JanSport in China, a Market Analysis on Outdoor Gear

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JanSport is the Original Outdoor Gear Brand that embodies a culture of fun and discovery. It equips people globally with quality, enduring and reliable products that enable the freedom to experience life’s adventures. JanSport’s success extends around the globe and into walks of life that are as varied as its product offering. Providing world-class products brings the additional business and moral obligation of ensuring safe, ethical and lawful manufacturing conditions.

Market Analysis of JanSport’s Products in China

JanSport provides enduring and popular outdoor gear for consumers in China and worldwide. Recently JanSport just finished a program in cooperation with a famous fashion brand Benny Gold from San Francisco, releasing a “Benny Gold x Jansport” backpack and publishing it by filming short videos. This backpack, using high-quality canvas and PU materials, is able to accommodate a 15-inch laptop, convenient for both work and leisure. Certificated dealers of JanSport have already added this new product to the catalog, including both regular version as well as limited edition.

JanSport is aware that the backpack that carries the consumers’ books to school might need to be the same backpack that carries their gear on a Saturday day hike, so it incorporates flexibility into each and every design. And this, as is shown by a recent market analysis in China, seems to be a very important reason why JanSport takes such a significant position in the hearts of Chinese consumers.

Market Report for JanSport’s Big Plan for its Future in China

As outdoor activities like fishing and hiking get more and more popular in China, the market of related clothing and other equipment becomes a new focus point of merchants. Even though still immature compared to western markets, the huge development potential still attracts a growing number of foreign brands, making them to speed up their step in China.

The first outdoor brand JanSport in theU.S.came to China in 2012 and try further enlarging its influence, with the chance of conference of Outside Collection of 2013 spring. It is shown by a related market report in China that JanSport is already the first giant of outdoor gear in the world and has about 20% market share in the Chinese market, with the sales in China ranking in top 3 in Asia. Even though JanSport’s market in China still concentrates more on the first and second rank of cities like Shanghai and Beijing, it seems that JanSport is paying great attention to the second and third rank of cities as they become more complete.

Edited by Amy Wang from Daxue China consulting.

Picture source: bing, bing

marketing research china
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