In 2015, the shipments of outdoor market brands amounted to 12.31 billion yuan, a 12.22% annual increase, while fell 1.13 percentage points compared with last year’s rate. The shipments of domestic brands accounted for 6.53 billion yuan, 53.05% of total shipments, a 14.36% annual increase, grew 1.48 percentage points. The shipments of foreign brands accounted for 5.78 billion yuan, 46.95% of total shipments, a 9.89% annual increase, down nearly 3 percentage points compared with the previous year.
China’s outdoor brands’ market share
100 million yuan | 2012 | 2013 | 2014 | 2015 | Rate | Percentage |
Wholesales | 145.2 | 180.5 | 200.8 | 221.9 | 10.51 | 100 |
Store sales | 33.4 | 36.7 | 37.4 | 39.1 | 4.55 | 17.62 |
Shop sales | 85.3 | 108.2 | 116.5 | 112.3 | -3.61 | 50.61 |
Online sales | 26.5 | 35.6 | 46.9 | 70.5 | 50.32 | 31.77 |
Shipments | 73.9 | 96.8 | 109.7 | 123.1 | 12.22 | 100 |
Domestic brands shipment | 37.4 | 50.2 | 57.1 | 65.3 | 14.36 | 53.05 |
Foreign brands shipment | 36.5 | 46.6 | 52.6 | 57.8 | 9.89 | 46.95 |
Shipment growth rate slowed down, the brands profit margins decreased, but the overall value still kept up.
The market share of domestic and foreign brands are basically the same, domestic brands higher than the foreign brands slightly of 6.1 percentage points, that is 750 billion yuan. Compared with last year, the proportion of domestic bands increased 2 percentage points.
Shipments for China’s outdoor brands
Through the data in the past years, the growth rate of domestic brands exceeded foreign brands for the first time in 2009. Compared with foreign brands, domestic brands reached a peak due to the investment in 2013 and 2014. On the other hand, the stock increased so much that hinder the development of domestic brands.
