Outdoor Brand Collective "Touch Net" &Nbsp; Channel Layout Planning Is The Key.

There is no coincidence that the outdoors, the United States lion card, Tianlun Tian And other outdoor brands have accelerated the pace of brand online sales. The lion cards will expand rapidly only after several years in the e-commerce department, and invite famous domestic software companies to tailor a set of e-commerce development plans for them.

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

Consumers of outdoor products are mostly young people. Compared with those who work in indoor sports venues such as gymnasium, they prefer mountain climbing, rock climbing, outdoor tourism and other more exciting and challenging outdoor projects. These people are also the main members of the online shopping force. Therefore, outdoor products to the Internet is the 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 prompted by factors such as smart phone Internet access and the security of online transaction 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.

　　 To sell more Marketing

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. 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.

Brand marketing expert Bi Xiaojun thinks, "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... It has created a number of well-known Internet brands, which is also an example of outdoor brand learning. Bi Xiaojun suggested.

　　 Channel planning first

From 2009 to now, internationally renowned outdoor brand Hailai passenger HI-TEC enters the Chinese market with the development curve of the electricity supplier mode. According to Zhao Lin, HI-TEC's sales performance in Jingdong mall, Taobao, pat and other e-commerce platforms are among the top three. 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 and incorporate them into the strategic objectives of enterprises. However, all of these must be included in the agenda according to the future strategic planning of enterprises, 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." Xu Tengda, general manager of Quanzhou Fuxin Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd.

Therefore, Zhao Lin suggested that outdoor brands must take account of the market share of the original channel before entering e-commerce. 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 in advance according to the development status of their brands, and blindly follow suit.