Foreign Brand Outdoor Clothing Is Also Quite Accurate For Market Positioning.

View our outdoor clothing Product brands are jumbled up. Foreign brands have long been eyeing the domestic market, and domestic brands are spared no effort to attack the city. In the absence of corresponding national standards, industry standards and local standards, the outdoor apparel industry is also facing many problems behind the rapid development. Such phenomena as price confusion, ambiguous brand positioning and poor sales channels are constantly endangering the emerging outdoor apparel industry.

Foreign brands: accurate positioning, focus on a product.

The outdoor clothing abroad originated earlier. It is an example for Chinese enterprises to learn whether they are in management or brand connotation. If we conduct a macroscopic survey of the domestic outdoor clothing market, it is not difficult to find out that at present, the outdoor market abroad is not difficult to find. Brand clothing It has been occupying the high-end market of our country. Its products have long been sought after by consumers, and even some of them are complacent to get a famous brand of outdoor clothing.

Although we can not deny that some of these consumers have some ideas of worshipping foreign affairs, we must admit that there are still some advantages that foreign brands can not surpass. To be practical, foreign clothing manufacturers often focus on one or more products in outdoor products, and do their best to concentrate on their products, instead of making big and full bloom. For example, the world-famous outdoor brand "Shan He" mainly produces outdoor clothing and tents. Its product details are well designed, the quality is well received by users, and product innovation is far ahead. It has become the leader of outdoor clothing.

"Because of dedication, so professional; because of professional, so excellent." This is a widely circulated word in Chinese business circles. The meaning of this sentence is actually the affirmation of the enterprise operator's ability in management and the negation of superpower. At present, there are many domestic garment enterprises, which look like what products can be produced, and what clothing market wants to try the water, but in fact, it does not make a garment product perfect. The reason is that it has never focused on a clothing product. The idea that foreign outdoor clothing enterprises show professionally and professionally is really worth learning and learning from our clothing companies.

Foreign brand outdoor clothing is also quite accurate for market positioning. In fact, as more and more outdoor sports are springing up. The division of outdoor clothing will also become more sophisticated. For example, in the group of lounge friends, there are so-called "limit" friends who have been playing for a long time, and those who only take part in long distance travel and outdoor recreation. Although these two groups are all donkey friends, their choice is undoubtedly different when they consume outdoor clothing products. That is to say, with the diversification of consumer groups in the future, accurate market positioning is very important for outdoor clothing enterprises.

The famous outdoor brand "groundhog" from the United States put its market positioning on the mountain snow sports consumption crowd. The company stands out in outdoor products industry by specializing in the production of snow down garments, down sleeping bags and mountain top tents. Practice has proved that their products are highly respected by senior outdoor sports people because of their reliable quality. For ordinary entry level outdoor sports groups, buying their products is obviously unnecessary or useless. Because according to the characteristics of outdoor Alpine sports, it is almost impossible for ordinary outdoor sports people to reach the snow line, so there are basically no such opportunities as snowy outdoor clothes and Tent Tents. It is worth noting, however, that the limited number of professionals who engage in outdoor sports in the mountains and snow will not lead to a large consumption scale. Therefore, the price of "groundhog" outdoor clothing is relatively high in China.

However, looking at the outdoor clothing brand enterprises in China, most of them have defects in brand and market positioning. In fact, in the streets and alleys of China's urban and rural areas, there are countless shops that are under the banner of outdoor clothing stores, but inside are regular clothing products such as sportswear and T-shirts. The reason is mainly due to the fact that some of the outdoor clothing manufacturers in the country used to make sportswear and T-shirts. As a result of historical habits, sales channels solidification and other reasons, the market positioning of these garment enterprises is relatively vague.

There is no doubt that the brand positioning of outdoor clothing enterprises is accurate and can maintain the attention of the same product for a long time, so the competitiveness of the enterprise will inevitably be highlighted. In the current outdoor clothing market of our country, every enterprise is just like a golden horse and a gas swagger like a tiger.

