Outdoor Shoe Brand: St. Valentine'S New Marketing Mode Of Water Trial

A few days ago, St. Outdoor footwear One of the company's urban series activities - "urban hiking challenge challenge (Beijing Railway Station)" launched online registration.

At the same time, Tianlun Tian, a sponsor of outdoor products and equipment in Mount Huangshan international mountaineering competition, is planning to take part in the experience of mountaineering products this season.

With the continuous development of outdoor sports, sales of outdoor products are increasing and consumers are more and more. Outdoor products are increasingly becoming an industry of concern. Correspondingly, the marketing of outdoor products market has attracted more and more attention.

But according to the current situation, most of the outdoor brands in China are now faced with competing for limited sports resources, but are also troubled by the same sponsorship activities. In the face of the small, multi and miscellaneous domestic sports events and the lack of quality competition, domestic outdoor products are deeply entangled in marketing, and more effective means of promotion are urgently sought. Based on this, more and more outdoor products in Jinjiang begin to imitate domestic and outdoor outdoor players to try to use new network channels, combined with experiential interactive marketing methods. But whether these measures can get rid of the embarrassing situation of outdoor marketing, can rapidly expand the awareness and participation rate of outdoor sports and outdoor products, and further promote marketing? We will wait and see!

outdoors Marketing Entanglement

As a small category from sporting goods, outdoor products have a strong blood relationship with sports events. Every outdoor brand needs to strengthen the professional height of the brand through sports platform and sports marketing. Therefore, mountaineering, rock climbing, marathon and adventure become the first choice of outdoor brand events marketing.

"But unfortunately, at present, there are few outdoor outdoor sports events that are influential in China. Most domestic outdoor sports events are small, numerous and miscellaneous." Xu Rongsheng, general manager of the US lions, has been feeling more than once in an open outdoor marketing forum.

"Because of this, whether it is professional or outdoor life, outdoor sports marketing is of great importance to enhance the brand. Outdoor products are actively looking for the ideal sports resources for marketing, but a small part of the ideal sports resources have already been promoted by other brands." Xu Rongsheng said.

For a long time, outdoor brands are confronted with limited competition resources while they are beset by similar sponsorship activities.

For example, in August 2010, the 2010 arctic fox team of China launched the "green Arctic" Swedish crossing. Correspondingly, there are outdoor support activities for the Antarctic expedition. Fujian Le Deng Sports Goods Co., Ltd. has won the naming right of the Asian Youth Environmental mountaineering team for 2009-2012 years. There is support for the club's "endless experience - 2010 Gore TM outdoor dream" to start. Look for outdoor heroes here, and pick out outdoor ambassadors there.

In addition, because the outdoor brand of Jinjiang is still at the initial stage of brand operation, lack of capital accumulation and brand operation experience, like the original "Jinjiang mode", it uses "celebrity endorsement +CCTV5 advertisement" to carry out outdoor sporting goods marketing. Nowadays, they do not have much strength, which makes Jinjiang's outdoor brand marketing difficult.

Starting from experiential marketing

In the new industry that has increased by more than 30% this year, outdoor activities have moved from sports to humanities, geography, culture, environmental protection, public welfare and so on. Hiking, camping, fishing, making friends, picking and environmental protection activities have all been "Outdoors". In the stage of outdoor promotion, there is neither sponsorship nor sponsorship of bombardment advertising, but perhaps experiential marketing from professional experience is also a good exploration.

The release of St. Valentine's "urban hiking challenge challenge" is based on this background.

It is reported that St. John's "urban hiking challenge challenge" is based on "urban orientation". This is a new leisure sport. It originated in Europe, explored the human geography of the city, and explored the fashion trend of the city. It has become a global outdoor sport, integrating challenges, stimulation and wisdom. It not only tests the contestants' ability of thinking and judgment, but also deeply explores the unity and cooperation ability of the participants, and combines the intense competition and the pleasure of exploring sports.

" sevlae The concept of "urban hiking" is closely related to the brand's "Outdoors" positioning. It aims to guide consumers' traditional outdoors concept and encourage people to participate in a wider range of healthy and interesting outdoor activities. Chen Guiyuan, a brand promoter of St. flee, said that the most important significance of this event is that with the coming of this season's hiking shoes, everyone can appreciate the functionality and positioning of the city's dynamic trend.

In Chen Guiyuan's view, the purpose of such experience activities is to let consumers first know outdoor products and understand the uses and functions of outdoor products. For example, in a stormy room, it is to let the experiencer wear an assault suit, and to experience the performance and comfort of the product in artificial wind and rain. Similarly, in the experience of city hiking and mountaineering, it is a stage to guide potential consumers to outdoor wait-and-see to cut into and try, and create demand and meet the demand.

Tianlun Tian also has the same plan. In the next Mount Huangshan international mountaineering competition, Tian Lun Tian will call on amateur mountaineering enthusiasts to carry out relevant experience activities, so that more potential consumers can understand the function and technology of Tianlun Tian products, and open up a window to understand outdoor products deeply. Next, they will organize a series of outdoor activities such as hiking, mountaineering, skiing, skating, rock climbing, camping and so on, so that potential consumers will have a better understanding of Tianlun Tian.

Although some outdoor brands have begun to walk on the way of experiential marketing, the problems of systematization, fragmentary and lack of innovation have affected the experience marketing and also needs branding operation. If we can focus more on the outdoor circle of consumers, such as outdoor clubs, we will enlarge the dissemination effect as the main goal of deep experience.

Focus on SNS community forum

Chen Guiyuan analyzed that nowadays, the outdoor outdoor market is growing very fast, but it is not the mass market. The traditional way of outdoor club alliance can not reach the most ideal marketing expectation. Therefore, the combination of online and offline interaction may become a shortcut for Jinjiang outdoor products marketing.

According to the survey, consumers of outdoor products are young, highly educated and high-income. 84% of outdoor products consumers are 20-40 years old, and 87% of them have a college degree or higher. This group has the characteristics of independent consciousness, sensitivity to new things, adventurous and leading trend. These characteristics create conditions for network interaction.

Meanwhile, according to Xu Tengda, a questionnaire survey commissioned by a data agency on Tianlun day showed that 51% of the respondents began to contact and understand outdoor sports from the Internet, while the media and television media accounted for only 10.17% and 11.30%, indicating that internet word-of-mouth is one of the main ways of outdoor sports.

This point has been favored and recognized by many outdoor brands in Jinjiang. To cope with the upcoming St. Forrest City hiking challenge challenge (Beijing Railway Station) at the end of this month, Chen Guiyuan said that Saint Valentine also specially joined the six person network to start the online "Super Fans" campaign. As long as you click on the St. Forrest activity page, you can share this activity with several popular forum websites such as bean net, happy net, Renren et al. At the same time, after joining the San Fei Lai "Super Fans" activity, after registration, you can get the voucher of Saint Valentine's new experience.

Such a new product experience and network interaction activities have brought the brand image of St. Valentine's "urban outdoors" to a climax. The network channel has brought a large portion of the future consumer groups to Saint Valentine, and then guided various activities and finally become brand customers.

In fact, Internet marketing itself is a kind of interactive marketing. It pays more attention to experience. Enterprises use the power of internet word-of-mouth or network community to gather together users who like the same lifestyle, the same product or brand, and establish an exchange platform to allow users to freely exchange their experience and display their individuality at multiple levels, thus effectively maintaining brand loyalty. Users also act as brand word of mouth propagandist. The domestic Sanfo outdoor club is also using online communities and offline activities to enter the outdoor products market. This 42 marketing strategy is worth studying in Jinjiang outdoor brand.