Sports Big Business No. 2896, welcome to pay attention to the leading sports industry information platform
Wen | Lin Yuan
Sports big business reporter
After the Qingming And May Day, the "camping concept stock" continued to be red, and outdoor companies such as Sanfu Outdoor, Mugaodi, and Pathfinder rose collectively for many days, and the stock price of Mugaodi has risen by more than 100% since April.
At present, the national outdoor market is booming, and outdoor sports have become the hottest track. The epidemic has restricted inter-provincial and transnational tourism, the normalization of outdoor travel around short-distance areas, the unprecedented enthusiasm of the whole people to participate in outdoors, and the orders of many outdoor companies have been scheduled to the fourth quarter.
More than 1.3 billion yuan of funds flowed into the outdoor market in 1 year
According to the data released by the Ministry of Commerce, the sales of outdoor products in the national online retail market in 2021 increased by 30.8% year-on-year.
According to incomplete statistics on sports business, between May 2021 and April 2022, there were at least 11 investment and financing incidents in the outdoor sector, involving more than 1.3 billion yuan. The outdoor sector is being sought after by the capital market, and investors are optimistic about the long-term strength of the outdoor economy.
It is understood that the business areas of the invested outdoor companies include, but are not limited to, outdoor clothing, parent-child youth education, camping, urban outdoors, outdoor products, outdoor travel, 3C hardware, RVs, fishing, etc.
Outdoor financing/listing in the past year
According to the statistics of Securities Times, there are currently less than 10 companies with camping-related business in the A-share market. As a result, camping companies are the most concerned in the capital market, with 5 companies receiving financing or being acquired, followed by outdoor goods and apparel equipment. Overall, capital has made selective bets even in the outdoor category, which is not currently developing at a high speed.
The scale of the camping industry will exceed 35 billion
In the past year, there have been more than 8 outdoor sports companies that have submitted tables/listed, and their main business covers outdoor products, clothing equipment, intelligent imaging, etc. There are many big-name foundry companies among listed companies, showing the vitality and prosperity of the outdoor industry chain under the epidemic.
In addition, the outdoor sector has generated a number of blockbuster transactions.
For example, in the field of RV, the used car e-commerce platform Happy Auto announced a strategic cooperation with Camping Home, which will purchase no less than 20,000 new energy RVs from Happy Car in the next 5 years, with a total order amount of about 6 billion yuan (US$938 million).
U.S. rental and outdoor travel platform Outdoorsy has partnered with outdoor luxury accommodation operator Collective Retreats to expand its outdoor experience portfolio. Outdoorsy has also made a breakthrough in the field of outdoor insurance, with the company owning Roamy Insurance Group, a digital RV insurance company.
Outdoorsy
In the fourth quarter of 2021, Swedish campervan and RV accessories manufacturer Dometic acquired Texas-based cooler brand Igloo for $677 million; Solo Brands, which has a lot of private equity capital, acquired two DTC paddleboard companies before going public; Cotopaxi said it would become a $1 billion brand in the next decade, and the governor of Utah is said to have publicly requested that the "outdoor cash cow" move back from Denver to Salt Lake City.
Outdoor brands collective double-digit growth
The "Three Divine Beasts" run to develop business in China
Zhongyan Industry Research Institute expects that by 2025, the revenue scale of the global outdoor products industry will reach 236.34 billion US dollars, with a compound annual growth rate of about 6.86%.
2021 is a year of high progress for outdoor brands, according to the annual report data released by previous companies, regardless of Chinese and Western, a number of outdoor brands recorded double-digit growth, and the performance as a support point the stock price is growing gratifyingly.
U.S. outdoor retail giant REI Co-op grew strongly, with sales up 36 percent year-over-year to $3.7 billion in 2021. REI once again distributes more than half of its operating profits to its employees, members and nonprofit partners, and announced that it has more than 21 million registered members and 1.4 million new members.
KING
Colombia's full-year 2021 revenue increased 25% year-over-year to $3,126.4 million, and the company expects sales in 2022 to increase by 16-18% year-on-year.
L.L. Bean's full-year net sales increased 14% year-over-year to $1.8 billion, and demand for men's and women's clothing reached a record high.
Yeti achieved revenue of $1.411 billion in 2021, up 29% year-on-year, and sales of cup products accounted for 58.97% of total revenue; the company's full-year net profit reached $213 million, an increase of 36% year-on-year.
Pathfinder's actual revenue in 2021 was 1.243 billion yuan, an increase of 36.23% over the same period last year, and successfully turned losses into profits.
In 2021, the main revenue of Mugaodi was 923 million yuan, up 43.64% year-on-year, and the net profit attributable to the mother was 78.614 million yuan, up 70.99% year-on-year.
Zhejiang Natural's revenue in 2021 was 842 million yuan, an increase of 44.91% year-on-year, and the net profit attributable to the mother was 220 million yuan, an increase of 37.59% year-on-year. It is worth mentioning that from the perspective of geographical distribution, Zhejiang is also the province with the largest number of outdoor sports enterprises.
