The Success Of Pathfinder Attracts Social Capital To The Outdoor Clothing Industry.

stay Garment industry Under the continuous downturn, outdoor clothing, as a new force in the Chinese clothing market, has been growing rapidly. Relevant data show that the scale of China's outdoor products market increased from 60 million yuan in 2000 to 11 billion yuan in 2011. With the continuous upgrading of residents' consumption and the increasing awareness of tourism and outdoor life, market demand will continue to improve. Outdoor products will become one of the potential segments of the garment industry.

According to the investment data provided by the Qing Research Center, Outdoor brand The performance in the capital market is not very prominent. Since 2008, only 6 investment cases have occurred. Among them, in 2008, Sanfo outdoors and Pathfinder two enterprises were invested. After that, the Pathfinder successfully listed in Shenzhen Stock Exchange in 2009.

In 2011, three enterprises of M360, Sanfo outdoor and Kang Jian wild were invested, becoming the largest number of cases in outdoor brands in recent years. In 2010 and 2012, the performance of the two years was mediocre, with only one enterprise being invested.

There are two reasons for the outburst of investment in outdoor industry. First of all, outdoor products belong to the niche market, only facing outdoor sports enthusiasts. At the same time, we do not exclude the lack of awareness of outdoor sports among Chinese consumers. Therefore, there is no standard requirement for outdoor products, resulting in a lack of demand.

Secondly, the outdoor industry itself is in the initial stage of development, with a small number of brands and lack of selectivity and attention to the capital market. Analysis of the Qing Research Center believes that the rapid growth of the outdoor industry, its future development potential will become the industry's focus.

　　 Pathfinder As the first listed outdoor product company in China, it has played an exemplary role for Chinese outdoor products companies. It is not ruled out that more enterprises will be listed on the market.

First of all, after experiencing the listing process, the Pathfinder can standardize and rationalize the operation and management, channel marketing and other operational links, and provide an effective reference value for the unlisted or listed companies.

Secondly, the successful listing of Pathfinder has raised the concern of the outdoor industry and laid the foundation for its long-term development. Finally, attract capital market to invest money to help enterprises grow rapidly.

With the gradual frenzy of online retail channels, most garment enterprises have embarked on the road of "integrating traditional retail channels and developing network sales channels". Outdoor products as emerging markets, consumer groups are mainly young consumers, so its sales channel layout will not only be dominated by offline retail channels, online retail will be more respected.

Take the CAMEL camel brand as an example. Since 2010, the sales channel has been distributed on the Taobao platform layout line. The strategy of differentiation between offline and online products has been adopted. According to the shopping habits of consumers, the main selling price of products on the online channel is relatively cheap, and its sales reach Taobao men in seven months. shoes Class second.

At present, China's domestic outdoor industry is still at an immature stage, with a relatively simple brand and a large market share of foreign outdoor brands. With the development of outdoor industry and the injection of capital market, new brands will grow up. First, the growth potential of mid-range brands is the most optimistic.

Secondly, due to the blurring of market boundaries, sports and Leisure class Products and outdoor products have commonality. Taking Nike and Adi as an example, products such as assault clothing and mountaineering shoes are already within the scope of their products. At the same time, facing the new growth field of China's outdoor industry, China's local sports brand and leisure brand do not exclude the possibility of entering the market.

According to the analysis of Qing Ke research center, China's outdoor industry is in the period of prosperity. The growth of local brands is very important. However, the overseas outdoor brands mainly based on The North face and Columbia are still a powerful force in the market. How to effectively avoid their competitiveness and enhance brand awareness and long-term strategic development has become a problem that Chinese outdoor enterprises need to ponder carefully.