Media Disclosure Of "Outdoor Industry Bubble"

After the ISPO this year, outdoor public opinion was "cold current", and the media revealed " Outdoor industry In the industry, the industry pointed out that the biggest trap is that the outdoor potential consumer groups are large, but the purchasing power is insufficient, and the market demand is not imagined. The overcapacity caused by the misreading of the enterprises will jeopardize the healthy development of the industry. In view of the "inventory worries" that come out of the bubble theory, it has been pointed out that the outdoor market is caught in "stage saturation", and the bubble theory does not mean that the cold winter is coming.

　　 A prosperous two sided interpretation tends to be rational VS winter precursor

Over the past few years, the outdoor products industry has been developing at a high growth rate of more than 40%. The annual report on outdoor products in 2012 released on ISPO this year shows that the total retail sales of China's outdoor products market in 2012 was 14 billion 520 million yuan, up 34.94% over the same period last year, which has dropped considerably compared with the high growth rate in previous years. At the same time, the total number of outdoor brands increased by 823, including 405 domestic brands, 418 foreign brands and more than 100 new brands. In terms of channels, the performance of the strong rise of the electricity supplier, the report clearly pointed out: the total retail sales of other channels grew by 186.52% over the same period last year, in which the development charm of the electricity supplier should not be underestimated.

In addition to the number of new brands reaching a record high, in view of the strong vitality of the electricity supplier, the electronic business platform launched its own outdoor brand to really make people sigh. This sighing comes from the saying that "outdoor industry bubble is emerging" after the ISPO. The industry believes that the brand new year so many people, even the electronic business platform to divide up the market cake, we can see that the industry is high degree of heat, but the outdoor water is very deep, so get together, I am afraid that will bring the market disorder, fear that the industry will take the old way of sporting goods.

In view of the various industry data coming out in the past year, the industry has interpreted in two different ways. Some people think that the sharp fall in growth rate is that the industry tends to be rational, and such a growth rate still illustrates the strong development trend of outdoor industry. Some people think that a marked decline is a signal that the development of the industry has been hindered, and the influx of brands into the market has given rise to great concern. The lack of long-term market strategy concerns, especially when the brand is in the industry background of homogenization competition and inventory problems. "

　　 Media: outdoor growth by horse race enclosure, growing into a vicious circle of making quick money.

All along, the rapid growth of outdoor and the favor of capital are the two characteristics of the "boom" advertised in the industry. For many years, the outdoors has been only applauding and holding the "hot" voice. The turning of public opinion began last year, and the relevant media pointed out: outdoor capital operation and expansion of horse race enclosure to achieve high growth. This is the beginning of the outdoor industry's "cold" in public opinion.

Related reports are as follows: with the help of capital, outdoor stores have launched a nationwide attack. However, under the expansion of horse race enclosure and channel, the blind pursuit of the number of outlets and the management of terminal stores have led to confusion in the overall channel management of the brand, the uneven product mix, the popularity of the brand, the similarity of brand positioning, the similarity of product styles, and the examples of publicity and imitation. In related aspects, it is believed that the development of outdoor channels on sports goods is the old way of competition under capital competition.

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In recent times, the "bubble in the outdoor industry" is the second wave of "cold current" encountered by outdoors in public opinion. In the industry view, the mode of stimulating growth by opening stores has already encountered bottlenecks, and related aspects have revealed that some domestic brands already have problems of inventory. The industry believes that outdoor products are not fast food products, and the price of an assault garment is thousands of times. Consumers may replace it after two or three years of purchase. Therefore, the high growth of sales brought by the opening of stores can only be false prosperity, and it is only a temporary "quick money". The busy brands are more slack in quality control, and some of them are attracted by the outdoor gold rush and spin into the market, so there will be no long-term market strategic planning. The idea of "making quick money" has exacerbated the disorder of the whole industry.

　 Industry: potential market, but insufficient purchasing power and overcapacity as industry worries.

