Outdoor leisure development trend: Demand-side analysis Date: 2016-10-22 16:00
Although the current size of outdoor leisure market in China is vastly different from those in developed countries such as Europe and the United States, with the overall benefits of the political, economic, social and cultural environment, natural and healthy lifestyles have become more and more popular, and the boundaries of outdoor leisure people have become increasingly clear. Leisure sports are accepted by society as a positive image. New consumers continue to join in, consumption depth continues to increase, and China’s outdoor leisure market has potential advantages comparable to those in Europe and the United States.
First, from the development of the times, outdoor leisure ushered in rigid demand
Michael Dower (1965) called people's demand for leisure and recreation as the fourth wave after the industrial revolution, railway development, and the spread of automobiles.
According to the experience of Western developed countries, when a country’s per capita GDP reaches 5,000 U.S. dollars, the people’s spending power will increase day by day. People’s leisure needs will develop in depth and show a diversified development trend. The society will mature. Leisure travel economy.
According to China's per capita GDP standard, China is in the stage of consumption upgrading with a per capita GDP of 1,000-3,000 U.S. dollars. Some cities and social strata have advanced into the consumer diversification stage (per capita GDP of 4000-10,000 U.S. dollars), and leisure will become a rigid demand in China. In general, society has entered the era of national leisure.
The state pays more and more attention to protecting the leisure rights enjoyed by citizens. China has promulgated the Outline of National Tourism and Leisure (2013-2020). According to the spirit of the document, it is required that by 2020, the system of paid annual leave of Chinese workers will be basically implemented. The "National Tourism and Leisure Program (2013-2020)" emphasizes the promotion of public awareness of leisure, the implementation of paid vacations, the protection of national travel and leisure time, the improvement of leisure spending power for the country, and the promotion of facilities for the development of national tourism and leisure facilities in order to benefit leisure and livelihood. , so that everyone can enjoy a leisure life.
The National Development and Reform Commission also clearly stated in its “Guidance Catalogue for Industrial Structure Adjustment†that it is necessary to encourage the development and marketing of outdoor activities such as recreation, mountaineering, skiing, diving, and adventure. The next decade is expected to reach 10,000 US dollars, and outdoor sports corresponding to this stage will be rapidly popularized.
Second, from the perspective of market capacity, there is a big future buried in small trends.
Marc Payne (2008) believes that there is a small trend in the world: As long as 1% (ie 300) of the 300 million people in the United States have the same or similar values, habits, behavior, and even physical characteristics, they form a group. And this group has a common demand that the current society cannot satisfy, which constitutes a minor trend.
According to Mark Payne, the biggest trend in the world today is the formation of these minor trends.
The small but dynamic emerging social groups are playing an increasingly important role in social development.
At present, China's outdoor leisure group is undoubtedly a small trend, but this small trend is evolving into a future big industry.
According to a report of the American Outdoor Industry Association (OIA), the number of people participating in outdoor activities in the United States each year reached more than 140 million, which can provide jobs for more than 6 million people, and the total economic value it creates is as high as 730 billion US dollars.
According to the research report of South Korea’s Samsung Institute of Apparel, South Korea’s per capita spending on outdoor products is about 600 yuan per year, while related expenditures in the United States and Europe reach levels of 530 yuan and 260 yuan per year, respectively, and outdoor leisure consumption is gradually rising to mainstream consumption. trend.
According to the statistics of the annual report of the China Textile Association Outdoor Products Branch (COCA), China’s outdoor products market maintained a relatively high growth rate in 2013. The retail sales of the outdoor industry was 18.05 billion and the retail sales increased by 24.3% year-on-year. This is already China's outdoor product market has maintained rapid growth for five consecutive years.
Although China's outdoor leisure industry has shown a strong momentum of development, it is still in the primary development stage of the industrial life cycle. The effective industrial demand has not yet been fully developed, and the industry scale economy is far from being formed.
Although the current size of outdoor leisure market in China is vastly different from those in developed countries such as Europe and the United States, with the overall benefits of the political, economic, social and cultural environment, natural and healthy lifestyles have become more and more popular, and the boundaries of outdoor leisure people have become increasingly clear. Leisure sports are accepted by society as a positive image. New consumers continue to join in, consumption depth continues to increase, and China’s outdoor leisure market has potential advantages comparable to those in Europe and the United States.
Third, from the brand ecology, outdoor brands present a pyramid
With the booming of the outdoor leisure market in China, the number of outdoor brands has been increasing year by year. Emerging local brands have emerged in an endless stream and world-famous outdoor brands have come. In 2013, the number of outdoor brands in China’s market reached an unprecedented 891 (an increase of 8.26% year-on-year), of which 458 were domestic brands (13.09% year-on-year) and 433 were foreign brands (3.59% year-on-year).
