Contents

¾ Outdoor Core Market

¾ Total Outdoor Market

¾ Outdoor Consumer Research

¾ Outdoor Future Market Forecast

COA report 2015

China Outdoor Market Report 2014

COA report 2015

Background

The Source of Research:

¾ Source of Wholesale & Retail Turnover: Interviews with major brands, report from the biggest distributors or retailers, government report, official company reports, industry statistics, internet source, stock market publication, research from 120 researchers of local outdoor friend ( from Clubs, Stores and local Association etc.)

¾ Source of Sales Channel: Brand information of sales point, figures from our researchers, personal check in 110 outdoor active cities from 334 cities in China, plus dealer and mall data. Big data support. This report does not include outdoor sales from factory Outlets and fake sales.

¾ Consumer research: Consumer surveys were from two professional outdoor websites of china, totally 5383 valid surveys.

¾ This report is organized by Beijing German-Messe Exhibition Consulting Co. LTD in Coop. with COA, and organized by the Outdoor market research team in Beijing.

¾ This report excluding mountain- and sports bike, Fishing or Hunting.

COA report 2015

0

2

4

6

8

10

12

14

16

18

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

0.06 0.15 0.3 0.45 0.66 1.0 1.4 2.3

3.4

4.9

7.0

11.0

13.24

15.38

17.06

Volume of Outdoor CORE Market 2000-2014

¾ 2014 outdoor core market volume：17.06 billion RMB¾ Equivalent to 2.8 billion dollar ，or 2.3 billion Euro ¾ Compared to 2013 increased by 10.9%

*1 dollar=6.1 RMB, 1 Euro=7.5 RMB

In billion RMB

COA report 2015

Various Channel Contribution to Retail Sales (Core market only)

*Internet sales in only B2C , without B2C or C2C.

Monobrand stores

in street and mall

9.11 billion RMB

53.4%

Internet sales

4.85 billion RMB

28.4%

Group Buying

0.21 billion RMB

1.2%

¾ In 2014 the growth of Internet channels is rapid, compared with 2013 increased by 61.7%

Multibrand stores

in street and mall

2.89 billion RMB

16.9%

COA report 2015

Outdoor Brands in China from 2010-2014

¾ Core outdoor brands increased by 11.8% in 2014 than last year, more than half of the new brands based on internet sales channels.

178 218 248 284354

304

356369

409

421

0

100

200

300

400

500

600

700

800

900

2010 2011 2012 2013 2014

Total 574

Total 617

Total 480

Total 693

Total 775

China Brand Foreign Brand

COA report 2015

1967 2630

3479 3678 3801

3532

5124

7620 8742 8501

0

2000

4000

6000

8000

10000

12000

14000

2010 2011 2012 2013 2014

Numbers of Sales Points from 2010-2014

¾ Under the dual impact of the cost of store rental and Internet channels, the number of outdoor sales points fell by 1% in 2014.

Total5,499

Total7,754

Total11,099

Total12,420

Total12,302

Monobrand store in street and mallMultibrand store in street and mall

COA report 2015

The Leading Market Place For Outdoor In China-2014

COA report 2015

The situation of Chinese outdoor market in 2014

The volume of Chinese outdoor market is getting bigger and bigger， the sporting goods continued growth in 2014. the State Council released the “Document [2014] No. 46 " to clear up the direction for the development of sports industry, with the sports industry expands and develops again, the Chinese outdoor market will usher in new opportunities for development.

Core outdoor market

consist of specialized

brands

Sports brands

with outdoor collection

Fashion and leisure brands

with outdoor collection

Low budget market

with outdoor collection

COA report 2015

1.4 2.3 3.4 4.9

7.0

11.0 13.2

15.4 17.1

19.6 22.6

25.9

29.8

34.3

39.5

45.4

52.2

60.0

69.0

1.4 2.3 3.4 4.9

7.0

11.0 13.2

15.4 17.1

18.8 20.6

22.7 25.0

27.5 30.2

33.2 36.6

40.2

44.2

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024

Optimistic (+15% every year) Conservatively (+10% every year)

Core outdoor market forecast for the next 5 to 10 years

Optimistic (+15% every year)

Conservatively(+10% every year)

In billion RMB

COA report 2015

Consumer-Definitions

Consumer research:

¾ The results of the consumer survey came from the professional outdoor website platform of Lvye and Sina, 5383 valid questionnaires were collected.(Research time: December 2014 to June 2015)

¾ 5383 questionnaires were included in all provinces of China.

