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How To Develop Outdoor Products Industry

2013/4/10 17:13:00 63

outdoor goods industry has been developing rapidly in recent years. More and more business owners have encountered a major development bottleneck. If this option is not done well, the impact may be the survival or death of more enterprises.

enter April, outdoor brand 2013, autumn and winter new product order will be staged one after another.

After the first call, the general manager of Tianlun Tian outdoor products Co., Ltd., Tengda announced the Tianlun Tian 2013 shop plan: this year, Tianlun Tian will include 500 new rectification outlets, which will vigorously promote the construction of exclusive stores.

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< center > < img alt= "Pathfinder" width= "450" height= "325" src= "http://img00.hc360.com/shoes/201304/201304100936265840.jpg" / > /center >

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Compared with the announcement of Tianlun Tien high profile to enter the exclusive stores, many p outdoor brands still believe that shopping malls are still the most powerful terminals to drive sales.

Among them, there is no shortage of lions, F Leonspan and other industry leaders.

in the eyes of the industry, monopolization and business super channels can coexist simultaneously, but for a brand, the process of channel layout is bound to focus only on one aspect.

What channels should be chosen to make the most effort?

left: high profile enter monopoly system /p >

for Tianlun Tian, in 2013, the expansion of channel expansion has become an unanimous choice from company to agent and distributor.

Although Tengda has repeatedly stressed that "Tianlun Tian does not set a hard task for everyone, it is trying to expand our street store under the premise that the major agents feel the conditions permit."

, which is in sharp contrast to the worries of dealers in the past few years.

At the order meeting, dealers from Inner Mongolia told reporters that what they most worried about in previous years was that they were allowed to open stores along the street because of the cost of a street store, which was much higher than that of a store.

"But now, Inner Mongolia can enter the shopping malls, we have been stationed, if you do not try to open street stores, this year's sales can not increase."

increasing sales is only a shallow consideration of agents.

For Tian Lun Tian, it is still hard to focus on promoting franchised stores along the street.

"shopping malls do promotions on festivals such as May 1 and national day. We can only earn money for the mall and run the volume."

Xu Tengda said, for example, the price of a pair of trousers is 30 yuan, and the selling price is 100 yuan in the exclusive store. After removing the operating cost of rent, decoration, labor and so on, Tianlun agent or retailer can still have about 50 yuan. But in the shopping malls and shopping malls, most of the profits have been extracted, and they have little profit, and now they are faced with poor performance, withdrawing from the cabinet or underwriting pressure. They can only raise the retail price to offset this part of the related expenses, which is extremely unfavorable to the stability of the brand retail price system.

there are other necessary conditions to promote Tianlun's entry into the franchised stores, such as products.

"We have enough products of all kinds to support a store, and the outdoor products are all grey and green. But now the Tianlun brand is mature, the products have been recognized, the products are beautiful, and there are special teams in charge of display, so it is time to speed up the opening of stores." most agents have early plans.

Tianlun Tian Zhang Na, an agent in Liaoning, can quite well represent the minds of many Tianlun agents and distributors.

Zhang Na disclosed that before the brand did not ring for the past two years, there was not much money on hand, most of the agents had been squeezing out street shops and unwilling to shop, but now the brand was opened in the local area, and it is urgent to expand new channels for sale, but more importantly, because of speeding up the speed of capital turnover.

"the shop that you open does not need to have a cycle like the settlement of the store, every day the funds are recovered and the turnover is fast. Is the market for the sports brand not to be done like this?" she laughs. If outdoor can also be a sports monopoly system, then she can count the money every day!

to the right: keep to the mall channel /p >

compared with Tianlong's high-profile entry into monopoly channels, many domestic outdoors still regard shopping malls as the first choice for channel layout.

For this reason, Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd. is deeply touched.

"sometimes, the mall is just like a banner of the brand. A shopping mall not only sets up sales channels, but also promotes local brands. The success of lion brand in Chongqing market is the reason."

