Outdoor Brands Enter Pition Period, Entrepreneurs Talk About Development Mode

< p > now, the three brands of Pathfinder have differentiated the development route of different brands. It is very obvious that Nanjing's Bamei and its north customers are heading for more precise routes. The flair is a brand, shopping malls and outdoor stores have two LOGO, and there are also obvious Subdivisions on the goods. There is also the birth of the outdoor children of the floral flags, and the development road like dragon lion DELL focuses on the building and shaping of the travel brand image will also be very distinct.

To further integrate the brand strategy released by the major brands of 2014 spring and summer ordering society, Tianlun pays attention to upgrading the brand system and paying attention to the optimization and upgrading of the whole channel.

F Leonspan launched the "cross border group association". In the future, it is committed to providing the best products with the best price performance for all sectors of the world.

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< p > above all, the market is constantly segmenting and expanding in the industry. In terms of brand, the direction of the brand is clearer and the layout is quickening.

To seize the market means to be bigger or more sophisticated.

We invited practitioners to discuss this issue.

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< p > < strong > visitor: < /strong > /p >

< p > < strong > Li Changfa, China Textile Association outdoor products branch (COCA) secretary general < /strong > /p >

< p > < strong > > a href= "http://www.91se91.com/pioneer/" > Tengda < /a > General Manager of Fuxin Tianlun Tian (Fujian) outdoor sporting goods Co., Ltd. < /strong > /p >

< p > < strong > vice general manager of Wang Quancheng Fan Cheng (Fujian) outdoor sporting goods Co., Ltd. < /strong > /p >

< p > < strong > how to treat the strategy of outdoor brand to enlarge the market? < /strong > < /p >

< p > strong > 1, multi brand strategy < /strong > < /p >

< p > reporter: how do we see that outdoor enterprises can diversify their channels through multi brand strategy so as to seize the market segments? < /p >

< p > Li Changfa: because of the wide variety of outdoor sports and different needs, many outdoor enterprises occupy the market through acquisition or development of new brands, thus forming scale efficiency. This is a choice of enterprise strategy, so as to form a differentiated market and avoid risks, especially in the face of different brands launched in different channels, especially in the international market.

But usually a brand develops its new brand on the premise that it has taken a firm foothold.

The success of the second brands in the current Chinese outdoor market has seen few enterprises reach it, which is also an indisputable fact.

Therefore, it is understandable for enterprises to develop multi brand strategy, but they should also be very cautious.

Otherwise, decentralization of resources will even weaken the original brand.

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< p > Wang Quancheng: on the surface, many brands can make the brand positioning more precise and occupy different market segments, but it is quite difficult to really implement it, and the requirements for operation and management and operation system are very high.

Multi brand strategy requires more brand input, and each product brand needs to invest in the pmission cost separately, thus greatly increasing the cost of marketing communication.

At the same time, the overlap of product category and channel will inevitably cause conflicts and consumption among brothers brands, and increase the difficulty of brand management.

The management of multi brands requires that enterprises have corresponding strength and operational ability and need to be treated with caution.

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< p > strong > two, channel diversification < /strong > /p >

P: reporter: do you agree that the diversification of brand channels is actually a precursor of the brand expanding market? Is this going to be a distinct trend in the fierce competition of China's outdoor market? In the same sense, will it touch the future brand structure? < /p >

< p > Li Changfa: brand diversification is actually a result of diversification of channels and the differentiation of consumers.

Without enough market scale, there is no need for so many brands.

Therefore, it can be said that investors' initiatives are a sign of the growth of the outdoor market.

The expansion of the outdoor market and the subdivision and change of consumer demand will certainly affect the future brand structure.

In the Chinese market where outdoor sports and outdoor culture are increasingly popular, if the brand can not grasp the changes, it will be quickly eliminated and forgotten.

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< p > Wang Quancheng: with the rapid development of e-commerce, the diversification of brand channels has become an inevitable choice for the development of enterprises.

However, diversification of channels does not necessarily mean a larger market. Blindly and passively diversifying channels can easily lead to conflict between online and offline channels, damage the interests of partners, and thus irreversibly harm brands.