COA report 2015

0%

5%

10%

15%

20%

25%

30%

35%

3.4%

14.5%

24.8%

28.3%

18.5%

6.2%4.3%

0.3%

7.3%

13.5%

33.9% 34.2%

10.5%

0.3%

2013 2014

Consumer- Age

≤17 18-25 26-30 31-40 41-50 51-60 ＞60

¾ 31-50 is the main outdoor consumer group, the total number of survey is 68.1%.

COA report 2015

Consumer- What services would you like to get from an outdoor store?

68%

70%

72%

74%

76%

78%

80%

Product discount

information

Outdoor activity

information

Professional outdoor

training

80.0%

74.6%

73.0%

COA report 2015

Ranking of Chinese consumers most favorite outdoor sport

0% 2% 4% 6% 8% 10% 12%

Others

Kayaking

Fishing

Horse riding

Hunting

Hiking & Trekking

White water rafting

Trail Running

Skiing

Rock climbing

Road biking

High altitude mountaineering

Mountain biking

Camping

Traveling

Low altitude mountaineering

0.3%

3.6%

4.1%

4.3%

4.5%

5.1%

5.5%

5.8%

6.1%

6.1%

6.1%

6.4%

8.5%

10.2%

11.7%

11.9%

2014

0% 2% 4% 6% 8% 10% 12%

Others

Hunting

Kayaking

Horse riding

Fishing

Road biking

White water rafting

Trail Running

Rock climbing

Skiing

Traveling

Mountain biking

High altitude mountaineering

Camping

Hiking & Trekking

Low altitude mountaineering

0.46%

3.00%

3.40%

4.08%

4.22%

5.12%

5.57%

5.59%

6.71%

6.84%

7.11%

7.38%

7.69%

10.15%

11.10%

11.57%

2013

¾ Biking is more and more popular.

COA report 2015

Consumer-What other sports you do or like to do besides Outdoor?

¾ The crowd of running grew rapidly.

0.0% 10.0% 20.0% 30.0% 40.0%

GolfTriathlon

OthersHunting

BoxingVolleyball

TennisSkating

YogaFootball

Water SportsSkiing

BasketballTable Tennis

Use GymRunning

Badminton

3.6%3.8%4.3%4.6%

6.1%7.9%

10.1%10.8%

13.8%16.8%

18.9%21.9%22.2%

24.3%28.5%

39.1%39.7%

2013

0.0% 20.0% 40.0% 60.0% 80.0%

GolfOthers

VolleyballSkating

HuntingFootball

TriathlonBoxingSkiingYoga

TennisWater Sports

BasketballTable Tennis

Use GymBadminton

Running

2.9%3.2%

5.9%10.0%

12.7%14.2%14.5%17.0%18.9%

24.3%26.1%

29.9%36.1%

40.5%52.8%

61.4%61.8%

2014

COA report 2015

COA Alliance

The China Outdoor Association Co., Ltd. has been incorporated in China. The company is an unprofitable organization operated by COA. Current COA members are managing outdoor brands including ACANU, DISCOVERY, HALTI, KAILAS, LEKI, LOWA, MEINDL, MOBI GARDEN, NORTHLAND, SCALER, TOREAD, VAUDE, etc. A decision was made that more outdoor brands would be recruited as COA members.

This year COA will promote the three platforms, namely Asia Outdoor Trade Show, COA Outdoor China Summit and COA Outdoor League Tournament, and one standard that is the COA outdoor products quality standard.

COA3+1 Declaration

The China Outdoor Association Co., Ltd.(COA)

COA report 2015

China Outdoor Market Report 2014

For more outdoor Information please contact:

COA Secretariat

Beijing German-Messe Exhibition Consulting CO. LTD.

Yuki ZhaoTel:+8610 67152909E-mail: yukizhao66@163.com

The market report 2014 was prepared according to the available market figures and the best possible knowledge. We don’t give any guarantee for the completeness and correctness of all figures.