The Two Step Development Strategy Of Outdoor Sports Shoes And Clothing Market

For the OL struggling in the workplace, outdoor outdoors is a sport that exercises both the body and the trend. It is usually understood as a dangerous outdoor adventure. Recently, with the increase of workplace pressure, outdoor recreation has gradually become a popular trend, and then promotes outdoor activities. Sports footwear market Keep heating up.

Outdoor sports, as a healthy and happy sport, have become a kind of relieving technique under heavy pressure. In fact, outdoor travel is very common in foreign countries. Outdoor industry also occupies a high market share in foreign countries. In China, the outdoor industry is a new high growth industry. From 2000 to 2010, the average growth rate of China's outdoor products industry reached nearly 50%. But according to the analysis of the global outdoor market trend, based on the current growth estimates, the share of China's outdoor market will be golden crossed with the EU in 2016, and it will exceed the EU share. The US will only have the chance to cross the gold market in 2020, and surpass the US share in 2021. Our country Outdoor market The share will continue to climb.

The traditional pattern of footwear industry has been formed. A second tier brand has firmly occupied the market share and engulfed all the profits of the small and medium-sized enterprises. Because the traditional sports market does not have the advantage of grabbing market share, the small and medium-sized brands are bound to pursue a differentiated route.

At present, there are about 415 outdoor brands in the domestic market, 151 brands in China, 264 in foreign brands, and there is no scale brand in the whole market. There is no denying that the future of domestic outdoor industry is bright.

　 Market segmentation wins the right to speak

Consumer mentality is an insurmountable "hole" for enterprises. Because consumer cognition is formed, it is not easy to change. Just like the mention of air conditioners, you can think of Haier; the microwave oven is Galanz. These brands have become synonymous with industry. Therefore, it is important for enterprises to focus on a certain type of market segmentation.

As a brand of market segmentation, brand culture is self-evident to its development. And the connotation of culture is the need for outdoor enterprises to consider carefully. Whether it is category, taste or quality, it serves the brand, and ultimately it should be implemented to talk with products and focus on product competition. Quality is the core of the product. Quality assurance, only sharp knives products, and have confidence in dialogue with consumers, but also to win back the head of the protection.

The industry attribute of outdoor industry requires its product's functionality, safety, comfort and so on. The sporting goods industry represented by Jinjiang is based on years of accumulation. Shoemaking Experience and exquisite workmanship have also been recognized to some extent by society. These provide some support for outdoor enterprise's product technology.

Therefore, we should segment market positioning, highlight our core products and win the right to speak with products. Not only is it based on the core products in the market, but also lays the foundation for the diversified development of the enterprises in the market.

　 Determine the profit point

Outdoor enterprises in the niche market positioning, after the core products, followed by a real profit point. As for outdoor industry, because of the high unit price of outdoor products, there is more profit in shopping malls than sports products. It is also the sales threshold set by the shopping mall, and the quantity of sales required for outdoor products is easier to achieve than sports products. Generally speaking, the high-end brands are dominated by one or two kinds of shopping malls in the first tier cities and two or three kinds of shopping malls in the city. But the operation cost of first tier cities is high, and most of them are occupied by international outdoor brands.

Local outdoor brands need to learn the brand sink of adult sports, which takes time and space, and the cost performance of outdoor products is not suitable for sinks, or even consider the impact of sinking on brand image. Therefore, in the choice of channels, outdoor brands need to be based on their own positioning, so as to avoid blind layout and expansion.

No matter where the profits of outdoor enterprises are, the outdoor industry should choose high-quality channels, find suitable channels for them, and achieve precise marketing. At the same time, using data to speak is the way to do data. On the basis of products, it gives the brand more social value. At the same time, it can help to increase the brand additional value by applying a number of patents, and ultimately effectively promote sales.