Chen Ruidian's Outdoor Brand Creation Tour

The footwear industry in Jinjiang is launching a new round of licensing movement, targeting the domestic outdoor sporting goods market.

Alternation of new and old

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Reporter: lad is famous for its camel outdoor sports products. How can the flagship store at the door become French Saint Valentine?

Chen Ruidian: This is an outdoor brand I created last year. After more than a year's exploration, the brand operation mode has been basically determined. We hope to develop St. Valentine in the next two or three years to become the leading outdoor sports brand in China.

Reporter: will there be any contradiction between camels and St. John's?

Chen Ruidian: No. for camels, we use the mode of operation of the agents, and St. flee uses the share holding company holding mode. Moreover, the market positioning of the two is also different. Camels belong to the middle end products of outdoor sports, while St. flee's positioning is higher, the price is higher, and the products have a certain distance, more functional and fashionable.

Reporter: what are the differences between the two business practices?

Chen Ruidian: as we all know in this industry, the agent system is more suitable for the initial stage of enterprise development. It can make the channel expand rapidly and attract capital flow in a short time. This mode is relatively simple, but there are some drawbacks in this mode.

Agents are bound to take their own interests seriously. There may be differences between the two sides. The company will pay more attention to the long-term development of the brand, and the agents will pay more attention to the immediate interests. Sometimes there will be some contradictions. Some of the company's policies will be implemented and will be greatly reduced. On the basis of the previous development, from the very beginning, the system of joint stock cooperation is adopted by Saint fried. This is a relatively mature channel management mode. Some of the channel businesses may come from our original agents. But through negotiation, reorganization and acquisition, we have the right of ownership in the form of holding.

Reporter: at the same time, running two brands in expansion period, does it mean that the scale of production should expand a lot?

Chen Ruidian: in the peer industry, we already have 3 fixed foundry enterprises, and there are many others talking about it. In the future, we will focus on brand operation rather than.{page_break} in production.

Seize the opportunity

It can be said that Chen Ruidian is the ancestor of the domestic outdoor sports market development. From his entry into the market in 2002 and until 2006, the whole domestic market, apart from the real sense of foreign brands, is only one of his own businesses. In Chen Ruidian's view, although it has been difficult for many years to go through, it is now time to harvest.

Reporter: it should be said that camel is a key step in the success of Lun Deng's entry into the outdoor sports market. How did you think of it in the outdoor sports industry?

Chen Ruidian: I also started selling abroad. In 2002, I began to export to domestic sales. At that time, it was the most rapid development of mass sports brands. After making an overall market analysis, I felt that mass sports had been excavated almost. Although the market cake was very large, there were hundreds of brands in it, and the competition was quite intense. I originally did export climbing shoes and had a lot of communication with foreign related industries. I also like outdoor sports, so I pferred to the domestic outdoor products market.

Reporter: when 2002 should be the mass sports brand, what is the market atmosphere of outdoor sports?

Chen Ruidian: it can be said that since I officially started camel outdoor in 2003, the whole domestic market is almost blank. What is outdoors and few people are clear about it.

At that time, the climate of the industry was mass sports. Therefore, I spent a lot of difficult years. Investment is not easy to recruit. The corresponding material suppliers are also hard to find. The supporting industries of outdoor sports are not done. The whole industry chain is almost in a state of disqualification. By 2006, the situation would be better.

Reporter: what kind of cooperation do you have with the American Camel?

Chen Ruidian: through the introduction of American friends, I introduced the brand of camel outdoor. As the brand of camel International Holdings Limited, we become the general agent of his outdoor brand in China. Besides the brand, they are independent of us.

Reporter: after this difficult three or four years, what is the prevailing market atmosphere?

Chen Ruidian: in fact, since 2006, some enterprises in China have begun to pay attention to outdoor sports, but these enterprises are mainly concentrated in some large and medium-sized cities. These cities have a large number of outdoor sports, and the corresponding market is relatively large. Some outdoor sports brands have begun to appear in China, such as Pathfinder, and the market atmosphere has gradually improved.

