The selling point of fashion trend has become a breakthrough for local outdoor brands to open up the market. More and more outdoor brands are moving closer to "tide card". Is this way of making young consumers' eyeballs a long life?

The scale of outdoor industry is expanding by 40%.

According to the data of ISPO BEIJING 2013 organizing committee, the scale of China's outdoor sports industry has been close to 11 billion yuan in 2011 and expanded by more than 40% per year. More than 700 brands are active in the Chinese outdoor products market. This shows that the outdoor sports industry has become one of the fastest growing retail segments.

At present, who does not want to share a high profit? The domestic traditional sports brand is also unwilling to be lonely. From last year's opening of the first Lining store, and then to ISPO this year, Lining's entry into the outdoor market has become increasingly clear. Adidas (franchised store) unveiled its 200 square meter exhibition at the ISPO exhibition, bringing several outdoor product lines. When the traditional sports brands pour into the outdoor sports exhibition hall, they find that apart from the international professional outdoor brand, there will be a group of dark horse dressed in "foreign coat" to join the competition.

Local outdoor brands are playing fashion cards through foreign design.

In China, the target group of outdoor products is a 26-35 year old man who belongs to the post-80s generation. They like novelty and change. This is also the reason why the outdoor tide card arises at the historic moment.

HASKI, a newly launched outdoor brand led by the Korean design team, was first registered in mainland China and opened its first store in Beijing in January. The brand responsible person said, HASKI and outdoor brand JackWolfskin belong to Shanghai United Asia Group. The brand is a fashionable lady's specially designed self-cultivation style. The clothing is arranged in the prominent position of the booth. Fashion and function are both the biggest publicity points of the brand.

Also highlight the sense of design, there is also the outdoors outdoor. Its main new series is developed with Italy fashion team. The team's main products are design and production. The head of the marketing department said, "working with the Italy design team to make the brand positioning more business and leisure, and open the door to the future. Clothes & Accessories The direction of luxury development.

Positioning ambiguity should be alert to outdoor "fast fashion".

At the current ISPO exhibition, many of these outdoor brands with "Ocean Design" are the first impression that they give to the traditional outdoor loose profile.

An international outdoor brand agent said that with the help of foreign design, blending fashion and specialty together is a vague position. Such brands are more targeted at young customers, but the rapid change of consumers' aesthetic taste is a lesson before such brands.

Lin Yi fan, director of the brand research center, believes that using foreign design resources to emphasize individuation on a professional basis is an opportunity for domestic outdoor brands. However, while emphasizing the design, it is also necessary to emphasize professionalism and functionality as the core of outdoor products. If the appearance is more important than function, it will attract only a small number of entry-level non professional consumers. Brand positioning will be close to "fast fashion", and it is difficult to maintain long-term vitality in the outdoor goods market which relies on professional speaking.