Outdoor sports shoes clothing brand market ice break waiting for?

In just three or four years, the local outdoor sports campaign started from the first few brands, and now is the creation of a dozen brands together, and more and more brands are making a comeback. The old brands are making efforts and new brands are emerging. It is widely believed in the industry that in the near future, the phenomenon of domestic outdoor brand echelon will be obvious, and the entire industry will also have product diversification and subdivision. In this struggle before stereotypes, it is necessary for the brand to identify the market segments in the industry, accurately position and market the brand, and create differentiated and distinctive marketing in the fierce competition.

From a living and outdoor trip as a healthy and happy way of life has become a remedy under heavy pressure. In fact, outdoor concepts are very common abroad. In contrast, the outdoor industry occupies a high share of the foreign industry, while in the country, the current outdoor industry is still at an early stage. However, China has a large population and a large number of bases, and the demand for outdoor supplies is increasing day by day. The “pan-outdoor” concept advocated by the outdoor industry exactly coincides with the potential market demand. In other words, the concept of “pan-outdoor” that differentiates from the local outdoor industry and differentiates it from the popular, outdoor, and professional life of the outdoors is just right in the current situation. After all, the emergence of the outdoor industry is ultimately the need of life, and how it is implemented is The key lies.

The slogan was before and the action was behind. The large gap between the execution of the landing and the previous planning was a big step in the development of the shoe and clothing industry. This is no exception for the developing outdoor industry. According to Jin Haiyan, director of brand marketing at Cadillac, “At this stage, many companies in the outdoor industry are tempted to follow the trend, and on the basis of no market research, they will make a big splash on the outside and publicize that they will have a share in the outdoor industry. "The result is that: Jin Yuqi and others are in the wrong place.

It is not difficult to find that in the local outdoor industry, many companies have already shown signs that the brand is not deep-seated, and they are getting harder and harder on outdoor roads. The outdoor industry is not a time-honored act. It is a down-to-earth approach to doing a good job of market research and planning. A strong survey of market demand is a prerequisite for entering the outdoor industry.

In fact, taking a close look at the development of professional outdoor industries in recent years, from the perspective of industry attributes, professional outdoor-oriented consumer groups are limited; from the perspective of brand style, many professional outdoor brands gradually move from very blunt combinations of fashion elements to living outdoors.

When the outdoor industry enters the stage of rapid development, it will enter the critical period of competition for the enterprise. At this time, the competition is not entirely the competition at the market level, but is more reflected in the competition for training internal strength. This should be a problem that local outdoor companies must pay attention to. Faced with the increasingly fierce competition in the industry, innovative thinking, and creating market segments, these brands have become the magic weapon for the rapid rise of the industry, and it is only through the road of innovation that they can quickly open up new horizons.

However, for these brands, how to ensure that the content of innovation always revolves around consumer demand is the most fundamental issue. How to avoid falling into the trap of a good product market? How to ensure that products bring new feelings to consumers without causing inventory and capital turnover? All of these uncertainties require these new brands to constantly reflect and improve through market feedback.

Winning the voice of consumers is an insurmountable “can”. Because the consumer's cognition is difficult to change once it is formed, for example, in the consumer's mind, Gree is an air conditioner and Galanz is a microwave oven. When talking about herbal tea, one can think of Wang Laoji. Gree, Galanz, and Wong Lo Kat have become synonymous. This is enough to explain the importance of focusing on a certain type of market segment for a brand.

Especially in the outdoor industry that has not yet been formed, the outdoor sports brand needs to leave the concept of matching with the brand's indicated market segment in the consumer's impression. It needs to position the market segments, highlight its core products, and use its fists to speak. Not only does the company base its core products on the market, but it also lays the foundation for the company's diversified development in the market.

