Saint Fred: Positioning High-End Outdoor Fashion Brands

"Compared with mass sports hundreds of millions of market scale, outdoor sports market is much smaller. But there are few real leaders in the industry, which in itself is a great opportunity. " - Chen Ruidian, chairman of the outdoor group

In recent years, domestic outdoor sports have developed rapidly, especially the popularity of "outdoor outdoor" development. The main outdoor sales channels have gradually shifted from the professional outdoor stores on the street to the more extensive shopping malls, shopping centers and specialized markets.

　　 sevlae Chen Shaoheng, managing director of outdoor Beijing branch, said that as one of the leading brands in the "Outdoors" field, St. Valentine has been expanding the target of selling to the key shopping malls in the second tier cities of China. Bai Rong, as a famous shopping mall in Beijing, is one of the goals of St. In addition, the brand aggregation effect of Bai Rong's complete supporting facilities, hardware and software, as well as the entry of many international sports and leisure brands also contributed to the establishment of St.

Santa Fe is currently in Beijing's SOGO Department store, Je Ssha O Teles, Shuang an shopping center and other brand counters. St. Chen Shaoheng's shop opened in August this year. As for this, Chen Shaoheng said: "at the time of the site selection, we conducted several field visits with our headquarters. We were shocked by the volume of 200 thousand passengers on the 100 Rong weekend. Such a high popularity is seldom seen in Beijing department stores. At present, the passenger flow of Bai Rong inn is 5~6 times that of St. Paul's other stores in Beijing. Because the opening time is not long, the customer price is not very high, averaging 800~1000 yuan, but the transaction rate is very high. It is a store that takes volume as the main store.

For next year's development, Chen Shaoheng is full of pride, "St. Valentine entered in 2008. domestic From the early stage of operation, the market has great potential for development. In the coming period, the strategic focus of the brand in Beijing will be to develop high-quality network channels. Meanwhile, through standardized management and the introduction of excellent talents, we will constantly consolidate and enhance store performance and brand image. reach Next year Before the Spring Festival, the network terminal of St. Valentine's outdoor network in Beijing will increase to about 50.

St. John frost puts forward the concept of "Outdoors".

Positioning high-end city outdoor brand

According to Chen Guiyuan, assistant director of the outdoor group, St. Valentine is a comprehensive outdoor product company integrating R & D, design, production and sales. Camping tent, sleeping bag, outdoor tableware lamp, mountaineering shoe, functional clothing, fast drying clothes, ski suit and outdoor backpack are included in the products. As the first enterprise in China to break through a single product, successfully realize product serialization, diversified operation and operate the outdoor brand with brand concept at its earliest, through years of unremitting efforts, Saint forrey has developed into a leader in the domestic outdoor industry.

At present, the operation mode of San Fu Lai is to divide the market area directly into the market front-line area, so that team members can have direct training. After two years of operation, there are more than 400 stores in the country. The headquarters of Saint Fred attaches great importance to the construction of terminal channels, and speeds up the training of outdoor professionals and talents, so as to enable grassroots talents to grow rapidly into middle level talents, so that middle talents can quickly develop to high-level talents.

It is understood that St. Forrest's predecessor was founded in the early 90s of the last century, Chen Ruidian, founder of the company has more than 20 years of outdoor experience. When the major outdoor brands at home and abroad were also located in outdoor outdoor products with strong professional qualities, Chen Ruidian was acutely aware of the huge market potential of outdoor leisure products, which had both outdoor professional quality and tourism leisure elements, which could be used for both daily wear and outdoor activities in 2000. In the first place in China, it put forward the positioning of "outdoor" for the first time in China, and used the international popular brand marketing concept to operate "Camel" brand. In a short span of time, 1500 effective terminal outlets were set up nationwide, creating a classic biography of China's outdoor industry. From 2003 to 2008, there were no second enterprises operating in the same operation mode. In 2008, after seeing the outstanding performance of the company, the peer companies began to compete and imitate, including many well-known outdoor brand operators at home and abroad, changing their previous professional outdoor lines and turning to the outdoor areas, thus opening up the upsurge of the domestic outdoor market.

As the leader of the "outdoor" industry in China, Saint flare began to actively promote the development of China's outdoor business and participated in sponsoring many famous outdoor activities and professional events at home and abroad. In 2005, it became a strategic partner of China Mountaineering Association outdoor sports association in 2005. In 2008, China's National mountaineering team joined the Olympic torch successfully to reach the top of the Mount Qomolangma.

At the same time, Saint flee is also committed to promoting healthy mass outdoor leisure activities, offering St. right's terminal outlets and outdoor development bases in scenic spots throughout the country, aiming at promoting a healthy and healthy concept of "Outdoors".

A forward-looking, differentiated "urban outdoor" brand concept and accurate market positioning, let Saint fast develop rapidly, and continuously promote China's outdoor business, and strive to become China's "outdoor outdoor" first brand.