Sanfu Outdoor reported that in 2021, the company achieved revenue of 556 million yuan, an increase of 18.83% year-on-year, and the net profit attributable to the mother increased by 60.02% year-on-year.
Naturehike, an outdoor brand that received its first financing in April, said the company's average annual sales grew by more than 40 percent.
The above-mentioned outdoor companies have extended the good development momentum to the first half of 2022.
In the outdoor field, Archaeopteryx, mammoths, and climbing rats are called the "three sacred beasts". Perhaps seeing the success of Archaeopteryx in the Chinese market, the other two have also come to China to lay direct business.
In October 2021, Mammoth opened its first store with a new brand concept at The China World Mall in Beijing, and in November 2021, Climbing Mouse opened the brand's first direct-operated store in China at Hangzhou Tower.
This has been followed by a large number of overseas brands: in January 2022, the Japanese high-performance outdoor sports brand Goldwin officially entered China, and the first Chinese flagship store in Beijing was officially opened; in the same month, the norwegian outdoor brand Helly Hansen opened in Shanghai; in April, Amerven announced that another outdoor brand, PeakPerformance, will officially enter the Chinese outdoor market...
On the other hand, Chinese outdoor brands are also actively going overseas.
Noke's products are sold to 68 countries around the world, and sales on Amazon's platform have doubled in 2021 to more than $10 million; not long ago, Kaileshi signed a contract to become a sponsor of "Giant's Journey", becoming the first Chinese brand to provide professional trail running equipment for the world's top ultra-long-distance off-road endurance races.
Profit Whales predicts that Amazon's revenue from outdoor sports will reach $74.96 billion in 2022, which is naturally due to Chinese outdoor brands. The agency expects the market size of the outdoor category on Amazon's platform alone to reach $99.86 billion by 2025.
The "pan-outdoor" lifestyle is deeply rooted in the hearts of the people
The policy is constantly favorable
The pandemic has made people pay more attention to physical and mental health. Smoking, obesity and unhealthy lifestyles in general are all risk factors for COVID-19, and many see it as a sign that it's time to make a change.
Coupled with the general recognition of the "pan-outdoor" lifestyle, people's willingness to participate in outdoor sports has increased, and they are willing to devote a lot of time in this field. Outdoor is becoming more inclusive, more diverse, more experimental, in a low-threshold way so that everyone can quickly get started, outdoor gradually become a new domestic consumer application scenario.
Unlike "impulse consumption", the outdoor-led consumption trend will have a more profound impact on people's lives and will continue for a long time. According to surveys, more than 60% of those who started or resumed outdoor activities during the pandemic, whether walking, cycling, fishing or jogging, intend to continue to participate in outdoor activities after the restrictions are lifted.
Take outdoor barbecue as an example:
Some analysts pointed out that grill suppliers have doubled the benefits from the "epidemic dividend". Companies that specialize in barbecues benefit not only from the general trend of outdoor living and leisure consumption, but also from the trend of working from home.
After working from home, people start grilling more meals at home, and more often – not only for weekend dinners, midweek lunches and even breakfasts can be cooked on the grill on the balcony. Office workers who didn't have time to cook before are finding a new change in their lives and can enjoy a meal at any time while working from home.
The outdoor lifestyle has shifted to the city, and people choose to spend a relaxing leisure time together in the scene of home life, friends gathering, family outings, and couples dating scenes.
The Opinions of the CPC Central Committee and the State Council on Building a Higher Level of National Fitness Public Service System once again emphasize the construction of a "three vertical and four horizontal" outdoor sports space layout, and clarify the fundamentals of the country's great attention to the field of outdoor sports.
The 2022 work points issued by the Ministry of Education propose to further promote the "double reduction", promote the all-round development of students' physical and mental health, emphasize the realization of the overall myopia rate of children and adolescents by 0.5 to 1 percentage point compared with 2021, and focus on cultivating lifelong athletes with adolescents.
Children have an infinite interest and curiosity about all sports. In overseas, ergonomic outdoor children's shoes have been developed to adapt to each stage of children's growth, and the environment and equipment support for "playing outdoors" are becoming more and more mature.
New Oriental has also entered the outdoor field of teenagers. In March this year, Fuzhou New Oriental International Study Tour & Camp Education and Fujian Childhood Outdoor Camp reached a strategic cooperation, the two sides will carry out in-depth exchanges and cooperation in comprehensive practice, research and learning product development, quality literacy education and other aspects, and actively explore multiple research themes such as patriotism, characteristic traditional culture, outdoor sports, labor practice, farming experience, etc., and jointly create research products suitable for children and enrich children's after-school life.
For now, people will continue to derive simple, safe, and diverse satisfaction from nature. Equally important, as the Dragon Boat Festival and the 618 promotion approach, the number of active outdoor sports families will continue to grow, and outdoor sports will win the favor of more consumers.
Note: The images used in this article are from the Internet