Summary of the 2012 Spring/Summer and Autumn/Winter New Product Order Meetings for Outdoor Brands

       So far, the order meetings for 2012 Spring/Summer and Autumn/Winter new products from various brands have largely concluded. A summary of the order amounts for Marmot, ARC’TERYX, Fenix, Toread, and Jack Wolfskin is provided for better understanding.

       From November 21–23, Marmot held its 2012 Autumn/Winter new product launch and futures order meeting at Beijing Huadu Hotel, attended by 200 domestic dealers. It is understood that Marmot’s China general agent, Beijing Ruijilongfeng International Trade Co., Ltd., is experiencing strong channel growth, with this year’s order amount projected to surpass 50 million, primarily driven by sales through department stores.

       ARC’TERYX’s 2012 sales increased by 50% year-on-year

       From November 28–30, ARC’TERYX (Arc’teryx) and CRISPI jointly held the 2012 Autumn/Winter futures order meeting at the Shanghai Warner International Convention Center. The event was hosted by Shanghai Feiwa Trading Co., Ltd., whose head, Su Jie, revealed that based on the response at the futures meeting, ARC’TERYX’s 2012 Autumn/Winter ski series, underwear series, and warmth series saw significant growth. In terms of sales channels, department stores accounted for 20–30%, while outdoor specialty stores remained the main channel. As for online sales channels, cautious trials will be conducted. It is estimated that overall sales growth in 2012 will exceed 50%.

       The three high-end outdoor brands under Fenix (Fenix Outdoor): Sweden’s royal brand Fjällräven (Fjällräven), Germany’s premium outdoor footwear brand HANWAG (HANWAG), and Sweden’s top-tier stove and lighting brand Primus (Primus), held their 2012 Autumn/Winter order meeting from December 17–19 at Yangzhou New Century Grand Hotel. It is understood that the number of participating suppliers doubled compared to the same period last year, and the order amount increased by 57% year-on-year.

       Toread’s 2012 Autumn/Winter product futures orders reached 900 million

       The 2012 Autumn/Winter product futures reservations are going well, with cumulative futures order amounts reaching 943 million yuan. Among these, franchisee order amounts totaled 719 million yuan, while orders from the company’s directly operated regions, group clients, e-commerce, and other business units accumulated to 224 million yuan, representing an approximate 60.65% increase over the 587 million yuan during the same period in 2011. In recent years, over 85% of the company’s sales revenue has been determined by the futures orders placed at the two seasonal new product futures order meetings each year. Based on the seasonal futures order meeting orders, the company may also place additional orders for certain products according to new orders from group clients and market demand. Therefore, this order meeting will have a significant impact on the company’s operating performance in the second half of 2012.

       In 2012, Jack Wolfskin plans to open 800 stores in China and will also ramp up marketing efforts, including advertisements on CCTV-5, CCTV-10, the Bundesliga, the Premier League, the homepage of 8264, and various travel and outdoor magazines, as well as campaigns such as “Wolf’s Journey: America Tour” and “Sichuan Tour.” All promotional efforts aim to yield returns from the market. The Wolf Pack declares: In 2012, let us witness together Jack Wolfskin’s push to hit 1.2 billion yuan in sales in China.

       From December 20–23, Shehe’s 2012 Autumn/Winter order meeting was held in Jiangmen, Guangdong. A nearly 1,000-square-meter exhibition hall was used to showcase the full range of products from polar mountaineering to urban outdoor, with over 1,500 SKUs on display. Shehe also presented its latest 2012 Autumn/Winter color concepts, design philosophies, and applications of new fabrics and technologies.
       Mr. Lü Guixi, General Manager of Shehe, outlined the brand’s future plans: to adhere to the path of being the most professional domestic brand, maintain the current growth rate of over 50%, and achieve retail sales exceeding 600 million by 2014.