Can Domestic Outdoor Brands Replicate The Success Of Sports Brand?

After ten years of accumulation, the domestic outdoor industry is brewing a trend of large-scale explosion.

How to seize opportunities and develop smoothly in the face of the history that can not be met? This is the key to whether a brand can develop faster in the face of opportunities.

The following data can prove the critical nodes of big development and big leap market.

In 2008, the total sales volume of domestic outdoor industry was 3 billion 600 million, the annual growth rate was about 50%.

In 2009, the national automobile market sold 13 million vehicles, becoming the world's largest sales market.

The Chinese consumer group has a population of 15 to 40 years old, with a population of about 100 million and a middle class of 100 million.

World travel Director Report: China's tourism population will increase by more than 8.5% in the next 10 years.

The annual sales of outdoor products in the United States are about 30 billion dollars, while the European Union is 55 billion euros.

Compared with the so-called brand of the domestic outdoor industry, which is basically pformed from production tents, folding stools, clothing Shanzhai small factories and small and small factory producers, there are still many deficiencies in the production quality to R & D capability. The brand is far from the extent of additional value, most of which are limited to sales in the area. The sales scale is mostly between millions and two or thirty million, that is, only one or two of the national brands such as Pathfinder and OZARK, the sales scale is only 2, 300 million, and the scale of the exclusive store is only about 200, compared with the international brand Colombian domestic sales scale is only about 1/5.

The current outdoor market situation is quite similar to that of the sporting goods market ten years ago.

At that time, the sports market was the absolute leading position of the international brands such as Nike, Adidas, Puma and so on. The domestic brand Lining could still produce the sales shoes and shoes, and the domestic brands were either the imitation copyboards of Nike or ADI, or they could only be mixed up in the wholesale market.

Today, however, domestic brand Lining has sold 8 billion 300 million yuan in 2009, surpassing 70 to 8 billion of Nike's sales in China, and a large number of domestic brands, such as Anta, 361, XTEP, PEAK and Hongxing Erke, are catching up with each other. They are catching up with each other in a comprehensive way beyond the international brand. Anta sold 4 billion 800 million last year, and other 20 to 3 billion.

To explore and learn from the successful strategy of domestic sports brand from weak to strong, to provide more guidance for domestic outdoor brand to succeed.

First, the gradual extension of the specialized product market to develop the mass demand market is the only way to expand the market and strengthen ourselves.

Sporting goods and shoes and clothes are only bought by professional athletes and sports enthusiasts. To achieve maximum market sales of brand products under limited demand is not a realistic proposition.

The domestic sports brand has not locked itself in a more professional and professional position, instead, it has put more goals on popularization.

Products are not particularly professional, the price can be accepted by the public, and marketing has been organized in a more popular way.

A large number of star advertisements display strong, graceful, relaxed and fashionable posture, and constantly lure young people to pursue fashion.

The magnificent shop display, bright and vivid colors, novel and stylish, are in line with the psychological needs of young people who are active, active, pursuing easy fashion and showing the beauty of youth.

Everything is to induce and guide the public to consume sports goods.

Through continuous guidance and promotion, in the eyes of the public, sports clothing and shoes are more comfortable, relaxed, fashionable, and display key symbols, not necessarily sports products.

This propaganda, education, demonstration and positioning make the domestic sports brand gradually expand its scale.

At present, there is a lack of market demand in the domestic outdoor market, and consumers' purchase intention is short of strength, which results in limited market size.

This is related to the lack of awareness and lack of popularization of most brands and sellers.

Most brands carry outdoor products as professional outdoor sports products. Most of them regard them as professional mountaineering clothes, all-weather assault clothing, assault trousers and mountaineering shoes, so they are confined to professional outdoor stores or sports stores.

All this seems to have little connection with mass consumers.

It is difficult for most consumers to go mountain climbing or explore, and seldom encounter bad outdoor environment.

This result can only be tied to the silkworm, and shut out of the consumer.

Outdoors from conceptual interpretation is outside the portal.

This is a fairly broad concept meaning noun.

It contains all outdoor products.

For this reason, it is not necessary for us to shut ourselves up in the professional outdoor sports that we consider noble.

Outdoor includes both outdoor sports and outdoor products without outdoor sports. It has a fairly wide market concept.

Out of the door is outdoors, as long as it is free from indoor blockade and bondage, enjoying the relaxed and leisure brought by outdoor sunlight and air, it can be called outdoor products.

Outdoor products should be suitable for outdoor environment, reflecting active, free and relaxed, natural products that can enjoy outdoor sunlight.

From this point, leisure and leisure take up a lot of ingredients.

Just like sports shoes, more people buy it for comfort, light and fashion, not for sports.

Outdoor products and markets should pay more attention to the comfort and ease brought by outdoor sunlight and air, rather than just the embodiment of protection and courage.

That is to say, outdoor shoes and clothing should not only revolve around environmental function protection, but should focus more on the psychological feelings of comfort and ease.

Even outdoor sports are not only mountain related outdoor activities such as mountaineering, rock climbing, field fighting, crossing, expedition, etc., but ordinary consumers are mostly self driving tours, hiking, barbecue, outing, outing, tourism, photography, fishing, and sometimes even Street activities.

