"Columbia" comes to China for Nuggets to focus on the third-tier cities in the future

According to statistics from the China Outdoor Business Alliance, the market economy of China's outdoor products in 2011 has grown from 7.13 billion yuan in 2010 to 10.76 billion yuan, an increase of 51%, and it has entered an outbreak growth period. Like other emerging industries, China Outdoors also has the characteristics of “high market share for leading brands and significant advantages”.

Recently, Michael McCormick, executive vice president of global sales and marketing of Columbia Sportswear Company, was interviewed by a reporter from South Metropolis at a media conference in Guangzhou. He stated that it is different from other brands in promoting sales through advertising, Colombia. The strategy is driven by "leading technology" and "channel optimization."

At present, the market share and annual sales of the world’s leading outdoor brand Colombia ranks first in the outdoor products market in China. In China, the total number of outdoor brands Colombia stores exceeds 600. Next, Colombia will focus on the layout of second and third-tier cities in China.

China has exciting consumer groups

According to the statistics of the fifth census, the non-agricultural population living in urban areas in China is 115 million, of which the population aged between 15 and 40 accounts for 40% of the total, or 46 million. This huge population base heralds a huge potential market for outdoor sports.

According to statistics from the China Outdoor Business Alliance, the market economy of China's outdoor products has increased from 7.13 billion yuan in 2010 to 10.76 billion yuan in 2011, an increase of 51%. In the next few years, the outdoor products industry in China will continue to account for nearly 50% annually. The speed has entered the period of outbreak growth. From 2010 to 2012, the number of outdoor brands active in the Chinese market has also increased by 29% to 717.

"China's Top Ten Outdoor Brands Market Sales Report" shows that today, Columbia, Arc'teryx, Dewclaws, Blaak, Miller, Mammoth, Water, and other well-known international outdoor brands all come to China, attacking cities, sales occupy China's overall outdoor market sales volume is 54.89%. Among them, Colombia's market share and annual sales rank first in China's outdoor market.

Colombia called the second and third-tier cities

“China is already the world’s most rapidly growing outdoor market. Colombia attaches great importance to this market.” Michael McCormick, executive vice president of global sales and marketing at Columbia Sportswear, told Southern Metropolitan News that since 2004, Colombia will have business Expanding to the mainland of China, the layout of first-tier cities has been completed. The next step will be to adopt channel sinking strategies and focus on expanding second and third-tier cities.

This is very localized. According to Michael McCormick, Colombia (China) is relying on local partners such as local department stores and Sanfu outdoor stores, commercial real estate developers, and other Chinese partners to expand in Huamen. "Distributors know more about local spending habits than we do. We are more willing to devote our energy to outdoor technology research and development."

To date, the outdoor brand Colombia has successfully developed a number of patented outdoor technologies such as high-efficiency sunscreens, ultralight cushioning shoes, and all-terrain soles. China, on the other hand, is the blue ocean market that drives its growth. In 2011, Colombia’s total revenue for the year was 1.694 billion U.S. dollars, which was a year-on-year increase of 210.5 million U.S. dollars.

Tim Boyle, President and CEO of Columbia Company stated that “In 2011, the warm winter and the European financial debt crisis did not affect us, so we expect total annual revenue in 2012 to grow by a single digit year-on-year.”