Brand System Power Will Spawn Outdoor Brand (3)

Breadth -- broad generalization of product profitability

When the pathfinder was sought after by professional outdoor sales, the outdoor leisure brand of Beijing reached 720 million yuan in 2009, up 47% in 2008 compared with more than 270 in 2008.

The core reason is that this brand has implanted the sense of outdoor into fashion casual clothes, forming a "outdoor" product feature, and easily invaded the huge leisure clothing and outdoor two big markets, thereby obtaining huge returns.

The potential of "Pan outdoor" market can not be underestimated. With the extensive development of outdoor sports, its influence is stronger and stronger.

Outdoor sports have become a symbol of life, a symbol of fashion. Outdoor sports in the future will be a way of life based on mass participation.

More and more people believe that outdoors is a form of life that complements city life, not just an adventure and challenge.

Admittedly, the law of marketing is to sell to the nobility not to sell to civilians. The "Outdoors" here does not oppose the idea that professional outdoor brands continue to professionalism.

The broad generalization of profitability means that enterprises should satisfy their own brands according to their own conditions so as to satisfy the consumers who are positioned by their brands. That is to say, in the range of brand positioning, the styles are diversified, the product structure is perfected, the product price bands are lengthened, and the combinations are riched together.

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For example, if an enterprise is good at climbing shoes or casual leather shoes, it may be a good choice to have integrated outdoor shoe shop and outdoor shoe shop. If the company is good at garment manufacturing, the vertical extension (head to toe hat, clothing, backpack, shoes) has more advantages; if the enterprise is good at military style clothing product manufacturing, it is better to carry out the "outdoor warfare" shop.

Numerous facts have proved that single products such as single pants and single bags are difficult to support the complete monopoly system. Please be careful.

Speed --

This is not the age when big fish eat small fish, but also the age when fast fish eat slow fish.

With its own resources, through systematic planning and high integration, the enterprise brand operation will be speeded up and the scale is formed under the limited resources. It is the way to reduce the cost of the brand development and expand rapidly.

The following are popular channel layout patterns in recent years:

The pattern of regional rise is that no province generation, urban area as the unit, and the core business circle as the goal, the big shops drive the surrounding small shops to occupy the consumers' mental resources and market share of the local regions first, and then achieve the overall brand upgrading.

Single store affiliation, joint venture mode - single store as a unit to join or pool.

When ordering, the manager (shop owner) takes charge of the system, which is more closely linked with the market and more easily controlled than the provincial and regional agents.

At the same time, due to the gradual increase of shops, it is necessary to train a large number of market managers to follow up the pace of enterprise development.

E-commerce, which has invested 4 million yuan in the past 3 years to create a sales of $600 million, is a stunning one. UNIQLO, Lining, AOKANG and so on have developed their own ways online and offline.

Although the Internet is only a "teenager", there is no doubt that it will become the fourth largest sales channel after shopping malls, franchised stores and comprehensive market entities.

In the upcoming e-commerce channel, how to maintain the actual interests of offline stores and cultivate online consumption is the "Normandy" of many brands in the future market.

Picture: more and more outdoor sports brand shops choose fashionable style.

case

Model innovation can lead the future and consolidate the system power to achieve brand hegemony.

Taking Xiamen Wan Jielong as an example, in recent years, Wan Jielong has been sticking to the traditional sports business of "fashion ping-pong", aiming at the wide open market of the popular "outdoor" market, launching the brand new business ONEDREAMtravel (Wan Jielong travel), and through the mode innovation, it is commendable to rebuild the core competitiveness of the brand in terms of access, pricing, marketing, products, culture and image.

What is worth mentioning is that Vangelo has built a new "1+E business mode" on the Internet shopping platform that has been planning for two years, and specially introduced the 3D fitting system and personalized customization that conforms to the taste of E era. This will develop the traditional channel and put e-commerce on the agenda of formal brand operation.

This action was strongly supported by the science and Technology Bureau, and was well received by many experts, professors, University engineers and other professionals.

As long as it is executed properly, it will become a classic case of clothing brand marketing.