Research and analysis of women's consumption trends in outdoor channels (Part 2)

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Research and analysis of the consumption trends of women in outdoor channels (Part 2)

Recently, major domestic sports brands have successively released their performance reports for the first half of 2016. Judging from the financial reports for the first half of the year, the performance of major domestic sports brands has continued to grow, of which Anta's revenue was 6.14 billion yuan, a year-on-year increase of 20.2%. Li Ning's net profit was 113 million yuan, and the domestic sports goods industry is in great shape. Experts believe that this is inseparable from strengthening channel inventory control, clarifying product positioning, and improving product functionality. Especially the continuous expansion of the women's consumer market has also injected new vitality into the sports goods market.

Not only that, with the popularization of outdoor sports, consumers' investment in outdoor equipment has also increased significantly. In order to enhance customer stickiness, many outdoor goods stores have segmented the market and reoccupied new areas of the outdoor industry.

　　TheNorthFace In 2011, it was the first in Japan to open a specialty store for women who love outdoor sports; on April 26, 2012, Archaeopteryx opened its first female outdoor products store in Shibuya, Tokyo. Brands such as Adidas, Archaeopteryx, and The NorthFace have even opened female outdoor products stores, specializing in the women's outdoor market. The products displayed and sold in the store are specially selected for women.

　　Faced with the current great opportunity, what do domestic outdoor store owners think?

　　1. The demand and existing problems of establishing female outdoor stores

　　2. There are challenges in segmenting the female outdoor product market

　　Peng Qiang, vice president of the Guangzhou Society of Business and Economics, pointed out that the more detailed the market is, the enterprise's business The higher the operating cost, the more consumers will not necessarily pay. Chen Haiquan, executive director of the Modern Circulation Research Center of Jinan University, believes that when segmenting the market, we must not only see whether the brand has the ability to bear high costs, but also whether the brand's product development ability and richness are enough to support a female outdoor market.

　　Mr. Chen Zhiqiang, executive director of Snow Line Outdoor Shenzhen Dengzhe Association, said: "It is difficult to build a female outdoor store alone. Outdoor stores are not easy to make. If you kick out the male, it will be even more difficult."

　　Opening a female outdoor product store alone still needs to be studied

　Mr. Wang Ping, general manager of Hangzhou Fengxue Outdoor: "There is no need to establish a female outdoor store. Professional outdoor stores are originally a segment market. If women are segmented, it will inevitably be too detailed, which will lead to the competitiveness of the store. Reduce, sales will decrease. But it may also be so detailed in the future. At present, some large outdoor brands may be subdivided into women. "

　　Mr. Hu Yanyong, General Manager of Shenzhen Firefox, said: "The future development direction may be more to increase the proportion of accessories and become a complete professional outdoor store. Whether it is feasible for opening a women's outdoor products store, it is necessary to draw conclusions through market research and analysis."

　　Outdoor store offline activities are facing an embarrassing situation

　　As for outdoor store organization activities, "When the store was opened in 2002, regular outdoor activities would be organized to allow everyone to participate. At that time, we developed the market by ourselves. Now we will train team leaders, there are more outdoor stores, and more specialized outdoor activities are also increasing. Now customers usually participate by themselves. Specialized activities and specialized sales are separated." Snow Line Mr. Chen Zhiqiang, executive director of the Outdoor Shenzhen Login Association, said, "The outdoor sports clubs in outdoor stores are not profitable in themselves, but they are just to absorb members and create the popularity of the club; but the rapid development of outdoor sports clubs that make profits and non-profit clubs that use activities as profitable have led to more outdoor activities. Outdoor enthusiasts can choose different activities to participate according to their own level."

　　Shenzhen Firefox Outdoor Store clerk: "Organize activities together, not for women or men, and members can participate. However, due to the different levels of members, it is becoming more and more difficult to organize activities. In addition, there are more and more outdoor activities, and the forms are becoming more and more abundant, and members have more choices."

