St. Right'S Channel Upgrade To Boot Footwear Integration Strategy

Last weekend, the "Outdoors" leading brand Sevlae ( sevlae The 2012 Sevlae autumn and winter new product conference with the theme of "CHANGE change" will be held to greet the arrival of the big outdoor era. Chinese mountaineering team captain Wang Yongfeng also arrived at the scene and formally signed up to become Sevlae. brand Image spokesperson.

China's outdoor brands enter the big outdoor Era

Compared with the vigorous development abroad, China's outdoor brand started relatively late, but its development has been developing rapidly in recent years, and its popularity is becoming more and more prosperous, according to Sevlae, a group affiliated to the group. Not only that, the outdoor brand consumption crowd is also "outdoor", is no longer a pure explorer, "donkey" and other professional or non professional outdoor people. There are various signs that China's outdoor brands may be coming to an outdoor era. In the face of such opportunities, Sevlae's "CHANGE change" is imperative. Signing a famous mountaineer in China is a brand new upgrade.

According to relevant data, 2001, China's outdoor sporting goods. market The scale was only $40 million, and in 2005, it was by leaps and bounds to 1 billion yuan. By 2010, the retail sales of China's outdoor goods market reached 7 billion 130 million yuan, representing an increase of about 47.01% over the previous year. Looking back on the 10 years from 2000 to 2010, China's outdoor products market has maintained a sustained and rapid development trend, and has become one of the fastest growing segments of the retail sector.

Footwear integration strategy launched

As the first outdoor brand to put forward the concept of "Outdoors" in China, Sevlae is keen to grasp outdoor leisure products with outdoor professional quality and leisure elements, which can be used for both daily wear and outdoor activities. It not only changes from a single product production to a magnificent transformation, but also integrates the strategy of footwear and accessories, and adds more fashion elements to the design.

The latest autumn and winter new products, not only focus on the design of the shape, but also focus on the application of color by the French design team, and apply the international fashion trend to the merchandise, so that fashion and outdoor can be perfectly blended. This season's new products have greatly changed in terms of fabric, functionality and technology content. The comprehensive coefficient of waterproof, thermal insulation, antistatic and breathability of each garment has been improved, and the flexible material has been added to the key part to make it more light and comfortable, consistent with human engineering.

　　 channel Upgrading and nurturing new vitality

Terminal is the window of brand, and also the place to win. Because of this, channel upgrading will be an important part of Sevlae 2012 "CHANGE change". Sevlae will gradually establish a unified CIS system for standardized management.

At the same time, in order to achieve the unified image of terminal stores, we will give strong support in capital and policy. To achieve any Sevlae shop, we will give consumers the same visual sense - this is the unity of the terminal visual image brought by the perfect combination of goods planning, display form and space design.

Sevlae will also start official electronic commerce synchronized with physical stores to meet consumers' online shopping experience and personalized needs. A variety of network marketing methods such as micro-blog marketing, video marketing, word of mouth marketing will also become one of the ways to promote Sevlae brand. As a result, San De Lai will take the online and offline synchronized channels to upgrade and expand the way, so as to cultivate and form a new vitality of the national market.