Competition For Outdoor Products To Be Launched In Asia
THE NORTH FACE pioneered the store for women outdoor sports enthusiasts in Japan.
Nowadays, the competition of the major sports brands in the world is becoming increasingly fierce. Once, they worked in Nike. Now, MaCaw Mick, executive director of the Columbia sportswear brand, said that the future competition between outdoor brands will be pferred from the European market to Asia.
Rising sales of outdoor clothing in China, Japan and Korea
As mountaineering is becoming more popular in Japan, the apparel industry is creating an outdoors.
Fashion dress
The scale of outdoor sporting goods market is expanding rapidly.
The land area is only 25% of Japan (about 100 thousand square kilometers), and the growth rate of the Korean outdoor goods market, which is only 40% of Japan's population (49 million people), is also increasing year by year.
Sales of outdoor products in the country have been growing at an annual rate of 10%~30%, and surpassed the first place in Europe in 2000 by ~2010 in mid year, becoming the second largest outdoor consumer country in the world.
At present, the outdoor goods market in Korea has reached 200 billion yen (about 16 billion 600 million yuan), and is the largest outdoor consumer market in Asia.
The world famous outdoor sportswear brand Columbia, in 2010.
Sales volume
The growth rate reached 20%, and sales of its main sales markets in the Asia Pacific region and South America reached US $965 million, with a growth rate of 32%.
After 10 years of growth, the Asian market has surpassed sales in Europe, the Middle East and Africa for the first time. In 2010, its sales volume reached US $700 million, an increase of 53%. Now Asia has become the most important sales market of the company.
Statistics show that the Asian outdoor goods market centered on Korea, Japan and China is accelerating.
The market size of these three countries is 200 billion yen (about 16 billion 600 million yuan), Japan 120 billion yen (about 10 billion yuan), and China 50 billion yen (about 4 billion 200 million yuan).
Although the annual sales volume of China, Japan and South Korea is not as high as that of 730 billion yen (60 billion 800 million yuan) in Europe, the annual growth rate of the three countries has increased steadily. The increase in 2010 is 10% in Korea, 50% in Japan and 50% in China.
Top brands seize market share
After seeing the growth potential of the Asian market, European and American outdoor brand enterprises have speeded up their investment in Asia.
Lafuma, a famous brand with MILLET and other famous brands, sold its registered brand Lafuma to Korea LG group.
Gore-tex, the top brand of waterproof clothing, also said that Asia will become the largest market for outdoor clothing sales in the world.
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At present, the Korean sporting goods market is undergoing a sweeping reshuffle.
Japanese clothing brand
GOLDWIN
Sai Tian Mian, a South Korean official, said the changes in lifestyle of the Korean people are driving the demand for sportswear in the Korean market.
The joint venture between the brand and Young One Corporation of Korea is now the largest outdoor goods company in Korea.
KEEN, a former Asia Pacific sales representative who worked in the Patagonia brand Japan branch, said that although the market conditions and characteristics of these three Asian countries are different, the growth process is very similar to that of the other countries.
Consumers now attach more importance to the opportunity of life quality to contact with nature. This lifestyle change is the key to opening the Asian outdoor products market.
Mark, President of the European Federation of outdoor products (EOG), said that European outdoors manufacturers attached great importance to the Asian market.
THE NORTH FACE sales in Korea in 2010 reached 500 billion won (about 3 billion yuan), an increase of two figures.
A spokesman for the company said the driving force of its market growth came from strict quality, superior functionality and consumers pursuing high value-added products.
The brand has now become the sportswear brand that surpasses Nike and Adidas in the Korean market.
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