A few days ago, the China industry and enterprise information release center affiliated to China's National Bureau of Statistics announced that last year China consumer goods The overall operation of the market has shown a steady trend of slowing down. The market share of famous and famous products has increased continuously, reaching 69.18%, and the consumer awareness of brand consumption has been further enhanced.

According to the monitoring results of the sales situation of more than 80 major consumer goods markets in China, the market share of the top ten brands is 69.18%, an increase of 0.52 percentage points over the previous year. clothing shoes Cap Market concentration rate ranked fifth.

In the outdoor industry, the COCA annual report of China's outdoor products market in the past 5 years shows that with the understanding of domestic outdoor enthusiasts on equipment, Heng Qiang, the weaker Matthew effect, is gradually emerging.

From 2009 to 2011, the number of outdoor brands increased rapidly, and the number of domestic brands doubled in 3 years. After 2012 of the market shock, the brand of blind entry into the outdoor industry has decreased. The proportion of brand growth in the 2012 and 2013 years has dropped significantly, and the brand has begun to withdraw from the market. In 2013, the new brands in China were mainly OEM transformation brands and online brands. The traditional mode of outdoor brands increased little. Similarly, the growth of foreign brands in the Chinese market was only 3.59% year-on-year, the lowest in previous years.

While the brand growth is slowing down, another group of data is even more striking: the annual total shipment volume of outdoor brands remains above 30% growth rate. The number of brands with an annual shipment volume exceeding 10 million yuan increased from 33 in 2009 to 77 in 2013. The number of brands with annual shipments exceeding 30 million yuan increased from 63 in 2009 to 63 in 2013; the number of brands with annual shipments exceeding 50 million yuan increased from 37 in 2009 to 37 in 2013; the number of brands with annual shipments exceeding 100 million increased from 7 in 2009 to 22 in 2009. The brand growth of high shipment volume is obvious. Taking the brand of more than 100 billion yuan as an example, the total shipment volume of the brand in 2009 was about 1 billion 400 million yuan, and in 2013 it was about 5 billion 300 million yuan, an increase of nearly 4 times.

This is due to the whole Outdoor market On the other hand, it is also more popular with famous brands, making the brand of high volume shipments increase rapidly. Domestic brands have also grown rapidly. Since 2011, the volume of domestic brands has begun to exceed international brands, and the gap is growing.

From the market itself, in 2013, China's outdoor industry began to split up, and outdoor brand dealers were facing a "shuffle" situation. The prospect of "high - medium low" brand at all levels is clear, and the potential and core competitiveness of the brand is beginning to appear, while the "universal brand" situation is more difficult. Branding began to "return to the essence and do the outdoors", making a choice between "making brand" and "doing business".

" The Matthew effect "Outdoor industry is gradually emerging. The higher the market demand, the stronger the stronger, the more standardized enterprises will get better and better, and the market resources will increasingly focus on these big enterprises, and gradually form a virtuous circle. The weak will become weaker because they can not keep pace with the whole, and will eventually be eliminated in competition.