Shoes And Clothing Enterprises Should Think And Act In The Outdoor Market.

50% of the industry growth rate, 5 billion 430 million of the industry shipments, and 10 billion 760 million of the industry retail sales, this is from the 2011 COCA statistics of China's outdoor industry development data. It is widely believed that, in the coming five years, China's outdoor products industry will continue to develop rapidly in the next five years, thanks to the upgrading of consumption, the awakening of leisure awareness and the improvement of people's living standards. Under this market background, in recent years, the number of enterprises entering the outdoor market has obviously increased. According to statistics from China outdoor business alliance, from 2010 to the end of 2011, the number of outdoor brands active in the Chinese market rose by 29% to 717, of which domestic brands grew by nearly 46%, reaching 334. However, at the same time of rapid development, various problems have been gradually highlighted, such as low concentration of industries, lack of uniform standards, ambiguous brand positioning, confusion of channel management and high price. Therefore, for those who have experienced the market baptism and want to enter the outdoor market in the outdoor market, and think of and become the focus of the moment.

The main brands occupy the first place, and the dominant industries are low in concentration.

According to industry statistics, in 2011, the number of domestic outbound products shipped more than 10 million yuan was only 52, with only 13 shipments exceeding 100 million yuan, while the 13 brands accounted for 53.22% of the total annual shipments. In this regard, industry analysts said that at present, most brands in the industry are small in scale of operation, serious in product homogenization, and relatively weak in brand competitiveness. At the same time, the market share of the main brands of the domestic outdoor products industry in 2011 is relatively large, with a preliminary leading edge and low industry concentration.

Vague understanding of the outdoor market and ambiguity of brand positioning

"Outdoors", as the name implies, refers to a wider range of outdoor sports, including aircraft, yachts, ravages, mountaineering, hiking and other outdoor sports forms that go out of the home, advocating great integration and mutual assistance and win-win results. Each category is very professional, rather than some of the misunderstandings of the outdoors are unprofessional or even professional outdoor. The professional outdoor actually refers to the outdoor outdoor in a narrow sense, but it is just an important part of the outdoors, and the two is not a parallel relationship. Li Hui, the first outdoors in China.

As China's first outdoor outfit, Li Hui has spared no effort in promoting outdoor publicity. From his understanding of the definition of Pan outdoor, he also helps us understand the outdoor market to a certain extent. In fact, outdoor sports can be described as a wide variety of outdoor activities. Whether it's professional outdoor, mountaineering, rock climbing and even outdoor recreation. In short, different outdoor sports demand for outdoor products is also different. At the same time, with the infiltration of global culture and the influx of outdoor sports brands from all over the world into the Chinese market, the choice of outdoor products will be diversified. However, throughout the domestic outdoor market, there are numerous examples that are prevalent in fashion, brand positioning, product style, publicity and imitation. As long as a product on the market is favored by consumers, all kinds of imitation products will be published immediately, so that enterprises who really want to make brand are miserable.

Lack of uniform standard and uneven quality

Determined by the nature of the industry, outdoor products are closely related to natural resources, and are closely related to the application of science and technology. Looking at the current outdoor products manufacturers, the most commonly used banner is not technology. Slogans such as "science and technology your campaign", "using technology to build China's first outdoor brand" and "guiding the future of the future with technology" are endless. However, how many enterprises really put technology into practice, and from the perspective of consumers, assume the social responsibility of entrepreneurs who produce as outdoor products? According to the relevant survey data, the lack of uniform standards and uneven quality is the current situation. Outdoor products industry Facing embarrassment. This also directly affects consumers' choice of purchasing channels. More often, consumers tend to believe that shopping malls and famous brand products, which virtually increase the difficulty of small and medium enterprises and newly entered the outdoor market to expand the market. Coupled with the fact that advertisements often appear in the market are not consistent with the essence of the products, the domestic outdoor products market is even worse.

Opportunistic thinking is rampant and channel management is chaotic.

When channel is king, the role of channel construction in terminal sales can not be underestimated. At present, outdoor products enterprises mainly focus on the two modes of franchising and franchise. The advantage of franchised stores is that they can fully mobilize local resources, with relatively small investment costs and large profit margins, while direct outlets are directly invested by manufacturers, with higher expenditure, but enterprises are highly controllable.

