How To Channel Market Players To Seize The Market?

As the saying goes, businessmen seek profits. The hot development of the outdoor market has opened a new "money scene" blueprint for many channels lost in sports or other clothing areas. A group of forward-looking ones. Channel business They set foot in the open market to explore the depth of the market. However, there are certain differences between outdoor channels and consumer groups in sports and other industries. When sports chantranks fight outside, how do "foreign monks" chant scriptures?

　　 Trend: sports channel, business flow to the outdoors.

With the low tide of sports and the rise of outdoor upsurge, sports channel operators who are rushing to the forefront of sales are more aware of the opportunities and grasp the lifeline of the market and seek new interest growth points. In this year's ISPO BEIJING exhibition, the reporter learned that compared with the previous year's exhibitors, this year's channel business is much more than before. Especially, many domestic outdoor brands, with the help of ISPO's Dongfeng, have held new product launches during the period, attracting many channel traders to visit, and there are many sports channel providers.

Outdoor is in a period of rapid development in China. It is a potential market. When the traditional sports brand is weak in growth or the market is nearly saturated, finding new market areas becomes a natural behavior. It is a judgement and action for the market demand that the independent commentator Ma Gang believes that the channel is a diversion for the channel business. It can be regarded as a good prospect for the sporting goods distributors to meet the future needs of outdoor products.

Lei Chunzhao, a partner in Peking University, said that the principle of doing business is to change the market and change with it. But there is a cost to it. The channel business will eventually be shabby and half changed in initiative and passivity. This is not only a strategic choice under the changing competitive environment, but also a pursuit of profit.

Due to the instability of the Chinese market, the movement market has not entered the saturation stage so quickly, so this kind of battle is also somewhat hasty and also somewhat helpless. Because most of the consumer goods industry in China has low market concentration, they can not control the market.

　 Influence: channel distributor diverts traditional outdoor channel business to transform marketing idea.

In addition, the diversion of channels into outdoor areas has also caused a shock in the industry. For the traditional outdoor shop, it is a double-edged sword, causing the industry to win the rule of the rule of the reshuffle, both the crisis and the turn. Ma Zhijun, head of Xinjiang 5445, said in an interview that the involvement of foreign capital and other channel providers posed great challenges to the traditional outdoor channel providers. In order to become an outdoor store that survives for the next ten years, we must change our minds and find new ways of doing business.

　　 Comparison between sports and outdoor channels

Whether it's men's wear or outdoor sports, it has been a branch of clothing since the beginning. It has differences but is also closely related. But as in Footwear industry The channel diversion of many years of marketing has brought more opportunities and convenience to the promotion of outdoor brands for the new outdoor brands. With their strong market control capability and existing channel resources, they can better handle the market trend and make effective sales.

　　 1, sports channel providers: many advantages, many changes.

Lei Chunzhao said there are many factors to decide when investing, such as financial strength, connections and business sense. If there are no problems, there will be more advantages for those who have sports experience. However, China's manufacturing industry is so powerful that it occupies almost the vast majority of the world's sports market. China is saturated and the world is bound to be saturated. The Chinese market is also an incomplete market. There are many irrational elements in the market. Many times, people are rushing up when they are in a favorable position.

In fact, it is mainly because China's industrialization time is too short, no industry has been fully developed, the industry concentration is not high, no oligopoly is formed, every enterprise in the market is pushed by the market, and there are not many active strategic choices (because too scattered, no one can control the market, and can only be around the market). It is more likely that the profit seeking people who follow the same principle will benefit the promotion of the brand market in a short time. But in the long run, the instability of the channel will often lead to the lack of loyalty of the channel providers and the instability of the brand development, which is not conducive to the sustainable development of the brand.

　　 2, outdoor channel providers: more favored by outdoor brands.

For this situation, not all enterprises are optimistic about the channel providers of transformation. "The trend of sports outdoors has been very obvious in recent two years. We also have some dealers who switch from sports to sports. In comparison, the traditional sports channel will have more advantages in the channel, plus he has the experience of running the brand. However, due to their different positioning, their conceptual change will not keep pace with others. Therefore, when we are investing, we will prefer those who have outdoor experience or high brand loyalty, so that the two sides' ideas are more consistent and lighter. F Leonspan marketing director Wang Quancheng thinks.

In view of this, although the sports channel business has many advantages, but because of the differences between outdoor channels, consumer groups, design styles and functions and traditional sports industries, the half way out channel traders are not the first choice for outdoor brands. It is understood that, many times, those who do not have the experience of shop operation, but are enthusiastic about the outdoors, and energetic new channels are also very popular, and are more proactive in promoting the new brand market.

　　 How can sports channel read outdoors?

When the half way out merchants encounter outdoor, what advantages or disadvantages do they have? The consumer groups are not exactly the same, and the product design and function are different. If we operate in the same way, will we go into the wrong area and lose the gain?

　　 1, we need to re open new channels.

Ma Gang thinks that from the point of view of operation, Sports goods There are some similarities with the outdoors, but at present, the main market for outdoor products is still in the second tier market, and the market for sporting goods is more extensive, even covering the four or five tier market. However, some outdoor manufacturers directly use sporting goods as outdoor products, so they are easy to walk into misunderstandings. In other words, the consumption group of sporting goods is not the same as the outdoor consumption group, and the function of product design is different. If the same way is used, the effect will be different.

Lei Chunzhao said that most of the traditional markets in clothing industry are close to saturation. Only outdoor and single packaging have not been fully developed, which is regarded as the next growth point, so now the rich brand channel providers are also laying the two markets. Because in the general public's mind, sports and outdoor relevance are very high, channels can be borrowed in the short term, but in the long run, there are many differences between outdoor and sports promotion, and there should be dedicated channels.

　　 2, we need to re organize the team.

As a dual agent of sports and outdoor channels, Shen Ming, the chief agent of Sheng Shi Wang, seems to have more say in the topic of channel transformation. The good response of the American Camel in the market made him see the prospect of the open market, so he resolutely went out three years ago.

Xu Mingxian also has his own opinion on brand operation. He believes that, regardless of sports or outdoor, terminal shop processes are almost the same, the key is how you operate. "Our campaign is mainly based on wholesale, while outdoor is a franchised store. The mode of operation is completely different. It is totally wrong to popularize the outdoor sports brand. We must reopen outdoor channels, and we need to re organize new teams to distinguish them.

　　 3, the sports market will not be completely abandoned.

For many of the former sports channel operators, the accumulation of the original original funds has laid a good foundation for their smooth transformation. With the help of channels and connections, they can more quickly integrate into the new market competition. But because of the outdoors's niche, the market share is much smaller than that of the movement. Therefore, for the wait-and-see channel, the transformation is more of a test, rather than a complete abandonment of the sports market.

"We just increase the outdoor brand rather than giving up the sport market." Xu Mingxian said that in recent two years, there are many channels for outdoor development, and there are many sports around them. Because of funds and energy, a small number of channels are directly abandoning the sports market and focusing on outdoor activities. Most of them, like him, play both sports and outdoor activities.

No matter what, we still believe that sports brand will still have many people to do, its advantages are still many, and the sports market is still vast. However, the transformation of channel providers also let us see the good prospects for outdoors. I believe that more and more people will join the outdoor ranks in the future to jointly promote the development and growth of the outdoor industry.