Foreword:
Following the August 29th Shenzhen Cardstone sports industry's release of the first domestic "consumer shopping trends in the department store business women" analysis, it received widespread attention from department stores and domestic sports brand merchants. The report was reprinted nearly 100 times by the media. In order to meet the demands of different industries for the female sports consumer market, the Shenzhen Cardstone sports industry will focus on outdoor store channels. The interview materials will come from Firefox, Snowline Outdoors, Xi'an Key Outdoors, Hangzhou Fengxue Outdoors, Green Ants, Nanjing Telephone interviews with managers of more than 10 outdoor stores, such as the Tumen and Gold tents, explored the “characteristics and trends of women's consumption in outdoor channels†and in-depth analysis of women’s needs and requirements for outdoor sports products.
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After reading this article, you can understand:
Ø Women's demand for outdoor sports products and future consumption trends;
Ø Women's consumption characteristics of outdoor sports products;
Ø Possibility of dividing female outdoor area
Keywords: Female outdoor products consumption characteristics
With the growth of the female consumer market, outdoor sports companies are also paying more attention to the needs of female consumers, analyzing their consumption characteristics and consumer trends, and attracting more by improving the function, appearance and outdoor sports activities of the products, setting and service levels and methods. More female consumers. In this telephone interview with nearly 10 outdoor products general stores and more than 30 different regional leaders, we found that:
1. Young and middle-aged women are the main consumer groups.
The outdoor sports consumer groups are mainly concentrated in 21-40 years old, accounting for 67.1% of the surveyed population, among which the “post-70s†and “post-80s†accounts for the highest proportion among 31-40 years old; followed by 41-50 years old, accounting for 18.49 of the surveyed population. %; people under the age of 20 account for 13.7% of the surveyed population. Among the female outdoor consumer groups, young and middle-aged women are the mainstay. These people have a certain amount of spending power and life pursuits. They may be more young white-collar workers, young mothers, or middle-aged women who exercise with their friends or husband around the age of 40.
2. Popular outdoor product consumption is mainstream
The growth of professional tools is relatively flat. Popular outdoor products such as clothing, backpacks, shoes, and tents occupy the dominant position. It is understood that running, hiking, and travel products sell more.
3. Reasons why women fall in love with outdoor sports
Women see outdoor activities and sports as a social activity, and they enjoy the freedom to experience outdoors with friends. Moreover, women often turn exercise and sports into part of a large social connection. As women are passionate about fitness and sports, women consumers are also looking for fitness products and apparel that can maximize their athletic performance and can be worn in other social activities.
Women’s consumption of outdoor products is increasing, and women’s outdoor is a market to be excavated.
Keywords: Women's sports Consumer groups have grown and outdoor stores cater to changes in demand?
Outdoor women occupy an important place in the outdoor market. The proportion of female consumers presents an upward curve, and the proportion of female consumers continues to increase, especially among women with higher income levels. Taking into account their consumption habits and the formation of lifestyles, women's outdoor market will have more room for growth in the future. At present, women's outdoor consumption in different regions is different, coastal cities have a larger increase, and inland changes are minor.
Today, outdoor sports are no longer a way for people to keep fit, but also a new way for family or friends to meet. In addition to women's popular outdoor activities such as running, climbing, and hiking, camping, suburban barbecue and climbing are becoming more and more popular with women. Small camping tents, cooking utensils, decorations, barbecue grills and accessories, and mats Such will become a new hot spot for women's outdoor consumption.
Mr. Hu Yanyong, general manager of Shenzhen Firefox: “The market for men is relatively saturated and mature. The female market needs to be developed. The ratio of male to female consumers is roughly 6:4.â€
With men focusing on functionality, regardless of the price, women in the purchase of outdoor products, the number of more emphasis on color, style and collocation, the choice of product prices will be a little lower, more sensitive to price.
