Shoes And Clothing Enterprises Must Enter The "Three Door" When They Enter The Outdoor Market.

December 24th hearing "

Over the past two years, outdoor brands in Quanzhou have mushroomed.

Such as Mu Lin Sen, Lei Su, Tian Po Lun, San Lai Lai, Katie Shi and so on.

Many enterprises that have traditionally made shoes and clothes come in, many of them have entered the pformation of sports shoes and clothing, others have introduced foreign brands, and others have launched brand self-management.

However, whether it has achieved a magnificent turn?

Lad Sports Products Co., Ltd. has successfully introduced the camel outdoor brand in the United States, and now its sales volume has reached 10 billion. Last year, the company launched another outdoor brand, St.

"Even a company that has been doing business clothes for many years has begun to plan to start outdoor brand," Mr. Zheng regrets. "Jinjiang's enterprises are relatively concentrated, and the basic products for sporting goods are in the town of Chai Tai.

When they saw the pformation of enterprises on the edge of the business and made good achievements, they were eager to follow suit.

Regarding the reason why outdoor products are so hot, Mr. Zheng said that the competition in traditional sports products is very fierce, homogenization is very serious, the market is very mature, and the entry threshold is very high. Success is unlikely. Many enterprises aim at the emerging outdoor products market, and differentiation is always an important breakthrough for enterprises.

According to the data provided by an Asian outdoor exhibition, the sales volume of outdoor sportswear and equipment in China was only 100 million yuan 7 years ago, and it is predicted that by the end of 2010, this figure will exceed 10 billion.

Recently, the guidance issued by the general office of the State Council on speeding up the development of sports industry will lead to a considerable proportion of outdoor sports capacity in 2020 in the two trillion sports market.

With the improvement of people's living standard and the increase of income, the urban people are eager to get out of the city of the cement and forest, to breathe different air in the field, to make a short trip, and to make a Relaxing Yoga for the tired soul.

The popularity of private cars has led many people to choose self driving tours to relax on weekends or holidays.

A male friend of mine never once said that he planned to buy a SUV car from time to time to go wild.

The recent movie "west wind" in the desolate desert of Gobi, the image of jeep gallop to make him full of vision for self driving tour.

However, after the success of the brand that has entered the market in the early days, can many enterprises follow the trend of entry, can they dig gold? Insiders point out that entering the new industry must be cautious, and entering the outdoor market must run through the "three door":

"Capital Gate"

"A lot of enterprises are diversifying into the open market. Now the outdoor market in Jinjiang is the popular market route, which is the concept of" Outdoors ". The popular route needs a large amount of capital investment to promote brand and channel construction.

In the first year, we should invest thirty million or second years to support the channel and brand. There is a great demand for capital, but in second years, no investment will be wasted.

It is impossible to play casually without a certain amount of financial strength.

Mr Cheng said.

It is understood that a shoe enterprise in Jinjiang launched an outdoor brand last year. The initial investment was successful. The channel was spread out in 20 provinces and cities in the country. But this year, due to the lack of funds, the development of goods can not be followed up. The agents can not sell goods, and the enterprises are in trouble.

There are also companies introducing foreign brands to try to take the high-end route and enter Beijing, Shanghai and other cities.

However, due to the high threshold of shopping malls in big cities, the company's offices in Shanghai only cost millions of public relations for shopping malls.

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In the traditional mode, the operation of the brand demands great funds, so it is prudent for enterprises to enter new industries or expand diversification.

"Talent gate"

Relative to the matching of the industrial chain, Quanzhou is seriously deficient in the corresponding managerial talents. This is also the main reason why many Quanzhou enterprises move the operation center to Xiamen, Guangzhou and even Shanghai.

Some enterprises attempt to establish a direct battalion system, but lack of corresponding professional teams to operate.

An outdoor enterprise in Quanzhou set up an operation center in Guangzhou, heavily engaged in the senior men's clothing brand to operate. But after a year's cold market, the headquarters had to adjust the plan and abolish the Guangzhou operation center. The professional manager also went away.

Finally, enterprises have to cut down physical stores and attack e-commerce to conduct network marketing.

The reason is the lack of operational talents. The professional manager from a commercial men's clothing brand does not understand the characteristics of outdoor products, but its product development shows too much business color in clothing, far from brand positioning.

Consumers will not buy it at last, and the product will not sell, and the enterprise will be in trouble.

Product door

In the early stage of entering the market, we should start the market with great investment, eliminate brand promotion and channel construction. Product development can not be neglected. No matter how the marketing mode is changed, product strength is the most basic part of marketing.

Some enterprises themselves are very low in capacity. They are totally dependent on finding OEM for enterprises. R & D is backward, and they are randomly assembled.

"For example, the foundry enterprise needs to pay the deposit because your brand is not mature enough to produce. This will be a big financial pressure for a small and medium-sized enterprise. Secondly, because the local enterprises have always been weak in the research and development of products, the goods that they come out are" very outdoors ", consumers do not approve, and enterprises can not operate naturally.

Mr Cheng said.

"A responsible enterprise will not easily get involved in the field that is not good at it. We should make our own business bigger and stronger."

For the prevailing outdoor wind, Ding Dongdong, a young vice president of post 80s, looks very cautious.