Its growth rate has slowed down relative to 2012, mainly due to the turbulence in the outdoor market in 2012, which has reduced the number of brands blindly entering the outdoor industry.
Foreign brands entering the Chinese market are dominated by Europe and North America. The main domestic brands for growth are OEM transformation brands and online brands. At the same time, some underperforming brands have exited the market.
Judging from the brand ecology, at present, China's outdoor leisure brands are in a pyramid situation, and the market presents an echelon development pattern: the so-called high-end outdoor leisure products in the eyes of consumers are mostly monopolized by foreign brands, followed by foreign second and third line brands and a few domestic brands. In the mid- to high-end outdoor market, most domestic brands compete in the Red Sea in the low-end outdoor market.
A few outdoor brands have temporarily won the market, and most of the brands are still under intense competition. In particular, some small and medium-sized outdoor brands have great competitive pressure.
Judging from the market concentration, China's outdoor industry echelon has been formed, the gap between brands has become more and more obvious, and the degree of concentration has further increased. In 2013, there were 22 brands with over 100 million shipments, an increase of 5 over the previous year; 37 brands with over 50 million (including over 100 million), an increase of 7 over the previous year; 63 brands exceeding 30 million, over It increased by 11; 77 brands exceeded 10 million, an increase of 12 over the previous year.
In terms of the proportion of shipments, 22 billion brands accounted for 55.36% of the total, while 37 brands accounted for more than 50 million and 66.94% of the total, and 63 brands with more than 30 million shipments. The proportion is as high as 76.05%. It is worth pointing out that China's outdoor leisure industry has many low-end links in the division of global value chains. Local brands are mostly at a disadvantage in technology research and product innovation. To get out of the trap of low-end lock-in effect, we need to invest in R&D and marketing. Breakthroughs have been made in key elements such as innovation and brand culture, and resources have been concentrated to create core competitiveness.
4. From the standpoint of leisure business, diversified spending will emerge
People will have different leisure methods in different life cycles.
As Lin Yutang puts it: Leisure life is not the exclusive right of wealthy and successful people, but a product of a broad-mindedness. Although outdoor leisure activities are restricted by identity, status, and wealth, people from different social strata As long as the state of mind is calm and wise, you will be able to find the right place for you and find out the way to go for outdoor sports and recreation that suits you and blossoms your life. Specifically, there may be the following trends that tend to emerge more strongly:
(1) The demand for returning to nature: In the process of modernization, industry replaces agriculture, cities replace rural areas, artificial environments take the place of the natural environment, and people get away from nature and have a desire to return. Environmental awareness caused by environmental deterioration has also led to sunlight, air, and Water and other natural forces enhance healthy green natural outdoor sports.
(2) Challenge self-requirements: The changes of modern society have made great changes in people's lifestyles, life awareness, and leisure patterns. Personality development and self-realization have become the main appeal of leisure life. Reflected in sports, extreme sports that are the main goal of self-challenge and self-realization are highly respected. Through the pursuit of stimuli and sense of achievement, people relax their minds and bodies, liberate themselves, build confidence, and develop their individuality.
(3) Demand for social interaction: The corresponding outdoor sports activities such as family outdoor recreation, community or club leisure will gain steady growth. The leisure family aims to cultivate a positive attitude of family members and promote the family members to live together in harmony. The leisure family will spend most of their free time with family members engaged in high-quality leisure activities in a new mode of civilized family. Leisure community refers to a social network where like-minded individuals gather together based on their common preferences and experiences, adopt a variety of social tools and social supply, share, collaborate, and collectively engage in leisure activities and obtain ideal leisure performance. , so there are groups such as donkeys.
(4) The pursuit of health needs: According to CCTV surveys, health exceeds money as the first factor affecting happiness. Modern social work and social pressure are greater than traditional ones. People need to restore their physical and mental health through means such as rest and health care. The demand for fitness, fitness, and bodybuilding rigidity continues to grow. Outdoor sports is an important active leisure lifestyle with unparalleled fitness and mental health values. In the future, people will pursue health more, and health protection will become the primary goal of people’s values ​​in life.
(5) Outdoor education needs: Outdoor sports are leisure activities that must be studied. Outdoor sports, as a playful expression of human life skills such as walking, running, jumping, climbing, and climbing, has become a science. How to have fun, play with health, and play with science must learn scientific sports knowledge and master the correct methods of exercise.
(6) The need for cross-convergence: The cross-convergence of leisure activities enhances the cultural, recreational, humanistic and daily life of outdoor sports, and ultimately strengthens the participation of outdoor sports. In the future, the development of outdoor leisure will further strengthen this trend, so that the outdoor sports will be integrated into all aspects of people's leisure life and become more popular and regular.