Reporter: now that we have our own brand, will we slowly weaken the camel brand?

Chen Ruidian: at the time of new and old alternation, Saint Valentine is still in its infancy, and camels have already been relatively mature. After that, we will slowly expand the proportion of independent brands, but camels will not give up.

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New licensing movement

It is undeniable that the Jinjiang shoemaking colleagues who are good at imitating are launching a new round of licensing movement. This goal is the domestic outdoor sporting goods market.

Reporter: from last year to this year, it seems that a lot of outdoor brands have sprung up in Jinjiang. Why did it happen at this time?

Chen Ruidian: Yes, many colleagues are doing it. As far as I know, there will be no less than 20 enterprises, but not the enterprises that are planning or have been excited. It should be said that everyone is looking for a new way out. Whether it is from the pformation of export, or from the pformation of mass sports, where the money is better earned, it is a normal phenomenon for everyone to go.

Reporter: so in the past two years, is the outbreak of outdoor sports industry?

Chen Ruidian: in fact, our Jinjiang counterparts are still very sensitive to the market. Everyone is doing it, which shows that the market is really profitable. Just like in 2002 and 2003, everyone began to do mass sports. At that time, some of the main brands that were made up to now are actually still their own world. Therefore, these two years are a good opportunity for outdoor sports, and they can be done and done, and there is no such a good chance.

Reporter: the famous outdoor sports brand Pathfinder has already taken the lead in the domestic gem. What do you think is the difference from him?

Chen Ruidian: in fact, Pathfinder is still a brand operator. Entering the gem, it should be regarded as a circulation enterprise. At first, he developed from the outdoor products distributors, and gradually integrated the brand. But unlike us, we are truly from production to sale of physical enterprises, from independent production to control the delivery period, cost and so on, have more advantages.

Reporter: so many brands are now doing outdoor activities. How much do you think their prospects are?

Chen Ruidian: it should be said that compared with mass sports hundreds of millions of market scale, outdoor sports market is much smaller. But at present, there are few real leading enterprises in the industry, which in itself is a great opportunity.

Fake foreign cards and true quality

Economic observers have predicted the 7 best investment directions in twenty-first Century. One of them is "leisure sports will become popular." this situation has become a social reality in Europe and the United States and Southeast Asia. In the fast developing China, outdoor sports are just beginning. However, Jinjiang's shoemaking enterprises in this round of export sales to domestic markets, or the movement of mass sports to outdoor sports, have coincidentally wrapped up their foreign coats.

This phenomenon is not accidental. Chen Ruidian said that in 2002, he used his own brand to develop the domestic market, and the shopping malls were not allowed to enter. He thought that such a domestic brand could not be sold in the shopping mall. Instead of camels authorized by the camel camels in the United States, in the past few years, nearly 2000 stores and stores were opened up in the country. In fact, in Chen Ruidian's view, there are no other differences between lent and camels in addition to the brand names. However, the consumers in this niche market seem to rely more on foreign brands, regardless of whether they are actually made in China, thus affecting the choice of distributors and channel providers.

Mass sports, due to the continuous competition and the establishment of several big tycoons, more medium and small-sized sports shoes enterprises began to pform to find new space. After the financial crisis, the footwear industry has springing up vigorously, and even today's outdoor sports industry. However, although the outdoor sports market is not large, it faces more high-end, more professional consumer groups. Such groups, for the needs of outdoor sports such as mountaineering and cross-country, put forward higher requirements for the professional degree of sports products. As long as they get his approval, brand loyalty is much higher than that of ordinary consumers.

For such a market, insiders say that the practice of "celebrity endorsement + CCTV advertising" by public sports can be applied to the children's shoes industry that has just emerged, but it is absolutely not suitable for outdoor sports industry. The channel layout mode of mass sports is also not applicable to outdoor products enterprises.

Therefore, no matter whether the real brand or the fake foreign brand, the market will not make a simple judgement and choice. The fake foreign brand must have real quality so that it can afford the brand and its price.