The Market For Traditional Sports Shoes And Clothing Is Sluggish. Lining And Anta Enter The Outdoor Products Market.

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< p > in recent two years, domestic sports brands such as Lining and Anta have been trapped in traditional sports such as a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing market downturn, and have entered the field of outdoor products one after another, seeking new growth points.

Insiders pointed out that regardless of consumer psychology or product attributes, outdoor products and traditional sports shoes and clothing market are different, Lining and Anta enter the outdoor industry this move is to win or lose, still waiting for time and market test.

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Data from China Sports Goods Federation show that between 2002 and 2012, China's outdoor products market grew by more than 40% per year, forming a market scale of more than ten billion yuan.

In addition, the outdoor main products less than a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > and footwear unit price are significantly higher than the traditional sports shoes and clothing average.

It is precisely because of this attraction that many sports brands including Adidas, Lining, Anta, and 360 degrees have entered the outdoor products industry.

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"P >, who is the head of the outdoor roller skating bicycle exhibition exhibition in the Expo, Qi Yulin has been dealing with outdoor products companies all the year round, and has a deep understanding of the development trend of the industry.

In an interview 4 days ago, he said that the domestic sports giant entered the field of outdoor products, which aggravated the market competition. But at present, the industry pattern has changed little.

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< p > Qi Yulin believes that it is not easy for traditional sports shoes and clothing enterprises to have a share of the outdoor products market.

"Outdoor products are not fast food products. The price of an assault garment is thousands of times, and consumers may replace it after two or three years of purchase.

In addition, outdoor sports enthusiasts have professional knowledge and are more rational in choosing equipment.

He said that Anta and Lining entered the outdoor products market for a short time, and whether they could stimulate consumers' desire to buy was unknown.

Whether from the awareness of the market or the product itself, they have a long way to go.

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< p > in fact, from the 2013 annual reports of Lining and Anta, they can also see that the "blue ocean" which broke into the "a href=" //www.sjfzxm.com/ "outdoor" /a "goods" did not bring any profits to these brands.

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< p > it is understood that the outdoor products market has been slowing down in recent two years, and there are some new brands coming out every year, and some brands disappear every year.

Qi Yulin cautioned that other sub sectors should be cautious in extending to the outdoor areas, and previously there was an example of Conway's failure.

He said that regardless of the outdoor goods market or other fields, the key to the success of enterprises lies in the core competitiveness.

For outdoor products market, enterprises can survive only when they have their own core competitiveness in outdoor professional functions.

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< p > Qi Yulin said that there were about more than 70 outdoor products enterprises participating in the 2014 sports fair and two or three line brands.

In his view, the absence of the first line outdoor brand is mainly related to the positioning of the sports Expo. "The sports Expo is a comprehensive exhibition. In terms of professionalism, there is a certain gap between the professional outdoor exhibitions such as ISPO and so on, so the attraction to the first-line brand is limited."

To this end, the organizers of the Expo have made considerable efforts in exhibitors' services, such as increasing advertising campaigns and inviting overseas professional buyers.

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