As a market segment brand, the brand's own culture speaks for itself. The meaning of several layers of composition culture requires outdoor companies to carefully consider. “Category, taste and quality are the three essential meanings of each brand.” Assistant and Deputy General Manager of Lidao Company expressed to Guo Han that “Lund International Group has officially launched the UK outdoor brand to fully enter the Chinese market. In the strategy, we advocate life outdoors, casualness, professional packaging, fashion as a selling point, and cost-effective competition as a weapon. From the very beginning, we will strictly meet ourselves with a high threshold.”

Regardless of the category, taste, and quality, all of them serve the brand. In the end, they must implement the product and focus on product competition. Quality is the core essence of the product. With quality assurance, only sharp knife products are available, and there is also confidence in dialogue with consumers. It is also a guarantee for winning repeat customers.

The industry attributes of the outdoor industry require that its product features such as functionality, safety, and comfort have significant performance. The sporting goods industry represented by Jinjiang, based on years of accumulated shoemaking experience, has received a degree of recognition from the society for its exquisite workmanship. These provide some support for the product process of outdoor companies.

Generally speaking, consumers have to undergo several stages of cognition, recognition and recognition for a brand. The basis of cognition needs to keep up with the trend and the product. A few years ago, in the Jinjiang area, the rise of a brand was a common practice in the industry, and it caused a big blow to create a brand in Jinjiang. Nowadays, just relying on momentum is a naive move. Rational attitudes are increasingly being formed not only in the industry but also among consumers. It is necessary to create momentum, but also to product. At the same time, brand upgrades also require further experience. However, the brand strength of the local outdoor industry is still relatively weak, and the main competitive weapon has not yet been formed in terms of the structure of its unique culture, the creation of brand-rich products, and the forging of brand-name shops.

As a branch derived from sports, outdoor sports are often compared with the sports industry. Undoubtedly, adult sports have entered a stage of maturity and stability, and the outdoor industry is still in its early stages of development. Including capital, resources, and information is far from enough to compare with it. A local company owner, Lou Lou, started funding 30 to 20 million years ago, enough to support the development and expansion of a sports brand. Today, 30 million yuan is invested in the outdoor industry, but it is only a small amount of effort.

Resources, there is a saying, spiders can enjoy what they rely on is the relationship network. At present, the personal relationship and human resources are closely related to the development of outdoor companies. Local outdoor companies have never stopped the demand for industry personnel, and the entire outdoor industry still lacks talents who are proficient in the industry. In addition, in the process of growing up in the outdoor industry, many companies are holding a wait-and-see attitude. "What are my peers and competitors doing?"

With the strong backing of capital and resources, outdoor companies need to maintain communication with the outside world and the same industry at all times to keep up with the times and obtain timely information on their own development. Only when the information in the industry can be communicated with each other can the ideas spark more sparks in the collision.

Matching Profit Points Outdoor sports companies have expanded their channels after precise brand positioning and market positioning. Compared with the adult game in the street shops, the competition in the outdoor industry was moved to another stage. The nature of the outdoor industry's properties determines that it will use malls and large-scale integrated stores as the main channels, supplemented by specialty stores, and the number of street-side shops is still in the minority. At present, many shopping malls have opened up an area for outdoor brands. Consumers also tend to buy in department stores when they choose outdoor products.

The positioning of a brand determines the positioning of its channels. In the expansion of outdoor industry channels, due to the high unit price of outdoor products, sports products are more profitable in shopping malls. It is also the sales threshold that malls require, and the number of outdoor products required for sales is more easily achieved than that of sports products. Generally speaking, the high-end brand is mainly associated with the first-tier cities and second-tier cities and second-tier and third-tier cities. This is related to the consumer groups and spending power that they face. However, the operating costs of first-tier cities are high, and most of them are occupied by international outdoor brands.

Local outdoor brands must learn to sink the channel of adult sports brands. It takes time and space, and the cost-effectiveness of outdoor products is not suitable for sinking. It is even necessary to consider the impact of sinking on brand image. Therefore, in the choice of channels, outdoor brands need to use their own positioning as a benchmark to avoid blind expansion.

