E-Commerce Enterprises Own Brands To Enter The Outdoor Market

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< p > when some sporting goods are involved in the outdoor market, some electricity providers are also unable to resist.

Jingdong mall has launched some private brand outdoor outdoor products on a small scale, and intends to further expand its own brand outdoors < a target= "_blank" href= "http://www.91se91.com/" > dress "/a", and news that shop No. 1 has similar plans.

Such a hot market has aroused concern among some people in the industry.

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< p > according to statistics, in 2012, 106 new brands entered the market.

Because many local brands have always attached importance to the professionalization route, they have not invested too much energy in the outdoor outdoor market.

Some new brands under the banner of outdoor use do not have a solid foundation for design and R & D, lack of knowledge of outdoor sports, and accumulate experience only by means of funds and channels. The simplest way is to produce "popular products".

This makes the problem of homogeneity of outdoor products increasingly prominent.

Without looking at Logo, a lot of assault clothing and equipment can hardly be separated from each other, and without brand personality, they can only rely on price to attract consumers.

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In fact, the growth rate of outdoor industry has slowed down. The newly released < < a href= > http://www.91se91.com/news/index_s.asp > > China outdoor products market < /a > 2012 survey report shows that in 2012, the industry growth reached 34.94%, while in 2011, the industry growth was 57%.

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< p > at present, some outdoor brands are still following the traditional sports brand to boost their growth by opening stores.

This is easy to see in the short term, but the use cycle of outdoor products is longer than that of sports brands, resulting in a slowdown in the overall growth of the industry. This rapid expansion often hurts corporate brands.

Take a well-known local outdoor brand as an example. In the early years, the brand has always been a benchmark for foreign brands. However, in recent two years, it has embarked on the road of rapid expansion under the pressure of capital and competitors, and the control of product quality is far worse than before.

A processing cost of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > costs from 50 yuan to 40 yuan, and the quality of products is affected.

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