Shoes And Outdoors Outdoor Brand Collective "Touches The Net" &Nbsp; Channel Planning Is The Key.

A few days ago, the good news of RAX, the outdoor brand of Tai Ya shoes, came: the new brand which was launched officially in December last year, online sales doubled every month, creating another myth of Internet sales.

RAX predicts that more than 40 new models will be added to the Internet sale by April.

Coincidentally,

The industry believes that because outdoor consumers are young people, this group of people is the main member of the online shopping force. Therefore, outdoor brands have become the trend of the Internet.

For outdoor brands trying to sell on the Internet, it is very important to seize the opportunity in this trend.

To succeed in killing a blood route, the planning and brand marketing of online channels become the primary consideration of these outdoor brands.

General trend

Facing the huge sales space on the line, RAX resolutely abandoned the offline operation mode, and placed the brand promotion and sales process on the Internet.

There are many outdoor brands that are optimistic about the prospects of Internet sales, and the US lions brand has also seized electronic commerce channels.

Xu Rongsheng, general manager of the US lions, said that this is closely related to young people's love for online shopping.

However, compared with RAX, these brands are not so big in their pace. They have not put all their treasure on the Internet.

"Just like the rise of outdoor sports, e-commerce has become a popular lifestyle. The development of this emerging market has been driven by factors such as smart phone Internet access, bandwidth acceleration, and the security of online paction payment.

Compared with other industries, the outdoor sports market has not yet had an absolutely strong leading brand. Even if the listed companies such as Pathfinder have a relatively limited market share, and they mainly concentrate on the offline market, this will leave an opportunity for the new brand.

Zhao Lin, general manager of Xiamen Rui Xing Agel Ecommerce Ltd, analyzed.

More outdoors companies insiders say that many garment enterprises are supplied by region, and there are differences in the number of goods in different parts of the country.

This leads to the failure to satisfy the tastes of all consumers.

And the network has no geographical difference, consumers can choose outdoor products according to their own preferences, so as to meet their individual needs.

Marketing is more necessary.

At the ordering meeting of the brand Sevlae, which has just concluded, the Sevlae high profile announced that it will start official electronic commerce synchronized with the physical store 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.

Sevlae officials say that for Sevlae, the company is more interested in word of mouth marketing on e-commerce platforms, and is committed to catching fans' interest rather than directly stimulating sales.

That is to say, it is more effective for e-commerce to interact with brand enthusiasts and provide related services, rather than for commodity promotion.

Bi Xiaojun, a brand marketing expert, believes that Quanzhou enterprises have attacked the electronic commerce in a large area. In developing new sales channels, they clearly realized that the Internet as a new media has become a channel of communication among brands. Especially for outdoor brand consumer audiences, Tianlun Tian outdoor products Co., Ltd., Tengda, once told reporters that outdoors people are basically Internet users, and are generally younger.

"Nowadays, with the popularization of Internet and the gradual change of netizens to online shopping, many brand marketing strategies change from tradition to Internet.

From the traditional mass communication channels and offline activities, it has been upgraded to a cross combination of online and offline promotion.

Of course, the scope of "e-business" is also expanding. This kind of use of the network to spread the brand image, improve the quality of service and experience of the audience, so as to accumulate the real word of mouth effect for outdoor brands, making wheat bags, Mcglaughlin, green boxes...

The creation of a well-known Internet brand is also an example for these outdoor brands to learn.

Bi Xiaojun suggested.

Channel planning first

From 2009 to date,

Such success also makes more outdoor brand industry people eager to move.

However, industry experts say: Nowadays more and more enterprises attach importance to the development of electronic commerce, incorporate them into the strategic objectives of enterprises, set up specialized departments or subsidiaries to open stores on the Internet to sell products, and online sales have also become an increasingly important channel for international brands to develop the Chinese market.

But all of these must be included in the agenda according to the future strategic plan of the enterprise, and fully consider its channel positioning.

"RAX as a new brand, the online and offline channels are completely blank. There is no need to sort out some related interests of the agents under the line. Therefore, e-commerce can be taken as an important strategic step for the brand to leveraged the market, but we can not let it go like this for Tianlun Tian."

General manager of Quanzhou Fuxin Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd., Xu Tengda, spoke directly about the worries of most outdoor brands.

Therefore, Zhao Lin suggested that before entering the electronic commerce, outdoor brands must fully consider the market share of the original channels, which are small or subversive in the brand channel, and make timely coordination among the various parts of the company.

More importantly, the company should clarify whether e-commerce is suitable for enterprise development strategy as early as possible.

In other words, what is the location of e-commerce in the company's overall channel layout? In the future, it will be an important weight, or is it just a supplementary channel for offline channels, or a two-way channel under the online and offline channels?

All these require enterprises to plan their future layout ahead of time according to the brand's own development situation, and cut blindly and follow suit.

Bi Xiaojun also said that the expansion of e-commerce must match the enterprise and brand development strategy, after all, e-commerce is not a few people familiar with the network sales platform, sitting in front of the computer selling goods is so simple.

Whether it is for expansion channels, or for precision marketing, it is worth considering clearly.