Fujian Shoes And Clothing Brand: A Professional Oriented Development Direction Of The Industry

Come from Quanzhou St. Valentine, Tian Lun Tian, Dunlop, lion pie outdoor, several star guest... The popularity of professional brand positioning, coupled with the similar style of marketing practices, let outdoor workers exclaim, after Fujian men's Mens and Fujian sports goods, Fujian outdoor has quietly risen.

In the case of the overall market is not yet set, for the Min faction outdoors, the rise is just the first step for them to seize the market. The future of Fujian faction will win the recognition of consumers through the way of how to win the recognition of consumers. It is a question from the hands of Jiangsu and Zhejiang and Guangdong outdoor brands.

Take the profession as the leading industry development direction

The products are lightweight, fashionable, colorful, functional and popular, and more and more outdoor products belong to the outdoor products of this season. This is not only the first public appearance of the outdoor brand in Jinjiang this year, but also the leading direction of the outdoor sports industry in the future.

"This year, DUNLOP (Dunlop) product line will have a clear definition. We will use 100% functional fabrics to show the professional height behind outdoor fashion." Wang Shaoshan described the more precise positioning of DUNLOP (Dunlop) brand and products in 2013. "In the first two years, the outdoor wind rose, and everyone spread the net in a rush, but there was no clear idea on the product. After two years of trial, it is finally beginning to know what to sell for its brand: to return to professional nature and to reflect outdoor fashion lifestyle is the direction of brand development in the future.

In the view of Chen Ruidian, chairman of the outdoor group, the best way to expand the outdoor sports industry is to expand outward with professional outdoor. At present, outdoor Sports industry It is still away from sports, leisure and other industries. Because the number of professional outdoor sports consumers is scarce, so the industry has always done little, just cruising in a narrow market space.

"Insisting on professional outdoor products is not the best direction for us to grow bigger. St. Brad's brand positioning is the outdoors of the city. Its main product is to locate popular specialties so as to enter the mass market quickly. Chen Ruidian said.

As a matter of fact, the idea of Min faction outdoors coincides with the ideas of several leading outdoor brands in China. Looking back at some famous brands that are still active in China, they are actually representative of a certain category at the beginning of their creation, or they have created a certain category, so they are still the first brand in the industry. It is the first rule to create a brand by finding an industry or category that takes the lead in entering the industry.

"Therefore, in the competition of outdoor markets at home and abroad, it may be" open innovation category "suitable for domestic outdoor brands. The outdoors of the Min faction are the most popular outdoor outdoor location. Insiders said.

In the view of the industry, the rise of the Min faction outdoor is first reflected in the scale. Wang Quancheng, F Len Spann's brand director, said in an interview, "at present, there are fifteen or six outdoor brands in Quanzhou, which do not include some traditions. Shoes and clothing Brand development outdoor series. For example, Anta, Mu Lin Sen, XTEP and so on have begun to exert themselves in the field of outdoor activities. At the same time, complete product matching seems to provide evidence for Wang Quancheng's view.

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"At present, the domestic outdoor sports market can be summarized by three big plates, and the three plates have their own competitive advantages. Among them, the Min school outdoors pattern is based on the subdivision and expansion of the Quanzhou sports market, while the Jiangsu and Zhejiang provinces are gradually transforming domestic sales through outdoor trade orders, and most of Guangdong outdoor brands evolved from outdoor stores. Wang Shaoshan, executive vice president of Fujian province Wei Wei sporting goods Co., Ltd., analysis, in Jinjiang, the perfect industrial chain, mature channel support and bold and enterpriser style of operation are becoming a powerful weapon to win the outdoor business of Min faction.

Analysis of the industry, although the domestic market in Columbia, TheNorthFace, OZARK, Pathfinder has formed the first tier echelon ranking in the front, but San Fred, Tianlun Tian Quanzhou local brands come from behind, its accumulation of strength can not be underestimated.

"Today's outdoor brand is not like sports brand, it can clearly distinguish the first line, second line and three line. Well done, such as American camels, may be 8 hundred million a year, and most brands will remain at around 2 hundred million. " It is also because of the lack of leading brands, and the brand that has not yet monopolized the monopoly, which makes the outdoor area still have broad room for growth. This also brings opportunities for the rising min faction outdoors.

Single product advantage drives overall explosion

When we mention Fujian's outdoor brands, we often think of local brands. Outdoor shoes Single product advantage. But after so many years of development, the outdoor brand owners of Fujian faction no longer emphasize the advantages of their own footwear products. Instead, with the integration of shoes and clothing and accessories integration, the relatively clear and clear brand image overall packaging is molded in the market.

According to Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., "in the past three years, the outdoor brand of Fujian faction has made great efforts to brand operation through the strength of shoes. But nowadays, it is completely different. Everyone is making use of the advantages of the brand capital industrial cluster and the original channel to force the brand. Xu Tengda said that Fujian outdoors could learn from the successful mode of Fujian men's menswear and sporting goods, and do well in the Chinese outdoor market.

Mr. Luo suggested that the outdoor sports brand of Fujian should learn the brand operation mode of "the chicken and egg, the net fishing". "Borrowing chicken eggs" means outsourcing production. Net fishing refers to franchise chain operation, which is usually referred to as franchising. The outdoors of Fujian faction can continue to focus on the core strengths by integrating the two tricks of MetS sangway, and integrate the advantageous resources for our own use, so that consumers can remember themselves. Mr. Luo suggested.

Xu Rongsheng, general manager of Lion Brand outdoor, believes that for the Fujian outdoor sports brand, we must deepen the brand operation as the core strength, retain the inherent advantages of outdoor shoes development and production, fully integrate the external production system, and quickly enrich their product lines, so as to better shape the brand professional image.

Chen Ruidian added, but it is worth noting that the marketing mode of Min faction is a great spirit, but the outdoor market is an emerging market after all. In recent years, there has been a blind expansion of the market and there have been some market bubbles. Therefore, enterprises should pay more attention to the brand and product attributes, step by step, and do well in internal work.