Brand System Power Will Spawn Outdoor Brand (2)

At present, the outdoor market is in the

Outdoor chain: Sanfo Sanfo (Beijing / Shanghai), green ant (Xi'an), fire fox Vafox (Shenzhen), long day outdoor and so on.

From the scale of performance, it can basically be divided into three lineup: one is the first line-up represented by Columbia, AIGLE, and the second is the second line-up represented by Pathfinder and Jinjiang department; the third is the outdoor chain represented by Sanfo.

People in the industry generally believe that in recent years, no matter which category reflects the trend of glue competition, relevant brands are stronger than image, or stronger than products, or stronger than some regional markets. They do not have a leading brand in terms of brand, image and performance.

Known as the first seller of outdoor sales, its operating income in 2009 is only 200 million yuan.

The competitive situation of glue is obvious, and the real strong brand has not yet appeared.

Because of the large number of brands rising, the competition situation is quite grim. The leading brands such as concepts, strategies, talents, funds, design, channels, production and other factors can finally rise and become strong brands.

"Gao Shen Guang" expedites the birth of outdoor brand

The surge of brands is based on the conventional thinking of "rising category, winning the terminal", blindly following the same quality, ignoring the characteristics of each brand, trying to compete with the leaders from brand, product, marketing and so on.

Such a game is often compared to the short board of the brand and the long board of the leading brand, and the difficulty and effect can be imagined.

Therefore, we need to integrate our own foundation and resources according to our own circumstances, enlarge our advantages as far as possible, build competitive power according to the short board of our competitors, and tailor a system of lifting measures with "height", "depth", "breadth" and "speed" to lead the future.

Height -- leading of industry resources

Brand should not only focus on communication with consumers, but also pay attention to the interaction of industry resources.

The close interaction between the brand and the industry talents, media and associations will help the brand to quickly seize the right to speak in the industry, thereby achieving the unanimous identification from the public to the government, producing a benign endorsement effect and accelerating the growth of brand power.

The two is the representative or practical talents of the designers, and the two is the preemption of the media resources, including the textile and clothing weekly, the clothing accessories business, the clothing dealer, the Chinese sporting goods and so on. In the fashion world, Xinwei, Ruili, fashion gentleman and weekend pictorial can also consider the mainstream columns such as tourism, outdoor climbing, polar challenge camp and so on. Tourism is the interaction of professional trade associations, including the close interaction with the China Textile Industry Association, the China clothing association, the China Fashion Designers Association, the China Fashion Color Association, the China Mountaineering Association and the travel agencies. There are three aspects of the right to occupy the industry: one is the preemption of outstanding talents in the industry, including the director of operations, brand director and marketing director.

Depth -- differentiation of strategic system

Those who do not seek the overall situation are not enough to seek a domain.

There is no in-depth analysis of the outdoor market, there is no in-depth summary and clear understanding of their strengths and weaknesses, brands will inevitably flow into the homogenization of the competition forces.

Only when we have a strategy can we have a clear goal. If we have differences, we must have one more step than our opponents.