Although the current size of outdoor leisure market in China is vastly different from those in developed countries such as Europe and the United States, with the overall benefits of the political, economic, social and cultural environment, natural and healthy lifestyles have become more and more popular, and the boundaries of outdoor leisure people have become increasingly clear. Leisure sports are accepted by society as a positive image. New consumers continue to join in, consumption depth continues to increase, and China’s outdoor leisure market has potential advantages comparable to those in Europe and the United States.
First, from the development of the times, outdoor leisure ushered in rigid demand
Michael Dower (1965) called people's demand for leisure and recreation as the fourth wave after the industrial revolution, railway development, and the spread of automobiles.
According to the experience of Western developed countries, when a country’s per capita GDP reaches 5,000 U.S. dollars, the people’s spending power will increase day by day. People’s leisure needs will develop in depth and show a diversified development trend. The society will mature. Leisure travel economy.
According to China's per capita GDP standard, China is in the stage of consumption upgrading with a per capita GDP of 1,000-3,000 U.S. dollars. Some cities and social strata have advanced into the consumer diversification stage (per capita GDP of 4000-10,000 U.S. dollars), and leisure will become a rigid demand in China. In general, society has entered the era of national leisure.
The state pays more and more attention to protecting the leisure rights enjoyed by citizens. China has promulgated the Outline of National Tourism and Leisure (2013-2020). According to the spirit of the document, it is required that by 2020, the system of paid annual leave of Chinese workers will be basically implemented. The "National Tourism and Leisure Program (2013-2020)" emphasizes the promotion of public awareness of leisure, the implementation of paid vacations, the protection of national travel and leisure time, the improvement of leisure spending power for the country, and the promotion of facilities for the development of national tourism and leisure facilities in order to benefit leisure and livelihood. , so that everyone can enjoy a leisure life.
The National Development and Reform Commission also clearly stated in its “Guidance Catalogue for Industrial Structure Adjustment†that it is necessary to encourage the development and marketing of outdoor activities such as recreation, mountaineering, skiing, diving, and adventure. The next decade is expected to reach 10,000 US dollars, and outdoor sports corresponding to this stage will be rapidly popularized.
Second, from the perspective of market capacity, there is a big future buried in small trends.
Marc Payne (2008) believes that there is a small trend in the world: As long as 1% (ie 300) of the 300 million people in the United States have the same or similar values, habits, behavior, and even physical characteristics, they form a group. And this group has a common demand that the current society cannot satisfy, which constitutes a minor trend.
According to Mark Payne, the biggest trend in the world today is the formation of these minor trends.
The small but dynamic emerging social groups are playing an increasingly important role in social development.
At present, China's outdoor leisure group is undoubtedly a small trend, but this small trend is evolving into a future big industry.
According to a report of the American Outdoor Industry Association (OIA), the number of people participating in outdoor activities in the United States each year reached more than 140 million, which can provide jobs for more than 6 million people, and the total economic value it creates is as high as 730 billion US dollars.
According to the research report of South Korea’s Samsung Institute of Apparel, South Korea’s per capita spending on outdoor products is about 600 yuan per year, while related expenditures in the United States and Europe reach levels of 530 yuan and 260 yuan per year, respectively, and outdoor leisure consumption is gradually rising to mainstream consumption. trend.
According to the statistics of the annual report of the China Textile Association Outdoor Products Branch (COCA), China’s outdoor products market maintained a relatively high growth rate in 2013. The retail sales of the outdoor industry was 18.05 billion and the retail sales increased by 24.3% year-on-year. This is already China's outdoor product market has maintained rapid growth for five consecutive years.
Although China's outdoor leisure industry has shown a strong momentum of development, it is still in the primary development stage of the industrial life cycle. The effective industrial demand has not yet been fully developed, and the industry scale economy is far from being formed.
Although the current size of outdoor leisure market in China is vastly different from those in developed countries such as Europe and the United States, with the overall benefits of the political, economic, social and cultural environment, natural and healthy lifestyles have become more and more popular, and the boundaries of outdoor leisure people have become increasingly clear. Leisure sports are accepted by society as a positive image. New consumers continue to join in, consumption depth continues to increase, and China’s outdoor leisure market has potential advantages comparable to those in Europe and the United States.
Third, from the brand ecology, outdoor brands present a pyramid
With the booming of the outdoor leisure market in China, the number of outdoor brands has been increasing year by year. Emerging local brands have emerged in an endless stream and world-famous outdoor brands have come. In 2013, the number of outdoor brands in China’s market reached an unprecedented 891 (an increase of 8.26% year-on-year), of which 458 were domestic brands (13.09% year-on-year) and 433 were foreign brands (3.59% year-on-year).
Its growth rate has slowed down relative to 2012, mainly due to the turbulence in the outdoor market in 2012, which has reduced the number of brands blindly entering the outdoor industry.
