Germany'S Outdoor Clothing Market Tends To Be Saturated, And Competition Is Fierce. H&M Also Begins To Seize The Market.
European consumers spend billions of euros on outdoor sports every year, of which Germany accounts for about 2 billion 500 million euros, while German citizens spend more on outdoor sports than other countries.
The outdoor sports market in Germany has been increasing sharply for quite a long period of time, especially in Germany.
Athletic Wear
The best seller.
Nowadays, almost every German has at least one outdoor, waterproof and breathable.
Jacket
Under such development, the outdoor clothing market in Germany has gradually become saturated, and the sales performance of outdoor clothing has declined.
In the first half of this year, German sporting goods monopoly chain SPORT2000's revenue dropped by 9%.
AndreasRudolf, general manager, pointed out that the market saturation and the excessive supply of suppliers have made the outdoor clothing market more competitive. Besides the familiar outdoor clothing manufacturers such as JackWolfskin, Schoeffel and Salewa, garment manufacturers such as H&M have begun to occupy the outdoor sportswear market.
Outdoor sportswear usually costs a lot, and it costs hundreds of euros per piece, plus hundreds of euros.
In the past, with outdoor sports jackets as an example, manufacturers could earn 4 euros from sales of 10 euros, while in the face of fierce competition, market margins are declining.
Despite this, the EOG (European Outdoor Sports Association), which was founded by European outdoor sports manufacturers last year, has an operating income of 4 billion 800 million euros, an increase of 3%. However, the main products that drive market development are no longer outdoor sports.
Loose coat
They are functional sports shoes, which have high market demand, but the leading enterprises in the market are not German manufacturers. They also produce backpacks and hiking.
trousers
Swiss manufacturer Mammut.
Recently, the Fauji Shah Finn Exhibition on Lake Burton, Germany, attracted 900 manufacturers from all over the world. Exhibitors exhibited their latest outdoor sports products, but many exhibitors thought that the market outlook in the future was far worse than before.
KlausJost, Intersport, general manager of another sporting goods monopoly chain, said the market has reached its peak and will be hard to create in the future.
MichaelRupp, general manager of JackWolfskin, also pointed out that although the market of outdoor sportswear will continue to expand in the future, competition will become more intense, which will lead to weaker manufacturers coming out.
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