Weak Domestic Business Performance And How Domestic Outdoor Brands Should Compete With International Brands

recently

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Reporters learned that

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Experts believe that, although domestic

The space is huge, but the competition is intensified. Enterprises need to strengthen technological research and development and channel expansion, while paying more attention to industry norms.

It is reported that the net profit of the third quarter earnings in 2018 was 43 million yuan, down 17.96% from the same period last year.

"The company's revenue is mainly export business. The exchange loss caused by exchange rate fluctuations this year is the main reason for the change of performance. At the same time, the company has promoted the optimization of domestic sales channels since the beginning of the year, and has closed or pferred the outlets which are not ideal for sale," explains Limited by Share Ltd.

The Pathfinder has been sluggish in the growth of the main brand, and the net profit of the Pathfinder has declined for the 13 consecutive quarter.

In the three quarter report released by the Pathfinder in October 15th, the business income of 1 yuan to September was 1 billion 242 million yuan, down 36.48% compared with the same period last year. The net profit attributable to the listed shareholders was 20 million 209 thousand and 200 yuan, down 68.85% compared to the same period last year, and once again fell to the main garment industry.

In October 16th, the Beijing Sanfo outdoor products Limited by Share Ltd (hereinafter referred to as "Sanfo outdoor") issued a reply to the Shenzhen stock exchange for the 2018 semi annual inquiry letter, which showed that, in the past two years, including outdoor supplies,

Under the category offline sales group suffered from market coldly, professional retail store construction and operation cost and other reasons, during the reporting period, the company's efforts in marketing network construction weakened.

The announcement shows that in the past two years, the domestic economy has been affected by the domestic economic environment, and the real economy is coming back to the cold winter. The construction and operation costs of Sanfo outdoor retail stores continue to rise and sales are declining overall.

Among them, Sanfo outdoor marketing network construction project did not achieve the expected revenue, and realized a total profit loss of 700 thousand and 500 yuan.

In addition, Sanfo has adjusted its product structure to small shops, and the new shops have entered normal operation after 1 to 2 years of training. Shops are turning around and losing profits. In particular, some large flagship stores, with the market operation and fast turnover of products, have already achieved initial success.

But for some two or three tier cities, such as Wuhan, Chongqing and Daqing, due to the newer shops and limited local resources, there is no expected return.

At the same time, Sanfo outdoor also announced in the announcement that in recent years, the urban business pattern has been changing, there are many new business circles emerging, the influence of some old business circles is declining, the boutique products are single, unable to continue to attract consumers, and more and more passengers flow into shopping centers with large shopping and leisure centers.

Therefore, the company plans to change the quantity, scale, location and location of the store in order to meet the current shopping demand and market environment.

A Chinese outdoor sports association expert, who declined to be named, told reporters that the domestic outdoor sports brand is growing at a slower pace.

He believes that whether an outdoor brand is recognized by consumers depends on two points. One is whether the professional performance of the relevant products is in place, and the other is whether the price is high enough.

Compared with the outdoor brands abroad, domestic brands do not seem to be enough in related technology R & D.

The reporter has learned that most of China's assault clothing fabrics use TPU (Chinese name thermoplastic polyurethane elastomer) or PU (chemical name "polyurethane") film as a waterproof breathable layer, while foreign brand clothing products (marked with GOER-TEX) use E-PTFE fabric.

For a long time,

TPU and other coating and laminated fabrics play a certain role in the waterproof and thermal insulation of the human body. However, because sweat can not be discharged to the outside of the clothing, sweat can be deposited in the clothing, causing the phenomenon of stuffiness and frostbite.

But E-PTFE fabric has excellent waterproof, moisture permeable and windproof functions. It really achieves dry and comfortable body and is called "respirable multifunctional fabric".

According to the experts, the lower the temperature is, the bigger the difference will be when the temperature is lower.

