China Outdoor Gear Industry Report, 2016-2021
In 2015, China’s overall outdoor gear market was scaled up to RMB45.4 billion, up 12.5% from a year earlier, of which, the core outdoor gear market accounted for 39.6% with RMB18 billion. It is estimated that in 2016 China’s overall outdoor gear market and core outdoor gear market will be worth about RMB48 billion and RMB18.91 billion respectively.
The Chinese outdoor gear market has just entered growth stage, far from maturity and holding huge potential for development. Driven by related policies such as National Fitness Plan (2016-2020) and China’s 13th Five-Year Plan for Developing Sports Industry, as well as people's living improvement and a growing number of outdoor activity participants, China’s outdoor gear industry will continue rapid development in the future. By 2021, the overall outdoor gear market scale is expected to exceed RMB100 billion, hitting RMB118 billion; the core outdoor gear market scale will reach RMB32.58 billion.
In recent years, due to intensified competition in the industry, combined with rising operating costs, gross retail sales of outdoor gear market in China have been slowing down despite an uptrend. In 2016, gross retail sales of Chinese outdoor gear rose 4.9% year on year, to RMB23.28 billion, of which, retail sales of e-commerce channel grew faster to RMB8.48 billion, up 20.3% from a year earlier, accounting for 36.4%, while outdoor stores were on a declining curve and shopping mall stores just kept a small increase. In the future, under the influence of change of consumption habits, cost and other factors, e-commerce will become the main sales channel, with retail sales making up approximately 50% in 2020.
There were a total of 975 brands in the Chinese outdoor gear market in 2016, but only 22 ones i.e. 2.3% of total brands with annual value of shipment exceeding RMB100 million; their shipment value of RMB7.68 billion accounted for 57% of total. This implies a relatively high concentration of the industry and main brands have significant pioneering advantages.
At present, foreign brands represented by Columbia and The North Face occupy the middle- and high-end outdoor gear market in China and post nearly 70% of market share; local brands e.g. Toread, Camel, MobiGarden, Sanfo, Kolumb with weaker competitive strength and relatively low market share focus on the low-end market. In this case, local brands are strengthening competitive capability through intensifying research and development and gradually occupying more market share by raising cost-performance ratio.
In 2016, Columbia and The North Face took the top two positions in Chinese outdoor gear market by capturing 16.6% and 14% share, respectively. Toread eyed 8.7% share and ranked third. Camel, MobiGarden, Sanfo and Kolumb registered a combined 5.7% share.
The report covers the followings:
Development of outdoor gear industry abroad, including European and American outdoor gear markets;
Development of outdoor gear industry in China, including development history, business model, current situation, operating environment analysis, competitive landscape, trends, etc.;
Introduction to 5 foreign companies and 9 domestic companies, including operation, production and sales, outdoor gear business, forecast and development analysis, etc.
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