On June 29th, 2017, Mr. Zhang Jida, Secretary-General of China Outdoor Brands Alliance (COA), released the 2016 Survey Report of China Outdoor Products Market in Nanjing during the Asia Outdoor Exhibition. This report is written by the China Outdoor Brand Alliance and published annually at home and abroad.
The "Report" elaborated on the development of China's outdoor market in 2016, and combed and analyzed the annual market data.
Since 2016, the outdoor industry has revived and adjusted to a large extent. Major brands have found themselves at strategic heights. Freshmen's small and medium-sized brands have also found ways to develop themselves; channels have been sold online. Adjustment, the overall structure has become more rationalized and improved; at the same time, the extension of the outdoor industry is constantly expanding, bringing more basic consumer groups to the market.
The reality shows that China's outdoor industry has entered the end of the adjustment period and is expected to end in the autumn and winter of 2017. Specific industry data for 2016 also confirms this view. The "2016 Outdoor Survey of the Outdoor Products Market in China" generally starts from the following aspects:
Overall market size:
In 2016, the overall outdoor market scale reached 48.48 billion yuan, of which the core outdoor market reached 18.44 billion yuan, an increase of 1.84% over the previous year. The growth rate continued to slow, but it was close to the bottom. It indicates that the industry is about to weather the adjustment period and enter the next rising period. The other three parts of the market also have different degrees of growth.
Through continuous statistics on the major brands in the core market, the report found that the market concentration has not changed significantly in recent years. To a certain extent, it reflects the market's limited tendency.
Market concentration statistics
Although individual brands have lost some of their market status for various reasons, the market gap they left behind is often filled by new brands rather than by other big brands. The main reason for this situation lies in the market positioning of major brands that are compatible with each other. This status is to a large extent able to maintain the relatively stable market concentration of China's outdoor market for a considerable period of time and maintain a stable overall product. Development trend.
Market brand:
In 2016, the number of market brands also increased slightly. The total number of outdoor brands reached 872, of which 430 were domestic brands and 442 were foreign brands.
Channel development status:
Outdoor sales channels mainly include three parts: department store channels, professional outdoor stores (street stores) and online sales channels. In terms of channels, online sales channels continue to squeeze the market share of street-side shop channels and shopping mall channels. Of these, street-side stores accounted for 21% of channel sales, store outlets accounted for 63% of channel sales, and online sales channel sales accounted for 16%. The process of channel change is still continuing. In the next stage of channel development, the types of channels will be more diversified and diversified. Through different types of cross-industry cooperation, a more diversified type of channel sales will also be generated, and as a result, more Complex channels of competitive formats.
The press conference more emphasized the on-site interaction. At the same time as the "Report" was released, it actively mobilized the enthusiasm of the audience and the media. Many audience members had several exchanges and sharing with Mr. Zhang Jida on various occasions. They discussed and analyzed the issues covered in the Report and other issues of common concern to the industry. Expanded the contents of the "Report" and increased its influence.
After years of data accumulation and in-depth industry analysis, the annual market research and report launch activities initiated by the China Outdoor Brand Alliance have been unanimously approved by the industry and widely adopted by the industry. Prior to this, the Union had released the English version of the report in Europe in mid-June and had achieved high praise from foreign colleagues.
Market research will be continuously hosted by the China Outdoor Brand Alliance and will be released once a year. COA also welcomes people of insight in the industry to work together to develop more industry work and promote the healthy development of China's outdoor industry.
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