Domestic Shoe Enterprises Positioning Advantages Of Outdoor Mode

From sports, fashion sports to happy sports, and to the recent trend of outdoor sports, domestic shoe enterprises have been extending and innovating in brand positioning, product segmentation and marketing methods in recent years.

More and more domestic shoe enterprises that know how to develop are going into the outdoors. This is undoubtedly the adjustment made by the recent slowdown in the sporting goods market and the increasingly fierce competition. It is also the outdoor industry's annual growth of over 50%, which makes many shoe companies aim at outdoor gimmicks. The successful operation of the two outdoor brands of the "outdoor" and "Camel" outdoor outdoor products of the outdoor leader sheep is playing an exemplary effect in this outdoor heat.

According to the data provided by an Asian outdoor exhibition, the sales volume of outdoor sportswear and equipment in China was only 100 million yuan 7 years ago, and it is predicted that by the end of 2010, this figure will exceed 10 billion.

Recently, the guidance issued by the general office of the State Council on speeding up the development of sports industry will lead to a considerable proportion of outdoor sports capacity in 2020 in the two trillion sports market.

Obvious advantages of positioning outdoor mode

Domestic outdoor brands can be divided into two categories: "small outdoor" and "Outdoors". Outdoor outdoor activities are different from outdoor outdoor activities such as mountaineering, rock climbing and adventure. These include outdoor activities such as outfield outing, scenic camping and self driving. Outdoor tourism is held in 03 years.

The reporter learned that, unlike most other outdoor brands at home and abroad, which are limited to some links in product design, brand marketing and other industrial chains, St. John's reliance on self owned factories and powerful channels to expand their capabilities is fully involved in manufacturing, product design, raw material procurement, warehousing and pportation, order processing, wholesale operation and terminal retail, or the so-called "6+1" model proposed by Lang Xianping, a famous economist.

By combining the various links of the industrial chain, San Fu Lai effectively controls the cost and allows the distributors and consumers to maximize profits.

Especially in the increasingly competitive outdoor market, the "6+1" model represented by St. Valentine's outdoor will become one of the most powerful means of brand competition through effective cost control.

Seize advantageous resources and create strong brands

In addition, the predominance of media resources, institutional resources and sponsorship of major outdoor competitions and events at home and abroad is also an effective means to create a strong brand position and quickly enhance brand awareness.

It is learnt that in 2008, when Saint flare entered the domestic market, he joined the Chinese national mountaineering team to reach the summit of the Beijing Olympic torch and became a strategic partner of the China Mountaineering Association in the same year.

The 09 national sports standards and technical committee entrusted the China Mountaineering Association venue equipment and equipment committee to designate the national standard for mountaineering shoes and mountaineering clothes, which is the sole drafting unit of the national standard for mountaineering shoes in China.

In 2009 and 2010, St. Valentine's two joint national Mountaineering Association, Japan Mountaineering Association and Korea Mountaineering Association sponsored the first, second St. Valentine's youth mountaineering experience in Qinghai jade Mount Everest and Japan's gun mountain.

At the same time, Saint follie also sponsored a number of other outdoor activities such as the Tsinghua University, which jointly climbed the source of the Changjiang River in July 2010. So, Saint Valentine also won the special contribution award of "the north side reaching Mount Everest 50th anniversary" on the 50th anniversary summit of the national mountaineering team for the first time in recent years to make contributions to China's outdoor business.

Brand planning unveiled in Asia outdoor exhibition

Blanc, director of St. Forrest, told reporters: the St. Valentine's brand is the image of cedar, the highest peak in the Alps mountain range of the European continent (Mont-Blanc peak), representing the spirit of courage and perseverance. The St. Forrest brand is committed to disseminating this spirit to modern urban people.

In the 08 year, the way of St. right's authorization and operation authorized the outdoor outdoor market of Le Deng to enter the domestic market. In order to enhance the brand competitiveness, San De Lai replaced the traditional agency system with the regional distribution direct operation system, and opened up more than 300 key shopping mall outlets in the second tier cities in two years. It plans to break through 500 outlets by the end of 2010, and break through 1200 outlets in 2001.