Jinjiang Outdoor Brand Targeting Potential Customers On Campus

"Chen general assistant, we are students from Beijing City University outdoor community. We also submitted them.

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Nowadays, the development of outdoor associations in domestic universities is flourishing. In the face of potential consumer groups such as college students, NORTHFACE, Pathfinder and other brands have entered the campus business circle in different ways. Their effectiveness has been praised by the industry, and the outdoor brand of Jinjiang has begun to find another way to test the water and precise social marketing.

The industry believes that because the outdoor industry lacks the influential scale competition, the brand is still at the exploratory stage in the marketing means.

One of the few outdoor brands in Jinjiang is trying to use the university market as a springboard to cultivate the market and promote the brand. But the ultimate goal is to actively explore the marketing of the "Outdoors" community, and find a mature way for a more extensive marketing mode in the future.

Targeting potential consumer groups in Colleges and Universities

In fact, apart from St. Valentine, many local outdoor sporting goods brands have begun to deepen the campus market initiatives, such as F Leonspan.

As early as this summer, F Leonspan sponsored 15 members of the Xiamen University mountaineering team and successfully challenged Tibet's Tang La An Qu Xue mountain at 6330 meters above sea level.

F Leonspan's sponsorship of the Xiamen mountaineering team is, in a sense, a look at this potential consumer group in the future.

The person in charge of the brand told reporters that the loyal users of Renren now grew up in the school network, and now they are making outdoor brands. They also hope to cultivate a group of future consumers through early indoctrination of potential consumer groups.

This view coincides with that of Chen Guiyuan.

He said that for different groups of university communities, St. Valentine will adopt different ways of cooperation to meet the application requirements of University associations as far as possible.

Because San Fu Lai sees not only such one or two single cooperation, but also hopes to establish and maintain a long-term cooperative interaction relationship with universities. Through the word of mouth marketing in the campus network, the brand idea gradually penetrates into the minds of college students, the young consumer group.

"For example, the just concluded curtain climbing activities of Kasetsart University, Beijing Normal University and the national Huaqiao University outdoor community organization are provided by St. Valentine's outdoor equipment. The two sides have made a profit in this cooperation and are very happy. The students are equipped to ensure that the daily activities of the Beijing community are carried out smoothly and safely."

"As a manufacturer, in the two university campus networks, we have been widely publicized and borrowed, and with the help of the trust and influence of mountaineering team activities, the brand has gained more value-added than hard advertising.

We hope that these activities will be a long-term mode of cooperation and interaction, and that the return to promotion in the latter part of the campus network is also what St. Valentine is looking for, "Chen Guiyuan said.

In the past two years, with the development of outdoor sports in China, more and more outdoor associations in domestic universities are rising rapidly. Insiders predict that the university outdoor sports market will develop at a high speed and will be a huge potential market in the future.

Focusing on "Outdoors"

In fact, since 2008, St. Forrest began to explore sponsorship activities in Colleges and universities. From sponsoring Beijing Forestry University to the snow lotus ecological protection project in Bogda District of Xinjiang, we began to win the naming right of three years of environmental mountaineering experience in -2011, China, Japan and South Korea in 2009. Then, in the first half of this year, we sponsored the two sides of Tsinghua University to jointly climb the source of the Yangtze River, the gra Dandong peak. Saint Valentine has always been indissoluble with the University sponsorship movement. The nationwide college students' outdoor experience sponsorship program is an important tool for leveraging the market of major universities in China.

Chen Guiyuan said, at present, the outdoor associations in Colleges and universities are booming, and more and more college students are taking part in outdoor activities. However, the equipment and rate of utilization of outdoor activities are relatively low, and there are certain sports injuries and hidden dangers.

Santa Fe Outdoor provides experience products to members of the cooperative Mountaineering Association. On the one hand, it ensures the smooth and safe activities of the outdoor associations in the colleges and universities. On the other hand, it also wants to let the young people experience the products of Saint Valentine in order to gain a better understanding of their brand concept.

Among them, in addition to optimistic about the need to cultivate the market, the more popular is the promotion after wearing experience.

This idea has been affirmed by general manager Zhou Ronglai of F Leonspan.

He believes that both Saint Valentine and F Leonspan have started their efforts in the domestic market in the past one or two years. The recognition level of the domestic consumer groups is generally low. Only through advertising, magazines and other promotional means, perhaps we can only remember the name of the brand, and the actual broadcasting effect is not good.

In this way, it is better to get close touch with the potential consumer groups by sponsoring equipment activities and so on, so that they can have personal feelings and know the difference between your brand and others' brands, so as to achieve better communication effect. For example, the concept of outdoors in St.

Outdoor brand promotion is more popular with product experience, which is closely related to the product characteristics of outdoor products.

According to the insiders, by contrast, sports brand products are closer to the characteristics of fast moving consumer goods, and there is not much difference between the product quality of brands. In general, it is endowed with more value-added products through the cohesive spirit culture, and the expansion effect of brand communication is promoted.

But outdoor products have no way to express their products and brands through a single spirit. Most consumers are concerned with the practicality and technology content of outdoor products. Products often contain more product information besides brand spirit, so the word of mouth effect can only be achieved through the promotion of their own quality.

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"Seed user" effect

The industry believes that the cooperation of outdoor brands into universities and University associations is a typical "community marketing" mode: University associations have gathered a group of users who are interested in and interested in outdoor sports. Therefore, cooperation with them will enable them to carry out more precise marketing on the one hand and cultivate potential market and seed users on the other hand.

When these people enter the society, they will organize and influence a wider range of consumer groups as seed users.

"Of course, from another level, the university group is a group in the pitional stage of the campus and society. Through the marketing activities at the university stage, the brand can be advanced into its mental space, so as to prepare for the layout of the future market."

Cao Fanghua, general manager of Xiamen Internet advertising Ltd.

However, the core of outdoor brand marketing is still the problem of maximizing the effect. Cao Fanghua suggests that, first of all, ensure the planning of activities.

In this respect, enterprises need to have clear purpose of activities and how to achieve strategic goals through activities so as to ensure the relevance and relevance between activities and brands.

Secondly, through long-term and continuous activities, brand value and brand image will be deeply related to the campus group and the surrounding market, so as to truly achieve the purpose of future market layout.

Finally, arouse the enthusiasm of users who participate in the activity.

With the emergence of self media such as blogs and micro-blog, everyone is a media. Therefore, there must be a mechanism to stimulate their enthusiasm for communication and maximize the effect and influence of activities.