【Market】Outdoor Customers Increase and There Is a Higher Rateof Outdoor Brands than SportsBrands in Shopping Mall

　　As the heat of 2008 Olympic Games dropping, more and more people change their lifestyle from sportive to outdoor. Sportive brands are being replaced by outdoor brands in some shopping malls. Insider indicates that, outdoor brands meet the current need of Chinese customers, and they need outdoor activities to release stress.

　　There are almost 50 brands in sports area of New Yansha Mall, with a ratio of 6:4 about sportive and outdoor brands in 2004, 5:5 during 2004 to 2008, and 4:6 at the end of 2012, leaving domestic brand Li-Ning alone. Zha Wei, director of marketing department in New Yansha Mall, analyses that sportive and outdoor brands exchange development tendency after 2008. Sportive products sales grow at a slower rate from 2008, while the malls replace sportive brands with outdoor and casual ones.

　　However, plenty of sportive products sell wellin tail commodities market. Wu Daju, general manager of Tianlan Outlets, says that there are dozens of sportive brandsin Muxiyuanstore of Tianlan Outlets, sales increasing 20% in last year.

　　That is because sportive brands develop fast before 2008, especially in cities of south China. As the improving level of customers’life, they will buy varying function products to meet different sports needs. But gap has existed between domestic and abroad sportive brands in technology and fashion, which leads domestic brands can’t be accepted. Outdoor brands attract more and more attention and become new fashion, keeping a stable growth at 30%-40% in last two years.

　　Even though no reliable data show how many Chinese take part outdoor activities, the whole industry goes up with double-digit growth rate created by famous brands. In China, outdoor activities are based on economy, while Chinese outdoor customers are high income class. But this group will get bigger and bigger, and the market too.