According to the reporter's investigation, in order to enhance the share of the brand in the market in a short time, a lot of outdoor business enterprises are opportunistic and speculative. They blindly pursue the number of brand outlets and neglect the management of terminal stores, resulting in confusion in the overall channel management of the brand. Specifically, such as the confusion of franchised stores in various regions, some agents lack brand awareness, and they will be stationed in the shopping mall in the form of small counters, and are willing to put them in a humble corner to share with other brands that are not up to grade. This development will not only reduce consumers' attention to brands, but also directly affect the positioning of enterprises and the building of brand image.

　　 The unit price is too high to be bought. The price is chaotic.

Affected by the chaotic management of outdoor channels, the prices of products are chaotic. In a reporter's interview, it was found that some outdoor products enterprises were "big and small" in channel management. They sold the products at low discount wholesale prices to the channel providers, while the retail price was finalized by the channel merchants themselves, which eventually led to the market price of the products with high price and not being bought by consumers. Some enterprises, though stipulate unified retail price, do not have enough supervision, so the franchisee's own discount or raise price exists universally. Finally, the prices of the same products have not been harmoniously unified, and the brand image has also been seriously damaged while consumers complain. In this regard, industry experts pointed out that the fundamental reason for price chaos is enterprise management, including inventory control. No regular discount is usually caused by backlog. Therefore, how to do a good job of market monitoring, reasonable prediction and better control of inventory has become a "course" that many outdoor products manufacturers need to focus on.

In recent years, the domestic outdoor market is full of smoke. From the initial several brands to the war, to today's hundreds of brands together to create the disk. More and more brands are taking advantage of the wind to seize the "cake" in the outdoor market. Old brand force, new brand out. In the industry, it is generally believed that in the near future, the phenomenon of the outdoor brand will become more and more obvious. The whole industry will also be more differentiated and the products will be more diversified. In this battle, we need the brand in the industry to identify the market segments, precise brand positioning and marketing, and get out of the differentiated marketing channel in the fierce competition.

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Identifying market segments

Following the wind is serious. Homogenization Obviously, this is a common phenomenon in the outdoor market. In the market, as long as there are relatively popular products, there will always be a spate of follow ups and a series of homogenization reactions. Finally, the same style of products are constantly labled with their labels and covered by layers, causing consumers to lose their eyes. This will not only affect the enterprises that really want to make brand, but will also be misleading in the market development. It will also be misleading to consumers, which is not conducive to the cultivation and development of the domestic outdoor industry. As a matter of fact, "all roads lead to Rome" is due to the variety of outdoor sports, and the outdoor market echoed with it will also be a fragmented market. Therefore, the first step for an enterprise to operate its brand is to identify the market segments in the industry accurately. From the perspective of category, taste, quality and so on, we will focus our attention on the product itself, speak with products and serve the brand with all our strength. Only product quality assurance, only sharp knives products, and have confidence in dialogue with consumers, but also to win back the head of the protection.

Precise brand positioning

When outdoor brands identify the market segments, it is time to consider and even finalize the brand positioning. To some extent, which brand is the first accurate brand positioning, and out of the brand differentiation, will also be the first to enter the outdoor market, and at present there are few examples in the market. Such as playing the "family outdoor leisure first brand" banner King Camp. With the development of society, people's pressure is increasing day by day. Influenced by the pressure of life, the idea of returning to the family is becoming more and more obvious, and the family concept is more intense. On this basis, King Camp accurately positioned the brand at the right time and right angle. The connotation of King Camp brand is a special emotional experience. Outdoor should never be limited to the individual's exploration of nature and the challenge to self limits, but also to go out with family members, to share and experience the experience of outdoor sports, and to convey this joyful mood to friends around. The essence of family outdoor is sharing, which is a sense of happiness, "Xu Guoqing, general manager of King Camp, describes. Also like the introduction of "light outdoor" concept of Columbo. Driven by the improvement of people's living standard and income growth, urban people are eager to get rid of the bustle and bustle of the city, to breathe fresh air in the open air, and to take a short trip to relax the exhausted mind. Against this background, Columbo's "light outdoor" is born in the city, aiming at advocating the life philosophy of "decompression for the mind and burden for the earth", pursuing a natural and happy way of life, so that everyone can enjoy outdoor happiness. Columbo's responsible person said that the so-called "light outdoor" refers to clothing and products to adapt to outdoor weather conditions, to provide all-weather protection for wearers at the same time, more emphasis on "lightweight materials", "easy and convenient function", "light fashion design" as the core of the system standard, for the wearer to create more relaxed, comfortable and natural outdoor sports, travel experience in life. KOLUMB brand rises from the quality of the products used by travellers to the pleasant mood of all-weather outdoor clothing.

