Interpretation Of Commonly Used Marketing Models And Erroneous Zones Of Outdoor Brands

Management and marketing are the two carriages to promote the development of enterprises. Management training is internal strength, and marketing practices are external skills, while internal and external training shows the advantages of enterprises.

Although China's outdoor industry has made considerable progress, compared with other industries, there is a big gap between management and marketing level, especially in brand marketing.

To achieve good results

The marketing work specifically solves four basic problems: who says, how to say, what to say and when to say? These four questions are answered well, and the marketing effect is natural.

Next, we analyze the marketing patterns commonly seen in the outdoor industry and the main marketing mistakes, hoping to play a substantial role in the development of the outdoor industry.

One, the common marketing mode.

1., the walls are full of flowers.

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2. sponsorship of events / teams / celebrities

At present, almost all outdoor brands should choose some events, teams and celebrities to sponsor, but each has its own emphasis.

The outdoor brand OZARK sponsored the national mountaineering team and the Tibet mountaineering school, the Pathfinder sponsored the Chinese science and technology team, and Wang Shi, KAILAS sponsored rock climbing team and Zhong Qixin, FRASPENS sponsored Xiamen University mountaineering team, red matches outdoor sponsorship China Agricultural University mountaineering team, KOLUMB sponsored environmental protection business, THENORTHFACE sponsored a number of events, Tianlun Tian sponsored triathlon and Tsinghua University mountaineering team......

Sponsorship activities, events and celebrities are unique marketing models of outdoor brands and sports brands, and can really play a good communication effect.

However, we also suggest that outdoor enterprises should be sponsoring, but will also use patronage to create momentum. Some outdoor enterprises are only sponsoring for sponsorship. They are very passive in marketing, resulting in a lot of manpower, material resources and financial resources. The results are not satisfactory. In the aspect of sponsorship, outdoor brands should learn more from sports brands.

3. barter cooperation

There is a special phenomenon in the outdoor industry. The marketing cooperation of enterprises is carried out through barter rather than cash.

Perhaps it is because the outdoor industry is still at the initial stage of development, with little income and limited investment.

But barter cooperation has a lot of drawbacks. If partners can not turn goods into cash, they will not give the brand real effective support. The reason is very simple. The usefulness of products is limited, and money is of unlimited use. Money is a unit's needs and personal needs, and money can directly enhance the enthusiasm of business people.

Therefore, enterprises must be strong and big to ensure good marketing results. Besides the goods, they also need real gold and silver investment.

So far, no major brand in any industry has been developed by barter.

Two, common marketing mistakes

1. positioning is very vague, lack of innovation.

Why do red bull, Huiyuan, Wahaha and Wang Laoji thrive in the rule of Coca-Cola and Pepsi? Why do little sheep, seabed fishing and real Kung Fu rise in the presence of restaurant chains such as McDonald's and KFC? Why Apple can thrive in IT giant clusters such as IBM, HP, DELL and so on? Why can all guest clothes exceed traditional costume predators?

Because they all have a precise and unique positioning system, through innovation to become the first in a field, deeply rooted in the minds of the target audience.

At present, the phenomenon of homogenization competition in the outdoor industry is very serious. No matter the concept, brand slogan, product design, or marketing strategy are very similar, everyone talks about the concept of "Outdoors", and everyone wants to make three big parts of clothing shoes and backpacks. Everyone sponsors professional teams and events, everyone asks professionals to endorse, and everyone opens micro-blog to do marketing.

The difference between them is very small, so it is hard for consumers to form a unique impression, let alone loyalty.

The most basic and important job of enterprise marketing is to identify the positioning: positioning your brand image, positioning your audience, positioning your unique advantages, positioning your marketing methods.

If the position is fuzzy, it is difficult for enterprises to establish a deep impression on the minds of the target audience, and they will not be able to identify long-term advantages.

At present, there are hundreds of thousands of brands in all kinds of outdoor industries, and it is difficult for any brand to win the leading position in all fields. The best marketing strategy is to establish a local leading position and gradually expand the advantage area through precise positioning marketing.

2. will not create good seeds for communication.

Why is Zhou Libo always paying attention? Why is the phenomenon of Han Han flourishing? Why do some people of micro-blog have so many people concerned about and forwarding? Why is gold partner still selling well?

Any enterprise wants to continue to receive the attention of the society, media and users. For this reason, it spends a lot of money and material resources, but the final result is not good. Some enterprises even tried many ways to be dissatisfied, so they were frustrated and frustrated at marketing.

Why does this happen? Only good seeds can bear good fruit, but many enterprises will not create good seeds for spreading.

Although the era of fragmentation has arrived and the role of social media has become more and more important, many outdoor enterprises' marketing ideas still remain in the past, marketing methods are single and rigid: the positive dissemination of news, the promotion of advertising sites, the sponsorship of professional teams to climb mountains, and the endorsement of people to make show.

No attention, interaction, hot talk and communication can be formed at all.

Good marketing should be able to consistently create good seeds. The standard of good seeds is to arouse attention, hot debate and spread. Therefore, marketers should pay close attention to social hot spots and public opinion, and create a unique seed by prejudging and ingeniously combining them.