Experts: Chinese shoemakers cautious to enter outdoor market
As increasingly demand of outdoor sportswear in Chinese market in recent years more and more outdoor brands hope to share the lucrative market. Outdoor shoe accounts for less than 10% of sports shoes market, which is worth of 60 billion yuan. The retail price for a pair of sports shoes is 200-300 yuan in internal market while outdoor shoes that can be sold at 400 yuan, shoemaking costs and technologies for outdoor shoes and sports shoes are almost the same. Therefore more shoemakers in Fujian and Jinjiang city turn their eyes on the outdoor shoes market.
Some of these companies are foreign-oriented exporters who had been engaged in the production of outdoor sportswear and have rich experiences on the business, and the others in these companies are the sports shoes producers who have less knowledge on the outdoor products marketing.
The industrial expert warmed that internal shoemakers should be cautious before entering the market because the outdoor enthusiasts have high demand to functions of outdoor products such as waterproof, breathing, dehumidify, deodorization and antiultraviolet. If their products fail to meet the requirements of outdoor standards they will ruin their brand reputation not to say selling their products in the market. Further more the brand promotion and outlet establishment will cost huge fund at the beginning of entering, the experts suggested better considering the cooperation with brand giants first in the field and then developing their own brands, particularly in recent years more and more top foreign brands such as Columbia and Ozark came to China and offers the chances on cooperation with Chinese shoemakers.
Source: China Leather Net