According to the latest information, the first outdoor sports store of Adidas will be opened in China. In addition to Adidas, some sports brands are also intending to enter outdoor sports market across the country. Now, in some experts’ opinion, the situation of outdoor sports field is relative optimistic. As the spigot of Germany sports brands, Adidas started its outdoor products sectors in 1991, in spite of its advantage of the largest sales network in the world, its outdoor products business for years has not been so prosperous. The latest news revealed that Adidas soundly announced that it would open its first outdoor shop in China.
In this regard, the outdoor products department manager Rolf Reinschmidt in Adidas said in an interview “Last year, Adidas achieved an outstanding sales performance which was up to 300 million Euros, an increase of 40% in the same year. It’s believed that to open the first Adidas outdoor products store in China is a right choice for Adidas to enter the outdoor market in the round.
In addition to Adidas, Taiya limited liability company which contains the main business of sports shoes sole research and development, production and sales said that it would also wholly invest in the construction of the RAX outdoor sports brand project of its subsidiary, the estimated investment was 46.4988 million Yuan, of which software and hardware and other facilities’ cost is 6.38 million Yuan, 40,118,800 Yuan of liquidity. Similarly, Lung Tak
Group whose origin is in the field of foreign trade processing with its new established outdoor equipment in the name of the brand, convened dozens of partners across the country to negotiate so as to alter to the domestic outdoor equipments market.
Actually, showing optimism on outdoor sports market at the same time for Taiya and Lung Tak Group is not a whim. In early June of this year, Taiya shares had already issued a report titled Analysis of Outdoor Equipments Market and Competitive Potential of Taiya, in which it was found out that Chinese outdoor market was in a bullish trend and that outdoor sports equipment market would grow at the rate of 50% every year, and the potential peaks of it might go beyond 10 billion Yuan.
There is no doubt that with the steady growth of economy, outdoor sports industry has set up a file in the spring of development.
Relevant experts pointed out that outdoor sports is more than a popular trend, it is also a certain scale of the industry at the infant stage which is dependent on the movement itself, but also on the movement has influence as a whole, commonly known as “industry chain”. But he domestic shoes enterprises are not perfect in their outdoor sports shoes and apparel industry, and minority of them specialize in outdoor sports functional fabrics and exploitation of outdoor sports shoes materials, and there is no formation of the cluster effect.
Statistics show that in 2001, the scale of the outdoor sporting goods market in China was only four or five million Yuan, but in 2006 it surprisingly jumped to 2.6 billion Yuan, an average annual growth rate of more than 100%. In 2010 Chinese outdoor equipments sales reached 6 billion Yuan to 8 billion Yuan, which was expected to reach 10 billion Yuan in 2011
Now, although the sales scale gap between individual enterprises is relatively large, the outdoor sports market in China increases at a high speed of 30% every year and investment of the domestic outdoor sports market and consumer groups develop rapidly, therefore, the sales scale between outdoor sports brands and traditional sports brands will be reduced gradually.
Today, outdoor sports has already get out of the sole area of adults, many Quanzhou shoes enterprises, such as Cardway, Mingwei also opened its own outdoor sports shops aiming at entering the youth’ outdoor equipments segment based on which they hope to create their own brands in this industry. In the context of adjustment and transformation, to possess a vast development space of outer sports products market becomes the choice of sports brands.