From the initial functional satisfaction to the balanced development of functional satisfaction and fashion, especially in the outdoor apparel design, style, taste, technology content and more into the fashion elements. Even some non-mainstream items such as scarves, gloves, backpacks and so on are heavily integrated into the design of fashion elements. Outdoor products have already blew up a fashion trend across the country.
Mr. Wang Ping, general manager of outdoor wind and snow in Hangzhou, Zhejiang Province, said: “Now there are more male products in outdoor stores, mainly male consumption. However, women’s consumption has a growing trend, in order to cater to women’s needs, they will pay more attention to clothing styles when purchasing. The choice of colors, clothes are more and more rich in color.
Mr. Chen Zhiqiang, executive director of Snowline Outdoors Shenzhen Association, said: “At present, there are more female consumers than male consumers. There are more female consumers than men. The number of women who purchase is more, and the color, style and collocation are more important. The selected unit price will be lower. Men may One color is just fine, but with emphasis on functionality, the price for purchasing a product is relatively high."
Keywords: Women's running field consumption status?
Ms. Deng Tingting from Shenzhen Shanye Outdoor Manager: “Although in everybody’s impression, the outdoor shop’s consumers are generally male, but in fact female consumers are still quite numerous, and the proportion of male and female consumers can almost go up to 55 points. The group running movement has become more and more popular and has recently consumed more."
Mr. Li Chao, a key outdoor brand manager in Xi'an, said: “The current running base is large, and running is the main factor. There are junior high school choices in running equipment. We will develop it for comprehensive outdoor development, mountaineering, camping, etc. We do not see female consumption for the time being. The increase in the rate of change is still dominated by men, but the future of women's movements may develop."
Keywords: Possibility of dividing female outdoor area
In this telephone interview, we also found that: Women's physiological structure is different from that of men. In the extreme conditions of outdoor sports, they rely more on sports equipment.
Women will consider styles and colors when selecting equipment. In addition, women's personality is more delicate than men's, and will be more detailed and specific in the preparation of supplies. Coupled with the fact that women's physiological structure is different from that of men, under the extreme conditions of extreme outdoor sports, they are more dependent on sports equipment. Sleeping bags have more requirements for warmth, moisture resistance, and lightness of equipment. Women participating in outdoor sports must pay particular attention to participating in suitable outdoor activities according to their physical conditions.
Therefore, to establish a female exclusive outdoor store, pay attention to:
1, according to brand, functional category display is the main
The comprehensive outdoor shop is still classified by function and then the brand. Generally speaking, I am going to Tibet on foot or traveling. What kind of bag is suitable? The clerk recommends based on customer needs. Then there is the brand and price choice. Professional outdoor shop is a brand.
2. Divide female outdoor area
It can be considered that there are three types of storefront products for women, men and children. It is more feasible to plan women's outdoor products than to open women's stores alone. Planning women's outdoor products area, pay attention to the feelings and experience of female customers, may achieve good results. â€
Mr. Wang Ping, General Manager of Fengshui Outdoor, Hangzhou, said: “The exhibition will adopt the combination of brand division and functional category according to the requirements of the brand merchants. It is generally more malls to display according to male, female and children’s divisions. But if the outdoor shop According to this division, the brand will be weakened, and the size of the store will not be achieved. If the area is large enough, there are enough brands and there are capitals negotiated with brand dealers."
Compared with the popularization and universalization of outdoor sports abroad, our country’s outdoor sports are still relatively late to start. Now outdoor sports have not yet fully heated up. However, it is undeniable that, with the economic development of people's lifestyle and the pursuit of life changes, coupled with China's abundant outdoor resources, outdoor sports will gradually move towards popularity, resulting in great demand for outdoor supplies, outdoor consumption potential will be Being completely released, especially women, as the main body of shopping and the main force of purchase, women's sports consumption can not be ignored.
In the next issue, we will profoundly explore the possibility of dividing the outdoor women's area in the future and setting up women's outdoor stores separately. (Scan QR code to pay attention to us
Reproduced from: Asian Women's Fashion Show
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