Reasonable expansion of channels

The term "horse racing enclosure" has been widely used in the sports market which has been gradually weakening. Nowadays, the outdoor wind is getting more and more popular. The rapid expansion of channels has become a common phenomenon in the outdoor market, so that some brands even go back to the "horse race enclosure" mistakes, falling into the situation of "eating dumb food and having bitter words." As the saying goes, only suitable for oneself is the best. Outdoor brands need time and space to learn the brand sink of adult sports, and the cost performance of outdoor products is not suitable for sinking. After all, the impact of channel sinking on brand image should not be underestimated. Therefore, on the choice of channels, outdoor brands should choose their own location as the benchmark and choose high-quality and suitable channels to avoid blind layout expansion. At the same time, using data to speak, after all, to do the channel is to do data. On the basis of products, with the application of multiple patents, it gives the brand more social value, and also promotes brand value-added, and ultimately effectively promotes sales.

It is understood that, compared with the adult movement in the street shop competition, outdoor industry channel dispute was moved to another stage. The characteristics of the outdoor industry determine that the shopping mall and large general store are the main passageways, supplemented by exclusive stores, and the number of shops on the street is still in the minority. At present, many shopping malls have opened up an area for outdoor brands, and consumers tend to shop in department stores when choosing outdoor products.

go Marketing Innovation Way

Nowadays, the outdoor industry not only faces the price chaos, but also causes the brands to fall into the price war. Brand operation mode and marketing means also draw lessons from the adult sports mode. Although the adult sports mode has its strong points, the outdoor industry has its own attributes and is at the stage of development. This is both a challenge and an opportunity. Therefore, the brand should go out of its own way of marketing innovation so as to enhance the brand height.

Looking back at the history of adult sports, XTEP initially began to enter the market with fashion movement. In outdoor brands, the emergence of "fashionable outdoor" and "outdoor life" are also important steps for the outdoor industry to make precise positioning and precise marketing. At the same time, outdoor brands should avoid the marketing campaign of adult sports, and target customers and consumer groups. In the current outdoor industry, some enterprises have made use of precision marketing to achieve the choice of high-quality customers. Industry celebrities say that some outdoor brands tend to choose customers who have experience in agency brand when they first choose to enter the outdoor market. This is mainly due to the subtle relationship between outdoor and adult sports and individual interoperability, so that accurate customers can help to reduce the corresponding costs and risks. However, after all, outdoor is different from sports. It has its own industry attributes, so it was allowed at the beginning, but this road should not go far.

