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Mo Nai Outdoor, China's leading supplier of outdoor gear, recently concluded a four-day strategic meeting in 2010. The event, titled "Let's Explore Outdoors and Win the World," brought together 24 branch companies and one office team to discuss the company’s 2010 market development strategy for China. This initiative is expected to significantly boost the growth of the country’s outdoor industry.
Founded in 1997, Mo Nai Outdoor has long been a key player in the global outdoor equipment market, providing OEM services to over 60 well-known international brands. Since entering the Chinese market in 2006, the brand has focused on the outdoor sports and leisure tourism segment, blending functionality with fashion and casual design. By targeting China's vast consumer base and promoting a healthy, active lifestyle, Mo Nai has built a strong brand identity and loyal customer following.
One of Mo Nai's key strategies is its emphasis on sales channels. The company has chosen the largest retail outlets that can reach the broadest consumer base. By 2009, Mo Nai had expanded into over 1,500 chain supermarkets across China, including major retailers like Carrefour, Walmart, and Metro. This extensive presence has allowed the brand to dominate the outdoor product retail space.
The Chinese outdoor market is experiencing rapid growth, driven by rising disposable incomes, changing consumer preferences, and an increasing interest in outdoor activities. Despite being in the market for less than a decade, the industry has grown at an average annual rate of 48.9%. Industry experts predict that this growth will continue, with the market expected to maintain a double-digit growth rate of at least 40% per year.
As consumer behavior shifts from basic outdoor use to more fashion-conscious and lifestyle-driven choices, brands like Mo Nai are gaining traction. In first- and second-tier cities, it's common to see people wearing outdoor clothing and shoes in daily life, and outdoor furniture is becoming a staple in homes and public spaces.
With three years of rapid expansion, Mo Nai has established a nationwide sales network covering all major cities in 31 provinces, excluding Taiwan and Hong Kong. By mid-2009, the company had secured a dominant position in supermarket retail, far surpassing competitors in terms of market coverage.
In 2010, Mo Nai plans to further strengthen its market position by expanding its franchise network. With over 2,000 products available in each store, franchise locations are designed to penetrate smaller cities and towns, where hypermarkets may not have a strong presence. This move is expected to create new opportunities and challenges for the sales channels while ensuring sustainable growth.
The company aims to open 1,000 franchise stores in 2010, making Mo Nai the first outdoor brand in China with a clear competitive edge. As one industry leader put it, “Mo Nai’s 2010 strategic meeting is like the Whampoa Military Academy of the Chinese outdoor industry, where future leaders will emerge.â€
Looking ahead, the outdoor industry presents huge opportunities for Mo Nai. The company is confident that it will not only grow rapidly but also contribute significantly to the development of the broader outdoor sector in China.
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