China Outdoor Market Annual Report 中國戶外品牌聯盟 China Outdoor Association

Transcription

1 2016 A Brief Summary Of China Outdoor Market Annual Report

2 Speaker Introduction Mr. Steve Huang, The Chairman of Nanjing B.C. Sports Products Co., ltd. Graduated from Nanjing University in 1995, and had 8 years professionally experience in Nanjing Textile Imp/Exp. Corp Ltd. In 2002, Mr. Steve Huang founded B.C. Sports, which is one of most important outdoor products company in China who marketed several famous European outdoor brands, including NORTHLAND, LOWA, LEKI, HALTI, HEAD and ALPINA. Now B.C. Sports has been the leading outdoor company in the Chinese outdoor market. In 2014, Mr. Huang and other Chinese/Abroad brands founded China Outdoor Association(COA), which is a nonprofit organization of outdoor industry in China. And he is serving as vice president of COA and leading the one of most important task of COA, defining the quality standard of Chinese outdoor products.

3 Contents of the Summary 1 2 Market Turnover Retail Channel 3 4 Brand Count Adjustment Period and its Impact 5 6 Understanding China and Chinese outdoor market Messages to European Brands

4 Market Turnover

5 Total Outdoor Retail Turnover in 2016: 48 B RMB Low Budget 13,23B 27% Core market 18,44B 38% Sports Brands 8,25B 17% Fashion Brands 8,56B 18%

6 Core Market Performance Forecast (B RMB) 35,00 32,10 30,00 26,80 25,00 23,10 20,60 20,00 15,00 13,20 15,40 17,10 18,11 18,44 11,00 10,00 6,97 5,00 0,00 4,90 3,40 2,30 0,06 0,15 0,30 0,45 0,66 1,00 1,

7 Market Concentration Ratio 100% 90% 80% 77,20% 78,10% 81,20% 82,30% 84,50% 86,30% 87,20% 70% 60% 50% 40% 30% 20% 38,50% 45,50% 49,20% 53,10% 55,30% 55,90% 56,50% 10% 0% Top 10 Top 50

8 Retail Channel

9 Core Market Channel , Beijing, SunWinter Before 2005, dominant role of specialty shops 2006, split between specialty shops and inside-mall shops 2005 to 2013, inside-mall shops grew faster, hit 65% weight in online channel emerged; grew even faster since actual: online 15.4%,inside-mall shops 62.9%,specialty shops 21.7% actual: online 15.7%,inside-mall shops 63.2%,specialty shops 21% forecast: online 31.5%,inside-mall shops 51.8%,specialty shops 16.7%

10 Channel Shares: 2016 Actual & 2020 Forecast 2016 Actual 2020 Forecast Specialt y; 3,89 ; 21% Online; 2,89 ; 16% Insidemall; 11,65 ; 63% Online; 10,10 ; 31% Specialt y; 5,35 ; 17% Insidemall; 16,63 ; 52%

11 Brand Count

12 Brand Count % ,9% 17,1% ,8% ,5% 10,8% 24,7% ,4% % 20% 15% 10% ,7% 8,0% ,9% 2,6% 2,3% 5% Foreign Brand Domestic Brand Foreign Growth Domestic Growth 0%

13 Brand Share Trend ,2 21,4 22,2 22,1 21,8 21, , 年 2011 年 2012 年 2013 年 2014 年 2015 年 2016 年 Total Turnover Average Brand Share 100 0

14 Adjustment Period and its Impact

15 Adjustment Period & Its Impact Adjustment period: 2013 to now: Adjustment Now to second half of 2017:A slight recover signal & beyond: back to growth track. Shuffle & reshuffle Explicit & articulate brand positioning, & future road-mapping Retail channel evolving & overturning

16 Understanding China and Chinese outdoor market

17 China is a continent, other than a country 34 Provincial level territories(4 个直辖市 23 个省 5 个自治区 2 个特别行政区 ) 333 city level territories(285 个地级市 15 个地区 30 个自治州 3 个盟 不含港澳台 ) 2862 towns

18 Four typical channels of China's outdoor market To establish brand outdoor roots In 1&2&3 tiers cities, there are a few good retailers Customers Frequency has been dropped quite a lot. Efficient channels to set up brands Emerging channels in China Good and lowzy ones, you have to identify. Growth rate has been slowed down. It is been transformed to a sales channel and somehow marketing platform. Specialty retailers Department stores Shopping Malls Online platforms

19 Messages to European Brands

20 Messages to European Brands Strategy& Timing Distributorship License contract Joint venture Subsidiary Partners Identify the proper one: Money, leadership and good team, networking, culture, etc Fix own problems in home market first and then look for partner in China. Do it right Collections: ratios of international collections and Chinese collections Depend on distributors and retailers VS Build up own shops system Marketing and branding Invest to grow Brand equity development & refreshment Localization in design, product development & fit (Korean, American brands) Capitalize & Cash out Sell-off M&A Capitalize the China way

21 China Outdoor Association COA

22 About COA Non-profit Organization Founded in Members/40 Brands; It develops continuously. Main tasks: Annual outdoor market research Annual Outdoor industry Summit Product Quality Standard Outdoor Events and Matches Support the Asian outdoor trade-show and outdoor industry development.

23 Contact us China Outdoor Association Secretariat Contacts:Laurence Zhang Tel: Add: Room 707,Building Weitu,No.8 Zuo An MenNei Street Dongcheng District, Beijing China

24 Questions? Thanks!