Cakes And Risks In China's Outdoor Footwear Market

In recent years, outdoors shoes market With the increasing temperature and the saturation of other traditional sports shoes market, in order to find new growth points, more and more domestic brands are transforming into outdoor sports, and they are involved in the outdoor sports shoes market, hoping to divide into a rich cake. But any business conduct has two sides of the blade. How big is the chance for these shoe brands to swarm into the group? What risks do they hide? With these questions, the reporter consulted some experts in the industry, hoping to bring some sound to the whole outdoor shoe market.

HI-TEC CHINA product director KENNY.QIANY believes that outdoor shoes are different from other shoes. Gym shoes Only the difference between style design and material pattern, even though many sports brands have the concept of functional or technological innovation, their technical functions are quite general, while outdoor shoes are different. The distinction between the functional and technical distinctions of outdoor shoes from shoe sole to vamp, between categories and categories is also very obvious, such as waterproof and breathable functions, wear-resistant and skid resistant technology, while hiking shoes and hiking shoes belong to outdoor shoes, but their manufacturing processes and technology applications are quite different. The same kind of shoes with the same appearance and style are waterproof, breathable, or big bottoms. They are very strict in manufacturing process, and these hard work are far superior to those that have just entered the field of outdoor shoes. Only those manufacturers who have long adhered to this field can bring strong quality protection from the accumulated manufacturing experience and technological innovation. From this point of view, in the short term, these new brands can seize some of the outdoor shoes market by means of capital strength or channel advantage. But with the increasing popularity of consumers' awareness of outdoor shoes, these manufacturers who lack technological accumulation and brand details will hardly be able to maintain their combat effectiveness in competition.

And experts who hold the same view, and Mr. Lin, a famous outdoor adventure campaigner in China, has been the first outdoor professional explorer in the country. Mr. Lin has experienced all the famous brands of outdoor shoes in the world. He believes that outdoor shoes have very high technical requirements. A pair of shoes do not make outdoor shoes, but they really become outdoor shoes. All kinds of professional classification of elevation and terrain requirements, if the altitude is not high, the choice of mountaineering shoes should be the first choice of ultra light function shoes, and if the mountain is steep, you have to focus on anti-skid function. If you climb the snow mountain, you should consider the waterproof and thermal insulation, skid resistance and other fully functional shoes, and because of high altitude and cold factors will cause the rubber sole brittleness, must buy vulcanized rubber outsole professional snow mountain shoes, and these have very high technical requirements and professional details, although most people buy shoes are only daily wear, may not need such strict requirements, but also can see the difference between outdoor shoes category and other categories. For example, the category of mountaineering includes At present, the world's best selling outdoor shoes brands have decades of technology accumulation, and their professional and technological advantages can not be replaced. At present, domestic brands are coming in. Although they can gain a certain market share in the short term by means of capital advantages and local channel advantages, they lack the professional skills of products. If they are not resolved in a short time, they will be weak in stamina.

According to the 2010 annual survey report of China outdoor products market released by the China Textile Business Association outdoor products branch (COCA), the total retail sales of China's outdoor products market in 2010 amounted to 7 billion 130 million yuan, with a total shipment of 3 billion 210 million yuan. Since 2000, the average annual growth rate of retail sales is 47.33%, the average annual growth rate of shipments is 43.29%, and the development of the industry continues to grow at a high speed. With such a strong market performance, it is no wonder that domestic brands will flock in, but market data also show that big cakes are still carved up by international brands with strong reputation. The influence of Columbia, HI-TEC and other first-line brands is unmatched with the market appeal. Especially in the Chinese market specializing in e-commerce HI-TEC, their products almost cover all the famous Chinese e-commerce channels, you open Taobao search outdoor shoes, the forefront is HI-TEC, you go to van guest, Jingdong, Dangdang, Lok cool days, pat... All you will go to the electronic business platform, there are HI-TEC figure, and this seamless channel competition, domestic brands to contend with, odds can have geometry? These are the risks that outdoor new army need to weigh, instead of just thinking about the cake in front of us.