Outdoor Shoes And Clothing Brand Pformation Business Super Channel Brand Strong Combination To Help Channel Development

Unlike European and American countries, outdoor products in China are mostly sold through commercial super channels.

At present, China's outdoor channel distribution, business accounted for 65%, street stores accounted for 28%, the network accounted for 7%.

Business super channels dominate the whole world and occupy absolute advantages in the number of terminals.

The development of future channels is evolving with the maturity of the industry and market. In the current development stage of the super channel, we might as well explore the "super plan" of the outdoor brand.

Outdoor consumer market development, brand pformation business super channel

Prior to this, GARMONT China agent Ren Yulong, general manager of Beijing Chadodji outdoor products Co., Ltd. and GARMONT chief consultant Cheng Cheng group indicated that the channel pformation was being carried out.

And this pformation is mainly from the outdoor shop to Shang Chao shop.

Cheng Zhanqun believes that in the early outdoor market of China, foreign brands mainly came from outdoor outlets, because the shopping malls did not recognize outdoor products, while outdoor stores understood and accepted them.

However, China's outdoor market has been developing for 17 years, and the pattern is the simultaneous existence of outdoor stores and shopping malls.

In the early days, the situation of outdoor shops was gradually changing. Now, more and more people are receiving outdoor products.

Therefore, GARMONT enters the shopping mall channel at the right time.

Channel change requires brand to expand product line

GARMONT made a decision for its own channel pformation: expand product line and launch more

Son.

It is gripping the needs of outdoor consumer goods.

According to general manager Ren Yulong, in the 2013 new product innovation, GARMONT improved the classic models, such as FLASH GTX, improved fabrics and soles. The previous fabrics were 1.66mm anti splash water cowhide and anti fur, which changed from the middle of the past PU to the current EVA, followed by shock absorbing pads, super light and elastic, and walk steadily.

"Before focusing on high and medium professional shoes, this year launched casual public shoes.

"Ren Yulong said.

Clothing and

At present, there is a large category of outdoor products in China. In China, there are few outdoor products and shoes and clothing, but there are still some brands that are famous by single category, such as domestic outdoor footwear brands CLORTS and HINATURE.

After a certain period of development, both of them have chosen to expand the product line. CLORTS is ambitious to move from outdoor footwear to a full range of product lines.

HINATUR, through proxy outdoor clothing brand "climbing tiger tiger" to achieve the pformation of their shoes and clothing integration.

Whether it's like Pathfinder, OZARK or Keller stone, from clothing to footwear, or CLORTS extending from footwear to clothing, or with agents to complete product line expansion, such as HINATURE, industry media sources said that this is the stage of development of each brand according to its inherent resources, and is trying to fill in two categories of shopping mall shoes and clothes.

Outdoor footwear, because of its complex manufacturing process and many functional requirements, has played a key role in keeping abreast of garments.

Brand strength helps to develop super channel

This year, the international famous outdoor shoes brand, nicardia, is also on display at the Shanghai ACOME's ordering conference.

The market signal given is undoubtedly: the brand alliance has been established.

In this regard, ACOME and thnica formed a strategic partnership in the business super channel cooperation, known as the outdoor industry, another story of "shoes into the mall".

Similarly, in the first half of 2011, GARMONT and MARMOT reached a joint venture to join the super channel.

The cooperation of Shanghai frog company's proto bird brand with CRISPI and AKU and CRISPI is more mature, and several classic shoe products have already been formed.

To catch up with the sales of fashionable stores, the new outdoor footwear brand AKU of the new agent in 2011, which is more diverse and novel, meets the needs of shopping malls and forms a proper match with the ancestors.

"Wearing shoes into the mall" will enrich the product line, drive sales, and brand alliances.

In addition, the agency mode is also worth learning from, and its effect is directly and forcefully.

In fact, from the long term development of industry and market, the experience of brand alliance and brand agency will inevitably promote the reform and upgrading of terminal management, brand operation, marketing and so on, which is also a great blessing to China's outdoor products industry.

The alliance also needs to pay attention to the matching degree of brand genes.

In 2011, LOWA and NORTHLAND two brand split operation, LOWA independently set up counters, that is, the difference between brand culture and positioning; and NORTHLAND later dared not neglect, immediately set up NORTHLAND outdoor shoe products R & D center in Beijing, designed for Chinese people.

Class.

Professionals pointed out that the strong combination of brand and brand in the current Chinese outdoor market super model can no doubt be a good way to open a mutually beneficial win-win situation for the two sides, but in the same terminal operation of the two brands should first consider whether the brand gene matching.

GARMONT and MARMOT cooperate because of the combination of brand positioning and market awareness, and finally jointly enter the mall sales.

The overseas brand competitiveness of China's business super channel, one to speed up the pformation of channels, the two is to strengthen cooperation with China's outdoor brands.

Domestic outdoor brands also develop to strengthen themselves.

Behind the outdoor brand "Shang Chao" plan is the contention of the market. However, the market competition has begun with a smooth and orderly cooperation and win win mode. The focus of each brand's operation may bring about a harmonious, orderly and healthy development of the industry environment. What kind of impact will this combination mode bring in the future? Let's wait and see.