Outdoor Plagiarism Is Widespread And Autonomy Can Survive.

Our survey found that there are ten domestic outdoor sports equipment manufacturers, but 35 consumers can recall their names. According to the survey, in 2011, the total market share of the top ten brands in China's outdoor market accounted for 9.86%, less than 10%, and more domestic manufacturers occupied the market of two or three line cities in China.

Specialization and fashion of outdoor sports equipment

There are a lot of loyal professional players in outdoor sports enthusiasts. These players have very high professional requirements for equipment. These people usually have a high consumption ability, often for high-level or senior civil servants. These groups are more concerned about brands. They choose more famous brands abroad, choose domestic products, and usually choose the top three.

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But after all, the number of professional outdoor players is relatively small, which is not enough for outdoor manufacturers to maintain rapid growth, so fashion becomes a passport for outdoor sports equipment to go to the general public.

In the era of global brand, sales outdoor manufacturers will be eliminated.

Although the country has been trying to delay

Entering the market shock brought by China, however, there will not be many obstacles to such outdoor product brands. The famous outdoor brands in Europe and the United States are stepping into the Chinese market one by one, while the increasing consumption power of Chinese citizens and the increasing proportion of emigrants will mean the market storm that these famous brands in Europe and America may bring.

The globalization of the brand is more obvious in the era of Internet development. The news of students buying XXX iPhone often broke out on the Internet. This tells us the fact that the young Chinese consumers are different from before. Their pursuit of brand is much higher than that of the past. Chinese manufacturers and brands rely on Shanzhai for a long time to occupy the low-end market. The era is gradually disintegrating, giving up their illusions and self pformation is the only way out.

Plagiarism, lack of brand personality and no core competitiveness

In the process of specialization and fashion, we found that

There is also a strong ability to copy and imitate. The popularity of Shanzhai has led to the rapid popularization of fashion. At the same time, it will slide rapidly. Just like the fake LV bag on the street, it seems to be a fast growing channel, but it has a huge brand risk.

The prevalence of Microsoft windows piracy in China has made Chinese Linux developers seriously inadequate. Until today, when WTO demanded respect for copyright, Microsoft began to ask the government and big enterprises to ask for old debts, and we had no choice but to face it.

Outdoor brands, especially the two or three line brand, if they are immersed in the pleasure of plagiarism, they will lose their brand personality and subversive growth ability. According to the office, if the domestic two or three line outdoor brands do not seriously reflect on their products and brand positioning, find their own path of differentiated growth, improve their R & D capabilities and brand building ability, outdoor sports equipment will soon usher in a big shuffle.

Brand differentiation and self design are the foundation of survival.

The professionalism of outdoor sports equipment is not affected.

In the near future, the difficult outdoor sports such as rock climbing and exploration, outdoor equipment will be completely popular, the market will be polarized, a large number of brands and manufacturers are eliminated.

Two or three line brand survival pressure will be greater, and two or three line outdoor manufacturers brand positioning is vague and similar phenomenon is very common, and even more will turn the enterprise into a pure sales enterprise. In the current online shopping developed and capital developed China, even sales oriented enterprises will also be a comprehensive and solid competition, channel and platform providers will have more bargaining power, and the invasion of famous brands abroad will also compress the survival space of domestic brands.

The positioning and design of brand differentiation, the ability of self research and design, will become the long-term survival of outdoor manufacturers. Let's go out of the simple and vicious circle of heavy sales and light brand culture, so that more customers will fall in love with you, share love and pass on brand culture.

If consumers buy our products without emotion, then they will wear no difference between our products and other brand products. This effect shows the failure of the brand, because these consumers do not consume your brand, just consume it.

Shopping channels.

Shaping brand culture is a professional and endowed spirit of humanity. Outdoor manufacturers and professional brand marketing cooperation, with the help of the brain of professional brand, frame their own brand development route and communication channel, which is the prevailing rule of the world brand.

According to the office of occo media, products without brand and brand culture will become mediocre products. Brand needs to be conveyed and conveyed clearly. Brand is not the awareness of selling, but also to create reputation and customer loyalty. Brand building and building ability are important competitiveness of consumer products and enterprises.