Quanzhou Outdoor Brand "Fight" To Grab Market Resources

A few days ago, the first China International camping competition sponsored by the Quanzhou outdoor brand USA lions ended. According to the introduction, on the day of the competition, the lion's head style sign of the lion card playing on the sportsmen of the domestic and foreign athletes is particularly eye-catching, from the 5 live broadcast of CCTV to the late stage dissemination of all kinds of videos and portals, so that the US lions can earn enough attention.

In addition to the US lions, Jinjiang Outdoor brand He also turned his eyes on this special event: the brand of the outdoor group of St. Valentine, where he set up tents on the spot and filled colorful banners at the camping site. Another outdoor brand, Sai Dan fox, did not take any action, but the boss appeared in camping competition to observe the outdoor event marketing. He said frankly that he hoped to provide some beneficial reference for Sai Dan fox outdoor marketing mode.

With the conclusion of the China International camping competition (Xinjiang station), the major outdoor brand marketing war has come to an end. However, another brand war is going to be staged: all outdoor products are hoping to win the prestige of their brands in the Xinjiang market through the opportunity of outdoor tourism events.

There is no reason for it. Apart from Xinjiang being a market with a strong outdoor atmosphere, the outdoor brands regard it as a land hub to open the Western Asian market. Whether for strategic layout or market capacity, Xinjiang has become a must for outdoor brands.

　 Promote and popularize

Non professional events are more popular.

At the foot of Tianshan Mountain, the first international camping competition started, and several friends carried it. Outdoor equipment In addition to the regular competitive events, the first China International camping competition also included national fitness, environmental protection, entertainment and entertainment. It also enjoyed extensive activities and varied forms, and was widely favored by outdoor enthusiasts. According to incomplete statistics, nearly 10000 people took part in camping that day, most of them were outdoor tourists.

Compared to the sponsorship of extreme, expeditionary and competitive outdoor activities, Xu Rongsheng, general manager of Sheng Li Wang sporting goods Co., Ltd., said that the first China International camping competition represented the highest level of outdoor camping and outdoor activities at home and abroad. Apart from fully displaying the characteristics of camping activities, it is more important to integrate Xinjiang tourism industry and outdoor events closely, mobilizing more outdoor hobbies and people's enthusiasm for participation, and sponsoring resources to invest in such outdoor outdoor sports events. Not only will it match the brand's own outdoor positioning, but it will also show the brand concept of American lion leisure outdoor fashion.

Nowadays, outdoor activities have moved from sports to humanities, geography, environmental protection, public welfare and so on. Hiking, camping, fishing, making friends, picking and environmental protection activities have all been "Outdoors". "Camping in today's urban life has become one of the fashionable outdoor activities. It combines sports competition and exploration fun, and this kind of event can better close to the outdoor outdoor market, enhance the popularity of the brand in the mass consumer market, and create a professional image." Xie Yongli, general manager of Xinjiang branch, St.

According to statistics, the fastest growth in the last three years in the international market is family camping. According to Harvard statistics, family camping grew by more than 23.8% last year. In the last three years, the European family camping market has a very good growth figure. In the next three years, camping in the country will become an outdoor mainstream because camping is a new leisure sport and has become a popular outdoor sport all over the world.

Quanzhou outdoor brand, as the pioneer of "outdoor outdoors", promotes the positive and healthy "Outdoors" concept with the help of the first China International camping competition. It is only the first promotion cooperation to develop the brand awareness of Xinjiang. The relaxed and unprofessional outdoor events are more suitable for the promotion of Quanzhou outdoor brand.

"For example, today is the era of" Outdoors "consumerism. Consumption behavior The so-called professionalism, which has left the wishes and needs of consumers, can only be abandoned by consumers and the market. Only by thoroughly studying the lifestyle and psychological needs of consumers can we grasp the product and market demand more clearly, and we can develop products that are truly consumers' favorite and become the drivers of the market. Sai Dan fox outdoor relevant responsible person said. The Quanzhou outdoor supplies Corps chose the first international camping competition as the first stop to enter the Xinjiang market, which undoubtedly proved this point very well.

　 Channel combination

Seize the brand mall

In Xinjiang, the king's building is a battleground for many sporting goods brands. Nowadays, it seems to be a gathering place for outdoor and domestic products at home and abroad. From the first floor to the four floor, the outdoor brand has occupied half of the country, and the lion lions, the outdoors group and the Sai Dan fox have come from Quanzhou. People in the industry often joke that if you want to make a brand, you must take a place in the land King building.

