Outdoor Brand Is Very Disturbed &Nbsp; Price Tactics Or A New Round Of Bloody Battle.

In the middle of November, Harbin was ice and snow before this time, but this year the temperature has been hovering around zero degrees Celsius. Tianlun Tian Xu Tengda, general manager of outdoor products Co., Ltd. is very puzzled. Encountering climate fluctuations, for outdoor brands, it will be a price war or a large amount of inventory. Once the inventory is generated, large amounts of capital will be left behind, and the next year's orders will be affected. The vicious chain reaction will be staged one by one.

Not only are Tengda, including Xu Rongsheng and Chen Guiyuan, most of the people in the industry have such anxieties: once their outdoor brands are caught in price wars, they are just shaping up. brand Whether the image will be destroyed or not? Climate fluctuations have led to price wars, and new outdoor brands are using price tactics to catch up with them. For Quanzhou's outdoor products forerunners, whether they should stand up to their status and build up their brand height or adopt the same discount method to cope with the weather crisis and grab new outdoor brands? market ? Quanzhou The pioneer of outdoor products is in a dilemma.

However, in the industry view, because outdoor brand is at the beginning of development and the base is relatively small, even if there is stock formation, it can also be consumed through product combination or terminal expansion. Therefore, it is imperative to do well in the brand and make use of the added value of the brand to open up the competition gap with the latter.

Some HOLD can't afford to pay 66% off of the price.

"Winter is not cold this year, people are not interested in winter outdoor products with cold resistance as their selling point." Mr. Liu, an agent of an outdoor brand in Quanzhou, told me that compared with previous years, this year's warm winter has reduced sales by about 20%. "Such a warm weather makes people less interested in outdoor products, and the good outdoors clothing and shoes sold in the past year can't be sold this year."

In Tianlun day brand leader, the outdoor products in winter are often "depend on the sky". The warm winter will lead to slower sales of outdoor products than in previous years. "Especially outdoor clothing products are greatly affected by warm winter. Some brands even sell at 66% off, and sales are still slow."

"Warm winter has caused the outdoor goods to sell poorly this winter. Many outdoor brand agents either discount the brand image at a high price, or the goods are backlog, forming a large number of stocks, resulting in capital stranded, resulting in difficulty in repayment. For outdoor brands, choosing agents is not a good news. Chen Guiyuan, assistant general manager of the outdoor group, told the writer with concern.

Not only is the season discounted extremely urgent, but even more frightening is that some outdoor brands that have just moved from foreign trade to domestic sales have opened a price war in some shopping malls, and the new ones that have just been listed are also selling 50 percent off. They have a huge impact on their brands, and Tengda is very helpless.

In fact, Quanzhou's outdoor brand echelons, represented by St. Valentine, Tianlun and American lions, have been basically accepted by the market. The cost of brand operation, product development and terminal operation has been much higher than those of some small and medium-sized outdoor brands, which has made the warm winter crisis even worse. Once the price war is over, it may hurt the brand achievements of these years' painstaking efforts.

"They have just transferred to the domestic market, and we can sell dozens of editions, and we only need to sell hundreds of products, and only one 800~900 order will be developed for an order, and then the order production will be screened. The development cost can not be digested in the low discount. After the low price strategy, it will affect the image of the brand in the eyes of consumers, and the sale of new products will be discounted in the coming year." Sheng Li Wang sporting goods Co., Ltd. marketing director Zhang Zhurong told the author.

Some people want to live in HOLD and distribute their stock by opening stores.

In Chen Guiyuan's view, outdoor brand enterprises usually arrange production plans according to the order. Many enterprises have sent all the goods in winter before the winter has arrived. Warm winter is more important for outdoor brands than its agents and terminal market.

"The decline in sales of agents will immediately affect the reflux of goods and the next season's orders." Chen Guiyuan told me that this year's warm winter is a big impact on outdoor brand agents and terminal market. Outdoor brands seem to be temporarily worried, but the sale of terminal market is declining, and agents can not sell products. These problems will eventually reflect their own brand.

