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Quanzhou Brand Pays More Attention To Interactive Experience And Seeks More Matching Resources.

2013/7/31 21:35:00 19

2013 Asia Outdoor products exhibition was held in Nanjing.

Apart from the outdoor accessories brand such as snail gloves and DOITE riding bag, the outdoor brand of the comprehensive outdoor brand has only two lions and Tian polun exhibitors. This is in sharp contrast to the frequent appearance of more than ten local outdoor brands in the past.

industry insiders say that as a barometer of China's outdoor industry, the promotion role of Asian outdoor exhibitions in brand building can not be underestimated, especially in the shaping of industry visibility. Therefore, the outdoor and outdoor brands staged a relay of new and old brands.

However, with the development of local outdoor brands, both brands and channels, such as Tianlun Tian, San Fei Lai, and other early developed brands are bound to adjust according to the needs of brand development. Especially when the outdoor channels begin to sink, it is more important to use limited resources to expand brand awareness.

more emphasis on interactive experience

On the morning of P 25, the crowd at the lions exhibition hall surged, and the group of visitors even consciously lined up a team to take part in the on-site activities of the lion's cards. Li Na, who runs an outdoor club in Shangqiu, Henan, is one of them.

"in the two round of the venue, the lion is interested in the" lion trip world "activity. Therefore, we will hurry up and sign up for it. By the way, we can see what kind of brand the lion brand is, where there are shops, and the style of the products.

Li Na told reporters.

this is also the lion's license to move the "lion world" recruitment campaign to the Asian outdoor exhibition site.

"Under normal circumstances, according to the practice of exhibitors, four days of exhibitions are often only two days before the relatively high popularity, third days, fourth days, the whole venue is quite cool."

Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd., summed up some experiences in the first two exhibitions. "Last year, our small-scale trial show was not ideal because of lack of matching activities."

On the contrary, at the Asian outdoor exhibition last year, Xu Rongsheng was still impressed by the brand culture and Tianlun Tian's on-site planning activities.

That being the case, why do not you put more activities on the exhibition site and put it into execution? So, before leaving the Nanjing asia outdoor exhibition, he has decided to focus on the interactive links in this exhibition, and promote each other through the static brand exhibition hall combined with the brand activity experience, eventually promoting the brand awareness.

at the scene, the lion brand outdoor exhibition hall is uniquely designed with African grasslands, wildlife, outdoor and environmental protection as the design basis.

During the exhibition, according to the brand new strategic planning, lion brand outdoor launched a series of activities: dancing with African soil, feeling African style, and so on.

This year's large-scale public welfare activities "lion row world" first station in Africa also launched the recruitment process at the scene.

According to the introduction, "lion running the world" plans to interpret the brand connotation of "respect, equality and love" through the exploration and precipitation of nature and environment, attracting thousands of people to sign up and participate in the scene.

"P" is unique. Only one day, only two domestic outdoor brands, Tian Po Lun, have staged four major events.

In these activities, Tian Po Lun TOPLAND "the Argo gable peak tango" summit Action Strategy Conference has become the biggest highlight of the exhibition.

Xu Yuejin, chairman of Tian Po Lun outdoor products Co., Ltd., told you that in order to achieve technical support for climbing activities, they decided to set up a R & D center in Beijing, by climbing product inspection, improving product technology and improving the use function of products.

search for more matching resources

at the scene, compared with the huge outdoor outdoors in Quanzhou in the past, the number of local outdoor brands appearing as exhibitors is small, but they are participating in another way.

"P" "in a few days, in this industry event, in addition to corporate activities, the purpose of enterprises is to communicate.

Because international outdoor brands, upstream and downstream suppliers, international < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" team and other high-end resources participation is relatively high, enterprises can often get or graft to the best external resources matching brand development by the fastest way.

Xu Tengda, general manager of Tianlun Tian, told reporters that in the past four years, Tian Lun Tian has been exhibiting, but this year, it was abandoned. In Tengda's own words, on the one hand, there was a conflict between the timing and the company's order to be held in August. On the other hand, because of the adjustment of Tianlun Tian channel strategy, the choice of radiation surface was more suitable for other exhibitions currently planned by the brand.

Although P did not participate in the exhibition, Tian Lun Tian sent a team of nearly twenty people to the site to visit and exchange.

The team is involved in the design, retail, brand and other departments of the company, and is responsible for investigating the brand trends, fashion trends and contact market access in Asian outdoor exhibitions.

The same scene also took place in the local outdoor brands such as Saint flare and F Len Spann, who have appeared in Asia in the early years.

In the industry view, with the development of local outdoor brands to a certain stage, the functional appeal of the exhibition is also changing.

The original purpose is mostly investment promotion and brand display. Later, more emphasis may be placed on communication.

After all, the Asia outdoor exhibition is still the largest outdoor exhibition in the industry.

Exhibitors also hope to be able to get more benefits from the exhibition than P.

It is understood that Tian Po Lun and Lion brand are also actively organizing outdoor technical support teams at this exhibition.

According to their envisage, some upstream and downstream designers will be invited to provide more planning and forward-looking combing in product development and fashion trends. Especially through the in-depth understanding of the first tier city market, we should find excellent partners and lay a solid foundation for further adjustment of the channel. This is undoubtedly the key to the market.

the channel is adjusted to the general trend .

the adjustment of channels in the industry is not targeted, but rather a targeted strategy.

And the introduction of this strategy is more related to the acceleration of international outdoor goods giants' scramble for Chinese market.

At the Asian outdoor exhibition, the international outdoor goods giant THENORTHFACE displayed its new marketing strategy for professional channels in the form of more than 450 square meters of P.

"We also want to be a real part of China's outdoor community."

THENORTHFACE responsible person in the relevant media interview said.

public information shows that THENORTHFACE channels are currently covered by 165 cities, and the channels are sinking deeper.

Although it is expensive as a first-line brand, it sells goods in many shopping malls under three or four cities in the whole country.

The strategy of "P > giant is tit for tat with the original outdoor brand with the three or four line city as the main battlefield.

This also led to the local outdoor had to rearrange the channel planning.

Xu Yuejin has also mentioned more than once in public activities at this exhibition. The main channel of Tian Po Lun will be direct camp and franchise. Apart from the first tier cities in China, Tian Po Lun will lock the one or two level business circle of two or three tier cities in China and make steady and effective expansion.

This part of the main channel planning just sounded the charge of the sinking of the heavens.

Fan Longbin, general manager of Heilongjiang, said that Tian Po Lun now has nearly 40 terminal outlets in Heilongjiang, and is taking the lead in grabbing the regional market share because of its high ratio and the large number of sales channels of the two or three line cities in the region.

With the popularity of the outdoor market, the share of the sales will continue to rise. The two or three line cities will bring a huge outdoor market.

"with the real arrival of the outdoor era, Quanzhou outdoor outdoors have more advantages than any outdoor brand in any domestic producing area. With the advantage of independent production and reducing the cost of intermediate links, every site can create more lucrative profits.

In the growing number of outlets, local outdoors usually use sales to call brands. "

Lin Tianhuang, the brand manager of Tian Lun Tian outdoor products Co., Ltd., said that unlike other outdoor brands in the domestic production area, their brand operation mode is often driven by brand building for a long time, while local outdoor brands are pulling the brand through rapid channel expansion.

If the channel expansion continues to be flat, the scale and speed of its expansion will surely complement the brand building.