Domestic Outdoor Product R & D Presents Polarization Trend

< p > fierce competition in the market is usually synonymous with large sales and high profits.

In outdoor equipment, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "http://www.91se91.com/" > shoes > _blank > category and knapsack have the most extensive consumer group, whether you want to camp out, or calculate to climb 8000 meters, are inseparable from these equipment.

Many times, measuring a brand is not a comprehensive brand. One of the standards is whether the product line covers these categories.

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< p > for those domestic brands who only focus on making certain products, they have to face the dual competition between similar brands and international and domestic comprehensive brands.

In the research and development of products, we need more efforts.

By comparing the technical indicators of their new products, we can find that different brands are more obvious in terms of product positioning and specialization and popularization.

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< p > < strong > specialization: time accumulates fine works < /strong > < /p >.

Less than P, most of the professional products have been immersed in a certain field for many years.

Strong oxygen backpack is a representative.

In the past, the vanguard knapsack went on sale for 4 years before becoming a classic.

This year's launch of the 2013 edition of the photographic chest pack designed for outdoor mountaineering is also a great improvement in the feedback from the donkey's friends in the past 5 years. From the backplane style to the zipper radian and the shoulder strap angle, we can see the brand's insistence on specialization.

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< p > in clothing, this year at the Beijing ISPO exhibition, Cui Ying, manager of Tianshi outside channel department, was also talking about his own technology while accepting the 8264 exclusive interview.

Launched in 2012, the five star super light down garment has boldly selected 7D fabrics. This year, the "raincoat" with strong waterproof properties and 10000 yuan limited sleeping bags, the "galaxy" version of the South Galba, can be seen from the brand's technical strength, which is inseparable from its experience in the production of down products in recent 20 years.

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< p > in the competition with comprehensive brands, these professional brands are more dominant in product information feedback and personalized design because of their smaller customer groups, so the products are more targeted.

They have been working in their own fields for many years, and have accumulated a lot of research and development experience, and have the strength to do well in their products.

Regrettably, these domestic equipment that attracted the attention of donkey friends is often recognized in the form of single products.

We often say that a product is good, rather than speaking about the equipment of a brand.

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< p > how to expand the influence of brand should arouse the concern of enterprises.

We can not be satisfied with the selling of single products, but we should pay more attention to brand planning. Brand is the "goose that lays golden eggs".

In the R & D process, it is no longer applicable to rely on the simple mode of < a target= "_blank" href= "http://www.91se91.com/", "designer /a", experience and inspiration, and we need to build a team constructed by professionals in the field of project management, design research, user experience and so on to complete the whole process of product development together.

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< p > strong > Popularization: self positioning affects R & D direction < /strong > /p >

< p > compared with middle and high-end Alice friends, people who occasionally hike or wear outdoor clothes as casual wear occupy the majority.

They have relatively low functional requirements for products and are more influenced by brands.

Compared with the comprehensive brand, the brand that concentrates on the single product is not dominant in the influence, so the design direction of the product needs to be changed according to the sales channel.

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< p > take tourism as an example. The brand now focuses on the mid-range professional outdoor shoes market, and the outdoor outlets are also the main channels.

Such brand planning, its product design is mainly based on the mass consumer.

This year, it launched the concept of F.F.C FIT precision Customization: one precision shoe last system, two precise function classification, three precision correction design, four precision material application, five precision manufacturing process, in addition to second items, others are focused on product wear experience and performance price ratio.

The upcoming M9ROCK mountaineering shoe is the most suitable, stable and comfortable product positioning.

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< p > another brand specializing in outdoor footwear, Luo Chi, sells mainly through shopping malls.

In an interview with 8264, Luo said that the brand positioning was high-end outdoor, and the design elite of South Korea, Italy and the United Kingdom were integrated on the R & D team.

Luochi products also attach importance to appearance and comfort. In 2009, the "bird's nest shoe" is the overall image and characteristics of the bird's nest. It has sold nearly 500 thousand pairs in three years.

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< p > for these brands that are inclined to mass consumers, they are more concerned with the comfort, appearance and cost performance of the products.

Here, the balance of cost performance is the most difficult to grasp.

If you divide the money one by one, if you reduce the production cost, you will have an impact on the quality and functionality of the product.

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< p > because ordinary consumers have limited outdoor knowledge, they often do not know what kind of outdoor products are suitable for.

And when buying outdoor products, the subconscious is: outdoor is the most solid, wear not bad, can not wear.

Here, Xiaobian has some suggestions. For the products of these consumers, it is more plain and less complicated technical data. It only needs to tell you what kind of climatic conditions the product is suitable for and how outdoor needs can be satisfied.

Sincerity and fairness are more likely to win consumers' trust and help shape brand image.

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