What Is The Brand Of Outdoor Sports Shoes?

In just three or four years, local outdoor sports started from the first few.

From life

As a healthy and happy lifestyle, outdoor travel has become a kind of relieving technique under heavy pressure.

In fact, the concept of outdoor is very common abroad.

In contrast, the outdoor industry occupies a high share in the proportion of foreign industries, while in China, the current outdoor industry is still in its early stage.

However, China has a large population and a large base, and its demand for outdoor products is increasing.

The idea of "Outdoors" advocated by the outdoor industry coincides with the potential market demand.

In other words, the concept of "Outdoors", which is different from professional outdoor activities, is different from the outdoor outdoor industry, which is just right in the current situation. After all, the emergence of outdoor industry is ultimately the needs of life, and how to put it into practice is the key.

The slogan is in the front, the action is behind, and the implementation of landing is a big shackle in the development of the shoe and clothing industry.

This is no exception to the developing outdoor industry.

According to Jin Haiyan, director of brand marketing, "at this stage, there are many enterprises in the outdoor industry who are following the trend of the wind. Without market research, they will promote the outside world and publicize that they will have a role in the outdoor industry."

The result is: gold and jade, the outside.

It is not hard to find that many enterprises in the local outdoor industry have shown the ill condition of the brand's precipitation and are getting more and more difficult on the outdoor road.

The outdoor industry is not an occasion to play a trick on the ground. It is a prerequisite for entering the outdoor industry to make a thorough investigation and plan for the market.

In fact, looking at the development of professional outdoor industry in recent years, from the perspective of industry attributes, professional outdoor oriented consumer groups are limited. From the perspective of brand style, many professional outdoor brands gradually come closer to the outdoors of life from very stiff fashion elements.

When the outdoor industry enters a stage of rapid development, it will enter a critical period of competition for enterprises. At this time, competition is not entirely a competition in the market level, but more in the practice of internal competitiveness.

This should be a problem that local outdoor enterprises must pay attention to at present.

Facing the increasingly fierce competition in the industry, innovative thinking and market segmentation have become the magic weapon for the rapid rise of these brands in the industry, and only through the road of innovation can we open up a new world quickly.

However, for these brands, the most fundamental problem is how to ensure that the content of innovation always revolves around consumer demand.

How to avoid falling into the trap of good market difference? How to ensure that products bring new feelings to consumers without causing inventory and capital turnover? All these uncertainties need constant reflection and improvement through these market feedbacks.

Winning the right to speak

The mind of consumers is an insurmountable "hole".

Because consumer cognition is hard to change once it is formed. For example, in the minds of consumers, GREE is the air conditioner and Galanz is the microwave oven. When it comes to herbal tea, you can think of Wang Laoji.

GREE, Galanz and Wang Laoji have become synonymous.

This is enough to illustrate the importance of focusing on a particular market segment for a brand.

Especially in the outdoor industry that has not yet been formed, outdoor sports brand should leave behind the concept of matching with the brand name subdivision market in the consumer impression. It needs to segment market positioning, highlight its core products, and talk with fist.

Not only is it based on the core products in the market, but also lays the foundation for the diversified development of the enterprises in the market.

As a brand of market segmentation, brand culture is self-evident to its development.

And the connotation of culture is the need for outdoor enterprises to consider carefully.

"Category, taste and quality are three essential meanings of every brand."

"Longde International Group officially launched the strategy of the UK's outdoor brand to enter the Chinese market in an all-round way," he said. "We advocate life outdoors, follow suit, specializes in packaging, sell fashion as a selling point, and strive to win the competition with a high threshold."

Whether it is category, taste or quality, it serves the brand, and ultimately it should be implemented to talk with products and focus on product competition.

Quality is the core of the product.

Quality assurance, only sharp knives products, and have confidence in dialogue with consumers, but also to win back the head of the protection.

The industry attribute of outdoor industry requires its product's functionality, safety, comfort and so on.

The sporting goods industry represented by Jinjiang, based on years of experience in shoe making, has also been recognized by a certain degree of society.

These provide some support for outdoor enterprise's product technology.

Generally speaking, consumers need to undergo several stages of cognition, recognition and recognition for a brand.

The foundation of cognition requires momentum and product synchronization.

A few years ago, in the field of Jinjiang, the rise of a brand was a common practice in Jinjiang.

Nowadays, it is a childish act to rely solely on momentum.

Rational attitude is not only formed in the industry but also among consumers.

We need both momentum and products.

At the same time, brand upgrading is further requiring its own experience.

The brand strength of the local outdoor industry is generally weak, and the main competitive edge has not yet been formed in terms of its unique cultural structure, brand building, and the forging of terminal stores.

As a derivative from sports, outdoor sports are often compared with the sports industry.

No doubt, the adult movement has entered a mature and stable stage, and the outdoor industry is still developing at an early stage.

Including capital, resources and information are far from being comparable.

A local business owner revealed that seven or eight years ago, he started the capital of 30 million, enough to support the development and growth of a sports brand. Now, the investment of 30 million dollars in the outdoor industry is only a corner.

On resources, there is a saying that spiders can sit on their feet and rely on that relationship network.

At present, connections and human resources are closely related to the development of outdoor enterprises.

The demand of local outdoor enterprises for industry personnel has never been stopped, and the whole outdoor industry is still lack of talents who are proficient in the industry.

In addition, in the process of growing up in the outdoor industry, many enterprises have a wait-and-see attitude. "What are my colleagues and competitors doing?"

