Jinjiang Outdoor Brand Order Meeting: Encountering Roller Coaster Market

Check in today and end tomorrow.

Recently, this is only two days.

It moves the sensitive outdoor market nerves.

Although the new products introduced at the conference are complete in category, only a few agents are present. The actual order quantity is even more surprising.

What worries the industry is that this is not a case.

What has been the reason for the persistent hot and unpopular situation in recent two years?

The industry believes that a series of problems such as high price and increasing inventory pressure are gradually emerging. As the Jinjiang outdoor brand, which has been multiplied from the sporting goods market, almost the same way of starting, marketing, positioning, products and channels are highly imitated, which has made this seemingly huge market fall into a strange circle of homogenization.

What's wrong with the outdoor products market in Jinjiang? Where is the way out?

Symptoms

Homogenization triggering malignant chain reaction

Just a year ago, in a depressed environment, many traditional shoes and clothing enterprises were envious of the days when outdoor brands came to life.

If it were not for such a short-lived order, the embarrassment of the outdoor goods market would also be unnoticed by the outside world.

In fact, many problems in the outdoor products industry in Jinjiang have long been exposed. The depression of the ordering trade is only a big outbreak.

Reporters learned that the first embarrassment of Jinjiang's outdoor encounter is the price.

All along, the high standard low discount is the conventional operation method of ordering outdoor products industry.

Ma Defeng, general manager of Guo Hui Lei speed outdoor, once told reporters about such a price strategy more than once: for example, the price of a pair of shoes tag is 800 yuan, and the factory price can often be hit to 80 percent off or 75% off. Meanwhile, according to market research, some Columbia's flagship shoes price range is only 600-1000 yuan.

The direct consequence of the high price is the price of many outdoor brand products in Jinjiang, which is directly related to the well-known outdoor products brand, and its brand recognition and professional performance are not satisfactory. An outdoor brand Xinjiang agent even explicitly told reporters that she chose to operate the Jinjiang outdoor brand, that is, she wanted to form a gap with the current high-end operators such as Pathfinder, snow wolf and other high-end outdoor brands, to make up for the lack of mid-range outdoor brands, but such prices and positioning were so incompatible that they were deterred.

It is understood that Jinjiang local outdoor products brand 2012 autumn and winter product orders growth rate has been affected by inventory pressure, last year suffered climate fluctuations for outdoor brands, this year a bloody price war is bound to be triggered, a large number of inventory stranded funds directly affect the order this year, these are just like TIANLUN Tian outdoor products Co., Ltd. General Manager Xu Tengda early prediction, the vicious chain reaction began to be staged one by one.

However, let

The issue of homogenization is also a question of survival.

Homogenization of the commonplace has not been avoided in the newly developed outdoor products brand. The same startup mode, marketing methods that are not changed by dust, and the scattered development and so on, even if there is a huge outdoor market, the development of Jinjiang's outdoor brand is bound to fall into a bottleneck.

Ma Defeng analysis, positioning, products, channels, without exception, homogenization, up to now, there is no domestic outdoor brand to remember.

"There is no clear positioning, there is no clear demand, in fact, outdoor brands can also be subdivided, how to distinguish between outdoor life and professional outdoor, how to deduce the final positioning to the brand connotation, and then effectively match with life scenes, which has become the first problem for Jinjiang outdoor brand to solve.

Break through

Finally, we should return to differentiation.

In fact, the annual sales scale of outdoor products in the domestic market is less than ten billion yuan, and there are nearly 500 brands belonging to the outdoor market in China. More than 80% of the industry's sales volume is less than 20 outdoor brands. NORTHFACE, Columbia and pathfinder in the domestic and foreign countries are relatively mature and mature in brand positioning, product development, and even in retail system management.

By contrast, the birth and development of Jinjiang's local brands is still very short.

After the subdivision of sports brand, most of them still follow the routine of sports brand.

"It's still a marketing director's solution to all the problems," Ma Defeng said. "Product homogenization" and "no channel positioning" are not divided. First, we talk about price discounts, goods distribution, and brand tonality. This is not a result of the confusion of sports products in the era of mixed competition.