Regardless of the profitability of outdoor companies, the outdoor industry should still choose high-quality channels, find suitable channels for them, and achieve accurate marketing. At the same time, using the data to speak, doing the channel is to do the data. Based on the product, the brand can be given more social value. At the same time, it can also apply for a number of patents to enhance the added value of the brand and ultimately promote sales.

Marketing is a key local outdoor industry. At present, it is not only involved in price wars. The mode of operation and marketing methods also draw on the adult sports model to a considerable degree. Although the adult sports model has its strengths, the outdoor industry has its own characteristics after all and is in the development stage. This is both a challenge and an opportunity. Brand marketing innovation must go beyond its own characteristics, in order to promote the brand height. The key lies in how the company’s own marketing is done?

1. Precise Marketing In the adult sports, Xtep entered the market with fashionable sports at the beginning, and brand positioning is the place for success. In outdoor brands, the emergence of differentiated slogans such as “fashion outdoors” and “living outdoors” is also an important step for the outdoor industry to achieve accurate positioning and accurate marketing. At the same time, outdoor brands should avoid the maddening marketing of adult sports and target customers and consumer groups. In the local outdoor industry, some companies rely on precision marketing to choose the best customers.

According to industry sources, when some outdoor brands choose customers when they enter the outdoor market, they usually start from those customers who have experience in acting sports brands. Due to the delicate relationship between outdoor and adult sports, such accurate customers will reduce the corresponding costs and risks. .

2. Competition marketing is different from the integration of sports resources in the sporting goods industry. Compared with the official nature of the sporting goods industry competition, the outdoor industry is relatively scarce in the integration of competition resources. This is undoubtedly a challenge to the marketing process of developing outdoor outdoor events. . However, the outdoor industry's event marketing is gradually hot.

Recently, Tianlun Tianbei Huangshan International Triathlon Intercontinental Cup has just ended; Lion Lion's brand US Lions has signed the first China International Camping Competition; Leden Outdoor Group's brand St. Frye has participated in the sponsorship of domestic college students for four consecutive years. and many more. Outdoor brands use the game resources to go outdoors to “treasure treasures” and look for the best cooperation opportunities with the events.

Outdoor sports brands use brand events to conduct brand hype, and continue to strengthen the brand's professional height and increase brand awareness. Some outdoor companies are opening up new ideas and preparing to participate in the promotion of future events, join some ALICE activities, or integrate the brand's outdoor spokesperson's activities in order to more effectively promote brand image promotion.

In the limited race resources competition, ancestors can undoubtedly bring a good brand effect to the company. If it is plagued by similar sponsorship activities, companies must also find ways to innovate and avoid causing consumers to experience fatigue.

3, experiential marketing Experiential marketing is based on the event marketing, through the establishment of an experiential platform, with the private tourism groups, outdoor enthusiasts, outdoor enthusiasts to carry out joint promotion. “In order to better allow agents and distributors to experience outdoor trips, we try our best to create an experiential atmosphere. We may move our order to the mountains. We will guide our customers to experience outdoor life through ideas." Li Dao’s assistant general manager and vice president of operations expressed to Guo Han.

In fact, outdoor event sponsorships often incorporate some experience-based links. According to Provto Marketing Director Yang Kehui, the future Propato brand will be launched on the vertical network, through online marketing, and combined with other events to promote and strengthen the team's internal forces, robust terminal, so that their outdoor areas profession.

Seeking common ground while keeping abreast of differences, the development of the outdoor industry also needs such a wide range of feelings to accommodate a variety of “not the same” to achieve the ultimate goal - to make the brand closer to the consumer, truly deeper consumer level.

Generally speaking, companies often use the three dimensions of economic value, use value and psychological value to measure the degree of brand-to-consumer fit. In reality, many outdoor companies put themselves and their customers in the position of Party A, and consumers are placed in Party B. In fact, the real Party A is the consumer. Brand owners and customers only realize this point, and their ideological concepts have changed, so they can gather all the power to be invincible in the market and use the public to be fearless to their opponents.