The high-speed growth of the outdoor industry has attracted a lot of sports brand, clothing brand to gold, especially in 2013, many domestic sports major suit in succession sortie, their original brand influence, strong marketing channels caused by the industry "wolf" to the sound.But a year later, outdoor supplies market overall pattern did not change significantly, here 6outdoor trade "barriers" played a significant role.

1, brand barriers

Different from the general sports goods industry, outdoor activities with functionalcharacteristics, such as protection, thermal insulation, waterproof, breathable, quick drying,belong to a higher degree of specialization industry, consumer loyalty to the brand and the product of higher. With the popularization of the consumer cognition of outdoor products,product quality and brand status in the eyes of consumers will be more and more important. In the fierce competition in the market environment, the brand attention and recognition it is one of key factors in many competitive brands stand out.

Therefore the brand for outdoor products enterprises is very important, once the implementation of brand strategy, can bring huge economic benefits and good social benefits to the enterprise.However, brand building is a systems engineering, needs the enterprise to the customer as the center, taking demand as the direction, in product design, product quality, brand positioning and marketing network and so on many aspects into a large amount of manpower, material and financial resources, and long-term accumulation; and brand maintenance is more enterprises need to continuously improve R & D strength the expansion of marketing network, improve thelevel of management, public relations, orchestrated all kinds of marketing activities, to keep thebrand awareness and recognition. Therefore, the brand is the outdoor products industry one ofbiggest barriers to entry.

2, product design, R & D barriers

Product design, research and development is a major competitive outdoor products enterprises.Because of differences in the level of economic development and consumer preferences indifferent countries and regions, product design, R & D should have diversity and pertinence;outdoor sports is gradually the direction of popularization, the expansion of consumer groupsand accelerated the change of outdoor supplies of consumer demand, product design, R & D needs long-term grasp of fashion trends and consumer demand. The need to track the different global market; outdoor activities have functional attributes of its professional, at the same time with the leisure and comfort, product design, R & D should have the professional ability of the choice and application of material, process, in order to highlight the content of Science and technology, high performance price ratio products and consumer applicability. Therefore,product design, research and development ability is another important barrier to enter the industry.

3, the marketing network barriers

At present outdoor brands in China enterprises mainly adopt the regional distribution of sales model, the enterprise will be authorized by region specific products franchise to signing dealers,final sales dealers to buy out for product. The number of sales in store depends both on thedealer's comprehensive strength and stores, also depends on the business to dealerprofessional services capabilities, in addition to the effectiveness and the enterprise marketing management policy and advertising effect factors. Must be closely linked with many aspects,form the benign interaction, in order to effectively promote the overall marketing network scaleand efficiency.

In addition, recognition of the outdoor brand enterprises distributors, customers and consumersof the brand, and product market performance, will affect the regional marketing network to expand the speed and effect. Construction of marketing network of outdoor activities of enterprises is a long-term and complicated project, is the enterprise brand, financial strength,management level, comprehensive strength test, therefore, perfect marketing network willconstitute an important barrier to enter the industry.

4, a comprehensive supply capacity barriers

In the domestic outdoor products industry, especially the ODM/OEM companies, most of the export products are sold directly to the middlemen, brands and so on, and then by its sales to retailers until the end consumer. Large retailers global selection of the supplier, the more demanding standard: ODM/OEM enterprises need to have independent product development team and sustainable and efficient product development; the need for quality control of quality performance and stability of the system strictly; need to have good cost control, to produce high quality low price products; should have good commercial credit and efficient customer serviceservice. These standards on ODM/OEM enterprise production scale, management capability,supply chain efficiency, quality control ability are put forward higher requirements, but only with the above comprehensive supply capacity of enterprises to enter the outdoor products industryand sustainable development.

5, supply chain management barrier

China outdoor brand enterprise requires adequate and rapid production capacity and supply chain management capabilities to meet the domestic downstream distributors and theircustomers demand, to have a rich product varieties and styles to meet the needs of terminal sales shop display. Therefore, if the enterprises do not have the ability of supply chain management, and it can not meet the huge demand for retail terminal product supply, thus affecting the overall operating performance. Therefore, supply chain management is one of the main barriers to enter the outdoor industry.

6, management and talent barriers

At present, outdoor supplies industry brand enterprises basically adopt vertical managementbusiness model, the model requires the enterprises with good management ability and the corresponding talent reserve, can carry on the effective integration of each link of the industryon the resources, the realization of industrial chain management in the whole process ofprocurement, production, sales, research and development, marketing and brand etc..Management ability and precise level determines the efficiency and cost of the operation of enterprises, affecting the competitiveness of enterprises and business