Blowing The "Double Eleven Rush", Outdoor Brands Will Face Fierce Competition

The battle of e-commerce sales promotion has already started. The pace of e-commerce shopping carnival has been coming step by step in the Double Tenth Season, Double Eleven Festival, 1212, etc. Of course, what brands like most is the climax of the "Double 11" shopping carnival. Businesses often accumulate strength to impact sales, and also take the sales performance on November 11 as an important indicator to test the brand development in the past year. All brands will compete with the fast breaking sales data at this time. As for how the emerging outdoor sports brands in China will behave in the e-commerce war, who will win?

　　 With the Double 11 coming, it is predicted that outdoor brand sales will become a hot spot

Recently, many e-commerce media and experienced e-commerce personages predicted the sales champion stores in 2013 by analyzing the ranking list of the top 200 stores in Tmall during the Double 11 in 2012 on Sina Weibo. This new topic immediately triggered a fierce response from netizens. Among the numerous prediction information, 3 brands stand out from the crowd. CAMEL Camel won the first place in the prediction with 50% of the support rate, followed by Jack Jones with 22% of the support rate, the predicted support rate of 10%, and other brand supporters. Among CAMEL camels' numerous categories of stores, camel outdoor has become one of the dark horses, gaining a higher voice.

Why do netizens have such high hopes for CAMEL camel outdoor? First of all, let's take a look at the outdoor brands in the 2012 Top 200 Sales List of Tmall. The official flagship store of Camel Outdoor, ranking 21st in the outdoor category, was the first to appear, with a sales volume of about 47.21 million. Next, Jackwolfskin flagship store, ranking 43rd, achieved sales of about 28.61 million yuan. Then there were 62 official flagship stores of Pathfinder, with a sales performance of 23.95 million yuan.

　　 Camels attacking, never stopping footsteps

Although the image is a gentle and honest camel, CAMEL camel is extremely fierce. CAMEL Camel, which has never stopped challenging since its entry into e-commerce, has blossomed in men's shoes, outdoor, men's clothing, women's shoes and many other categories, and is the first representative of successful e-commerce of traditional enterprises. The outdoor clothing and footwear products of Camel Outdoor also ranked first in the sales of the whole network for three consecutive years. In the 12th National Day of the 21st Century, its sales volume is almost equal to the sum of outdoor brands ranking second and third. This is enough to prove that CAMEL camels have always had a good quality foundation among outdoor enthusiasts, and far more than Jackwolfskin, Kailas and other outdoor sports brands. In the official flagship store of Camel Outdoor, many Double 11 activities have been prominently displayed on the home page. Recently, Camel revealed that CAMEL Camel is carrying out a broadband upgrade plan with China Telecom, completing broadband acceleration, adding data lines and other work in September in advance, and declaring war on the Double 11 from the most basic hardware facilities guarantee.

Since entering the promotion season of Golden Nine and Silver Ten, CAMEL Camel Outdoor's various main products have been greatly promoted, which has really caught many competitors off guard. The strong cooperation with CGR China Cross Country Rally reflects the professional outdoor cross-country performance of the products. Professional customized mountaineering products have been developed to support Zhang Liang to climb Mount Kilimanjaro, the highest peak in Africa, Set the latest technology to develop star funds and so on, let consumers dazzle.

　　 Jackwolfskin , a daunting stranger

Jackwolfskin, an outdoor sports brand from Germany, wanted to expand the outdoor market in China with a high-end and extreme outdoor positioning at a per customer price of about 1191 yuan on the Double 11 in 2012. This high price sales situation also restricts the development of the wolf claw customer group. Although wolf claw has more than 30 years of brand development history, it has a good reputation and position in the hearts of outdoor consumers. But how to fully mobilize the outdoor enthusiasts it serves, and how to Outdoor brand How to formulate the market strategy? In the near future, Wolf Claw has launched the latest TVC ads on CCTV channels such as CCTV10 this year, and has indeed made good achievements in expanding brand awareness in the domestic mass market.

　　 Internet closure, rational shopping, and the Double 11 blockbuster

In the face of the threat of Tmall's Double 11 activities, the major e-commerce platforms are naturally unwilling to lag behind. It seems that they have deliberately conspired to show the activity table of promoting activities at the end of the year in advance to achieve the goal of closing the Double 11. Jingdong Mall took the lead in launching the "Double Tenth Season" campaign and resolutely released the flood ahead of schedule. Tencent QQ online shopping, which always likes to share a piece of the cake, also launched the 1020 Crazy Robbery Festival, and insiders have made bold statements to build this event into the third largest online shopping carnival in China, going hand in hand with Tmall's Double 11 and JD 618. Fan Ke, who was deeply involved in the rumor of capital arrears, stood up in the face of the crisis and still launched a large-scale event for the 6th anniversary of Fan Ke on October 18.

Some insiders have proposed that the major e-commerce platforms are bound to overdraw consumers' consumption capacity at the end of the year ahead of schedule due to their close battle during the Double 11 Festival. During the "Double 11" shopping spree in 2012, problems such as disordered storage system, cargo logistics warehouse explosion, and business service lag emerged one after another, and could not be improved in a short time. After the unrestrained craze last year, I believe that consumers will have more rational consumption behavior.

The naked closure action of the extranet platform and the rational shopping psychology of consumers are all Tmall platform With tens of thousands of participating businesses, how will this Double 11 Campaign develop? We will wait and see.