Industry Is Slowing Down And Competition Is Intense. How Can Outdoor Brands Make Discount Promotions More Useful?

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There are quite a few professional spectators in the "P > < a href=" http://sjfzxm.com/news/index_z.asp "> Asian outdoor exhibition < /a >, which shows that the market competition is fierce and discount sales promotion has become the main marketing means. Some people have suggested that outdoor brands have started a substantive price war, which is compared with the aggravation of market competition and the slowdown of industry growth. According to relevant media reports, outdoor sales in the discount sales, outdoor products win the "Sports" products, sales are optimistic. How far is the discount and price war? What is the development status of the industry? How should the brand use the marketing method of discount sales so as to ensure its constant flavor? < /p >
< p > < strong > visitor: < /strong > /p >
< p > < strong > Chen Wenji Si Kai Le marketing vice president < /strong > /p >
< p > < strong > Mr. Zhang Tian Po Lun Brand Promotion Director < /strong > < /p >
< p > < strong > how far is the discount sale from the price war? < /strong > < /p >
"P > Chen Wenji, vice president of marketing, told reporters:" generally speaking, I think that when the mainstream brands in the market have started the discount sale in the new product launch stage, this has entered a comprehensive price war. "There are two very important indicators, one is the mainstream brand, the other is the overall discount sale of the new product at the stage of listing. < /p >
Zhang P, director of the brand promotion of Tian Po Lun, said: "as far as the development of discount sales goes, what can we call the price war? I think we need to pay attention to the strength of the first tier brands in the outdoor industry for promotion. Once the promotion is frequent, the price war will be directly reflected. "At this point, the relevant agents are in line with their views, and reflect the fierce competition in the local market. The discount sale of the mainstream brands has been quite frequent and the interval between them is short, so it believes that there are signs of price war. Of course, this is from the regional market to see the development of the industry. < /p >
< p >, in the eyes of brand operators, what is the current situation of discount promotions in the industry? < /p >
< p > < strong > the evolution of discount promotions in industry opening < /strong > < /p >
< p > Chen Wenji, vice president of marketing, thinks discount sales will usually take place at the end of the season, shopping malls, large scale events, special sales promotions or celebrates. "Of course, in recent years, some brands in order to give consumers a false impression of cheap, at the beginning of the price tag high, and then on sale of products on sale, such behavior can not go on for a long time. So I think the discount promotion behavior will return to the operation mode of the mainstream brand standard. < < /p >.
Mr. P, director of brand promotion at Tian Po Lun, pointed out that the trend of discount promotion in outdoor industry will be more and more intense. Not only outdoor industries, but many industries in China are facing the same problem. "The fundamental reason for the rise of the outdoor industry in recent years is not only the influx of well-known outdoor brands abroad, but also attracting many" a target= "_blank" href= "http://www.91se91.com/" shoes "/a" clothing manufacturers to invest in outdoor areas, including domestic sports brands, resulting in an excess of capacity and demand imbalance. Therefore, in order to operate and reinvest, brand enterprises must ensure the withdrawal of cash flow. At this time, various kinds of means of handling inventory goods frequently form various promotions. "Mr. Zhang said. < /p >
< p > and whether the evolution of "discount sales" is going to be more intense will cause industry sensitivity. Mr. Zhang said: "more and more brands and operators are involved in the industry. The sensitivity of the industry to the discount promotion depends on the strategic height of the brand operators. If the marketing mode of the brand operators is to store the goods back to the sellers as a result of sales, the outdoor practitioners and sellers are sensitive to discount sales promotion, which is not conducive to the sustainable development of the brand, which can be used for reference in the sporting goods industry. The attitude of practitioners to the industry market, I personally believe that the choice should stick to and unswervingly to this industry development, whether or not to choose and engage in this industry. Any industry has a wave band increase and downgrade. Only by persisting in learning adjustment can it go further. "{page_break} < /p >
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< p > < strong > price war: truth or false appearance? < /strong > /p >
< p > if there is a precursor to the price war in the industry, Vice President Chen added: "first, the current" a href= "http://sjfzxm.com/news/index_s.asp > outdoor market < /a > is indeed fierce competition, and the development of the industry has slowed down. This will lead to some more difficult brands and businesses to start the price war, so it will also have a certain impact on the industry. < < /p >.
Mr. P pointed out that behind the slowdown in the industry, the whole growth space is still rising. "China's outdoor enthusiasts and experiencer have increased, but they must be a minority group. And professional enthusiasts pay more attention to the protective performance and technical content of products in the process of choosing outdoor equipment, so they will choose more international brands. However, the form of outdoor sports is very extensive, so the domestic brand extends all kinds of outdoor concept positioning, such as fashion outdoor, outdoor outdoor, casual outdoor, and so on, resulting in fierce competition. However, this does not mean that the development of the outdoor industry is slowing down, but it is still growing because more and more groups are exposed to the open air and experiencing outdoor lifestyle directly. < < /p >.
