Changsha'S Outdoor Market Potential Is Huge, And The Channel Development Is Uneven.

Compared to the mature outdoor goods market such as North and Guangzhou, the market of Changsha is still in its infancy and has great potential, but the development of the channel under line is not balanced. The market channel has been growing rapidly in the past two years, and the new outdoor shops are in trouble.

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< p > in Changsha outdoor products market, the recognition of high-end brands is relatively high, and three international famous brands are standing.

Industry estimates: since 2009, the Changsha market has been growing at an annual rate of 20%-30%, and the total sales volume in 2012 should be 40 million yuan.

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< p > the turnover of Columbia is about 15 million yuan, the turnover of TheNorthFace is about 10 million yuan, the turnover of JackWolfskin is 7 million yuan, and the market share in Changsha is about 80%.

For these international brands, shopping malls are always the main battleground. Such consumption habits are one of the main reasons for the uneven development of outdoor channels in Changsha.

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< p > in the shopping mall channel, the first outdoor brand was stationed in the mall in 2006. Now they are not only recognized by more and more citizens, but also favored by various shopping malls.

Especially in recent two years, the sporting goods market has shrunk, and outdoor brands in shopping malls have increased to varying degrees.

For example, the outdoor brand of Ping Hun Tong Business Building increased from 2 to 4, and Wangfujing shopping mall now has 7 outdoor sports brands, and Apollo Commercial Plaza has 8 outdoor brands.

Sales of outdoor sports products in Apollo Commercial Plaza accounted for about 30% of the total sports category last year.

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Less than P, however, outdoor stores are facing challenges, mainly in the new stores in recent two years.

In 2012, 5 outdoor shops closed in Changsha.

Most of them are about 200 thousand ~30 yuan. Due to the short opening time, they haven't trained a stable customer base. The location of merchandise coincides with other old outdoor stores. The rent is rising, funds are scarce, and the outdoor brands of shopping malls are rising, leading to poor management.

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