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HI-TEC Outdoor Sports Brand Marketing Pioneer

2010/9/9 15:08:00 50

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It is said that shopping malls are like battlefields. In fact, the cruelty of commercial warfare is sometimes even more than that of battlefields, because wars generally have definite enemy and both sides, but the shopping malls are intertwined with each other and have no definite goals. Today, a product of a certain company is hostile, and tomorrow it will become another opponent.

The competition of traditional business mode is fierce, and the competition of electronic business format is becoming more and more popular. Especially in the peak season of consumption approaching the national day and Mid Autumn Festival, the shoe and clothing manufacturers mainly focus on leisure activities and have four wars.

In this golden autumn campaign, there is a figure that deserves special attention. It is the second largest outdoor shoe brand in the world.

HI-TEC

(Hai Tai Ke).

The British HI-TEC is a 36 year old professional outdoor footwear brand. Although the reputation of its products has long been known in the world, all outdoor players are proud of having a pair of HI-TEC brand outdoor shoes. But in China, because of the lack of public understanding of outdoor sports, the outdoor footwear market is almost blank. For HI-TEC, their brand impact is hardly two compared with that of a new brand.

In the face of a market that has just started, can we be a proud nobleman and rely on old people? Let's put down the vanity and gain the market recognition with the new attitude. HI-TEC resolutely chose the latter. They know that the deep accumulation of the brand can only be the foundation, and will not be converted into sales volume. To get the consumer's approval, we must also do a solid job in every aspect.

A good product needs good quality, good service, good price and good promotion. It is like a modern war. It needs all sides to cooperate and fight one by one.

China's outdoor footwear market is just rising.

brand

Most of them did not make much effort to do domestic market development, but mostly rely on some small businesses in the country to do sales promotion on online e-commerce platforms such as Taobao, pat and so on. This also created a sense of separation and warlords among warlords.

The consequence of the lack of a strong brand is that consumers can't buy products at ease. They are always worried about spending money. According to HI-TEC's sales customer service, the biggest question people ask is: do you sell authentic products? They believe in the details of international brands, but they have a lot of worries about the business environment in China.

In view of the various situations, HI-TEC has chosen to take the initiative to launch a series of strategic combinations such as community-based marketing, free trial evaluation, 15 day return, cash on delivery and so on. The combat results are obvious to all, and sales are rising steadily. The whole e-commerce platform is running less than a year, and the highest daily sales volume has exceeded 100 million mark, and it has won successfully.

outdoors

Campaign brand marketing first battle.