SNEWS, the largest outdoor market research and consulting company in the United States and even the world, has made statistics on the sales data of outdoor products in the United States. Through these data, we can know which outdoor brands are more popular in the United States as a reference for purchasing equipment.

backpacker

Osprey-28%

North–11%

Gregory -4%

Granite gear -4%

Kamibak -3%

mountain Smith——3%

Deutsche mark -3%

vaude–3%

Keltie–1.5%

Osprey is very strong, and TNF is not bad, but domestic TNF backpacks are not selling well in outdoor stores, are they? Except CamelBak, others have been sold in China, and they are also the mainstream backpacks in the domestic market at present. In fact, it is necessary to praise Deuter and Vaude, two European brands, for occupying this market quota in the United States, which is already very good, but it seems to be much better in China. At present, osprey has performed well in the global market. The key lies in its continuous innovation ability and rapid product upgrading. This year, its British company developed Exos (unconfirmed to write this article) and won the grand prize in the European outdoor exhibition.

tent

MSR—— 19.5%

North–14%

Eureka -8.5%

Serra Design Company–7%

Mountain hardware-5.5%

Keltie -4%

Marmots-3%

Hillerberg company-1.5%

I guess it's going to be scary again. A few months ago, I chatted with some friends and asked them to guess what tents sold best in outdoor stores in the United States. They kept guessing, but they didn't expect MSR, because they thought MSR was also a high-end product of American imperialism, hehe. Even Schleberg can sell well, let alone MSR? The price of such equipment products may not be an absolute factor, especially if the price difference is not big. My personal question is, what are the main channels for selling family self-driving camping tents like Coleman abroad? It stands to reason that this product should have a considerable market and is definitely much more popular than MSR.

sleeping bag

North–15.5%

Mountain hardware-11%

Marmot-10%

Western Mountain Climbing-7%

Lafuma–7%

Serra Design Company-5.5%

Greater agnes-4%

Slums-3%

Montebell–3%

In recent years, the ranking of the top three has remained basically unchanged, and the gap is not big, but obviously TNF sleeping bags are underestimated in China? Western mountaineering is not a high-end product in the United States. Lafuma is said to have a certain position because of its style (it entered the top ten for the first time).

Men's technical clothing category:

North-32%

Mountain hardware-8.5%

arc ' teryx–7%

Patagonia-5.5%

Marmots-4%

Cloud veil-4%

Red wall frame–2%

Women's technical clothing category:

North-32%

Patagonia-7%

Mountain bike-7%

arc ' teryx–7%

Marmots-5.5%

Obermeyer -3%

ISIS—— 1.5%

Needless to say, there are some new brands in it, so you can pay attention to them. Arc' Teryx sells well, and the price is not an absolute factor. However, I estimate that the domestic sales of Arc' Teryx may account for a larger proportion of the sales of technical clothing, although people who wear it basically don't wear it in real technology use activities, and they are strongly curious about the number one sales or market share of domestic technical clothing. Ozak? Because it sponsors the Tibet team? I don't know. Please give me an answer.

Men's sportswear category:

Patagonia–21%

North–18%

Colombia-5.5%

Royal Robbins-5.5%

Plana -4%

Mountain khaki pants-3%

Informal-3%

Women's sportswear category:

North–15.5%

Patagonia-12.5%

Plana–10%

Royal Robbins Hotel -8.5%

Informal-4%

Colombia-4%

Horny toad -3%

Islamic State-3%

Kawu -3%

Columbia University is really miserable. It is not directly counted in the technical clothing category, but only "sportswear". Obviously, most of its sales contribution comes from shopping malls, so its sales ranking in outdoor stores is so low, and it is the same in China. Patagonia is actually a bit similar to this situation. An American told me that professionals never wear its products. In addition to sponsors, almost all people who buy its technical clothes are "Sao people" and basically do not go up the mountain. However, this is a family statement. Don't be surprised to see friends.

Men's outing shoes:

Mehrer-14%

Enthusiasm–12.5%

Chaco-1 1%

Vaske–11%

Solomon Company -5.5%

teva–4%

Bel canto-3%

crocs–3%

Iowa-1.5%

Azolo–1.5%

Women's footwear:

Enthusiasm–17%

Mehrer-14%

Chaco-12.5%

Vaske -8.5%

Solomon-4%

Bel canto-3%

teva–3%

crocs–3%

Kelan-1.5%

ahnu– 1.5%

Crocodiles are dangerous. They have fallen sharply. It may fall out of the top ten this year. This creative brand has this problem, how to keep the product attractive. Keen and Merrel are not generally powerful, but unfortunately, domestic agents seem to be determined to go to the mall and don't value outdoor store channels at all. So it is estimated that this is the biggest difference between China and the United States. At present, the top three products are basically non-market mainstream products in China, which is a pity. Montrail is not bad in the end, and it is the same in China. Product line transformation and acquisition by Colombia are the key reasons. To be precise, though, the biggest-selling out shoe brand in the United States is actually Timberland (if it is still an out shoe brand). Last year, its sales seemed to reach $6543.8+$500 million, most of which came from footwear products, but it basically did not enter outdoor stores. Keen's sales last year were only tens of millions of dollars, which is completely different from Timberland. From this point of view, it may be king to enter shopping malls, whether in China or the United States, but it requires a lot of money and patience.

Socks:

Intelligent wool–51%

Fox River–10%

Shafts-8.5%

teko–4%

Very difficult-4%

Bridgedale–1.5%

Dahlgren Company-1.5%

Should SmartWool be investigated by the anti-monopoly law? But personally, I feel that its products are easily copied. Isn't there a lot of wool socks in China now? In fact, this market has great opportunities. I know that several domestic wool socks look good, and the products themselves are not bad.

Underwear category:

Patagonia-36.5%

Icebreaker-65438

terramar–8.5%

Twice–6%

Wild goats–4%

Smart wool–1.5%

In fact, this market is quite big, but it seems that no one in China attaches importance to it and is unwilling to do it. Personally, I'm not particularly interested in Patagonia's underwear, but then again, I don't seem to be interested in all Patagonia's products (but now I don't seem interested in anything, I can't afford it anyway, but I'll have a fever if I don't pick it up for nothing), except for a few T-shirts and shoes, the only reason that attracts me is the appearance. Technically, it's really not bright. Qiu Nader, the boss of Patagonia (he also founded Black Diamond, and I still keep the crampons and rope bags with his name as the trademark of BD) is an extremely powerful figure, a superb mountaineer and surfer. Because he believes that global warming will make water sports more popular, he now urges Patagonia to start mass production of water sports clothes, from diving suits to surfing suits. The most exaggerated thing is that he recently wanted to start a company for his son, who is also a surfer, to produce surfboards with environmentally friendly materials. In addition, it is worth mentioning that Patagonia is not famous for its products in the United States, but for its working environment. It has the same reputation as Google in this respect. It seems that millions of people apply to work there every year (I don't know, there may be problems, I think it's exaggerated), and its company has only 1 000 people.