Xu Rongsheng said.

in Chongqing, the Monument for Liberation shopping mall has the reputation of "western Wall Street". It is one of the top shopping malls in Chongqing. Many international brands such as GiorgioArmani, LouisVuitton and Prada are all concentrated here. When Xu Rongsheng passes through here, he always thinks that one day his brand can be adjoined with them. After all, the lion brand is very small in terms of brand awareness or scale.

Two years ago, the Monument for Liberation shopping mall in Chongqing began a new round of major renovation and renovation. This coincided with the popularity of domestic outdoor tides, and the shopping mall was also interested in introducing some outdoor brands. At that time, there was no outdoor brand in the local market. Therefore, lion brand outdoor held such an opportunity to become a top class department store in Chongqing and put a proud banner in the local outdoor market.

Xu Rongsheng P has always held the view that outdoor brands, if they want to become high-end brands, must base themselves on shopping centers with many high-end consumers, especially in some advanced shopping malls, which will achieve twice the result with half the effort for brand promotion.

Last year, lion brand outdoor stores opened more than 20 stores in Chongqing. The annual turnover of outlets is over 5 million yuan. This year, it is revealed that the lion brand will continue to enter Chongqing department store and carry out a new round of terminal upgrading.

in addition to brand promotion considerations, the pricing of outdoor products is also an important measure for many outdoor brands to insist on shopping mall.

Ye Peikun, chairman of the outdoor group, said that because of the high-end positioning of the number of stars, the consumers and the consumers of shopping malls and department stores will be covered.

In addition, looking at the high price of outdoor products and whether it is selling at street stores is also a problem.

At present, the number of counters in department stores has occupied an absolute advantage in the channel.

the same situation also appeared in F Leonspan's channel layout, especially in some regional markets.

According to F Leonspan Brand Promotion Director, the outdoor atmosphere in the north is good, and the consumption rate of outdoors < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > is high. Due to climate reasons, outdoor a target= "_blank" href= "http://www.91se91.com/" > clothing "no" has a daily trend, and the places where the northern people consume are also concentrated in department stores.

As a result, the brand has entered the shopping mall on the basis of retaining the original outdoor store channels, which has made the development of the brand not limited, and the scale has been formed.

Pathfinder: accelerate the expansion of straight camp

Pathfinder is a leading enterprise of outdoor products in rapid expansion stage. Since its listing, its expansion has not stopped. In 2012, it is more likely to be called its expansion year. Its main brand Pathfinder is its core business, the high-end leisure brand Discovery and e-commerce brand ACANU are the three brand strategy framework of strategic business. Through positioning, pricing and channel segmentation, the brand extends to high-end leisure outdoor and e-commerce consumer groups, covering the outdoor fine molecular industry.

Stock market researchers pointed out: two sub brands are expected to contribute in 2013-2014 years.

in addition, the Pathfinder has been expanding as a listed company. It has strong financial strength to support the expansion and operation of Direct stores.

This is an impressive growth rate. The growth rate of its stores is amazing. In the past 2006-2011 years, the compound growth rate of shops in the past 41% years has reached 41%. In 2011, the number of stores was 1041, with a growth rate of 56%.

The company's coverage rate in the two or three line cities is 40% and 1% respectively. Under the channel, there is huge room for submerging. It is expected that the opening space can reach 2500~3000 in the future. In the weak areas of South China, the Pathfinder will introduce dealers such as golden crown, Baosheng and so on, who have many years of experience in the retail sales of sports goods industry. The product design and order meeting will be conducted according to the characteristics of the southern region.

Like the Pathfinder, P is one of the earliest outdoor brands in China. The brand of Kai Kai Le also expanded its channels in two ways, namely, direct distribution and distribution. In 2012, he opened the first direct life hall in Beijing area (not the first direct store, but the first image shop), and its main role was to display the brand image.

