Analysis: characteristics and trends of female consumption in outdoor channels Date:2016-09-29 19:30
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 the 21-40 years old, accounting for 67.1% of the surveyed population, of which the proportion of 31-40 years old after the 70 after 80 is the highest; followed by 41-50 years old, accounting for 18.49% of the surveyed people; 20 years old The following population accounted 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 men's market is relatively saturated and mature. The female market needs to be developed. The ratio of male to female consumers is roughly 6:4.
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: Now there are many male products in outdoor shops, mainly male consumption. However, women's consumption has a growing trend. To cater to women's needs, they will pay more attention to the choice of clothing styles and colors when purchasing, and their clothes are becoming more and more colorful.
Snowline Outdoor Executive Director of Shenzhen Deng Xie Mr. Chen Zhiqiang: At present, there are more female consumers than male consumers, and there are more female consumers than male consumers. The number of women buying is more, and the color, style and collocation are more important. The selected unit price will be lower. Men may be as good as one color, but they focus on functionality and the price of the product is high.
Keywords: Women's running field consumption status?
Shenzhen Shanye Outdoor Manager Miss Deng Tingting: Although in the impression of everyone, the outdoor shop's consumers are generally men, but in fact female consumers are still quite numerous, the ratio of male and female consumers can almost go to 55 points. With the increasing popularity of running sports, recent consumption has increased.
Mr. Li Chao, a key outdoor brand manager in Xi’an, currently has a large base for running, mainly running. Running equipment has junior high school choices. It will develop towards comprehensive outdoor development, such as mountaineering and camping. For the time being, there has been no change in the increase in women’s consumption. However, the future women's movement 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 want to go to Tibet on foot or travel. What kind of bags are 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.
Mr. Wang Ping, General Manager of Fengshui Outdoor, Hangzhou: The exhibition will adopt the combination of brand division and functional category division according to the requirements of brand owners. According to the male, female and children's divisions, it is generally more malls. However, if outdoor stores are also divided according to this, they will weaken the brand, and they will not be able to see the scale of the store. 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 purchase and the main force of purchase, women's sports consumption can not be ignored.
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 the 21-40 years old, accounting for 67.1% of the surveyed population, of which the proportion of 31-40 years old after the 70 after 80 is the highest; followed by 41-50 years old, accounting for 18.49% of the surveyed people; 20 years old The following population accounted 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 men's market is relatively saturated and mature. The female market needs to be developed. The ratio of male to female consumers is roughly 6:4.
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: Now there are many male products in outdoor shops, mainly male consumption. However, women's consumption has a growing trend. To cater to women's needs, they will pay more attention to the choice of clothing styles and colors when purchasing, and their clothes are becoming more and more colorful.
Snowline Outdoor Executive Director of Shenzhen Deng Xie Mr. Chen Zhiqiang: At present, there are more female consumers than male consumers, and there are more female consumers than male consumers. The number of women buying is more, and the color, style and collocation are more important. The selected unit price will be lower. Men may be as good as one color, but they focus on functionality and the price of the product is high.
Keywords: Women's running field consumption status?
Shenzhen Shanye Outdoor Manager Miss Deng Tingting: Although in the impression of everyone, the outdoor shop's consumers are generally men, but in fact female consumers are still quite numerous, the ratio of male and female consumers can almost go to 55 points. With the increasing popularity of running sports, recent consumption has increased.
Mr. Li Chao, a key outdoor brand manager in Xi’an, currently has a large base for running, mainly running. Running equipment has junior high school choices. It will develop towards comprehensive outdoor development, such as mountaineering and camping. For the time being, there has been no change in the increase in women’s consumption. However, the future women's movement 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 want to go to Tibet on foot or travel. What kind of bags are 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.
Mr. Wang Ping, General Manager of Fengshui Outdoor, Hangzhou: The exhibition will adopt the combination of brand division and functional category division according to the requirements of brand owners. According to the male, female and children's divisions, it is generally more malls. However, if outdoor stores are also divided according to this, they will weaken the brand, and they will not be able to see the scale of the store. 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 purchase and the main force of purchase, women's sports consumption can not be ignored.
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