Almost all outdoor brands will choose to put their flag here and start to race in Xinjiang. The reason is very simple, all the states in Xinjiang want to join the business to Urumqi, will go to the king to find the brand here. It means that if the manufacturers who want to make brand want to better invest successfully in Xinjiang market, they must set up a billboard in this mall.

The rush of Di Wang building reflects a phenomenon: franchisees value brand height here. If an outdoor brand can not reach the ideal height of the franchisee's mind, then the brand's investment in the local market will be difficult to continue.

"Choosing a good shopping mall is not only to build sales channels, but also to promote local brands. If an outdoor brand wants to become a high-end brand, it must be based on a large number of high-end consumers. The entry of some good shopping malls will achieve twice the result with half the effort for brand promotion. Liu Yongqiang, general manager of Budweiser Xinjiang, said.

Because of this, many outdoor brands compete for excellent shopping malls. Nowadays, good shops and stores are scarce. It often takes 3~5 months or even more than one year to enter these stores. In addition, if an outdoor brand in Jinjiang is advanced into a shopping mall, other outdoor brands in Jinjiang will be difficult to enter.

Yang Xiaofei, marketing director of the Xinjiang brand marketing center of the US Lion Brand outdoor brand, told reporters that due to regional characteristics and climate, Xinjiang's overall outdoor market is very active, and the public's participation in outdoor sports is relatively high. In addition, due to the severe cold in winter in Xinjiang, the demand for functional skid shoes is very large. All these provide some necessary prerequisites for outdoor brands to take root in Xinjiang. In fact, Xinjiang has gone to more extensive fields from primitive outdoor stores and outdoor comprehensive stores, such as outdoor clubs, outdoor exhibition halls, outdoor restaurants, outdoor websites and so on. Outdoor sports is not only a popular form of sports, but also a newly established industry. This industry is a whole which depends on the movement itself and also has an influence on sports. {page_break}

"This environment is not only favored by brands, but also favored by shopping malls. Xinjiang's local friendliness and Tianshan Department store have adjusted their brand structure from the beginning of the year, greatly reducing the brand share of sporting goods and expanding five or six outdoor brands, but most of them are mainly based on international outdoor brands, and even the Pathfinder has only got such a location as" partial hall ". Facing the high threshold of front-line shopping malls, Yang Xiaofei, who has just visited the shopping mall resources, said he was very helpless. Now he can only focus on some second-line department stores and take the second market share first. If he stares at those front-line shopping malls, he may lose even the second tier positions.

　 Spell marketing

Group buying can not be ignored

At this China International camping competition, reporters saw many teams organized by units. They dress uniform and have quite a complete set. It is a phenomenon corresponding to this group of people: in the current enterprises in Xinjiang, the number of state-owned enterprises accounts for more than half. The number of group buying that this brings is very astonishing, this also becomes the brand that every big outdoor brand wins.

"Therefore, in Xinjiang, making outdoor brands and group buying is a fair share. Although these purchases are not initiated by businesses, they are spontaneous purchases based on group buying platforms such as handshake, American group and so on, but at least give some inspiration to Quanzhou outdoor brand." Liu Yongqiang thinks.

Sai Dan fox relevant responsible person said, group buying is cheap because it gathered the vast demand, formed mass production, each thing only needs a small profit, as long as the overall plate is large enough, it can form a huge total profit, which can not only support the supply of cheap price, but also have a good profit, improve sales volume has also made a greater contribution to the popularity of the brand.

In this way, "big list can be done, so it can be very cheap for consumers. It can be obtained almost at the factory price. If the group fails, the withdrawal will be made. This is also good, because this list is definitely not good for either side, or the price is not attractive to consumers, or it is not profitable for us as manufacturers."

However, it is worth mentioning that group buying may upset the original market price order, so the well-known brands are mostly excluded from group buying. However, for those outdoor brands that are developing in Quanzhou, they can make profits in order to expand the popularity of their brands.

"However, small brands can only meet the consumption needs of small groups, and some large products such as mountaineering bags and outdoor clothing are still not very popular with consumers. Therefore, the key to do outdoor group buying is to find a good location. Many modes of innovation are based on the most primitive and simplest needs, and it is possible to identify the supply and demand relationship of the market. An insider familiar with the current situation of outdoor products analyzed.