The Masses Advocate Outdoor Sports And Outdoor Brand Competition Is Fierce.

In 1994, the first batch of outdoor enthusiasts in China went to Qinghai to climb the mount of Mount EMI Maqing, without professional equipment. Climbing shoes The secondhand ice claw eventually leads to a tragedy of death and loss. The pain became a force that inspired the creation of the first batch of outdoor stores in China. Such a group of professional players, they are dedicated and dedicated to outdoor love. Today, outdoor shopkeepers, who evolved from professional donkey friends, are still continuing their entrepreneurial thinking of heroes.

Fan outdoor? Not as outdoors.

Dreams are worthy of respect and persistence is touching, which is reminiscent of the footwear industry in Italy.

　　 Italy GARMONT 143 years and five generations of people strive for the perfection of a shoe product. "Through several generations of accumulation, GARMONT has formed a unique concept of shoemaking. That is -- outdoor shoes are a functional product if Outdoor shoes Without its functionality, it loses its significance. With its professional and functional outdoor brand, KAILAS has repeatedly stressed the word "professional", "we have always been" professional "outdoor two. Different types of outdoor sports require different equipment. We stick to our own path. "

It is easy for us to change when the time is right. Professional outdoor always talk to oneself, do not want to jump out of their own circle, outdoors, but take the opportunity to become more popular.

What is "Outdoors"? Luo Yongtai, a professor at Tianjin University of Finance Economics, who first proposed the concept, explained, "if outdoor sports stay on simple mountaineering and skiing, its industry will also revolve around some special consumer groups. There are corresponding reasons for the expansion of the product line. The foundation of product line is related to people's consumption, such as mountaineering related products, outdoor sports are not simply outdoor tourism, its products should be many.

Outdoors is good for everyone. Now, 85% of the products of the Pathfinder are oriented to everyday outdoor experience, and only 15% of professional products. Sheng Faqiang, chairman of the company, believes that the outdoor market is bigger. "Let the outdoor market become more prosperous and bring people a positive way of life. Let the public accept the outdoors outdoor concept. Outdoors is not just mountaineering, climbing, backpack and tents", CAMP Chongqing general robob said. "The unique functional performance is weakened and the comfort performance is enhanced. This is a clear trend."

The advantage of outdoor brand turning to the outdoors is obvious. First, the low input can overcome the drawbacks of professional outdoor products, such as strict technical requirements, long development cycle and high cost; two, the low threshold, the embarrassment of the agency's international brand can not be exempted from qualification and the fact that it avoids the confrontation with the international brand when running the main brand; three, the attitude is relatively high, the outdoor products enter the leisure market, and the starting point is higher than the ordinary leisure products.

In China, there is an unwritten 832 law. When a benchmarking enterprise launches a product, if the product can be followed up by the manufacturer to achieve 8 of the former price and the price is 1/3, then the market scale of the subsequent product will reach 2 times that of the former.

So it is not difficult to understand that under the banner of the outdoors, camels are getting more and more businesses, and their business is getting better and better. They are not only deep into the three or four tier cities, but also the local famous brand products, and even become the makers of the standard of mountaineering shoes in outdoor industries. Camels and St. flare brands last year pushed forward to the top ten of outdoor sports shoes in the world, and camel brands were the top ones.

Li Changfa, an outdoor media man, thinks that outdoors is a concept that comes from the top to the bottom. The idea is passed to consumers by the manufacturer through publicity. His vision is not only confined to the three parts of the outdoor area, but also the reason why the outdoors become bigger and bigger.