International Outdoor Products Giant Gold Market In China
In 1911, a fanatical outdoor sports enthusiast named Leon Leonwood Bean returned from a hunting activity, her feet were damp and cold. So he came to the local cobbler to sew leather upper on the rubber boots of the workers, and produced a very comfortable shoe. These innovative Maine hunting shoes have always changed the appearance of outdoor footwear products, thus successfully creating one of the most successful family management companies in the United States, Leon Bean (L.L.Bean).
Market cultivation
"We have just signed a sponsorship agreement with Fudan EMBA outdoor sports association to provide long-term product support and experience sharing." Unlike many outdoor sports brands, Leon Bean admired experience sharing and emotional support among friends and family members. So in Zane Shatzer's view, "approaching consumers is Leon Bean's." brand Positioning and marketing strategy.
Zane Shatzer told reporters that at present, Leon Bean is working on developing the Asian market, especially in China, which has more than 40 shops in more than 20 cities.
"Compared with the mature markets in Europe and the United States, Chinese consumers are still" young ". "Zane Shatzer admitted that in the early days of entering China, Leon Bean encountered many problems." for example, it's hard for you to persuade the consumer to spend 2000 yuan on a jacket, and its material looks like a raincoat. "
"However, we hope to tell consumers what each zipper is for, and let them know that 2000 yuan jacket is worth the money." Zane Shatzer said, "not only Chinese consumers, but also similar education in mature European and American markets."
Great potential
Zane Shatzer has no doubt about the great potential of the Chinese market. In his view, China has rich natural tourism resources, and a wide variety of outdoor sports resources can be utilized and developed. This is a perfect innate foundation for the development of outdoor sports in China.
"More importantly, with the rapid development of China's economy, the increasing pressure of urban life and the lag of living environment have brought about the prosperity of outdoor sporting goods market." Zane Shatzer believes that "China will become a new growth point for outdoor products."
Data show that in 2009, sales of outdoor products in China exceeded 5 billion 300 million yuan, an increase of 40% over the same period last year. In the next 3 to 5 years, tourists will pay more attention to self-help tours, leisure tours and experience tours. At present, there are more than 400 professional outdoor brands in China's domestic market, nearly 2000 outdoor outdoor stores, and more than 70 people participate in organized outdoor sports every year.
Zane Shatzer believes that in the next 3 to 5 years, the outdoor products industry will maintain a rapid growth trend in China, and this vibrant industry will develop towards maturity and standardization.
"Especially in Europe and the United States, the development of emerging markets such as China is very important for outdoor enterprises." Zane Shatzer revealed that this year, Leon Bean plans to open chain stores in more second tier cities in China, and the number of chain stores will increase to 80 by the end of this year.
Of course, Leon Bean will inevitably encounter competition in the Chinese market, and many international outdoor sports giants have already launched a "siege" in China.
In this regard, Zane Shatzer appears to be very calm. He said: "the great potential of the Chinese market is not only Leon Bean, but it is good to have competitors. Of course, I believe that the market strategy and brand positioning will be different. "
- Related reading
Chinese Shoe Companies Are Struggling To Move Towards &Nbsp; The "Smile Curve" Ends.
|- Distributor Training | 特步唱響“愛跑步”營銷戰
- Local projects | In August This Year, "Hush Brothers" Children'S Shoes Shop Will Be Unveiled In Shanghai.
- Footwear industry dynamics | Souvenirs Of The 2010 World Cup In South Africa Have Been Sold.
- Local projects | Consumers: Online Shopping Xiaoqi Women'S Clothing Is Not Fit, The Goods Have Been Refunded Hard To Accept.
- Information Release of Exhibition | Vehicle Tethered Balloon Monitoring System Stands Above Expo Park
- international standard | US Customs Investigates Textiles Import Fraud
- Local projects | Gansu Children'S Clothing Special Supervision Spot Checks Pass Rate Is 78.6%
- Shoe Market | 鞋企重視中文域名這把利器抓住商機知名度
- policies and regulations | The Leather Industry Is Planning To Launch &Nbsp Next Year In 12Th Five-Year, And More Than 1000 Enterprises Will Be Eliminated.
- Local projects | The Eighth National Wool Garment Design Competition Awards 25000 Yuan.
- Intelligent Electronic Shoe Cabinet Is Favored By Consumers
- Gorgeous Suffocating &Nbsp; Nail Encounter Perfect Jewelry Accessories.
- "Mini Madoff" Event Provides Investors With Experience And Lessons
- Shuangfeng County Vigorously Builds Shoes And Clothing Industry Project
- China Sports Shoes And Clothing Speed Up Brand Competition
- Gucci Launches New Baby And Children'S Wear Series
- Uzbekistan Will Increase Export Value Of Leather Footwear Industry
- Turkey'S Shoes From China Occupy A Leading Position.
- 科新機電和金剛玻璃公布中簽號
- World Cup Fashion Hero: Loew Knows Best About Dressing &Nbsp; Capello'S Taste Is First-Rate.