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Outdoor Market Demand Diversified Product Line To Make Strategic Defensive Adjustment

2013/5/6 12:40:00 22

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Outdoor Leisure Shoes And Wear Market Colombian Steps

even if one side is homogenized and fiercely competitive, on the other hand, the market may have been temporarily caught up in the situation of rapid development and indigestion. However, insiders believe that this is the initial symptom of the industry. Compared with other countries' outdoor development, China's outdoors is still in its early stage, and the momentum of vigorous development is bound to bring pains of growth. In contrast to these growing pains, outdoor brands have been exploring and developing some layout and strategic layout conducive to the long-term development of the market and brand. Industry observer Liang Qiang pointed out that upstream research and downstream brand marketing will be the two major breakthrough for outdoor brands, and the brand should build "core competitiveness" from these two aspects. 
 1. Diversification of market demand, product line "strategic defense" adjustment 
This year, ISPO has brought ten series of apparel product lines covering outdoor travel, riding, off-road, photography, and so on. Compared with last year, the products of P series have been greatly enriched. And Con M Kin Ja as an outdoor brand that advocates outdoor outdoor products and self driving camping products has launched a personalized cross-country product in 2012. In the current outdoor market, camping and off-road equipment are becoming new consumption hot spots besides shoes, clothing, bags and professional outdoor equipment, and represent the trend of outdoor consumption in the future. 
Sheng Faqiang, the founder of the recent Pathfinder brand, published some thoughts and sharing on micro-blog's "a href=" http://www.91se91.com/news/index_c.asp "> outdoor industry < /a > development characteristics on P. It clearly pointed out: 1. the enthusiasm of the public to participate in outdoor activities is high, and outdoor sports are moving from individuation to family, teamwork and socialization. 2. the concept of camping area began to sprout, and the camping equipment of self driving showed a reversal trend. 
In an interview, Liang Qiang, an outdoor leisure observer, also pointed out that according to the per capita GDP standard, China is in the stage of upgrading consumption (per capita GDP1000-3000 dollars), while some central cities and some sectors are in the stage of consumption diversification (GDP4000-10000 per capita). P At present, China's per capita GDP is about $5000, and the outdoor sports corresponding to this GDP level mainly include off-road running, crossing and mountaineering. In the next ten years, per capita GDP will be expected to reach 10000 US dollars. Camping, cycling, skiing, surfing, rock climbing, and self driving cross-country activities will soon become popular. 
Prior to "P", Cai Feiya, director of outdoor marketing of Columbian step, said in an interview that the brand new Jeep series was launched in 2013 as a "strategic defensive line" product to deal with the diversified needs of the market. The survey on outdoor travel mode conducted by a research company that is working with the Kang's brand shows that with the popularity of private cars, the self driving tour with family and friends as the main form has become the main form of holiday travel. It can control the trip more easily and freely, providing convenience for people while providing a wide market space for the outdoor industry. This is exactly the same as KingCamp's own advantages. 
 the brand responsible person said that under the concept of family outdoor, the brand will continue to promote outdoor lifestyle for families of self driving families, and push the concept and products of the brand to the target audience through precision marketing. It is reported that health products cover all kinds of clothing, food, housing, and other products involved in self driving camping. 
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 two, to create "core competitiveness" products, "core technology" marketing rise, /p >
Apart from the main products that are consistent with brand positioning and style, outdoor brands extend product lines, launch "strategic defensive line" products, and continue to enrich and improve the "strategic defensive line" products, and enhance their position to keep pace with the mainline products. "P > In this regard, Liang Qiang pointed out that China's outdoor products industry in the global division of labor system is still in the low-end link, lack of upstream development and design links and downstream brand marketing effective extension. Transnational outdoor brands will spanfer manufacturing links, adjust the distribution structure of enterprise resources in the value chain, abandon the links with little value-added potential, and concentrate resources to build their core competitiveness, which is the lack of outdoor products enterprises in China. Therefore, while lengthening the product line, outdoor brands need to work hard to build their own core competitiveness. Among them, continuously enhancing the technological strength of products will drive the healthy development of outdoor brands together with brand marketing. 
 in fact, after many years of precipitation, the domestic outdoor brand with a certain accumulation has always attached great importance to creating professional outdoor products. This year's ISPOBEIJIGN exhibition, St. Valentine's SEVLAE brings us the whole course of antibacterial protection technology of Dow's shield. F Leonspan announced in 2013 that he would join forces with DuPont, and DuPont's many functional products will be applied to F Leonspan's product line. In the past two years, Tian Lun Tian has launched a series of products according to the theme activities of the brand, and has constantly improved its product functionality based on the experience and evaluation feedback of its outdoor adventure team. 
