On June 28, 2017, the third outdoor summit of COA (China Outdoor Brand Alliance) was held in Nanjing Jinling Conference Center. The COA alliance brand and industry leader gathered for the grand event. Founder Pathfinder founder and Group Chairman Sheng Faqiang as chairman of the COA, delivered a speech titled "The Road to China's Outdoor Brand Development" and analyzed the outdoor brand in the current industry adjustment stage. Challenges and opportunities. The outlook of China's outdoor industry is broad, and Shengfaqiang predicts that the outdoor industry will be expected to return to double-digit growth in 2019.
Chairman Sheng Faqiang Talks about "China's Outdoor Brand Development"
COA Outdoor Summit Forum
Rational interpretation of industry cyclical adjustment
The slowdown in macroeconomic growth, apparel industry and sporting goods industry, which are similar to those in the outdoor industry, have experienced periodical adjustments of varying degrees in the past decade. After the apparel industry experienced high growth from 2008 to 2011, both the sales scale and profit growth showed a downward trend. The Chinese sportswear industry entered a period of in-depth adjustment from 2011 to 2013. Nearly all brands are facing inventory pressure. In 2014, the industry returned to growth. On the other hand, the development of China's outdoor industry began to gradually decline in 2015. It can be inferred from COA's historical industry data and development trends that the current development stage of the outdoor industry and the adjustment period of sporting goods four years ago are basically consistent. Sheng Faqiang emphasized that China's outdoor industry is expected to gradually recover in 2017 and it is expected to achieve double-digit growth in 2019.
Challenges and opportunities coexist, brand companies are also facing severe challenges: Internet marketing to lower unit prices; running, fitness short-term impact on outdoor activities; the diversification of shopping scenarios; product homogeneity; high growth The problem of inventory brought about; the outmoded transmission of traditional brands; the increase in online traffic acquisition costs. In addition, competition from lifestyle brands, sports brands, and brands in the industry is still fierce. Whether or not it can achieve growth will still require Chinese outdoor brands to concentrate on their operations and improve their internal skills so that they can seize the rising opportunities and achieve rapid development.
Face the core issues
Sheng Faqiang pointed out that the core issues that brand companies must face are: differentiated brand positioning, creation of ultimate products, new marketing, and smart supply chain. Only by comprehensively upgrading enterprise capabilities can we have a place in the long-term development.
Brand differentiation will never be outdated. Either occupy a certain characteristic or occupy a certain category: combined with consumption upgrades, the rise of subdivision categories, the discovery of neglected categories, the deepening of pain points, the creation of extreme explosions, and the achievement of a single breakthrough. For example, sports underwear is a typical example. It can capture the category of small items and highlight the unique value of the brand. At present Pathfinder has also made some distinctions between brand and product line positioning. Pathfinder will distinguish between outdoor and travel two product lines, including children's wear; Discovery Expedition will be divided into outdoor, fashion and children's wear, and we will continue to do some in-depth development. .
Good products are the soul of the company and the dignity of the team. Extreme products often have their own traffic, but also the key to determine the outcome of the company. Pathfinders continue to increase investment in product research and development. In October this year, the newly rebuilt product R&D center will be completed. Pathfinders will pay attention to outdoor technology and the three products will be awarded the 2017 Asian Outdoor Industry Award.
Pathfinder "Super Snow" owns ski IP game
New Retail is a data-driven, pan-retail business model centered on consumer experience. The new retail scene is everywhere. For the outdoor industry: physical stores, e-commerce, member services, interpersonal communication, outdoor events, events, opinion leaders, vertical e-commerce, and content distribution are all our contacts with users. The new retail is driven by data to achieve global marketing centered on consumer operations. Smart stores capture consumer information, quickly replenish, and quickly reverse the supply of smart supply chain to achieve reverse traction production methods. At present, Pathfinder has also made some attempts in new retail and marketing. We are upgrading the image of the offline Seventh Generation Store, creating cross-country running “flying team†and “Super Snow†own ski IP games, participating in the Xuanzang Road, eight Bailiusha cross country and other large outdoor events.
The industry has a bright future
Looking at the development model of global outdoor brand companies: texture brands, through a unique brand culture and characteristics, after years of accumulation to form a good reputation; integrated intensive, such as VF Group through matrix management, to achieve multi-brand development; full play long tail effects, such as Japan's Montbell To provide users with a one-stop shopping experience; Decathlon's full industrial chain layout, extremely cost-effective. Water is amorphous and soldiers are amorphous. As long as the specific needs of a certain area of ​​the user are met and the strategy is unwavering, there is a chance for success.
The outlook of China's outdoor industry is broad. Although we currently face industry adjustments and many challenges, compared with Europe, the United States, Japan, and South Korea, overall, the industry still has 8 to 10 times more room for growth, and it is still in its infancy. Big sports and great health have become a way of life. Dividing sports are booming. Diving, climbing, biking, skiing, surfing, and so on, bring demand for market segments, leaving significant room for the development of brand enterprises. The 300 million people in the Winter Olympics in 2020 will be on ice, 5 trillion in sports consumer market, and the outdoor industry will be one of the most direct beneficiaries. It will have a very big boost for the entire outdoor industry. We welcome the Winter Olympics opportunity with joy, but the time is urgent. We must make appropriate preparations for branding and marketing as soon as possible.
Photo of COA alliance members
COA brings together the best quality outdoor brands in the Chinese market. We work diligently in different sub-categories to discuss common issues in the industry, establish standards and barriers, and shape a benign, standardized and healthy outdoor product development market to promote the booming outdoor industry in China. development of. Summarize my speech in one sentence: return to the beginning of the heart brand, refining the internal strength to start again.
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