The store's planning is unique, creating a club's experience atmosphere.

According to the shop assistant, this is the only living hall in the Beijing area of sikle, and the other 20 Direct stores are shopping malls and department stores.

There are only 5 franchises in the whole Beijing area, and most of them are direct stores. Of course, this has nothing to do with its headquarters in Beijing.

The feedback from the circle of business shows that the street image shop in Beijing's life hall is very good. Good experience and service and good environment bring good reputation.

Han step hand in hand: the brand alliance force suddenly rises.

in the past two years, international brands can be said to exert great strength in the Chinese market, and the classic cooperation between shoes and clothing brands deduces "wear shoes into shopping malls".

This way enables the brand to achieve complementary advantages and strong links, and also creates a new model for single category brand to embark on scale development.

South Korea's outdoor shoes brand entered the Chinese market in 2003, took the outdoor shop channels, and began to expand the shopping mall channels in 2009. The main force was in 2011. The rare Chinese operation company officially represented the famous German outdoor clothing brand "climbing tiger tiger", combined with the two forces to increase the expansion of shopping mall channels.

Parthenocissus has been the only Asian outdoor industry award in 2011.

In order to carry out this cooperation smoothly, the company has made corresponding adjustment in product structure, striving for product serialization, making the four seasons footwear rare, and also more suitable for shopping malls.

brand alliances such as Han Bu and Parthenocissus are not rare in the industry.

In 2011, Italy outdoor footwear brand GARMONT and the American outdoor brand Marmot (groundhog) were co entered into the mall sales. In those days, GARMONT China general agent Beijing Xia Lang Dogi company has begun to supply to the shopping malls.

Since 2012, Tecnica and ACOME have jointly developed the shopping mall channel, and the two brands have jointly expanded the market in the shopping mall channel area.

shoes do not fit properly. Feet know /p >

although shopping malls and monopoly systems can complement each other even at a certain stage, they will be in a game in most cases.

In the case of limited resources, the choice of which channel mode focuses on development, enterprises have too much to consider.

In the view of the industry, P stores tend to accumulate channel resources and enhance brand appeal, while franchised stores pay more attention to the integration of brand overall merchandising and retail management system.

Now, after several years of precipitation and development, the local outdoor brands basically have the effective organization ability of the monopoly system, including product system, terminal display training system, etc.

"whether it is a shopping mall channel or a monopoly system, in the future, enterprises are bound to focus only on one of the models, which will be closely related to the strategic positioning of enterprises and brands. Enterprises should make corresponding adjustments with the development of different stages, and the outdoor brands in Jinjiang are currently in such an adjustment."

Ma Defeng, deputy general manager of Lei speed outdoor products Co., Ltd.

"P", in fact, whether it is an attempt to monopolized the system of Tian Tian Tian, or stick to the shopping mall lion brand, F Leonspan and so on, they also clear that the limited resources of the market channel will become a bottleneck for the development of brand channels one day, the monopoly system will become a form of infiltration into outdoor brand channels sooner or later.

Only after seeing the bad consequences of the excessive expansion of the traditional sporting goods terminal, they were more cautious in their march.

"every brand should have a clear understanding of its own positioning and choose a suitable channel mode. Do not follow suit! For example, as a well known Shishi casual footwear enterprise, we know that its shopping malls are doing very well, but after the extension of the franchise system, it is not successful. The price system of the shopping mall and monopoly system has affected the brand's awareness in the minds of consumers."

An industry spokesman, who declined to be named, said.

for this reason, Liu Zhishen, Xiamen Yuan Xin Chong Ya Brand Management Co., Ltd., acknowledged that the outdoor brand should be planned according to its own development stage and market regional characteristics. Whether in the pitional stage of shopping mall or monopoly system, enterprises and brands themselves need to strengthen the development of terminal retail management system and commodity system.

shoes do not fit properly. Feet know whether to leave or to the right, the local outdoor needs careful choice.