The Leading Direction Of "Professional" Outdoor Shoes And Clothing Brands

From KOLON, K2, Black A and other well-known Korean outdoor brands of clothing, as well as the Korean design team's design manuscript full of lion cards.

Xu Rongsheng, the managing director of the company, is the desktop of Xu Rongsheng's office.

The products are lightweight, fashionable, colorful, functional and popular, and more and more outdoor products belong to these products.

And this is exactly the future direction of the outdoor sports industry.

When the outdoors are gradually rejected by the market,

Outdoor brands have increased their professional performance and adjusted outdoor leisure products.

Such a plus or minus can meet the positioning space of the development of local outdoor brands? What kind of situation will they encounter when they focus on outdoor professionalism? How do they need to achieve the two-way construction of brand positioning and channels?

Increase the proportion of professional products

This year's two consecutive trip to Korea made Xu Rongsheng most impressed by the strong professional atmosphere of Korean outdoor products brand. In the KOLON, K2, Black A and other Korean outdoor brand stores, there was no trace of cotton t-shirts, and all kinds of functional fabrics and professional material products were dazzling.

"At home, because most brands combine outdoor and leisure, outdoor leisure products are still selling well in the brand, which is quite different from the products sold in the Korean market and European outdoor brand stores.

In South Korea, some similar casual clothes have almost disappeared in the outdoor products brand lines, and the products of functional fabrics are rich and professional.

Xu Rongsheng said, "this will be the trend of domestic outdoor brand development in the next two or three years. I dare say that today's Korean market is the embryonic form of the development of Jinjiang's local brands."

For those products that can be bought in ordinary sports shops, why do they buy them from our emerging outdoor brands? As outdoor products brands, we should fully display the experience that outdoor functional expertise brings to consumers.

This point has been recognized by many people in the industry.

"Even if you are a mass outdoor brand, you need the pull of professional outdoor products."

Deputy director general, Yin Yi, told reporters that although the current high altitude snow line product is a small group of people, but relying on professional outdoor crowd gradually spread outward expansion, to seize the core of the mass outdoor consumer groups is an inevitable market strategy.

Adjust product line and reduce leisure products

For ordinary

For example, fashion and beauty are the most basic requirements, and then add various functions on this basis. For professional outdoor products, the comfort and safety professional requirements should be placed first.

This is the correct development idea: comfortable, firm, and finally beautiful, especially outdoor leisure products, instead of developing the appearance and style on sale, it should enhance the professional comfort experience of consumer products through functional fabric testing.

"Therefore, we should now slowly adjust the professional proportion of products, while developing the professionalism of a certain category to the extreme."

Xu Rongsheng pointed out that this extreme concept is very obvious in the Korean and European outdoor brands. Assuming that we can develop the most advantageous product for the shoe in the stock market, this proportion can account for 70%, and finally only 20% orders.

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., told reporters that in the early days of the development of local brands, the outdoor industrial clusters were not perfect, so they could only cut into the market by combining outdoor with leisure. Now, the outdoor industry from the raw materials supply, processing, channels to agents has been initially improved.

With the development of market scale, the overall strength has been improved. Therefore, both product development, production and processing, channel development and marketing services should be improved. Operators should make corresponding mental preparations.

Besides, outdoor products, first of all, are functional products, followed by lifestyle products.

Therefore, the designer must carefully plan both at the functional level and in the psychological level to create the product advantage.

In terms of professional products, if we can develop products with outstanding functions and clear selling points, it will be very helpful for us to enter the market quickly.

Let profession speak for brand

In terms of products, Jinjiang outdoor tries to add and subtract, and in the face of the price war of outdoors outdoor products, in order to avoid confronting competition, insiders suggest that Jinjiang local brands should adopt a two-way strategy of separating brands from channels.

For example, relying on the professional crowd to establish brand image, operate the brand in the mass outdoor crowd, such as TheNorthFace, TOREAD, or rely on the professional outdoor crowd to gradually expand outward, such as KAILAS, or operate as a brand combining outdoor and fashion, such as JACKWOLFSKIN.

"This two-way strategy helps maintain brand professionalism and ensures that brand access is not confined to narrow channels, ensuring adequate sales profits for late business operations."

Insiders suggested.

As for which meat is the best in the outdoor market, which meat is the best and which meat tastes the most smooth, all these need Jinjiang outdoor brand to think.

How to make the product positioning more precise? How can we integrate into our market quickly and integrate quickly with the consumers? In fact, such a product line with "no interest" is being rebuilt in Jinjiang outdoor brand.

However, the industry has also reminded that Jinjiang's local outdoor brands should pay special attention to functional innovation and conceptual innovation on the professional road. In terms of innovation, they should not only innovate in design or function, but also focus on conceptual innovation.

In 2010, KINGCAMP put forward the brand positioning of "family outdoor", and the "Weishi Ya" from the United States rooted in 30 years of American business experience and put forward the orientation of "urban leisure outdoor" in China.

After all, product development requires product planning and brand concept as an important part of planning. Therefore, brands and products need enough selling points to make brand development more smoothly.