Entry of China

Customer Preference:

□ Minority professional outdoor sports lovers: Technical, functional, professional outdoor clothes,.

□ Mass people who consider outdoor sports as travelling for leisure: Windproof & waterproof jacket is a must, no special needs for other clothes

Competitors:

□ International Outdoor sports brands: Brands like North Face, Nikko, Columbia, they have comprehensive product lines and already have awareness in China

□ Fashion brands: Prada, Gucci, Hugo Boss, they already have a worldwide reputation, even their products are not technical, they enjoy a luxury brand prestige.

China Market analysis

Nowadays, being engaged in outdoor sports is a gradually rising but not popular lifestyle for relaxation in China. The outdoor sports equipment industry is considered an emerging industry.

The concept of outdoor sports came to China for several years, but for the professional level outdoor sports, they have only a few fans. Outdoor sports emphasis more on professional and functionality than other sports. And if someone wants to engage in outdoor sports, he needs every outdoor equipment not just outdoor sportswear. The competitors brands like Columbia, Nikko, North Face, etc. , they are not only selling sportswear, but also other professional equipments like shoes, backpack, tents etc.

Those who really know and have experiences in outdoor sports are well-educated people with a comparatively high income to support their hobby. These customers care more about whether the product is professional and the functionality of the outdoor sportswear, fashion or luxury is not a priority for them to consider.

In the very beginning period of the development of outdoor sports in China, it was recognized as a "challenge to life, challenging nature, exploring the woods," an very extreme sports, but now as more and more people try to engage in outdoor sports, there is a trend for this industry-it is becoming less professional but more like travelling for...