Adidas Outdoor Products Blue Ocean

This year's economic downturn has caught the garment companies unprepared. Not only has the profits declined, but also the inventory in the first half of the year has increased rapidly.

However, there are individual brands of CAMEL camels not only not affected by inventory, but also a shortcut to increase outdoor supplies market development, looking forward to "bend overtaking", and

And other brands at home and abroad are also quietly involved in this potential market.

Apparel industry "ahead of winter"

Open up the major

Enterprise report, "winter" is indeed ahead of schedule.

Li Ning Co's only branch in Hongkong has been completed early this month.

Some analysts believe that Lining Hongkong branch is a pilot of the internationalization of Lining brand, and its closure is closely related to the pressure of Lining inventory.

Overseas market, especially in Europe and the United States, the sharp decline in orders, the sharp shrinkage of single orders, is the main reason for the aggravation of clothing inventory, and inventory problems will seriously affect the capital turnover and continuous operation of enterprises.

Li Ning Co semi annual report 2012 found that as of June 30th this year, the stock of Li Ning Co was 1 billion 138 million yuan, and the turnover days of inventory increased to 95 days from 72 days in the same period last year.

In fact, the Li Ning Co case is not an isolated phenomenon.

The semi annual report of 80 listed companies that inquired into the clothing industry and its upstream textile industry saw that the total inventory of the 80 companies in the first half of the year amounted to 67 billion 166 million yuan.

In the clothing industry alone, the stock of 11 companies including YOUNGOR, Hong Kong Group, China group, Mei Bang dress and Semir apparel all exceeded 1 billion yuan.

Blue sea for outdoor products

However, there are also a slight increase in the number of companies against the market and more investment in the new outdoor market.

The first brand of online male footwear and outdoor footwear category CAMEL camel is aiming at outdoor products market. The general manager of camel clothing, Wan Jin Gang, said in an interview that camel casual clothing was not obviously affected by the industry, maintained stable operation, and showed a steady growth trend in professional outdoor clothing. The growth rate of camel outdoor clothing in the first half of was 30%.

Not only camels are optimistic about the outdoor products market, but Adidas is also promoting its outdoor products in China.

Adidas's strategy is to quickly enter the Chinese outdoor market by virtue of its high visibility, sales network and market experience in China.

The CAMEL camel, which has been rooted in the Chinese market for many years, hopes to cultivate a larger outdoor market through the education of consumers' "outdoor sports" habit, and quickly occupy the actual consumer market by accumulating the advantages of online and offline collaboration for many years.

For the blue ocean of outdoor products, Wan Jingang also said that the industry is relatively new, compared with ordinary clothing.

The Red Sea competition is still in the blue ocean stage, and more importantly, based on the huge size of the Chinese market. "Outdoor sports are mass movements in foreign countries. Do not envisage the technology that can not reach the needs of professional equipment. A pair of comfortable shoes can go out of the open."

After all, the space and capacity of the market is very large.