Over the years, outdoor operators combined with the dilemma of outdoor stores, published their corresponding views on the current outdoor market in relevant industry forums: the industry is too optimistic about the current market demand, resulting in overcapacity. Stock Fear of becoming an industry killer. He believes that this is the biggest trap of outdoor industry bubble - the development speed of outdoor people can not keep up with the expansion of products. This trap will become bigger and bigger and even affect the normal development of outdoors.

First, market demand is misread. At present, China's economic development and people's living standards are increasing. People pay more attention to leisure and entertainment while paying more attention to outdoor activities. Outdoor sports have become the spiritual consumption of some people. However, from the perspective of national income, most people are still at a low level of consumption. Outdoors is only an idea and idea for them. Most people are busy with their lives and are looking for space and opportunities for survival.

Second, overcapacity and backlog of products. Most of the outdoor consumption groups are customers with strong economic strength and strong economic capability. Ordinary people only look at the dynamics of outdoor consumption, and look at this matter with a curious, wait-and-see and envious eye. To this end, many outdoor products manufacturers do not consume products. Many products are backlog in the hands of agents and distributors. These agents and distributors are living in thin ice under such a big environment.

Finally, dumping prices and chain collapse. If the products produced by the manufacturer are dumped, the outdoor products sold by agents or dealers will also be dumped. As long as an area is bankrupt, an outdoor shop will sell the rest of its products, and the goods will be sold at a discount. A two tier city, less than a dozen outdoor stores, dozens of dozens, once crash will be a chain reaction.

　 Dialogue: Liang Qiang, associate professor of management at Tianjin University of Finance Economics.

"The bankruptcy of a outdoor company will announce the embarrassment of other outdoor stores in the region for ten days and a half months. The outdoor phenomenon of fake prosperity is worth thinking for the outdoors. The development of outdoor people can not keep pace with the expansion of products. This trap will become bigger and bigger and even affect the normal development of outdoor. "When the industry stakeholders analyze" what is the biggest trap for outdoor industry bubble ", it is also pointed out that the outdoor market is currently in" stage saturation ", and the" inventory worries "that come out of the bubble theory does not mean that the industry will face a cold winter. Both of them try to analyze the bubble theory in the outdoor industry. Reporters also specially invited Liang Qiang, an outdoor leisure industry observer, to interpret accordingly.

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Reporter: what do you think of the current "bubble phenomenon of outdoor industry"? What is the biggest problem in the industry?

Liang Qiang: the bubble is a metaphor for the existence and prosperity of a certain thing, but in fact it is not real. The "bubble in the outdoor industry" is a positive sign to remind businessmen to remain calm and prudent, and to guard against hidden dangers in the industry.

At present, the biggest problem in the industry is not the problem of the outdoor market bubble. However, many outdoor brands that are in homogeneous competition are hard to find an effective business model suitable for their own development. From business management to product planning, from business mode to brand image, homogenization is obvious. In fact, the outdoor industry in China is still in the introduction stage, and the scale of industry, management and marketing are constantly upgrading. The development of outdoor industry value chain, such as technological innovation, supplies manufacturing, service matching, brand marketing and sports development, is not balanced, and there is a huge space for industrial development. The outdoor market is a relatively competitive market. Under the situation of rational market behavior, bubbles and false prosperity can eventually become nothingness.

Reporter: in view of the spread of "stock", some people think that the outdoor market is in a "stage saturation". If the market of an industry enters "stage saturation", what factors will it cause? What are the performances? How should we avoid such traps?

Liang Qiang: the so-called "stage saturation" is the phenomenon that the speed of outdoor population growth does not match the speed of outdoor supplies in a certain period.

The reason for the seasonal saturation of outdoor market is that the market for outdoor goods is developing too fast, and the market has not yet had enough digestion period. Secondly, the irrational outdoor industrial structure is another reason leading to stage saturation. Outdoor leisure service industry should be the top priority in the development of outdoor industry. The proportion of outdoor recreation services created by the major developed countries in the western countries accounts for over 60% of the outdoor industry.

In the era of surging capital, outdoor industry should avoid the death of sporting goods industry yesterday, do enough homework and seek practicality, so as to achieve sustainable growth.