Domestic brands: focus on functionality and Prospects

China's domestic brand outdoor clothing has been continuously exploring and improving itself over the years. It is true that a number of branded products with high market share and good reputation among consumers have emerged.

At present, people engaged in outdoor activities are showing explosive growth in China. Therefore, consumers of all ages or at all levels have different needs for outdoor clothing. At the same time, outdoor activities for clothing requirements are relatively professional. For example, climbing must wear tights, and mountaineering should be equipped with suitable assault clothing and so on. Therefore, different outdoor activities need to be particularly important in clothing functionality. It is gratifying that domestic brand outdoor clothing enterprises have already seen this point. They have developed a wide array of outdoor clothing products for the needs of different outdoor activities to meet the needs of our outdoor participants.

Speaking of the importance of outdoor clothing and outdoor products, it not only represents the quality of an outdoor product, but also is closely related to the outdoor lovers' life in certain circumstances. During the new year's day in 2010, an outdoor club in a city of Sichuan organized a snowy mountain crossing activity involving dozens of people. The crossing route is relatively difficult, and the participants are also boys and girls. Just as we climbed to about half of the exuberant journey, a sudden Blizzard almost pushed them to the edge of danger in an instant. There is a popular saying in Sichuan: "we must not deceive the mountains, but we will not deceive the water." The main idea is whether it is risky to climb the mountains you know, or to play with the water you know. By this time, when the visibility was less than 5 meters and the temperature dropped to below zero degrees, the outdoor lovers could really understand the profound meaning of the proverb.

What is particularly worrying is that as the leader is also a novice, he lost his way in panic. At the same time, the pieced together team is not organized and disciplined. In such a time of great need for calm and calm, there were different opinions in the team. Some people asked for camping on the spot, while others felt that they needed to run down the mountain as soon as possible, and some of them had already become frightened and could not take any advice. The last part of the people groped down the mountain, and some of them began to camp. The donkey walking down the mountain turned east to West on the mountain until second noon before reaching the mountain highway. The campers had a pair of mothers and sons, and the mother was a teacher who took children out for outdoor activities during the holidays. It is understood that the three night sleeping bags used by the two men were -5, 0 and 5, meaning that -5 degrees Celsius felt cold, 0 degrees Celsius felt comfortable, and 5 degrees Celsius felt warm. In fact, the temperature on the mountain is about -2 to 0 degrees Celsius on that night, but people always feel very cold under special panic and fear, especially women and children. According to her later recollection, she felt very helpless and even doubted that the two mothers and sons would sacrifice at that time, and especially regretted taking the children to participate in such risky outdoor activities.

At this point, the functionality of outdoor products has emerged. The two wore the snow down jacket on the sleeping bag that night, and spent the evening of apprehension. On the second day, after the local staff successfully took part in the camp's Alice friends, the teacher mother was full of praise for a famous domestic brand outdoor down jacket and sleeping bag. Although the above case is not surprising, we must also realize that outdoor risks and participation need to be cautious. Every year, our country has many or a senior friend or a rookie donkey who lives in the mountains. While we are lamenting them, we should also know that mountaineering and wading must be done well. In particular, outdoor equipment, outdoor clothing and detailed understanding of the functions of these equipment can save lives at critical moments.

To be practical and realistic, although our brand outdoor clothing has long occupied the middle and low end market, they have done a good job in terms of product functionality. A few years ago, because I wrote a draft of my suit, I bought a famous brand of national famous brand. I still like to wear this assault suit when it comes to drizzle or windy weather. The reason is that its function of weatherproof is really good. Especially in the rainy season of the year, it doesn't feel heavy like a raincoat, and it soon dried up after the office, and the style is not backward. It does not delay the development of daily work.

However, domestic brand outdoor clothing should continue to innovate in terms of product functionality, improve production technology and further improve product quality. For example, the impact clothing mentioned above is that its air permeability is not very good. When I wear it, I usually put it on the window or clothes rack to dry. If you wear a sweat on your body and wait for your own to cover it up, you do have a very stuffy feeling. In fact, a truly perfect assault garment should be waterproof, wind resistant and air permeating and sweating.