　　Outdoor Club + Theme Events + Media Promotion Become a new sticky weapon for customers

　　The growth of many professional outdoor product stores is due to clubs. The operation of outdoor product stores is just a sentence: Don’t just focus on the store to sell products. The important thing is to seize the outdoor sports circle. Promote through self-media or professional media, or organize self-organized clubs or cooperate with relevant departments to organize rock climbing and mass mountaineering activities, promote products in outdoor theme activities, maintain popularity, accumulate experience and circle of friends.

　　Jilin Golden Tent, hold Jingyuetan hiking activities; organize skiing activities every Tuesday and four days of the snow season. Specially hire national professional team ski athletes for members to provide free guidance, etc.

　　Xi'an focuses, integrating outdoor sports products retail stores, outdoor sports clubs and "key forces" bicycle clubs (bike retail equipment stores and bicycle outdoor clubs).

　　Green Ant, in-depth experience activity club, organize mountain cross-country running, weekend activities, outdoor training, in-depth experience projects, etc.

　　Guangzhou Long-distance Running Professional Shop has a professional running store, and occasionally holds lectures related to running knowledge to serve customers.

　　Interactive activities + e-commerce A large base of women's consumption

　　By organizing outdoor activities, designing some popular and relaxed activity points to attract everyone to participate, thereby driving the sales of outdoor products." Cai Ming, a native outdoor in Nanjing, said that building an "outdoor zoo" or "outdoor paradise" to attract children to play in the store, and parents will also come to the store because of accompanying their children, so that they can give full play to the advantages of physical stores. It can also attract female customers and mothers to enter.

　　Enable e-commerce channels and pay attention to the female online shopping market

　The entire retail environment is changing, Channels such as material centers, shopping malls and department stores have been sinking, indirectly replacing some street shops. This paves the way for e-commerce to gradually become an important source of income growth for outdoor products. Li Shuai, the Xi'an portal of Green Ant Outdoor Products, said, "The entire computer channel has been increasing in its role in promoting brands, which is an inevitable result of the development of the market environment. The competition for sports brands will also increase in the future. The reason is that the channels are gradually stabilizing, and we can no longer rely solely on e-commerce to clean up inventory. However, on the basis of expanding the consumer group, we slowly form a display platform for brand image to increase brand stickiness."

　Sanfu Zhang Heng, chairman of Outdoors, pointed out that as an important part of China's sports industry, outdoor sports started late and its development is not yet mature. Problems such as venue factors, equipment conditions, and development time have restricted their development. "However, with the increase in the degree of segmentation of the outdoor consumption field, China's outdoor products market has a lot of potential room for improvement." In particular, outdoor sports is no longer a niche group activity focusing on professional fields. It has gradually developed into a dual characteristics of extreme sports and mass leisure, and the number of participants is becoming increasingly widespread. Among these groups, the proportion of women has long since gone from the previous 25. About %, in just a few years, the world has increased to 70%. In some outdoor groups, the ratio of men and women is even as high as 2:8. Men have become popular among outdoor groups.

For women, life of food, rice, oil and salt is certainly needed, but more and more activities are constantly appearing, such as mountaineering, camping, hiking, skiing, etc. Outdoor sports are no longer the world of men. Women's outdoors now occupy an important place in the outdoor market. It is difficult for them to impress with single and tough outdoor equipment. Therefore, there is also a fashion sense in product design. The Asia Ladies is the only professional exhibition in China for women's sports and lifestyles. It will create a theme carnival party for women that combines sports and fashion around the four themes of "the most wonderful original women's fashion and sports design", "the coolest women's sports trend culture", "the most cutting-edge women's lifestyle product interaction and experience", and "the most elegant women's sports community and health management"! From February 24 to 26, 2017, Shenzhen Convention and Exhibition Center, please participate. For more in-depth understanding and discussion, please pay attention to our platform.