The diversification of brand channels should be considered at the strategic level, making systematic and clear separation of products, target consumers and price systems from different channels, so as to complement each other rather than lose each other.

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< p > < strong > three, create comprehensive brand < /strong > < /p >

< p > reporter: at present, the brand with a certain reputation has been made into a comprehensive brand. Is it feasible to make the big market through different channels of goods? Is it more convenient than the multi brand strategy? What advantages do they have? < /p >

< p > Li Changfa: the division of goods in China's current market is more of a price gap.

It is not possible to achieve genuine separation.

It is a way for brand dealers to "take in" channels. If there is no strict "separation", it will not have a positive effect.

If there is a very clear distinction, for example, in the product positioning is obviously different from the previous brand, it should launch a new brand.

The segmentation of goods for different channels can only obscure the brand positioning and weaken the dealer's confidence.

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< p > Wang Quancheng: there has been a lot of consensus among many brands and single brands. However, the controversy over the upward and downward spread of brands is always hard to conclude.

From the point of view of brand operators, it is undoubtedly the most convenient and economical way to extend the existing products to the existing brands and sell them through different channels. In the short term, it can really achieve the role of expanding sales and market share.

But in the long run, excessive expansion will dilute the brand equity, resulting in the blurring of brand image. Therefore, it is particularly important to grasp the "degree" in the actual operation process.

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< p > < --EndFragment-- > < strong > comment 1: to enlarge the market is the trend. The new brand space lies in specialization < /strong > /p >

< p > Xu Tengda: now the first and second tier teams of outdoor brands have been listed. Brand positioning and market sales are much more mature than before. Brand influence can not be the same. Domestic outdoor brands are not only known to insiders but also by ordinary consumers.

The maturity of the first tier brand makes it more powerful to expand the market.

It's just that different brands use different strategies.

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< p > from a market point of view, it is no more than other mature industries. The market share of the brand is partitioned by the brand. The outdoor market cake is bigger every year, for example, from eight inches to twelve inches, and then increases progressively. In this way, the brand is in competition, but it is also growing and rising. To a certain extent, it will naturally begin to develop and extend. Now the major brands are moving towards this trend.

At the same time, this means that there is still room for development of new brands, and there is great opportunity for industry segmentation and fine positioning.

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< p > < strong > comment two: large and complete does not mean "no limit" expertise and "deep" /strong < < /p >.

< p > Li Changfa: a channel is a group of consumers with obvious consumption characteristics.

It is very difficult to think big and complete in the long run.

Nevertheless, many outdoor brands still want to eat the market, for example, in the product positioning is very broad, such as positioning 20-50 year old outdoor enthusiasts and so on.

Outdoor products market, due to the characteristics of its products and outdoor culture, is not as high as the market concentration of FMCG, or it is a breadth of consumers, such as the popularity of entry-level products, such as Decathlon, or depth, in a niche market.

It's hard to eat in the diversified outdoor market of consumers.

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< p > Wang Quancheng: This is a common problem of domestic enterprises. Brand and market are not simple additions. Brand positioning, customer positioning, channel segmentation and so on are all major problems.

First of all, we should avoid blindly pursuing the idea of "big and complete", focus on the dominant industry or category, and create the core competitive advantage of the brand.

Secondly, we should strengthen the connection between different plates, so as to form synergy effect among different markets.

Three, we need to keep up with resource protection.

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< p > strong > brand accelerating the market layout will promote the channel fission? < /strong > /p >

P: reporter: will the major brands speed up the layout of the market and seize the diversified channels? Will they reverse the fission of outdoor channels and change the channel pattern? < /p >

< p > Li Changfa: at present, the change of China's retail channel format is huge.

In order to meet challenges, channel operators must break through their own thinking and physical space limitations and constantly change their business thinking.

Only by breaking through oneself can we seize new opportunities.

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< p > > a href= "http://www.91se91.com/pioneer/" > Wang Quancheng < /a >: this possibility is not ruled out. The emergence of a new electricity supplier has brought a great impact to traditional channels. However, if we want to completely subvert the old pattern, we still need the synergy of factors such as the continuous expansion of the overall market scale, the awareness of outdoor products by consumers, and the maturity of their usage habits.