The location and scope of consumers often determine the direction of product development, which is also the basis for deciding the direction of brand market development.

The accurate grasp of market and product concept determines the accuracy of market development and determines whether the brand can succeed or not.

The successful demonstration of sports brand's mass line can also provide a good reference for the outdoor industry.

Two, take the channel drive as the core, lay emphasis on the two or three line market, create the local market advantage with the dense two or three line city layout, first seek the sales volume pformation from the number of outlets, then gradually change to the efficiency optimization.

Take channel and terminal as breakthrough points to promote product and brand development.

China's market is wide and its economic development is unbalanced, leading to unbalanced, diversified and complicated market development.

The domestic sports brands are focused on the two or three line market development terminals, and are the key development terminals in the pformation from rural areas to new cities, developing new cities, urban rural integration zones and emerging urban areas.

There are both the meaning of avoiding the confrontation of international brands, and the factors of acquiring new markets and customers and reducing competition costs.

Taking advantage of easy asylum and implementing peripherals are all domestic brands: Anta, XTEP, 361, PEAK, Xide dragon, Hongxing Erke, Philharmonic and Nai bu.

They have set up exclusive stores in new towns and urban areas, and spread them around as a stronghold, forming a new strong local market.

On the one hand, it has blocked the downward expansion of international brands, and on the other hand, it has acquired new consumers and markets, and has gained space for the brand to survive and develop.

Lining, the leader of the domestic market, has about 7000 stores, Anta has 6000 stores, 361, and XTEP has about 5000 stores.

The reason why domestic brands have rapid sales promotion is closely related to the speed of shop opening and the layout of channels.

The limitation of domestic outdoor brand sales is due to the lack of terminal number. The number of stores that have the highest sales volume in China is only more than 200, and the core market is limited to only one tier cities in Beijing, Shanghai, Chengdu, Xi'an, Guangzhou, Chongqing and Wuhan, and the market development speed is limited.

And OZARK has no difference with the Pathfinder.

Other brands, such as snow wolf, Dragon Bird, acme, Tianshi, Fire-Maple, Mu Gao Di, Gao Gao, unlimited life, creeper, Kele stone, polar, Northland, Ward, mancov, Mai Le, and Lotte are basically sold in wholesale or partial regional market. They can hardly be sold on scale. The brand influence is even more impossible. Most brands, such as non professionals, do not know their existence at all.

Without a good channel, terminal strategy and expansion, we can not speak of market development and upgrading.

Domestic sports goods channel and terminal development strategy may provide more help for outdoor brands.

Three, the popular affordable price strategy effectively supports popular positioning and channel development, and has become a powerful weapon to conquer the market.

There are traces of copycat imitation in the period of domestic sports brand creation. However, the quality has not been relaxed at all. The quality is constantly following the international brand, as close as possible to the international brand, and on the price, it has a low price of 15% to 30% with the international brand in a popular way. It attracts the customers who are not wealthy but are prevented by Nike and ADI.

In the real market of China, the vast majority of the economy is not rich, especially in the two or three line market.

This is the fundamental reason for the rapid growth and development of domestic sports brands in the two or three line market.

Most domestic outdoor brands do not have a clear pricing strategy. The price of domestic and second tier brands is priced at a lower level than that of Colombia, which can not widen the gap with international brands, and can not attract customers from Columbus spillover.

In terms of brand power and product strength, it does not possess the value factors of high-end brands.

We should wake up to see that there are still many gaps between domestic brands and international brands in terms of product quality, style design, brand awareness and reputation, so there is not much competition attraction for a single price difference, nor can they support the differentiated customer market.

Only by seeking profits from the profits of single products can we not achieve overall development.

In the case of homogeneous price, without the price difference of 20% to 30% above Columbia, it would not be possible to successfully attract the people whose price was obstructed, so that they could not get more room for growth.

Four, diversifying and unbalanced development of market environment, we need to get more room for development.

There are many differences in the Chinese market and the characteristics of unbalanced structure. There are more star worship and advertising worship psychology among consumers in the two or three tier cities, which are not available in marketing textbooks.

Chinese marketing should be solved by Chinese marketing method.

With Anta as the head of Fujian Jinjiang sports brand, it has become a model of China's development model by establishing a strong brand status in the mind of consumers by advertising star +CCTV5 and high frequency event sponsorship.

Although this model seems rough and simple for many people, it is fruitful. Yesterday, it was believed that the cottage brand turned into a famous brand instantly and became a powerful weapon to promote sales and terminal development.

To develop large-scale outdoor brands, there should be development models and methods suitable for the public.

In this regard, domestic brands have gradually explored this aspect. For example, the Pathfinder endorsed by entrepreneurs star and amateur mountaineer Wang Shi, and plans to launch large-scale CCTV advertising, and MOI brand has also launched a large-scale advertising of bus TV.

As for the effectiveness, we must practice to verify it.

The road of practice and exploration has begun. I think more and more brands will join in the road of practice and exploration.

Domestic sports brands blossom everywhere from the weak to nearly ten brands and emerge from the crowd. They have completed the marketing initiative of the domestic brands to recover the market. What they give is not only the demonstration significance of the sports industry, but also more guidance and reference for other industries, especially the adjacent outdoor industries.