The rapid growth of the outdoor industry has attracted many sports brands and apparel brands to come to the gold rush. Especially in 2013, many domestic sports big names have been involved. Their original brand influence and powerful marketing channels have caused the industry’s “wolf” to come for a while. Voice. However, after more than a year, the overall pattern of the outdoor product market has not changed significantly. Here, the six outdoor industry “barriers” have played a significant role.

1, brand barriers

Unlike the general sporting goods industry, outdoor products have functional features such as protection, insulation, waterproof, breathable, quick-drying, etc., and are of a higher degree of specialization. Consumers are more loyal to products and brands. With the popularization of consumer awareness of outdoor products, the quality of products and the position of brands in the minds of consumers will become increasingly important. In the fierce market competition environment, the brand's attention and recognition is one of the key factors that can stand out among many competing brands.

Therefore, the brand is particularly important for outdoor products companies. Once the brand strategy is realized, it can bring great economic benefits and good social benefits to the company. However, brand building is a systematic project that requires companies to be customer-centered and demand-oriented, and to invest a lot of manpower, material resources, financial resources, and long-term accumulation in product design, product quality, brand positioning, and marketing networks; The maintenance of the brand requires the company to continuously increase its R&D strength, expand its marketing network, improve the level of public relations management, and carefully plan various marketing activities to maintain brand awareness and recognition. Therefore, the brand is one of the largest barriers to entry in the outdoor product industry.

2, product design, research and development barriers

Product design, R&D is the main competitiveness of outdoor product companies. Due to the differences in economic development level and consumer preferences in different countries and regions, product design and R&D need to be diversified and targeted; outdoor sports are gradually developing in the direction of popularization, and the expansion of consumer groups has accelerated the change in outdoor consumer demand, product design. , R&D needs long-term understanding of fashion trends and consumer demand, and needs to quickly track changes in different global markets; outdoor products have their own professional functional attributes, while having leisure and comfort, product design, research and development needs of fabrics, processes, etc. The selection and application of professional capabilities to highlight product technology content, cost-effective and consumer applicability. Therefore, product design, research and development capabilities are another important barrier to enter the industry.

3, marketing network barriers

At present, China's outdoor products brand enterprises mainly adopt the sales model of regional distribution. The enterprises will authorize the product management rights of certain regions to the contracted distributors, and the distributors will be responsible for the final sales of the products in a buy-out manner. The sales performance of terminal stores depends not only on the overall strength of the distributors and the number of stores, but also on the professional service capabilities of the dealers for the dealers. It also relates to the effectiveness of the company’s marketing management policies and the effectiveness of advertising. Only by closely combining multiple aspects and forming positive interaction can we effectively increase the scale and efficiency of the overall marketing network.

In addition, the recognition of brands and the market performance of products by customers and consumers of outdoor product brand companies will affect the speed and effectiveness of marketing network expansion in the region. The marketing network construction of outdoor products companies is a long-term and complicated project. It is a test of the comprehensive strength of corporate brands, financial strength, and management levels. Therefore, a perfect marketing network also constitutes an important industry Barriers to Entry.

4, comprehensive supply capacity barriers

In the domestic outdoor products industry, especially ODM/OEM companies, most of the export products are directly sold to middlemen, brand manufacturers, etc., and then sold by them to retailers to end consumers. The selection and standards of suppliers for large retailers around the world are more stringent: ODM/OEM companies need independent product development teams and continue to develop products efficiently; they must have strict quality control systems and stable quality performance; they must have good cost control. To produce low quality products; need good business credit and efficient after-sales service. These standards place high demands on the production scale, management capabilities, supply chain efficiency, and quality control capabilities of ODM/OEM companies. Only those companies with the above comprehensive supply capabilities can enter the outdoor product industry and continue to develop.

5, barriers to supply chain management capabilities

China's outdoor products brand enterprises require sufficient and rapid production capacity and supply chain management capabilities to meet the needs of domestic downstream distributors and wholesale and retail customers. There must be a variety of product varieties and styles to meet the display requirements of terminal sales stores. Therefore, if companies do not have efficient supply chain management capabilities, they will not be able to meet the huge demand for retail terminal products, which will affect overall business performance. Therefore, supply chain management capability is one of the major barriers to the outdoor product industry.

6. Management and talent barriers

At present, the brand enterprises in the outdoor product industry basically adopt a vertical management business model. This model requires that companies have good management capabilities and corresponding talent pools, and that they can effectively integrate the resources of all sectors of the industry and achieve procurement. Production, sales and brand, R & D, marketing, and other industrial chain management. The level of management ability and refinement determines the efficiency and cost of the operation of the enterprise, and affects the competitiveness and operating efficiency of the enterprise. However, the improvement of corporate management capabilities requires a long period of time to accumulate. At the same time, due to the rapid development of the outdoor product industry, the demand for various types of professional personnel such as brand planning and marketing management is increasing, and competition for talents is becoming increasingly fierce. Therefore, management capabilities and talent reserves It also becomes an entry barrier for the industry.