"Autumn And Winter Ordering" New Mode To Boost The Brand Development Of Outdoor Shoes And Clothing

"Let the agent report today, and the order will be closed in second days, because there are too few people on the scene, and they will not scale at all."

An industry source told reporters that a Quanzhou outdoor supplies company's order would appear "one day" phenomenon.

It is learned that this is not just the order of individual enterprises will appear, many small and medium-sized outdoor supplies enterprises will meet the order of "open door" problem.

"The order period of a general enterprise is three or four days, one day to report, one day to order, one day to replenish goods, and then to finish.

Some powerful enterprises will also take the opportunity to invite agents from all over the country to take part in activities such as short distance travel, and to get in touch with their feelings.

According to the industry, the "one day" order meeting will be too short, reflecting the embarrassment of small outdoor enterprises.

"The goods that have been accumulated over the years can be sold until next year, so there is no need to order new ones."

Footwear enterprises say, but industry insiders say that this is actually a problem encountered by many enterprises this year, including outdoor products industry.

In the Asian outdoor exhibition held in Nanjing from July 26th to July 29th, the "cool sense" of the outdoor products industry was clearly felt, and the number of people visiting the exhibition was much less than that of the previous ones.

Contrast

Last year, the bees crowded in, and this year, they quit like this year.

"Last year, a lot of companies crowded into the outdoor industry were very embarrassed this year."

F Leonspan marketing director Wang Quancheng said, "to continue to do it, no order, do not go on, before the money is white, and some subsequent costs are unavoidable."

In fact, since the beginning of the last year, the outdoor products market has been heating up. More and more small and medium-sized shoe enterprises in Quanzhou have been fighting for this field. They come from the field of shoes and shoes and shoes.

Under the severe foreign trade situation in recent years, outdoor equipment has become the first choice for some export oriented enterprises to pform into the domestic market.

Moreover, some brand enterprises also set up sub brands to enter the outdoor market. For example, Mu Lin Sen's start-up capital for outdoor sports reached 50 million yuan, and also invested 1 hundred million for subsequent market expansion.

In recent years, the famous brands of Shishi to enter the outdoors include wood, gold, king, rush, bulls, and cable.

Insiders say that in the past two years, only

There are more than 30 enterprises in the field of outdoor equipment, and no outdoor sports brand has become the leader in the industry.

"At present, Quanzhou's relatively outdoor outdoors businesses are Tianlun Tian, San Fu Lai, F Leonspan, Deng Lu Pu, lion card and a few others, forming a whole echelon."

The industry said that other small businesses, "last year, have taken the lead and have disappeared this year".

phenomenon

Price war hot "discount flag" high hang up

It is understood that not only outdoor products,

The industry also has the problem of declining orders.

The market of sports shoes has been gradually saturated, and the market has matured. The homogenization of products has seriously led to the shorter life cycle of products.

Affected by the size of the enterprise, many domestic sporting goods brands are the first to bear the brunt, and inventory problems are particularly serious.

Under such circumstances, the price war on outdoor products was quickly "detonated".

It is reported that some outdoor stores have offered "discount flags". Some brands have offered a discount of 50 percent off in 7 and August.

In addition to some foreign brands of outdoor products, there are many famous outdoor brands in China.

In recent years, the development speed of outdoor products industry has been expanding too fast, resulting in a backlog of large inventory of retailers, affecting the development of Companies in the latter stage; on the other hand, under the influence of domestic monetary situation and other factors, the development of the outdoor market is not mature enough, consumers have the tendency to reduce consumption, both of which exacerbate the pressure of inventory, plus the rising cost of rents and labor, and so on.

Wang Quancheng analysis thinks.

Xu Haitao, deputy general manager of Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd., believes that many enterprises have been involved in outdoor products, and the location, products and channels are homogenized without exception.

"Enterprises should have clear positioning and clear demands.

Outdoor brands should also be subdivided, and finally the positioning should be interpreted to the brand connotation.

For example, this year, Tianlun launched the polar expedition, which is to create more professional outdoor equipment.

Reflect

Keep your eye on the long run.

Be steady and steady.

Wang Quancheng told reporters: "outdoor products are a new industry. If enterprises want to maintain steady growth, they should take root in depth, pay attention to the promotion of brand image and precipitate the vitality of enterprises.

Without clear purpose, blindly follow suit will only push enterprises to a more dangerous edge.

Wang Shaoshan, executive vice president of Fujian Cheng Wei sporting goods Co., Ltd., believes that Quanzhou outdoor products sector is still competitive in the current domestic market.

"Quanzhou enterprises should be more experienced in the operation of brands."

He said, however, the brand operation of the outdoor products industry can not simply replicate the operation experience of menswear brand.

"After all, the outdoor products market is a niche market, and the share is so large that it is not suitable for excessive expansion."

Wang Shaoshan said that once there is a vicious competition, it will still hurt itself.

"Some enterprises, channels, products are not yet in place, they rush into this industry.

There was a gust of wind last year, but this year it has been a retreat.

In recent years, with the continuous development of the outdoor products industry in Quanzhou, by this year, large enterprises have begun to know what they want to sell, and everyone has started to work in different professional directions.

Wang Shaoshan said: "this is a good phenomenon. Now it is time for the enterprise to do well in internal work, including making a solid product. The establishment of the brand has nothing to do with the quantity of the shop. It can not just rely on capital to occupy the market."

Wang Quancheng said: "the success of marketing lies in the development of products and the expansion of outdoor channels, and the most important thing for products is to innovate and to follow the path of specialization so as to attract consumers' attention."

To enter the middle and high-end market, it is necessary to have strong product development strength and brand operation strength and means. It takes several years to accumulate.

Wang Quancheng said: "the real outdoor products should be composed of three functional, comfortable and professional, and the development of products is the most important."