Home >

Outdoor Brands Enter The Era Of Marketing Diversification

2013/10/23 21:03:00 19

??? 日本語 Fran?ais English 中文

Outdoor Brand Marketing Diversification Superior Resources

> a href= "http://www.91se91.com/news/index_c.asp" > outdoor brand < /a > in the ten years of marketing, it has gone through three stages: the first stage (2002-2007 years of competition and the stage of public welfare Marketing), the brand grabs the advantageous resources to help the marketing; the second stage (2008-2011 years the brand spontaneous activity germines and develops the stage), the annual activity and the large-scale strategy marketing activity manifest; third stage (2012-2013 year large-scale strategic marketing activity stage), the activity, the spokesperson, the micro film and so on all become the marketing method, the way is most abundant.

in the first stage of outdoor market development, professional consumers buy specialized products (targeted consumption) for their professional activities. The second stage, the consumer market in the outdoor Enlightenment period, they are more of the consumer's recognition and longing for the new way of life, and then ignore the product itself (followed by fashion); however, in the third stage, individualism is becoming more and more obvious, people begin to pursue individuation in all aspects, and the brand begins to return to the most original true value, that is, the product value (personality embodiment).

in this regard, some people in the industry give their own experiences and views.

Yin Ze: Zang Ku brand strategy and consultant strategy director /p >

< a > href= > http://www.91se91.com/pioneer/ > > Wang Min < /a >: professional manager of the industry /p >

the first stage of outdoor brand marketing is dominated by sports events and public welfare marketing. Most brands start their brand marketing at the beginning of their brand.

However, with the rise of brand spontaneous activities and the continuous maturity of outdoor brand marketing, large scale strategic marketing activities of outdoor brands begin to dominate.

Yin Ze analyzed the evolution of the above trend: when the outdoor brand was founded, the main strategic objective was to plug in.

Therefore, it is very important to set up differentiated brand flags quickly, and it is the fastest, effective and cost-effective way to popularize sports events that meet their brand strategic positioning and cultural attributes.

In addition, due to the fact that the outdoor industry has a high level of public participation and a wide range of niche segments, such as mountaineering, hiking, self driving and tracing the stream, most of the resources are preoccupied by the industry pioneers. Therefore, the differentiated marketing of sports events that should be planned and executed should happen at times. This is the best choice for the newly established outdoor brands in the former situation.

Wang Min P evaluation of this trend is the outdoor industry brand awareness gradually mature behavior reflects: "market competition resources we can be called passive competition, even if it is scarce, but it may not be fully consistent with the brand's own style and tonality, so it may lead to dislocation in the dissemination, resulting in waste of resources.

Therefore, the event marketing campaign initiated and led by the enterprise itself is a reflection of the gradual maturity of the brand awareness of the outdoor industry.

He believes that the outdoor industry in China is still in the initial stage of development, and the maturity of various sections is urgently needed. The resources of the games are also the same. In the various aspects such as location planning, organization development, execution power and so on, it is necessary to strengthen the efforts of the outdoor industry, and also need the support and promotion of the government and sports departments. "This will enable the industry to scale and standardize as soon as possible, and generate more quality resources and promote the prosperity of outdoor enterprises."

It can be seen that there will be more and more resources for quality events in the future, and matching marketing with high-quality resources is still a major trend.

large scale strategic activities of the brand precision communication has achieved twice the result with half the effort

Wang Min believes that the spontaneous a href= "http://www.91se91.com/news/index_c.asp" > marketing campaign < /a > is entirely guided by the launching of the enterprise, based on the precise positioning of its own brand positioning, according to its own brand style tailored to the precise pmission of the mentality of the audience, the effect will be multiplied with half the effort.

However, such activities should be carefully planned and analyzed according to the resources and control ability of each enterprise, and due to some uncertainties in the outdoor type activities, the safety factors in the implementation of the activities need to be taken into consideration.

span style= "font-family:" span ";" ","

and for this type of activity, Wang Min feels that it is suitable for the following time to launch: first, the fast jump period that can be broken through in the internal and external business of the enterprise itself has matured, and it can play a boosting role; two, it will be widely promoted as a brand selling point and dissemination point in the promotion of large scale market promotion, industry exhibition and forum summit, so as to highlight the strength of the enterprise; three, in the turning point of the industry, when the market downturn, everyone is diving and hibernating, seize the opportunity to go against the trend, and also achieve the effect of winning the battle.