< p > "false talk about price war is no longer a false appearance. It is a real phenomenon. As for the development of discount sales to what situation can be called price war, I think we need to pay attention to the strength of the first tier brand in outdoor industry for promotion. Once the promotion is frequent, the price war will be directly reflected. "Mr. Zhang added. He believes that the industry price war has existed for some time. < /p >
< p > < strong > industry slowdown, fierce competition, how to use discount sales more effectively? < /strong > < /p >
< p > discount sale is most afraid of evolving into a comprehensive price war, especially the overall fall of mainstream brands. How can discount sales be more effective under the premise that the industry is slowing down and the market is becoming more competitive? < /p >
< p > < strong > 1. the effective discount sale is concerned with the value after sale: < /strong > /p >
"P >" Si Kai Le Chen deputy general believes that discount sales promotion is not only an effective way of marketing for the outdoor industry, but also for the entire retail industry. "So I agree with the fair use." < /p >
< p > "I personally believe that any means of promotion has value of existence, and the purpose is to sell products. Discount sales promotion is also a way of marketing, but should not only care about selling, but should pay more attention to the value after sale. Of course, whether discount sales promotion is effective must be based on the current situation of the industry and the market situation, including the comprehensive strength of the enterprise itself and the ability to control the execution. The key is that the marketing means of domestic marketers pay attention to everything for sale. In the exercise process, they usually do not consider the purchasing psychology of consumers. Whether consumers agree with the value given by the brand and the product and produce the behavior of buying again, if the consumer's psychological level only agrees with the price, discount sales promotion can not be said to be effective. "Zhang Po, director of the promotion of Tian Po Lun brand, explained in detail what kind of discount sales promotion is" effective ". < /p >
< p > < strong > 2. no need to rush to price war. Discount and promotion is effective and controllable. < /strong > < /p >
< p > after discussing whether there is a price war in the industry, Mr Chan said: "there are many reasons for opening discount promotions. The decline in sports industry is the overall decline in demand. Due to the high expectations of previous sales, a large number of stocks have been generated, and the sporting goods industry has been digesting inventory, and the price war has been launched. At present, most of the outdoor brands have good stock structure, so there is no need to rush into price wars. < < /p >.
< p > Chen vice president further analyzed different regions because of the different degree of market competition, the intensity of discount promotions also varied, but it pointed out that discount sales is not the only weapon to deal with fierce market competition, or emphasizes the rationality and controllability of application. < /p >
< p > "the current market situation, because a second tier city competition is very intense, so the discount sales promotion will be more frequent, and the three or four tier city competition is not so intense, the inventory pressure of agents is not so large, so the discount sales promotion phenomenon will be relatively less. Of course, discount sales can not be started because of the fierce competition in the area. It is necessary to start discounts and promotions, and combine their own distribution status and goods structure. < < /p >.
Mr. P believes that the regional market's humanistic, lifestyle, geographical environment and phased supply and demand balance have a direct impact on the final effect of discount promotions. "Of course, it includes the dissemination of resources by various brand operators to create outdoor atmosphere in the region. < < /p >.
< p > < strong > 3. brand also needs some terminals to digest inventory. Different terminals will enable discount sales promotion. The key is to see their respective location < /strong > < /p >
< p > there are actually some terminals that have discount sales promotions all year round. This is a very common way. Chen Wenji, deputy director, said: "at present, the terminals of discount sales promotions are generally in the form of OLE and discount stores. These formats are reasonable in the retail system. They are generally part of the processing stock. Most brands need such terminals. If the discount sale is launched, I think it is necessary to use them reasonably, and it is necessary to combine the sales data of them to analyze the indicators such as the rate of goods sold and the ratio of Treasury to sales, and whether the market will decide whether to sell discounts or not. < < /p >.
Mr. P, director of the brand promotion of Tian Po Lun, pointed out that the key to the year-end discount sales promotion is to see the positioning of the brand operators for this terminal. The purpose of reducing the price is to train the future consumer groups or to deal with the stock stock. The quality of the brand products and the technology content are strong enough for enterprises. In the case of strong comprehensive strength, the new development channel terminal has a certain degree of desirability around the purpose of the consumer's experience of the product; if the original channel, especially the flagship store, is always so clear, the purpose is to reduce the stock stock as soon as possible. But this way in the sports goods industry's general view, more causes the question of brand damage. < /p >
"P >" discount sales promotion, as long as we fully investigate and analyze the competitive brands in the surrounding industries, I think they can be applied. Of course, the factors to be noticed are to grasp the time node and the intensity of sales promotion. "From the point of view of specific shops, Mr. Zhang stressed that the control of discount promotions and the factors of time, competition and other factors should be grasped. Discount sales can not be enabled, but should be moderately promoted according to the needs of the market. < /p >