At the same time, in the process of seeking marketing innovation, sports marketing has also been favored by outdoor brands to some extent. Unlike the sports resources industry's integration of sports resources, compared with the official nature of sporting goods industry events, the outdoor industry has less resources in the integration of sports resources, which is undoubtedly a challenge for the development of outdoor enterprises' sports marketing process. However, at present, almost all outdoor brands need to choose some events, teams and celebrities for sponsorship. Such as OZARK sponsored national mountaineering team and Tibet mountaineering school, Pathfinder sponsored Chinese science team and Wang Shi, KAILAS sponsored rock climbing team and Zhong Qixin, FRASPENS sponsored Xiamen University mountaineering team, red matches outdoor sponsorship China Agricultural University mountaineering team, KOLUMB sponsored environmental protection business, THE NORTH FACE sponsorship many events, Tianlun Tian sponsored Triathlon and Tsinghua University mountaineering team...... It can be said that sponsorship activities, events and celebrities are unique marketing models of outdoor brands and sports brands, and can really play a good communication effect. For outdoor sports brands, through the use of events to carry out brand speculation, and constantly enhance the professional height of the brand, increase brand awareness. Some outdoor enterprises are also opening up new ideas, preparing to join some donkey activities in the promotion of future events, or integrating the activities of brand outdoor spokesmen, so as to promote the publicity of brand image more effectively. Industry experts suggest that outdoor enterprises should not only sponsor, but also make use of sponsorship. Some outdoor enterprises only sponsor for sponsorship and are very passive in marketing, resulting in a lot of manpower, material and financial resources, but the results are not satisfactory. At the same time, in the aspect of sponsorship, outdoor brand should learn more from sports brand and extract its essence to its dregs. After all, in the limited competition resources competition, the first step can undoubtedly bring good brand effect to enterprises. If it is bothered by similar sponsorship activities, enterprises should also try their best to innovate and avoid consumers' aesthetic fatigue.

Of course, in addition to being popular with outdoor brand marketing, experiential marketing has also been gradually concerned by brands, and has become popular.

Experiential marketing is based on the marketing of sports events, through the establishment of an experiential platform, with folk tourism groups, outdoor enthusiasts, outdoor enthusiasts to carry out joint promotion. "In order to better let agents and distributors personally experience outdoor travel, we try our best to create an experiential atmosphere that may move our orders to the mountains. We should guide our customers to experience outdoor life. Li Dao company responsible person expressed this.

According to the reporter, the love of Fujian outdoor brand to experiential marketing has increased significantly compared with the past. Such as the brand Tianlun Tian (Fujian) outdoor sports products Co., Ltd. brand Tianlun Tian outdoor, industry well-known website 8264 outdoor information network and Quanzhou famous outdoor club - Quanzhou outdoor camp Sporting Club Hotel jointly organized the "dream love in the border area" the first large-scale border industry outside China, the self driving public service activities have been successfully concluded in June this year. Public welfare and landing activities have become the new attempt of Fujian school's outdoor marketing. "The Tianlun Tianjiang border area will combine activities with public welfare. Through a series of surveys, we find that the living environment of the frontier people is poor, and they bring love to the people living on the border line, and call for more people to pay attention to and help them. At the same time, we explore new sources of outdoor sports, so as to provide references for people who love outdoor sports and promote the development of Chinese outdoor sports." Mr. Xu Tengda, general manager of Tian Lun Tian outdoor sporting goods Co., Ltd.

For example, F Leonspan's outdoor brand of Fujian (outdoor) Sporting Goods Co., Ltd., a self driving Travel Forum sponsored by the "most Tibet" outdoor sports forum, also drew a perfect conclusion. According to F Leonspan, director of marketing, Wang Quancheng, the main theme of the event is "turn over @. The whole journey lasted for 20 days, about 8000 kilometers, and over 5 5 meters above 5000 meters, and the highest altitude was 5231 meters from the Tanggula pass. The whole course of driving is more than 600 kilometers, which is a severe test for driving skills and mental endurance. In addition, the reporter also learned that F Leonspan's self driving drive to Tibet was also a combination of public welfare and environmental protection. Members of the self driving team have been in the orphanage of many times in Tibetan areas, giving gifts to Tibetan orphanages and laughing. In the face of snowy plateau, blue sky and white clouds, the team members pick up mineral objects such as mineral water bottles and other abandoned objects at high altitude, practice the concept of environmental protection, and return to the plateau a piece of pure land.

From the above landing activities, we can easily find that in the outdoor brand of Fujian faction, whether it is F Len Spann outdoor with professional orientation or the Tianlun sky of the outdoor outdoor route, they all focus on the marketing way that can directly communicate with consumers. Experiential marketing has succeeded in grafting the outdoor brand of Fujian faction.

In a word, whether it is popular event marketing or popular marketing experience in recent years, it will boost the shaping of outdoor brand to a certain extent. Only different brands have their own brand positioning, development path and marketing needs. Therefore, only by stepping out of their own differentiated marketing innovation can we go further and go further in the outdoor market. (