Shang Chao + Characteristic Event &Nbsp; Quanzhou Outdoor Brand Seeks Regional Market Breakthrough.

Recently, the Sixth Asian outdoor products exhibition was held at the Nanjing International Exhibition Center.

In fact, apart from labeling labels on brands, Quanzhou outdoor products.

In the outdoor brand market, with its high popularity and high end stable consumer groups, shopping malls have become the main channel for more and more outdoor brand attacks, and good high-end shopping malls have become scarce resources.

But the channel development can not be blindly, while the brand is developing at a high speed, we should also know how to relax.

For this reason, outdoor brands have regional emphasis, and the way of sports marketing is used to expand regional market channels, so as to prepare for further improvement of brands.

Hold high the banner of shopping mall

With the emergence of many outdoor brands and more and more outdoor brands entering the Chinese market, the first and second tier cities have become the battleground of many outdoor brands.

In the outdoor exhibition held in Nanjing just now, St. Valentine asked the managers of all the senior stores in the country to take part in the brand order meeting, with fewer than 200 people.

Why do these outdoor brands aim at shopping malls?

Chen Ruidian, chairman of the outdoor group, believes that the mall channel is a good choice for outdoor brand sales channels with its high popularity, stable flow of people and comfortable shopping environment.

Consumers' trust in shopping malls can be pformed into trust in brands and operate well. The high level shopping centres trusted by consumers have gradually become scarce resources in the development of outdoor brand channels.

It is worth mentioning that the consumption groups in the high level shopping mall have a strong consumption ability, and also have a high sense of identity for outdoor sports.

"In other words, if outdoor brands can be stationed in excellent high-end stores, they will have the opportunity to get the recognition of this group of consumers.

This is of vital importance both for brand promotion and for products with high added value. "

F Leonspan brand marketing director Wang Quancheng believes.

The recognition of high-end consumers is conducive to the establishment of brand height.

If an outdoor brand wants to become a high-end brand, it must be based on a large number of high-end consumers.

Choosing a good shopping center will often get twice the result with half the effort in brand promotion. Chen Ruidian has taken an example: "a brand sells products in the high level stores, B brands are opened in roadside stores, a brands are patronized by high-end customers, while customers who buy B brands are the opposite.

After a few years, the value of a brand is always greater than that of B brand.

The so-called good shop good brand, bad shop is bad brand is such a truth.

To this end, many outdoor brands compete for excellent shopping malls, and the managers of major shopping malls are the top guests of these enterprises.

"Good shopping shops are scarce now, and they often have to wait for 3~5 months or even more than one year to enter these stores.

In addition, if an outdoor brand in Jinjiang is first entered, then other Jinjiang outdoor brands will be hard to enter.

Channel expansion should be relaxed.

"Outdoor products are selling well this year." recently, some local outdoor brands have expressed some thoughts.

This year, outdoor products are coming into the spring of development. From outdoor mountaineering shoes to assault clothing, sales have increased greatly compared with previous years.

Many manufacturers of sports brands have also switched to outdoor markets.

Not only in the first tier, second tier market, and even in the outdoor sports atmosphere of the four line, five line market has appeared outdoor brand appearance.

This can not help but remind us of the scenes of sneakers coming up in the past few years. The development of horse racing enclosure has made the sports brand market full of bubbles. After the bubble dissipated, many sports brands fell down or merged or struggled.

As a matter of fact, these outdoor brands are more inclined to brand management rather than blind expansion.

"We sometimes design seventy or eighty stores a month, but not all of the stores that apply for it approve agents.

We are now divided according to the place to control the number of agents.

Now we design more than 80 square meters of shops, too small shop will not consider doing.

Chen Guiyuan, deputy assistant general manager, said.

It is worth noting that the choice of outdoor brand channels should be based on interest brands.

Blindly opening stores without distinguishing the market does not give outdoor customers a clear positioning of customers, and can only become "wholesalers of outdoor products".

"Joining the agency is not a good thing. There must be a strategy to open a store.

For example, there are only three or four commercial streets in some parts of the country. If a brand opens shop in this place, consumers will inevitably have a bad impression on the brand.

Low end channel low end impression.

Chen Guiyuan said, "first of all, we must first brand our brand."

To this end, the outdoor group chose strong agents to cooperate. At the same time, it also established a terminal brand operation Department, specializing in providing services for agents and assisting agents in establishing brands.

There is not a leading brand in outdoor brand, and there is no operation mode that can be used for reference.

This has led to many outdoor brands, such as sports brands, while riding horses, and at the same time, the choice of channels is also very short in order to sell products in a short time.

But after all, outdoor brand products are not fast food products, and consumers' recognition of high quality high-end outdoor sports products also requires outdoor brands to run like horse racing.

"Making outdoor brand has to make a long-term plan from the beginning, with long-term interests as the main strategy, and brand management should be relaxed."

Chen Guiyuan said.

Regional marketing promotes channel expansion

Generally speaking, there is always a gradual expansion process of market and channel development. Few brands start developing the nationwide market at the same time.

It also requires outdoor brands with different scales, strength and product mix to expand key channels in different target areas.

To this end, all outdoor brands also focus on a regional market, focusing on marketing and promotion.

In the Northwest market, the first China International camping competition has been designated as the designated sponsor for outdoor sports equipment; Tianlun Tiantian sponsors the Tsinghua mountaineering team, major in the North China market, and the llen group also sponsors high-end events, among which the national hiking takes more than three big cities in China as the center.

Outdoor brands have signed regional outdoor sports events and launched brand promotion for outdoor consumption groups. They hope to win the recognition of outdoor sports circles through sponsoring outdoor sports events, thereby enhancing the visibility of outdoor brands.

Chen Ruidian also said that he had a plan for the regional market operation.

In Northeast, Shanxi and Hubei, these outdoor and atmosphere cities will be jointly held by the association of social sports instructors of the State Sports General Administration to organize the three activities of the St. Forrest cup, the social sports instructor's walking fitness activities.

It is the common choice of many outdoor brands to improve brand awareness quickly through outdoor events.

Brand awareness has not only enhanced brand value, but also played an active role in expanding market channels.

"The brand is famous, more people know your brand, and the shopping mall is better."

Xu Rongsheng, general manager of the US Lions Club, said.

For outdoor brands, this is a benign channel expansion process.

With the promotion of events, the outdoor brand of bundling events will surely be remembered by more consumers. The mall will welcome the brand to enter, and the widening of the shopping mall channels will also be more conducive to the promotion of brand value.

At the same time, the marketing of sports events can be carried out in different places.

For example, a famous event sponsored by an outdoor brand is held in different places and divided into different sites.

The outdoor brand promotes brand promotion through these competition sites, and gets the approval of the local shopping malls channels one by one. Finally, it connects the whole regional market in tandem.

With the same method, the brand must be gradually extended to the outdoor market of the whole country.

This is a marketing tool that can not be ignored for high-end outdoor brands.