The Shaping Of Brand Culture Will Become The Key To The Development Of Outdoor Products Industry.

The development of outdoor products industry will enter into 2013. Whether it is the leading brand in the industry or the small and medium-sized brand, "transformation" is probably a topic that most outdoor enterprises need to face. Since the beginning of last year, the growth rate of outdoor industries has begun to show a slowing trend. The industry predicts that this trend will continue in 2013. Recently, the Nanjing outdoor exhibition foreign consultant also predicted that the outdoor industry growth will be around 30% this year, so this is also called Nanjing outdoor exhibition by some media as "guide in the transition market". Overall, such a slowdown also makes the development of the outdoor industry more rational. Before the high growth period, the extensive horse racing enclosure phenomenon also needs a certain digestion and absorption of the industry. Therefore, "transformation" has become one of the ways to further deepen the development.

Facing the increasingly fierce market competition, the degree of specialization of enterprises is also increasing. In the "transformation" stage, the leading brands in the industry need to further strengthen the fine management and enhance the brand connotation after the rapid expansion of the leading brands in the industry, such as channel construction, brand marketing and product technology, and small and medium-sized brands need to further clarify their own positioning, strengthen the brand characteristics, highlight differences, enhance the technological content of products, and further enhance the sustainable development ability of enterprises.

For the domestic outdoor brands, with the further development and upgrading of their competitiveness and sustainable development ability, the shaping of brand culture will also become the key. Recently, a securities agency has published eight words about the Pathfinder. It has analyzed the development of Pathfinder in recent years. As the earliest brand of domestic outdoor market, Pathfinder has been developing rapidly in recent years. According to its earnings report, the total business income from 2010 to 2013 was 430 million yuan, 750 million yuan and 1 billion 100 million yuan respectively. clothing The overall downturn in the market environment is particularly attractive. Along with the large-scale expansion of the company, the company's annual report 2012 also indicated that the rapid expansion of the company in recent years is constantly strengthening meticulous management, R & D investment has continued to increase, supply chain management has been further strengthened, and the shaping of brand culture has also been upgraded to a new height.

Another notable domestic outdoor brand is Kolumb. It is understood that the company has been working in the domestic market for nearly 10 years. According to media reports, the company's performance from 2010 to 2012 three years, after tax sales revenue were 138 million yuan, 227 million yuan, 310 million yuan, maintained a relatively fast growth rate. It is also reported that according to the statistics of China Textile Association outdoor products branch (COCA), the company's main brand "Kolumb" ranks the top three among the national brands in terms of comprehensive strength. In recent years, the company has put forward the concept of "light outdoor" and is said to be striving to achieve transformation. On the above development achievements, as a domestic outdoor brand with annual sales volume of over 100 million yuan, its market awareness and professional and technological capabilities of products need to be further improved.

Although domestic brands have been developing rapidly in recent years, there is still a certain gap relative to the international first-line brands. Especially after years of accumulation of international professional outdoor brands, its mature product technology and professional brand image are far ahead of domestic brands. Nowadays, the globalization of the economy has been pervades all kinds of fields. Although there is no obstacle to product technology and marketing skills, there is a clear gap in brand culture.

At present, domestic brands continue to expand the mode of sports brand through channels. With the development of the industry, the continuous growth of this mode will encounter bottlenecks. With the further intensification of competition, "transformation" will become one of the key elements in the stage of outdoor brand business.