With the strong backing of capital and resources, outdoor enterprises should always maintain information communication with the outside world and the same industry, keep pace with the times and get information related to their development in time.

Only when industry information is exchanged, can the mind collide to spark more sparks.

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Profit making point

After the precise brand positioning and market positioning, outdoor sports enterprises are expanding channels.

Compared with the competition of adult sports in the street shops, the competition of outdoor industry channels has been moved to another stage.

The characteristics of the outdoor industry determine that the shopping mall and large general store are the main passageways, supplemented by exclusive stores, and the number of shops on the street is still in the minority.

At present, many shopping malls have opened up an area for outdoor brands, and consumers tend to shop in department stores when choosing outdoor products.

The positioning of a brand determines its positioning.

As for outdoor industry, because of the high unit price of outdoor products, there is more profit in shopping malls than sports products.

It is also the sales threshold set by the shopping mall, and the quantity of sales required for outdoor products is easier to achieve than sports products.

Generally speaking, the high-end brands are dominated by one or two kinds of shopping malls in the first tier cities and two or three kinds of shopping malls in the city.

But the operation cost of first tier cities is high, and most of them are occupied by international outdoor brands.

Local outdoor brands need to learn the brand sink of adult sports, which takes time and space, and the cost performance of outdoor products is not suitable for sinks, or even consider the impact of sinking on brand image.

Therefore, in the choice of channels, outdoor brands need to be based on their own positioning, so as to avoid blind layout and expansion.

No matter where the profits of outdoor enterprises are, the outdoor industry should choose high-quality channels, find suitable channels for them, and achieve precise marketing.

At the same time, using data to speak is the way to do data.

On the basis of products, it gives the brand more social value. At the same time, it can help to increase the brand additional value by applying a number of patents, and ultimately effectively promote sales.

Marketing is the key.

The domestic outdoor industry is not only caught in the price war, but also the mode of operation and marketing.

Although the adult sports mode has its strong points, the outdoor industry has its own characteristics and is at the stage of development. This is both a challenge and an opportunity.

Brand marketing innovation should go out of its own characteristics, so as to elevate the brand height.

The key lies in the marketing of enterprises themselves.

1, precision marketing

In the adult movement, XTEP first entered the market with fashion movement, and its brand positioning was the key to its success.

In outdoor brands, the emergence of "fashionable outdoor" and "outdoor life" are also important steps for the outdoor industry to make precise positioning and precise marketing.

At the same time, outdoor brands should avoid the marketing campaign of adult sports, and target customers and consumer groups.

In the local outdoor industry, some enterprises make use of precision marketing to achieve the choice of high-quality customers.

According to industry sources, when some outdoor brands choose customers when they enter the outdoor market, they usually start with customers who have experience in agency brand experience. Due to the delicate relationship between outdoor and adult sports, such precise customers will reduce the corresponding costs and risks.

2, event marketing

Unlike the sports resources industry's integration of sports resources, compared with the official nature of sporting goods industry events, the outdoor industry has less resources in the integration of sports resources, which is undoubtedly a challenge for the development of outdoor enterprises' sports marketing process.

However, the outdoor industry's marketing is becoming more and more popular.

A few days ago, the Mount Huangshan International Triathlon intercontinental cup of the Tianlun Tian cup just came to a close; the lion brand of Sheng Lion Brand signed the first China International camping competition; the brand of the outdoor outdoor group, St. Valentine, participated in sponsoring the activities of college students climbing snow mountain for four consecutive years.

Outdoor brands seek out the best cooperation opportunities through the help of competition resources and outdoors to "treasure hunt".

Outdoor sports brands promote brand hype through competitions, constantly enhance the professional height of brands and increase brand awareness.

Some outdoor enterprises are also opening up new ideas, preparing to join some donkey activities in the promotion of future events, or integrating the activities of brand outdoor spokesmen, in order to promote the publicity of brand image more effectively.

In the limited competition resources competition, the first step can undoubtedly bring good brand effect to enterprises.

If it is bothered by similar sponsorship activities, enterprises should also try their best to innovate and avoid consumers' aesthetic fatigue.

3, experiential marketing

Experiential marketing is based on the marketing of sports events, through the establishment of an experiential platform, with folk tourism groups, outdoor enthusiasts, outdoor enthusiasts to carry out joint promotion.

"In order to better let agents and distributors personally experience outdoor travel, we try our best to create an experiential atmosphere that may move our orders to the mountains.

We should guide our customers to experience outdoor life.

Mr. Li, assistant general manager and deputy general manager of force Road, said to Guo.

In fact, outdoor events sponsorship is often blended into some experiential links.

According to Yang Kehui, marketing director of Pu Le Road, the future brand of Pu Le road will be vigorously launched on the vertical network. Through network marketing and other competitions promotion, we will strengthen the internal force of the team, strengthen the terminal and make ourselves more professional in the outdoor area.

In the development of outdoor industry, we need this kind of broad feelings to accommodate all kinds of "different" to achieve the ultimate goal of making the brand closer to consumers and truly penetrate the consumer level.

Generally speaking, enterprises often use the three dimensions of economic value, use value and psychological value to measure the degree of fit between brand and consumer.

In reality, many outdoor enterprises will place their customers with customers, and consumers are placed in Party B.

In fact, the real party A is the consumer. Only when the brand and customers realize this, can the idea change, and they can gather strength to be invincible in the market.