Foreign brands entering the Chinese market are dominated by Europe and North America. The main domestic brands for growth are OEM transformation brands and online brands. At the same time, some underperforming brands have exited the market.
Judging from the brand ecology, at present, China's outdoor leisure brands are in a pyramid situation, and the market presents an echelon development pattern: the so-called high-end outdoor leisure products in the eyes of consumers are mostly monopolized by foreign brands, followed by foreign second and third line brands and a few domestic brands. In the mid- to high-end outdoor market, most domestic brands compete in the Red Sea in the low-end outdoor market.
A few outdoor brands have temporarily won the market, and most of the brands are still under intense competition. In particular, some small and medium-sized outdoor brands have great competitive pressure.
Judging from the market concentration, China's outdoor industry echelon has been formed, the gap between brands has become more and more obvious, and the degree of concentration has further increased. In 2013, there were 22 brands with over 100 million shipments, an increase of 5 over the previous year; 37 brands with over 50 million (including over 100 million), an increase of 7 over the previous year; 63 brands exceeding 30 million, over It increased by 11; 77 brands exceeded 10 million, an increase of 12 over the previous year.
In terms of the proportion of shipments, 22 billion brands accounted for 55.36% of the total, while 37 brands accounted for more than 50 million and 66.94% of the total, and 63 brands with more than 30 million shipments. The proportion is as high as 76.05%. It is worth pointing out that China's outdoor leisure industry has many low-end links in the division of global value chains. Local brands are mostly at a disadvantage in technology research and product innovation. To get out of the trap of low-end lock-in effect, we need to invest in R&D and marketing. Breakthroughs have been made in key elements such as innovation and brand culture, and resources have been concentrated to create core competitiveness.
4. From the standpoint of leisure business, diversified spending will emerge
People will have different leisure methods in different life cycles.
As Lin Yutang puts it: Leisure life is not the exclusive right of wealthy and successful people, but a product of a broad-mindedness. Although outdoor leisure activities are restricted by identity, status, and wealth, people from different social strata As long as the state of mind is calm and wise, you will be able to find the right place for you and find out the way to go for outdoor sports and recreation that suits you and blossoms your life. Specifically, there may be the following trends that tend to emerge more strongly:
(1) The demand for returning to nature: In the process of modernization, industry replaces agriculture, cities replace rural areas, artificial environments take the place of the natural environment, and people get away from nature and have a desire to return. Environmental awareness caused by environmental deterioration has also led to sunlight, air, and Water and other natural forces enhance healthy green natural outdoor sports.
(2) Challenge self-requirements: The changes of modern society have made great changes in people's lifestyles, life awareness, and leisure patterns. Personality development and self-realization have become the main appeal of leisure life. Reflected in sports, extreme sports that are the main goal of self-challenge and self-realization are highly respected. Through the pursuit of stimuli and sense of achievement, people relax their minds and bodies, liberate themselves, build confidence, and develop their individuality.
(3) Demand for social interaction: The corresponding outdoor sports activities such as family outdoor recreation, community or club leisure will gain steady growth. The leisure family aims to cultivate a positive attitude of family members and promote the family members to live together in harmony. The leisure family will spend most of their free time with family members engaged in high-quality leisure activities in a new mode of civilized family. Leisure community refers to a social network where like-minded individuals gather together based on their common preferences and experiences, adopt a variety of social tools and social supply, share, collaborate, and collectively engage in leisure activities and obtain ideal leisure performance. , so there are groups such as donkeys.
(4) The pursuit of health needs: According to CCTV surveys, health exceeds money as the first factor affecting happiness. Modern social work and social pressure are greater than traditional ones. People need to restore their physical and mental health through means such as rest and health care. The demand for fitness, fitness, and bodybuilding rigidity continues to grow. Outdoor sports is an important active leisure lifestyle with unparalleled fitness and mental health values. In the future, people will pursue health more, and health protection will become the primary goal of people’s values ​​in life.
(5) Outdoor education needs: Outdoor sports are leisure activities that must be studied. Outdoor sports, as a playful expression of human life skills such as walking, running, jumping, climbing, and climbing, has become a science. How to have fun, play with health, and play with science must learn scientific sports knowledge and master the correct methods of exercise.
(6) The need for cross-convergence: The cross-convergence of leisure activities enhances the cultural, recreational, humanistic and daily life of outdoor sports, and ultimately strengthens the participation of outdoor sports. In the future, the development of outdoor leisure will further strengthen this trend, so that the outdoor sports will be integrated into all aspects of people's leisure life and become more popular and regular.
Dog Toy Sets,Dog Play Set,Schnauzer Lego Set,Dog Toy Kit
Shaoxing City Heou Leisure Goods Co., Ltd. , https://www.heoupettoy.cn