Outdoor Brands Are Stationed In The Mall &Nbsp; The Assault Shoes Are Still The Main Theme.

Jin Yuan's new Lufthansa MALL

In the impression, most of the outdoor products purchased for shopping malls are ordinary consumers, while professional outdoor enthusiasts prefer to go to a franchise store such as Sanfo Beijing. However, the reporter learned from the interview that this is not the case. "Our customers here have ordinary consumers, but there are also very professional consumers."

Jin Yuan, a shopping guide at Yansha the North Face, introduces many high-end outdoor consumers to choose outdoor brands.

More and more outdoor brands are stationed.

Lao Liang is a senior outdoor enthusiast. He remembered that he only went to Beijing Sanfo to buy outdoor products before 2000. "At that time, there were few outdoor brands in Beijing shopping mall, and fewer famous outdoor brands."

However, around 2005, he began to get used to buying outdoor products in shopping malls. "Jin Yuan, Yansha, SOGO, and later shinguang heaven and earth are all places I often go to."

In Lao Liang's view, more and more famous outdoor brands, including Columbia, the North Face, Pathfinder, AIGLE and so on, have been stationed in shopping malls. "Not only products are more diverse and richer, shopping environment is more comfortable, and the price is not expensive, catching up with discount or shopping activity, but it is more cost-effective."

Recently, reporters in Beijing Jin Yuan Yansha, Xinguang heaven and earth and Sunguang department store outdoor area learned that, even during holidays, the consumers in this area are not as lively as fashion women's clothing and sports leisure, but they will never be cold and cheerless.

"Visitors to the outdoor area are more specific in purpose and have a high purchase rate. They usually assume that a brand or a product will be bought after trying it out."

A guide for Columbia brand of SOGO Department told reporters.

There are not many high priced high-tech clothes.

Unlike outdoor equipment stores, the outdoor areas of shopping malls are still dominated by clothing and shoes, and a few will have products such as ropes, first-aid bags and tents.

Reporters learned from a number of outdoor brand counters that assault clothing, hiking shoes and fast drying clothes are the most popular products. Classic functions and new styles are the main products. 500 yuan to 2000 yuan is generally accepted by consumers. On the contrary, those who have high prices in the main high-tech clothing during the season are mostly displayed and promoted.

"People like those fashionable and functional products. They can climb them in the suburbs, walk around, and even go shopping and work in cities. Many people will be interested in the latest high-tech products, but there are not many real purchases. The price is very important."

Dialogue

Selling goods and promoting outdoor lifestyle

Jin Yuan, Minister of planning and extension of MALL, new Lufthansa

Reporter: in 2004, when Jin Yuan opened Yansha, the outdoor product area was specially set up. At that time, the outdoor market in Beijing and even the domestic market was very immature. Why should we open up outdoor areas especially?

Chai: actually, outdoors is not only a product area for Jin Yuan, but also a theme of life for mall.

During the opening ceremony, Jin Yuan made two main themes: first, children and two outdoor; the former was unquestionable, while the latter was not mature at that time, but we were very optimistic about its potential.

In fact, at the time, for consumers in Beijing, shopping mall and outdoors were a relatively advanced concept. I remember that only 10 outdoor brands were first settled.

Reporter: great changes have taken place in the past seven years.

Charles: there are about 56 brands in the outdoor area of Jin Yuan's Yansha sports, including 25 outdoor brands and three thousand square meters outdoor area. Many brands set up flagship stores and image stores here.

However, up to now, only 3 brands in the region have not changed, and the annual renewal rate is only 20% in 2010.

In recent years, 2007 -2008 is a very important development stage in China's outdoor consumption field. On the one hand, outdoor sports have become an accepted way of life. On the other hand, outdoor consumption is also on the rise. Many famous outdoor brands begin to enter Beijing and develop rapidly.

Reporter: with the increasing influence of Jin Yuan's Yansha outdoor area, is it not the trend of future development to create outdoor high-end consumption?

Chan Wei: in outdoor brand and product selection, we pay more attention to "gold content", not only popularity, but also introduce the truly mature and high-quality outdoor brand in the world, such as Scandinavia or Germany, some outdoor brands may not be well-known, but the quality is very good and professional is very high.

Reporter: compared with other department stores, what are the advantages and characteristics of Jin Yuan's Yansha outdoor products?

Charles: we are not just selling outdoors as clothing or shoes, but as a way of life promotion. Apart from ordinary preferential sales promotion activities, we will also hold outdoor activities together with major brands to promote outdoor concepts and outdoor knowledge.

Reporter: what are the plans for the future?

On the one hand, we hope to introduce outdoor clubs and make Jin Yuan Yansha become the base for outdoor enthusiasts. On the other hand, we hope that outdoor products are more specialized, and are still the traditional outdoor brand stores, hoping to open special outdoor equipment stores in the future.

Consumers say

Discount on outdoor clothing in shopping malls is more cost-effective.

Xue Zi, male, 38 years old, senior friend

In China, there is no real outdoor store or outdoor mall. In North America, large outdoor shopping mall will have a huge store, which is very detailed except for ordinary outdoor clothing and equipment, as well as shotguns, canoes and so on.

But some famous outdoor brands will also have their own shops. You can have various choices.

At present, domestic outdoor franchised stores are relatively small. I will choose some special tents, lamps and other equipment in the franchise store, and clothing will go to the mall to buy, because the discount season price is more cost-effective, as for high-end equipment, it can only be booked from overseas Internet.

Consumer information

Beijing Jin Yuan New Spring Festival MALL outdoor theme activities in spring

Time: March to May

Outdoor life static exhibition: static exhibition of outdoor cars, equipment and appliances.

MALL outdoor sports and leisure brand preferences: hush, Pathfinder, King Camp and other outdoor leisure brand special.

In MALL, merchants and well-known group buying websites launched the sports outdoor combination group buying "spike" campaign.

At the beginning of April, the children's outdoor sports and leisure clothing exhibition will be held in the four East area.