Niche "outdoors" changed to mass routes

This winter, the capital's outdoor store has put on many new styles of self-cultivation, fashion and casual wear.

The original "niche" outdoor clothing has not only appeared on the road, on the sports ground, but also people dressed in jackets, fleece pants and wading shoes appeared in the office, informal business gatherings. Outdoor clothing gradually replaced the position of traditional sportswear. Consumers' demands for clothing are becoming increasingly finicky. Outdoor brands have begun to restock their heavy snow pants, heavy “bear-like” down jackets, and frequently introduced more self-cultivating and casual formal wear outdoor clothes, which have become popular in the mainstream market.

“Outdoor” clothing fashion outdoor clothing, was originally a niche category in clothing, in recent years, outdoor functional Jackets, snow pants, etc. led by The North Face (Colles), has replaced the traditional Sportswear, sought after by consumers.

As consumers demand more and more finicky clothing, the reporter found that more and more outdoor brands began to make a fuss about the fashion and self-cultivation of clothing. The use of technology fabrics, combined with leisure and formal design, allows consumers to comfortably shuttle between office and leisure venues. Outdoor apparel market space will increase.

This trend has already emerged. Not only in leisure holidays, on sports grounds, but even in offices and informal meetings, people often wear outdoor clothes to play.

Recently, the reporter saw in the shop of the outdoor brand Mont Bell in the World Trade Plaza. A close-fitting men's casual long trench coat was hanging in the obvious position in the store. Women's fleece trousers were also made. Become a very self-cultivation style. Zhang Song, the manager of Mont Bell, said that since the beginning of this year, outdoor brands have changed their styles in the past and added a casual design style to their clothing. Women's wear is also a self-cultivation style. "This style is very popular in China, Japan and South Korea."

An outdoor enthusiast has also said that outdoor clothing has always been very attractive in terms of warmth and functionality, but the former bloated wearing effect has made beauty lovers "watching clothes sigh." If improvements are made in the design, consumers will prefer to wear more occasions.

Replacing the traditional sports brand Recently, the scene of hot sales of sports brands has gradually ended. Outdoor brands took over the baton and gradually replaced the market positions of Nike and Adidas sports brands.

According to Liu Ming, deputy general manager of Beijing Zhuangsheng Sogo Department Store, the sales performance of sportswear brands in shopping malls has declined significantly. Instead, the performance of outdoor apparel brands has increased. Outdoor apparel has gradually replaced the previous sports brand in the hearts of consumers.

Mont Bell's parent company is the LS Group that is separated from South Korea's LG Group. Jin Shengdong, CEO of LS Networks, told reporters that consumers are the real "designers" in the market. According to the company's survey data, the outdoor consumer market in China is growing at a rate of 30% per year and has great potential. "Changing the changes according to the needs of consumers at the right time can truly grasp the pulse of the market. The leisure style and self-cultivation design of outdoor clothing can better attract the attention of mature consumers," he said.

Tian Wei, manager of the outdoor brand Mangof Cuiwei Peony Garden, also said that in recent years, outdoor brands have grown very fast in China.

With the improvement of people's living standards, consumers are becoming more and more critical of clothing. The function of clothing is no longer just to resist the cold, but also to meet the personal taste of the display and social needs.

In the past, the traditional sportswear that was once worn out by the Chinese and was worn by the Chinese daily is currently the most important choice for the elderly, children, and adolescents.

The debate over technology and style The sales manager of an outdoor brand questioned the self-cultivation of the category. He said that outdoor brands themselves are niche consumer products, and those who really love extreme sports don't care about the design styles of clothes, and they pay more attention to whether clothes can play a supporting role in extreme sports.

According to Jin Shengdong, the combination of outdoor apparel and fashion is a general trend, and brands should be given changes in design style according to consumers in different regions. For example, Mont Bell's lightweight down jacket does not have an outer pocket in Korea. However, due to the habits of Chinese consumers, the light and thin down jackets sold in China have joined the design of the outer pocket.

Outdoor brands want to change from a small number of consumer goods to the mass line, to meet the aesthetics of most consumers is the premise.

According to Kang Lanxin, the first person in vocational education of China Costume & Accessories Division and Dean of School of Clothing & Clothing, if outdoor brands want to occupy a larger consumer market, they may consider creating a stronger sense of deputy brand, or develop functional and fashionable. Two design styles. Consumers who are keen on outdoor sports will choose functional ones. Consumers who like to wear outdoor clothes choose fashionable ones. This will help attract more consumers and occupy the market.

Tian Wei said that whether it is to change the design style according to the preferences of consumers, or adhere to the original design style of outdoor products, to maintain unique technology and quality, in order to allow consumers to really like and buy.

Business Daily Reporter Wang Xiaoran Liu Yibo/Text and Photographs