparel is becoming increasingly common.
Mr. Jaeger, chairman of Beijing Demans and consultant for the Asia Outdoor Show and Asia Bike Show, analyzed: “On the other hand, professional outdoor stores like Sanfo or Fire Fox are often lacking in the downtown areas of big cities. In smaller and medium-sized cities, however, outdoor stores can rent more central and better locations due to reasonable rents.”
Over the past year, brands that focus on professional channels, such as Kailas, have only made adjustments to their product structure. Meanwhile, some major brands, facing a gradual decline in market share, have had to rethink their market strategies.
The North Face, a global leader in the outdoor industry, has responded to this and has formulated a new professional channel marketing strategy. “We also want to truly become part of the Chinese outdoor community,” said Jacob Lee Uhland, VP of Asia Pacific at VF Corporation. On July 24 this year, The North Face will showcase its new professional channel marketing strategy at the 8th Asia Outdoor Show with an exhibition booth exceeding 450 square meters. During the show, they will also host a variety of supporting activities. The China Outdoor Alliance (COA), a working group serving China's outdoor industry, held a meeting in Beijing on February 28, 2013, during which members unanimously agreed to accept The North Face as its first international member.