However, because the outdoor market is relatively small, in other words, unlike traditional sports and leisure markets, it has become saturated. With the development of the outdoor market in the past two years, its potential is fully capable of supporting the capacity of the brand terminal expansion. Although the chain reaction of warm winter will spread to the next year, the market share is still increasing, and its order quantity is only relatively reduced. With the expansion plan of terminal stores next year, this part of stock can still be dispersed by spreading to various outlets, which should belong to the scope that enterprises can afford, Tengda analysis.

"For example, next year, the Tianlun Tian plan will increase 300 to 500 terminal outlets. This part of the stock will be sold by opening stores, and not as cheap as the market goods, so as to make their brands die!"

Similarly, in the Urumqi shopping mall, the US lions are doing activities. This brand activity has not attracted the attention of discounts, so that people do not feel too much "benefit storm".

"We can sell without discount, not only in Urumqi, but also in prefectures. As a brand name, we must first have confidence in our brands and products. Many times, we let ourselves walk into a misunderstanding, and products must be discounted before we can go." Li Shujiang, a local outdoor brand dealer in Urumqi, said they believe that the real price of the brand will finally cheer consumers. {page_break}

　 How can HOLD live experts suggest learning to do "stir fry"?

Facing the crisis of climate fluctuations, brand marketing expert Yu Fei believes that brand positioning and segmentation is the main way to solve the problem of outdoor brands. "Everyone is talking about warm winter, and they are afraid of warm winter. But as far as I know, the sales of an outdoor brand in the two years of warm winter is much higher than that in the cold winter before. Why? Because this outdoor brand positioning is in South market, outdoors clothing version is light and thin, suitable for wear in the south, but it sells well in the warm winter. Outdoor brands should learn to do "stir fry", no consumers like to eat big pot. Yu Fei told me this.

And for the outdoor brand that was hit by the price war, Yu Fei also gave him a "trick". He told me that when outdoor brands face other brand price shocks, they can use product mix strategy to take advantage of the market. The so-called product mix strategy is to lower the price of outdoor brands with a low end price and a high-end price combination.

"For powerful outdoor brands, low-end products take a lower price than other brands to enter the market and dismantle the price advantage of other brands. On the other hand, outdoor brands must focus on the high-end products in the market, and make up for Jeany's low price products through the profits of high-end products. Yu Fei takes an example, for example, using A, B two type products as low end product mix, setting up low-end A products, the current selling price is reduced by 200 yuan from the original price, so the price of high-end B products is most conservative, and the additional premium of 140 yuan or more should be added to the original price of B products.

"The premium of B products can compensate for 60% of the 200 yuan loss of the A products that cost the price, while the other 40% loss is made up of the sales volume by the low price advantage of A products." Yu Fei told me that under this strategy, outdoor brands should focus on the promotion of high-end products. "High-end products can seize a new" commanding height "for outdoor brands, and also become the key to branding the industry at low prices. Therefore, outdoor brands need to have high-end products with "selling points" that can impress consumers.

　 The author observes: to prevent cold, we must keep warm.

Following the invasion of the clothing market, the impact of this year's climate fluctuations has spread to the field of outdoor products that just emerged.

In recent years, because of the trend of fashion and the habit of consumers pursuing health and getting close to nature, outdoor products as a brand new concept are becoming more and more popular. Many enterprises have set up their own "outdoor bases" by licensing or licensing. Just as brand promotion channels were expanding vigorously, many brands were caught unawares by this warm winter.

"HOLD must live!" this is the voice of many outdoor brands. But what HOLD lived, and finally survived this "natural disaster"? I believe that outdoor brands must "prevent cold" and learn to "keep warm." The former is mainly to strengthen the management of enterprises, ensure the healthy development and development of brands and channels, and the latter actively explore suitable tactics for outdoor brand marketing so as to get rid of the weakness of "low resistance".

Outdoor competition is just beginning. A warm winter may also be a test, sift sand and leave real gold.