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< p > Xu Tengda: the outdoor market and outdoor brand are all on the rise at this stage. There is a process in which the brand accelerates the layout of the market and makes the channel fission.

Now with the continuous maturity of the outdoor market, the topic for the major brands is: the existing terminal will still have much room for improvement, such as consumers who will not buy before, and now they will buy behavior after they know the outdoors.

Therefore, optimizing the terminal is more important than opening a shop. Outdoor brands should pay more attention to the quality of shop opening and the promotion of single stores at this stage, as well as the training of new consumers, because the first cognition will decide whether consumers will choose your brand in the future.

Therefore, if your brand can first become potential customers' first contact or purchase brand in the outdoor industry, it will bring many new customers.

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< p > < strong > explore the future development trend of outdoor channels < /strong > < /p >

< p > Li Changfa: personal view: in the next five years, the trend of outdoors channels will be more obvious.

Shopping malls will continue to expand, differentiation gradually revealed, SHOPPINGMALL will gradually exert strength.

Network channels will occupy at least 1/3 share.

Because of the popularity of cars, the increase of the cost of shops and the formation of regional business circles, the one-stop shopping suburban equipment stores are more optimistic.

To grasp the future of the brand, we must judge the future situation, combine the advantages of ourselves, do a good job in the professional market, and do a good job of a protracted war and a hundred years of brand thinking so as to win the market.

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< p > Wang Quancheng: the flagship mode of the city proxy, the flagship store is large-scale and benchmarking, and it becomes the center. The shop is centered around infiltration; the traditional channel sinks down, and the center of gravity begins to tilt from a second tier city to the three or four line city; the whole platform is strengthened.

Diversified channels will form a synergy and growth and decline relationship. Brands should be selected according to their own resources and consumer segmentation.

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< p > Xu Tengda: in the future, brand facing street shops will be a trend, which can make up for the disadvantages of the shopping mall's limited area, and create a brand comprehensive store and image experience shop.

For brands like Tianlun Tian, a comprehensive outdoor brand line, it deserves our attention.

However, at present, our brand is also testing water.

For shopping malls, the well established brands of shopping malls can increase the area and enter more front-line shopping malls (previously only open to international brands) to seize more high-quality resources.

While in the brand brand store, the choice of Tianlun in the two level business circle, saving cost, but also considering the consumption population is not fully mature, through the development of the pition period, after the natural number of passenger flow.

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< p > < strong > suggestions on coping with the market for all echelon brands < /strong > < /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Li Changfa < /a >: the domestic brands with a certain market share have certain preemptive advantages and have a certain brand awareness, but they can not lie in the credit cards of the past. They should fully understand themselves, constantly consolidate their foundation, constantly break through themselves, work hard on products and marketing, and constantly win new customers, so as to make a big market; foreign high-end brands should also face calmly in the face of the domestic market.

To understand the consumers in the domestic market, we must grasp the present and predict the changes in a certain period.

On this point, foreign brands have certain advantages, that is, to understand and grasp the outdoor trend of the world.

In a sense, if an international brand wants to occupy the domestic market, it must lead the market.

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< p > Wang Quancheng: under the present channel competition pattern, the new brand mainly relies on the traditional mode, and at the same time, plans the construction of the electricity supplier channel as a whole.

The electricity supplier should not only serve as a way to clear the stock, but also become a shortcut for the direct communication between the brand and the consumers, and a stage for setting up the brand image.

However, with the increase of cost, the threshold of electric business will be further improved, and the requirements for the operation capacity of enterprises will be higher and higher.

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< p > the influence of brand determines the ability of negotiation. Domestic mature outdoor brands occupy a more advantageous position in channel development by brand awareness, good brand image and price advantage.

But domestic brands can never get rid of the shadow of foreign high-end brands in the second tier cities.

If you want to make the plate bigger, the domestic brand should be built on the basis of the main flagship store of the second tier market and sink through the channel to seize the three or four line market opportunity.

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