In addition, for the first advantage, from the perspective of grabbing the mental resources of the market, preconceived ideas do have some significance.

"But more importantly, it is necessary to match the positioning, development and market objectives of the enterprise at this stage, and whether the corresponding resources support is timely and effective is also the key to achieving effective results."

"P" Yin Ze also believes that the brand spontaneous large-scale strategic marketing activities have great advantages, "this is more in line with the needs of their brand strategy positioning.

Self planning, organization and execution of marketing activities are planned from the very beginning, from the perspective of their brand attributes, cultural core and market positioning. Compared with sponsorship of third party organizations, the marketing campaign is more initiative, flexible and effective.

Eze, the leader of marketing activities, has made four points of experience sharing: "follow the strategy: be sure to meet the needs of brand strategy, especially pay attention to the matching and matching degree with the core demands of the brand culture; first, seize the day: industry advantage resources, major industry events (including history and current), be quick and slow, know the foresight, and take one step ahead of the others; then grab the land: when everyone is dancing with the public in the public industry resources, be sure to seize the best position in advance; people do their best: all levels of resources in strategic marketing activities, regardless of internal and external businesses, such as planning teams or companies, celebrities and industry media, should be organically integrated, orderly and co-ordinated, and people can make the best use of them. < --EndFragment-- > as a large-scale outdoor strategy.

industry has passed the best licensing era. The future is the comprehensive contest of brand system

"P" Explorer "looking for the Pathfinder" activity has been passed down several times, and with the change of brand slogan after Wang Feng's endorsement, the activity immediately changed into "brave heart - looking for the Pathfinder". Besides, Kay stone's "quest for rock" has now come to the third session, and more and more brands are continuously launching strategic marketing activities.

Well, is it possible to say that nowadays, the marketing of outdoor industry has entered the era of competitive brand strategy? And whose brand strategy marketing is better and better, and it will have more advantages.

"P >," Yin Ze analyzes: brand competition is a comprehensive competition, in essence, is the competition and competition of the brand system, not only in the field of strategic marketing.

The content of brand system includes strategy, products, resources and talents.

Now, the outdoor industry has passed the best era of brand building. For those domestic outdoor brands, whose brand system is the most eyesight, strength and execution power, who will be the winner of future industry competition?

brand communication should be focused on product supported communication, /p >

"from the current market gap of the outdoor market as a whole, whether the image or the product, the majority of the brands have not yet formed the brand segmentation or distance in the real sense. Most of them are in the extensive stage of" first pushing the brand and practicing the internal strength "in the sports era of 2004.

Wang Min said.

In view of the similar situation with the sporting goods industry, Wang Min even agreed that, besides the competition of brand marketing strategy, the function of the commodity, as the final presentation of the brand value to the end consumers, needs further attention.

professional events have the authority of the industry. If they can be more closely related to the products, they will be more effective in promoting brand evolution.

Wang Min concluded, "I think the product is always the carrier of the brand, and the brand activity based on the product will be addition and icing on the cake, otherwise the brand will become a tree without a root and a castle in the air.

We often say that making a brand is a combination of "virtual and real": "virtual" is a brand strategy, and "real" is a product support, indispensable.

Of course, today's brand is not hard to push, but to focus on emotion, that is, telling stories: using brand culture to talk about products, and using competition.

> two layers of multi-dimensional faceted presentation of diversified marketing modes, .

Yin Ze believes that whether it is a self initiated marketing activity or a sponsoring marketing activity, it is a principle to stick to its brand positioning and core cultural demands. It is the soul behind all brand behaviors and the guiding principle and the guideline for all actions.

Not only brand strategy marketing activities, but also product planning and planning, brand image design, media dissemination and promotion.

Wang Min pointed out: positioning and direction -- this is the first time that the brand must be established, and it is also the two core of brand development.

The marketing means and forms of brand enterprises can be diversified, so as to achieve the cross coverage of the audience, but the premise is that we must comply with the brand's tonality and product positioning, and have a distinctive brand style.

Only in this way can we achieve two main points: one is to go out of the route with its own characteristics and to avoid thousands of people; on the other hand, to build up brand barriers and achieve rapid breakout with the real sense of differentiation.