At present, more and more people are involved in outdoor activities in China. It can be seen from all the long driving tours of the self driving tour. Moreover, the way of playing outdoor is showing the trend of "letting a hundred flowers blossom and a hundred schools of thought contend". Apart from traditional hiking, photography and fishing, outdoor activities like rafting, powered parachute, cave exploration and other outdoor activities are gradually becoming popular. There is no doubt that the outdoor equipment and clothing required by outdoor activities are different. This undoubtedly creates a huge sales market for our outdoor clothing enterprises. In a sense, the potential of this market is endless. Because people who play outdoors and people who want to play outdoors are spending on outdoor clothing at all times. It is often mentioned in the industry what a sunrise industry is. Spin The real sunrise industry in the clothing industry.

Outdoor clothing: lack of industry standards and uneven quality.

On one occasion, a cleaning worker was cleaning up in the street. He accidentally wore a fast drying garment with a famous semi brand logo of outdoor brand. According to the prevailing market situation, this fast drying clothes should be equivalent to at least half a year's salary. As a matter of fact, the outdoor clothing of this brand is very popular because of its fine workmanship, especially the design of many details. It is precisely because of its high visibility, so a large number of counterfeit goods filled the market, so that consumers can not guard against it. So it is not surprising that cleaners wear a copycat version of the brand fast drying clothes at work. It is understood that the brand concept advocated by this foreign outdoor brand is "endless exploration." Our textile and garment enterprises should also explore the quality of outdoor clothing products for ever.

At present, an important problem that perplexes our outdoor apparel industry is the lack of uniform industry standards resulting in uneven product quality. What deserves our attention is that the lag of relevant industry standard setting is not uncommon in China's textile and garment industry. The lack of an industry standard clothing product will lead to accidents and disputes, consumer rights will be very difficult. For example, the outdoor T-shirts that require certain functionality are still running the national standard of GB/T 22849 - 2009 knitted T-shirts.

Looking at the current brand outdoor clothing enterprises in China, the vast majority are "halfway through", either from the previous sports clothing enterprises or from the diversification of other outdoor products enterprises. These enterprises can be said to be familiar with the operation of channel construction, marketing and so on, but there is a serious lack of attention in the after-sales service of products. In China, there is an important three package responsibility system which is always implemented in retail businesses. However, since the production process and fabric use of the brand outdoor clothing are special, it is obviously a very troublesome task for the outdoor clothing products to repair after sale.

The outdoor apparel industry, like many other garment industries, has many well-known brands that are outsourcing the production to the factory. Especially for foreign brand outdoors clothing, they are likely to find a foundry factory in China today. Tomorrow they will go to Vietnam and India to find another foundry factory. The problem of outdoor garment repair and returning to factory is very troublesome. It must be sent back to the country where the brand is located, and then sent to a foreign OEM factory. During this period, there will be more logistics and other expenses.

However, no matter how to say, improving the after-sale service of outdoor clothing products as soon as possible is the problem that the outdoor garment enterprises must solve now. In fact, the fundamental reason for the rapid development of outdoor clothing industry in China lies in the continuous improvement of people's living standards and the continuous changes in their life concepts and lifestyles. However, whether the black horse of outdoor clothing industry can make a blockbuster still depends on whether it can abide by the rules of "competition". This rule is also very simple, it is nothing more than quality and innovation. From the present point of view, there is still a certain gap between the manufacturing process and technological innovation of domestic outdoor clothing brands compared with foreign brands. Some domestic brands are even willing to undertake OEM production for foreign brands. This actually causes the survival space of our independent outdoor clothing brand to be challenged, and we need to think seriously about it. Outdoor activities attract more and more people to participate in it. And the outdoor clothing industry will attract more and more enterprises to invest in it. In the future, the competition of the whole industry will become inevitable. Attention to quality, persistence in innovation and brand building are the guarantee for outdoor clothing enterprises to succeed in the face of various challenges.