The Modern Development Road Of China'S 100 Year Brand Camel

The market share of sports goods continues to decline. Even during this year's Olympic Games, sales of the sports products industry only slightly improved. Compared with the Beijing Olympics in 2008, the consumer's concept of sports has cooled.

Where is the next growth point? From the industry's leading brand CAMEL camel's march into professional outdoor activities, professional outdoor areas are likely to become the next substantial growth point.

According to authoritative data, the outdoor sports equipment field, which is a strong "territory" in Europe and America, has rebounded rapidly in the Chinese market from 2000 to 2010. The average retail sales growth rate of the outdoor products industry has reached nearly 50%.

In addition, according to the growth quota of the European and American countries and the Chinese market, the market share of China's outdoor sports equipment will catch up with the European Union in 2016.

In this big dish, compared with the overseas outdoor brand with several decades of development history, how does the emerging domestic outdoor brand brand "seize the lost land"? In today's already smoky domestic outdoor goods market, the "CAMEL" camel, known as the "leisure shoes king", is a real display for China's outdoor brand.

Centennial camels

As early as the 90s of last century, the traditional sports shoes market was saturated.

The concept of outdoor sports has been introduced into China, and domestic shoe manufacturers are keen to see that the direction of the wind is changing and they are turning to the direction of outdoor sports.

Wan Jingang, who was originally engaged in the shoe processing industry (now CAMEL camel CEO), discovered the value of the brand in the pformation boom. He recalled: "the shoes made by oneself are labeled with foreign brands, and the price in the big stores is ten times higher than our factory price."

After being deeply touched by Wan Jingang, he concentrated on studying the law of value behind this and determined to create his own outdoor brand.

And CAMEL camels aspiring to ride the desert is not just a leaf, but a shallow bottom.

As early as the Republic of China in Tianjin, the camel shoes made by the Sha boat factory had been impatient for a while and praised by their consistent quality and comfort characteristics.

After the relocation of the city and the vicissitudes of life, the tough character of the contemporary CAMEL camel people to draw water from the desert has not been lost.

In 2000, Wan Jingang and his team, adhering to the insistence on having a story and having a soul is a good brand, spent 10 years in digging up and investing in the "Camel" brand with a hundred years of history. It started the first step of CAMEL camel galloping in the desert.

"When I saw the camel logo used by the Sha boat factory, I firmly believe that this is the brand I want.

Camels are animals that draw energy from walking, and I hope that people who wear the shoes that I produce can also feel power in walking.

What can be better explained than the value of a pair of shoes? And such a brand, I must not watch it die. "

After the completion of the "Camel" merger, Wan Jingang insisted on using camel graphic trademark, and concentrated on exploring the way of CAMEL camel's operation, brand concept, business reputation and competitive advantage.

A series of plans to renew the camel's glory have been launched.

Rapid expansion of camel area

After the formal establishment of brand and trademark in 2003, camel brand first set up the first store in Beijing. The product strategy is mainly based on high quality men's casual shoes, mainly for the large middle and high-end elite men's group.

After that, camels went to the United States, Canada, Europe and other foreign markets, and conducted market tests at home and abroad, drawing the essence from them, optimizing and adjusting the old camel brand, making them more in line with the modern aesthetic standards, more activity and tension, and adjusting the market strategy at the same time, stabilizing the domestic market and then heading for the world.

In 2005, a brand new CAMEL camel is facing his audience with a more focused, professional and energetic spirit.

In the tough battle of Wan Jingang and his team, CAMEL camels have been building exclusive stores in various cities in China.

In 2010, the birth of 3000th CAMEL camel stores marks the completion of the CAMEL camel layout of the national market.

From the first store to 3000th, from pioneer to an empire, Wan Jingang and his team took only seven years, and created another miracle with his "Camel" brand.

"During these seven years, the camel spirit is affecting everyone in our team all the time."

This is the most commonly spoken words of Wan Jingang.

In the same year, CAMEL camel officially laid out the electricity supplier market. Only half a year later, it became the first brand of Taobao men's shoes category, and then became the first brand of outdoor footwear category.

The breakthroughs in the layout of the electricity supplier undoubtedly brought the most modern engine power to the CAMEL camel plus a powerful motor.

March

Pulling leisure

CAMEL camel, with its personality, bravery and persistent exploration spirit, is now known as the best known brand.

Because it is different from the arrogance of knight spirit and the temperament of knight errant, it has infected many brand supporters in tough journey, and has become a partner of many organizations such as China Mountaineering Association and Sino US intellectual property seminar with its professional and comfortable product characteristics.

In addition, in the sense of brand responsibility, the performance of the CAMEL camel is also welcomed by the outside world: helping the thirty-fourth Americas Cup Sailing Competition, sailing with the Chinese players to the international arena; and building millions of home funds to help more people return home for the Spring Festival, and help the veterans to come back to the ancestral kingdom.

In mid September 2012, the CAMEL camel will face the national outdoor enthusiasts to launch the "Eighteen Mount Everest warriors" collection activities, promote the popularization and development of outdoor sports, and lead ordinary people to love the outdoors. During the same period, they will also plan to launch the heavy interactive activities such as "urban white-collar resignation Tourism Fund", encourage and guide urban young people to go outdoors, dance with nature, and release pure nature in outdoor sports.

In addition to outdoor leisure products, CAMEL camels continue to travel on many lines of men's clothing, leather goods and women's shoes.

Marketing expert Su Mu Shan expects that with the upsurge of outdoor sports in China, the outdoor professional field will usher in a new development period, and the wider outdoor recreation area will also get huge growth. CAMEL camels March to the professional outdoor in the top of Pyramid. The intention of the drunk is not in liquor. It is likely that it will try to promote the growth of the leisure field with professional outdoor image.

Obviously, the increasing market share in the leisure field is more attractive.

He talked about CAMEL.

The process of acquisition and brand development in the past century, laments its strong brand operation skills, and most of its traditional brands have been depressed in the new China economic wave. CAMEL camels, with the experience of modern market operation, will develop the camel brand as a good policy to protect Chinese brands.