 in marketing, outdoor brands also strongly publicize the brand's insistence on outdoor professionalism. In the past two years, San Fred and Tian Lun Tian continue to make new moves. Wang Yongfeng, captain of the national climbing team of Saint flee, launched the national outdoor appeal for "mountain there". The most important feature of this marketing is the integration of casual outdoor and professional personas. However, Tianlun outdoor has constantly strengthened its interaction with professional outdoor circles, and has fully interpreted the professional pursuit of outdoor brand from "polar dream" to "peak dream". 
"P", a responsible official of the brand, said that in the future market competition, quality will determine success or failure. "With people's acceptance and understanding of outdoor products, they will have higher requirements for product quality. This is the biggest difference between outdoor products and sports and leisure. Therefore, quality products with strong functionality, comfortable clothes and fashionable designs will have more benign development opportunities. Based on this market demand, outdoor brands will take technology development as the top priority. "The latest move of the brand is to launch the Defender Protection in 2012. It has been pointed out by industry that it is the core technology marketing mode of domestic brands along the first use of foreign brands, or will become one of the brand new high recognition signs. 
What P has to mention is that some outdoor brands are expanding from subdivision market to footwear market, such as Paige outdoor in Shanghai, which has already been well known in the industry in the past. In the past two years, it began to force outdoor a href= "http://www.91se91.com/news/ index_s.asp" > shoes and clothing market < /a > in the first tier cities, such as Shanghai, which have been located in shopping malls. This reverse penetration is rooted in the fact that the brand side is convinced that the long-term market space of the outdoors is broad and that the brand will be bigger in the future. In the early days of the outdoor industry, all the cold winter theories may be too alarmist, but it can be regarded as a kind of "honest and unpleasant ears". Only when the market and brand need to go through the ebb and flow, can the conclusion be reached that the trend of the so-called pattern will remain in the future market competition. 
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 three, looking for differentiated positioning, brand building is a long-term project 
 according to Professor Liang Qiang, from the perspective of development trend, outdoor sports in China have gradually entered the stage of accelerated expansion by the small group of "donkey friends" to the general public. At the same time, there has been a trend of continuous differentiation and flourishing: the high-end continues to make efforts to customize the outdoors, and the middle and low end accelerate growth into leisure fitness. Echoing with this, the outdoor goods market began to extend from high-end to fashion, from professional explorations to public leisure, from extensive development to quality upgrading. After experiencing a period of rapid development, outdoor production enterprises and retail enterprises are also deeply aware that in order to remain invincible in the competitive environment and to improve manufacturing capability and scale operation, enterprises should pay more attention to building strong brands and constantly upgrade their brands. However, brand homogenization is still serious in general. 
 before discussing the concept of "family outdoor" put forward by Kang's brand, it just caters to the future consumption trend. The idea of urban outdoor and leisure outdoor initiated by Fujian outdoor brands has not created huge market space for these brands. Now, under the two general positioning of professional outdoor and outdoor outdoor wind, how can outdoor brand do its own brand and style positioning so as to break through in the serious industry background of brand homogenization? 
 Liang Qiang pointed out that brand is the sum total of intangible assets of outdoor enterprises. The essence of outdoor brand is the differentiation of outdoor product and service orientation, which is formed by overlapping product image and connotation. This differentiation requires clear positioning and vivid image, which is based on meeting the needs of customers. To make a big brand well, we must work on the quality, design and applicability of the product. Facing the competitive pressure of foreign brands, local brands can only survive in the emerging domestic market through continuous technological innovation. For the whole industry, the establishment of local brands is a support for national identity. But objectively speaking, brand building is actually the biggest difficulty in the development of enterprises. Brand building should be strategic behavior. It is a long-term systematic project which requires planning and long-term adherence. 
Near P, the media began to point out that the "tide card" appeared in the outdoors, and the industry began to discuss how to locate the outdoor fast fashion. In fact, whether it's a fast fashion brand or an outdoor trend card, it is only under the idea of big outdoor to divide the outdoor cake. In the final analysis, it can not be fast, and the balance between functionality and fashion comfort is the foundation for its long standing. Besides, how to express the concept of fast fashion and tide card in a way of flesh and blood, and to make consumers fresh and vivid, will be the greatest test.