Outdoor Products Are Introduced Into Italy Design To Boost Brand Image For The Two Time.

< p > in the outdoor market with a high growth rate of two digit per year, it is no doubt that the competition between brands can be described as "fierce fighting".

Diversified and differentiated consumer demand has provided huge market space for the development of the industry. Meanwhile, the market screening principle of "survival of the fittest" has been staged year after year.

Therefore, it is important and urgent to find a road that is in line with the trend of the market and suitable for the enterprise's own characteristics.

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< p > recently, the Ninth Asian sporting goods and fashion show (ISPO Beijing 2013) was held at the National Convention Center.

At the exhibition, the booth image and product design of the brand new outdoor brand JIHUA1912OUTDOOR launched by Jihua Group attracted the attention of the industry.

The fusion of Italy a href= "http://www.91se91.com/pioneer/" > dress < /a > has a bright sense of fashion and details reveal the brand's military technology foundation.

As a new student in the outdoor products market, JIHUA1912OUTDOOR strives to develop in the longer term with its "differentiated" brand positioning.

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In the P exhibition hall, the simple atmosphere decoration method reflects the brand "city outdoor" positioning.

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< p > < strong > introducing Italy design < /strong > < /p >.

< p > < strong > boost brand image two upgrade > /strong > < /p >

In the short half year of P, JIHUA1912OUTDOOR's brand positioning and product image are quite different.

Unlike the July 2012 a href= "http://www.91se91.com/news/index_c.asp" Asia outdoor exhibition < /a > in Nanjing, the product image is clearer and more fashionable. It symbolizes a thick grizzly bear pattern and a protective shield logo that is uniformly printed on T-shirts and fronts. The store is arranged in a simple and comfortable way, creating a sense of interest in outdoor sports.

According to Liang Cheng, executive director of Jihua Group and director of China International Chain Business Co., Ltd., in order to further enhance the brand image and enhance product design, the group began contacting Italy's design team from the second half of 2012.

Over half a year, the design team of China and Italy worked closely together to conduct in-depth research on the needs of China's outdoor products market.

Nowadays, hundreds of costumes are being produced repeatedly, which are integrated into the essence of Italy design and meet the aesthetic needs of Asia.

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< p style= "text-align: left >" in people's inherent impression, the color of outdoors clothing is nothing but red, blue, green and other gorgeous colors.

And this JIHUA1912OUTDOOR shows that the color matching of clothing products is more fashionable, deep blue, warm camel, and different colors of snowflake ash. Although the color is not dazzling, it can give people a bright look, rich colors bring more choices to consumers.

In design, the pursuit of self-cultivation, comfort and humanization tailored the idea of large and intangible outdoor products.

Italy designer ElenaColnago said in an interview with reporters that the current outdoor clothing consumption area is no longer simply a light sensitive clothing, but prefers wool and cotton fabrics with comfort and warmth.

"This is the first time we have tried this casual style outdoor costume in China.

In the process of product design, we not only want customers to feel the technological content of functional outdoor products, but also hope to pass this design style to convey healthy and leisure life attitude.

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< p > it is understood that the Italy team, which was cooperated with the China group, was established in 1949. Its main business is fabric design and production, market positioning and research. The team has provided ODM production for many famous European clothing brands. Its accumulation over the years has made it a unique market insight.

In this exhibition, the shoulders and sleeves of all kinds of costumes are designed with wool fabric, which reflects the design style of Italy and adds warmth to outdoor clothing.

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< p > < strong > positioning "Outdoors" < /strong > /p >

< p > < strong > capture differential development space < /strong > /p >

< p > as the first appearance of the brand adjustment and upgrading, at the current ISPO Beijing exhibition, JIHUA1912OUTDOOR has placed special emphasis on the location of "urban outdoors" from booth arrangement to product design.

In several products, men's jackets suitable for business wear, checked shirts with down jacket and tailored suits are seen.

The whole exhibition hall is unique in its style of business dress and sports leisure.

Liang Cheng said that such a product positioning depends on the characteristics of the current outdoor market.

China's outdoor industry is a typical sunrise industry, and it is still in the introduction stage.

In the United States, the outdoor market is the 1/2 of the sporting goods market. In China, the outdoor goods market is only 1/8 of the sporting goods market, and the market is rising more.

In the next 5~10 years, it is estimated that the scale of China's outdoor products market will reach 40 billion ~500 billion yuan.

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< p > over the past 10 years, the growth rate of China's outdoor products market has been maintained at two digits.

According to the statistics of China's < a href= "http://www.91se91.com/news/index_h.asp" > textile > /a > commodity Association outdoor products branch, in 2012, the total retail sales of outdoor brands in China amounted to 14 billion 520 million yuan, up 34.94% over the same period last year.

Another authoritative survey, "2012 China outdoor brand department store business report" shows that at present, outdoor brands basically follow two development routes, one is relying on technology, positioning high-end products specialized development route, two is fashion oriented, positioning high-end high-end professional development path.

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< p > Liang Cheng believes that in the field of professional outdoor market, the homogenization of products is more serious, and the market space will be limited in the future.

In order to avoid homogenization of competition, enterprises should seek long-term development.

The outdoor area has become the focus of JIHUA1912OUTDOOR development.

"Our target consumer group is not limited to people who love outdoor recreation, but also business people who like aerobics.

The concept of "city outdoors" is that people can handle calmly in offices or at the top of colorful clouds.

Liang Cheng said.

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P > < strong > technical foundation of military industry < /strong > < /p >

< p > < strong > achievement of high performance outdoor products < /strong > /p >

< p > positioning in the field of outdoor activities, enabling JIHUA1912OUTDOOR to give full play to the unique advantages of a hundred years' military brand: strong production capacity, huge clothing database and market differentiation development space, which are different from others who only focus on design but are weak in technology.

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< p > it is understood that the fabric of this exhibition is mainly made of wool, polytetrafluoroethylene, high permeable membrane and warp knitted mesh. It belongs to the outdoor business leisure high-end series, which is obviously different from traditional outfit fabrics from appearance, texture and function.

Xiao Yong, general manager of Jihua chain business Co., Ltd., said that the jackets made of this material are better and better.

In the aspect of waterproof and moisture permeability, special PTFE technology is applied.

At present, this kind of material is widely used in functional clothing of some famous brands in the world.

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< p > "on the fabric of close fitting garments, we use not only the fabrics such as Tianzhu, Tencel, hemp and other fabrics, but also make use of our own advantages, relying on military technology, and widely use advanced technologies such as silver fiber bacteriostasis, Hayes Moore antibacterial hemostasis, honeycomb suction and yarn discharge in clothing.

Let more urban white-collar workers not only experience the appearance of business casual clothes, but also have the unique functions of outdoor clothing.

Xiao Yong said, "from short sleeved T-shirt to cotton velvet shirt to windbreak and rain proof" a href= "http://www.91se91.com/news/index_f.asp" > "/a", which embodies the strong technical support of the brand, but also reflects our advocacy of one-stop shopping concept.

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On the first day of the exhibition, JIHUA1912OUTDOOR attracted the attention of Beijing middle and high-end department stores such as Cui Wei and Shuang an, P.

"These customers are very interested in our products, especially the brand differentiation.

This is a great encouragement for us. "

Liang Cheng said that at present, the brand has formed a direct business and franchise chain double sword, taking into account the outdoor service and marketing in the field of cross-border cooperation to expand the business structure.

This year, the brand target market is located in the first tier cities in North China and Northeast China, and will be fully irradiated to the two or three tier cities in the future.

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