The industry thinks, let's ask whether there is an outdoor brand in Jinjiang so that we can remember ourselves. If you want us to remember, we must first recognize what we are good at. What is lacking in the market? What should the enterprises make up? Hu Baoming, a marketing expert, suggests that after finding out where he is, he puts forward the brand appeal, constantly constructs a clear gene and conveys his own brand feeling.

In other words, let people remember who I am!

It is understood that, whether it is Saint Leon Lai, who is a step forward, or following the lion's brand outdoor, it has been exploring more subdivided outdoor brand positioning. Whether it is Saint Valentine's insisting on the professional line in the open air or the lion's brand outdoor which emphasizes leisure sense, they all form a self-contained product structure and brand positioning to a certain extent.

As Xu Rongsheng, general manager of Lion Brand outdoor, said, "Lion Brand outdoor" should not only provide quality outdoor sports equipment for you, but also be an advocate of the concept of outdoors life, conveying the brand idea of "I will always love you" and sending you a little refreshing spirit, which will be an outdoor concept of respect, equality and love.

The differentiated brand strategy may be the magic weapon for the lion brand outdoor to form an effective separation from other brands.

Of course, Hu Baoming also suggested that, in addition to the support of ideas, it will eventually return to product performance. Although the professional outdoor products industry chain in the greater Quanzhou area is not mature, especially the outdoor brand in Jinjiang, it should find a style of its own.

It is understood that at this point, the best domestic brand is St. Valentine's, which has the industry's leading product R & D and production team, which is strictly controlled from product design, fabric selection to every link of production. It is mainly divided into four major series: mountaineering expedition, outdoor travel, hiking, urban outdoors and so on. Each series of products is carefully designed according to different occasions and natural conditions.

"Now the outdoor has even become a fashion symbol. If the color and style structure are relatively clear, the Jinjiang brand can choose to use some new functional fabrics, so that outdoor professionals can dance with the fashion," Hu Baoming added.

Thinking

How does price match positioning?

"To tell you the truth, I don't think my product is on the high side."

Xu Tengda constantly picked up a pair of shoes in the company's sample showroom, while introducing the functions and details of the styling design to reporters, showing the price price to reporters.

"As long as product quality, functional design, details and so on can support the price, that is not the price is too high. In other words, good products can sell good prices. In the past three years, Tianlun products have been raising prices, and some products have been priced up to more than 100 yuan."

Xu Tengda said that the product is the carrier of the brand, and is also the premise of all development.

"Tian Lun Tian" as a professional outdoor brand, we must work hard on product specialization, continue product upgrading and quality improvement, work hard on functional fabrics, ensure that products can adapt to any harsh environment test, and ensure the safety and comfort of outdoor activities.

Tianlun Tiantian continued to invest heavily in product research and development. Last year, the series of charge clothes and hiking shoes were well received by the friends of the donkey.

Of course, the product price strategy reflects the positioning of a brand to a certain extent.

The leading local brand in Jinjiang targeted the high-end market early in the morning. How to truly reflect the brand positioning through product is the urgent lesson for them now.

Jinjiang's outdoor ancestor, Saint Valentine, is an example worth learning from colleagues. St. Valentine joined the world's top waterproof and breathable fabric supplier, Germany Sympatex, and launched a new waterproof and breathable mountaineering shoe. Its outstanding performance made it popular with consumers.

In addition, San fried also invested heavily in the establishment of product research and development centers in Beijing and other international metropolis, focusing on the concept of "functional, durable and environment-friendly" product design. In the selection of materials, the quality and balance of durability and functionality of various parts were fully taken into account. At the same time, the introduction of famous designers at home and abroad, adhering to the concept of environmental protection and low carbon, and integrating products into the latest international outdoor outdoor elements and scientific and technological achievements, had more distinct personality and core competitiveness.

Because of this, excellent product quality and professional reputation of the industry have won the recognition of the market and the position of the high-end outdoor brand in China. This successful example tells you that the price of Jinjiang outdoor brand is not high as long as the products are made well.

"To enter the high-end market, as long as there is a strong development strength and brand operation strength and means, a few years of infiltration and promotion, not necessarily Jinjiang brand can not surpass Columbia and Pathfinder, after all, China's outdoor market is full of opportunities and challenges."

Chen Ruidian, chairman of the outdoor group, said with lofty ambition.