Children's Outdoor Cake Is Hard To Eat.

On the closing day of ISPOBEIJING2014, Bbu Ryak, Czech's alpenny and local domestic floral flags and other domestic and outdoor outdoor brands carried their children's brands to the exhibition, which shocked the industry.

After many years of development, the domestic adult outdoors market structure has been relatively fixed. Under such circumstances, children's outdoor has become another brand new battleground for outdoor brand competition at home and abroad.

　 Children's outdoor market is ready to come out.

According to the relevant data, children's outdoor market has an annual growth rate of 40%, relative to the blank market competition, and the freshness and preference of young people to outdoor products, all of which make teenagers outdoor sports market become children. shoes New niche market in service industry.

"With the outdoor outdoor mode becoming more and more popular, children's outdoor market will have a rapid development." Xu Guoqing, general manager of Beijing Kang Jian Ye Travel Products Co., Ltd., said at the "ISPOBEIJING China children outdoor development forum".

With the maturity of outdoor products, many outdoor businesses aim at children's outdoor business opportunities. "Nowadays, the domestic outdoor market for children is still a blank. The" two child alone "policy, the concept of family outdoor tourism and the good market prospects of children's shoes have become a very favorable condition for the development of this market. Tianlun Tian outdoor products Co., Ltd. vice general manager Peng Peng told reporters.

Because of this, at this exhibition, Bbu Ryak from South Korea, alpenny from Czech, and local gal Goff, even started to locate the CAMKIDS of teenager outdoor sports market, all of which showed the latest outdoor products for children.

The industry has also disclosed that the children's series of domestic outdoor leaders have not officially appeared, but the work of investment promotion is in full swing.

The development of Ming Wei CAMKIDS, the first outdoor equipment targeting young people in China, has also proved the potential of children's outdoor market from another aspect. Since its formal entry into the domestic youth outdoor market in 2009, its CAMKIDS performance has been outstanding. In just 5 years, it has nearly 900 stores in 200 large and medium-sized cities throughout the country. In 2012, CAMKIDS successfully landed in the UK capital market. At present, the sales share of CAMKIDS in the same market in China is 11.1%, and it is expected to maintain a 16.9% market growth rate in 2012-2016 years.

Chen Shuqing, general manager of Liuhe children's cultural industry, pointed out that outdoor market and sports shoes market have many kinds of subdivision, and children's outdoor is one of them. Nowadays, it is still blank. If enterprises have the ability to solve the problem of product homogeneity and identify their own positioning, they will have the opportunity to occupy a place in children's outdoor. The main reason is that they want to make use of the influence of the original main brand to drive the development of children's outdoor series, on the one hand, to increase the profit point of the brand, and on the other hand, to seize the opportunity of children's outdoor market, and to differentiate into development.

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　　 "Cake" is good, "look" is not good, "eat".

Although the development potential of domestic children's outdoor market is good for the industry, but in the specific operation process, because of the high price generally, these brands are still relatively slow in the development of children's outdoor market. Even though Finland brand REIMA, which is the first outdoor brand of children, has been in China for two years, the number of shops is still numbered.

At the site of the BAK exhibition, the reporter saw a child grabbing velvet shoulder, the price tag up to 153000 won, equivalent to about 900 yuan, when the industry people hit the nail on the head: so expensive. clothes After two or three months, children will not be able to wear it. Most parents are reluctant to buy it. Even parents who have the ability to purchase will be only a minority group.

Tengda general manager of Tianlun Tian outdoor products Co., Ltd. Xu explained that compared with other brands, children grow too fast and clothes are naturally faster, while children's outdoor brands and price positioning are very limited.

This phenomenon also appears on a large outdoor brand. After the introduction of children's outdoor series as a sub brand, the market reaction is not as good as expected. The children's outdoor outlets originally planned to sell as an independent channel are again merged into the channel of big brands this year.