As the temperature drops, the activity of TPU decreases and the moisture conductivity of TPU decreases exponentially at 0 degrees. It is almost zero when the temperature is below 0 degrees. When it reaches 15 degrees below zero, it is brittle and easy to break. If it is directly poured on it, it will deform if the water temperature is high, and the E-PTFE fabric will not change between 150 degrees and 300 degrees below zero.

Moreover, the fabric has strong corrosion resistance, strong acid and strong alkali properties, and can protect toxic chemicals.

The micropores of E-PTFE fabrics are not a straight channel, but the channels form a net structure in the membrane. The wind can not be directly passed through, and can be turned back in the direction of obstructing and changing direction so as to achieve the effect of preventing wind, and at the same time, it plays a role of keeping warm.

It is an ideal material for use in harsh environments.

Apart from the difference in technology content, the price of domestic outdoor brands is not an advantage.

Take the outfit as an example, the price of domestic outdoor brands is between 800 and 900 yuan, while the outdoor brand of foreign countries includes the top clothing of the top brands, such as the original bird, and so on. The price of a brand of the middle end brand is about 1100 yuan.

Reporters interviewed consumers in Beijing related outdoor brands. They generally believed that since they bought professional outfits, the difference between them was only between 200 and 300 yuan. They preferred to choose foreign brands with better quality and higher technology content.

It is understood that this year, the State Council issued the "implementation plan to improve the consumption mechanism and mechanism (2018 to 2020)", which promotes the implementation of the consumption system and mechanism, involving sports, health and other fields, and will further stimulate the potential of residents' sports and health consumption.

Wang Panqi is optimistic about the industry prospects of outdoor products. He told the media: "first, the national industrial policy supports the development of outdoor camps, hiking service stations, camping camps and other facilities. The total scale of the sports industry in the future will exceed 5 trillion yuan. Secondly, the outdoor products industry also has sporting goods industry.

Considering the characteristics of the light textile and garment industry, considering the factors that are approaching the 2022 Winter Olympic Games in Beijing, the stage of domestic outdoor sports development and the relatively low consumption per capita outdoor products, the domestic outdoor products industry has a broad market development space and is expected to usher in a new round of sustainable growth after 2019.

Experts from the outdoor Association say that due to the development of network channels, the quality of outdoor travel equipment needs to be higher and higher. While the international outdoor brand has a long history and rich experience in outdoor product development, coupled with the consistent favor of Chinese people with international brand, the market share of domestic outdoor brands has shrunk.

He believes that sports brands are also grabbing the market share of outdoor brands, and Adidas, Lining, Anta and 361 degrees have launched outdoor products. Puma also intends to focus on outdoor sports products.

With the help of the original mass base and multi-channel operation experience, sports brand will bring some impact to the outdoor industry, whether successful or not.

He said that laying stress on scientific and technological functional R & D and seeking brand differentiation is one of the future development directions of enterprises, which is the common goal of all domestic outdoor brands.

In seeking brand differences, domestic outdoor brand developers know more about China's national conditions and know better what functions are most suitable for outdoor sports enthusiasts in China, which can win the advantages of domestic brands at the beginning of their design.

In addition, the experts said that in addition to the importance of research and development of science and technology, channel maintenance and expansion is more important. Some sports brands have begun to set up offline experiential shops, so that more consumers can experience products, so that more young consumers can understand outdoor sports and love outdoor sports. After all, the 80 and 90's are more liberal and adventurous generation.

Outdoor market needs more efforts to nurture.

Generally speaking, there are still many ways to develop domestic brands at the R & D level. The implicit competition from the market can not be ignored. The market of brand expansion at home and abroad is also different. At present, the international outdoor brand giants are mainly based on one line and two lines, and the domestic brands are arranged in two or three lines, and the channels in different regions should also be differentiated.

In addition, the above-mentioned experts believe that we should attach importance to the formulation of industry standards.

Because of the outdoors in China

Starting late, there are many problems in production, sale, after sale and many other aspects.

In light of these problems, drawing on the mature industry experience of Europe and America to formulate industry norms will help the market from disorderly competition to orderly competition, thus promoting the sustainable development of the whole industry.