As soon as children's outdoor operations are sold as independent channels, they will encounter a large number of children's competition indirectly. Under normal circumstances, outdoor brand channels are usually concentrated in the four or five level of shopping malls, while children's brand channels are more than 5 levels. Almost all of the channels are located in different floors of shopping malls. When entering the shopping mall, they are doomed to develop different channels to operate separately, which undoubtedly increases the difficulty of promoting children's brand. Fan Peng said.

"The placement of counters is the embarrassment of children's outdoors. If children outdoor and adult outdoor are classified as a district for sale, the consumers' pertinence will not be enough; if they are put together with other children's shoes, then enterprises will be required to re-enter a brand new market, which is bound to consume a lot of energy. Chen Shuqing said.

More importantly, "adult outdoor brands are more differentiated from products and culture, and children outdoors are not. Xu Tengda said that children's outdoors is not a diminished version of adult outdoor equipment. It can be said that children's outdoor equipment has put forward a more secure and comfortable security requirements in terms of function and technology.

Xu Tengda explained the example of the children's sled board. In order to prevent children from skiing when the skiing force is not enough, the skid sledge boards are specially added with anti slip patterns. In order to enable children to better learn to grasp the plow ski posture, the corresponding distance buckles are added to the two sled boards. The small details of these designs prove that children's outdoor development and design are far more than the size reduction. Only when they are familiar with the characteristics of children's outdoor sports, can they develop targeted products suitable for them and launch their own sub brands.

In the face of the coming of the outdoor market for children, the local outdoor brands represented by Tianlun Tian, San Fei Lai and so on are not interested, but are prepared for a rainy day.

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　 Parents try to install water

It is reported that lion brand outdoor preparations to start in the second half of the "little lion." Xu Rongsheng, chairman of Lion Brand outdoor products Co., Ltd., told reporters that the first step is to set up an independent child business unit. "Children's outdoor and adult outdoor are different in many aspects such as product development, sales channels, and so on, so we can't rush into it. We must make sure that the system is clear enough to start operation." Xu Rongsheng said.

"Even if it's a child's outdoor brand, it's quite a brand reboot. Nowadays, unlike in the past, opening an order will attract investment. Is the product design and terminal design in place? Is the brand positioning differentiated? The important thing is whether you consider the future profit model of your children's outdoor brand. This is a good preparation for every step. It's never too late to start a new journey. " Xu Rongsheng felt quite moved.

These outdoor brands are basically going to cross the river to get the market out. In the process, they have accumulated a lot of resources. If we want to launch our own brand, we can certainly use the resources we can use. Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd. has made a parable. For example, there are 25 shopping malls in the southwest of Santa Fe, including 5 shops with outstanding performance. Then, once St. Valentine chooses to open up the brand of children's home and abroad, he chooses the best shopping malls, tries to enter a good shopping mall, and chooses a good area to ensure the outdoor sales of children, so that it can get twice the result with half the effort.

"So we have to do it. We will definitely start with our parents and children. clothing After that, buy the children handy, sell them as accessories, and extend them in the original big stores. Later, they will gradually become independent and choose the advantage channel to launch the children outdoor series. After all, there are a lot of differences between simple parent child packaging and a series of goods, which will take time to run in. Chen Jiatai said.

When adult outdoor brands have not fully grasped the development of children's outdoors, parent child dress has become the first step for many adult outdoor brands to try out children's outdoor activities. The introduction of parent child series can not only give full play to its original advantages, but also avoid the problems faced by many outdoor children's outdoor needs, and accumulate experience.

It is reported that Tianlun Tian began to launch the products of parents and children shoes two years ago. "As far as market development is concerned, it is a good choice for adults to do outdoor outdoor activities, promote family experience and advocate parent-child outdoor philosophy." Xu Tengda said.

Chen Shuqing agrees with this. The domestic market is large and there are many channels. It is more difficult to eat the whole country on the outdoors, but if the brand is determined, it will be feasible to develop into a regional outdoor brand for children from different outdoors.