Li Xiang: The Era Of Multi Brand Segmentation Market

< p > the domestic sports brand has taken the outdoor market as a new growth point. After launching the outdoor products, it has jointly established a joint venture with the Nordic outdoor brand One Way Sport. Wan Wei will set up a href= "http://www.91se91.com/ news/index_c.asp" in the Xiamen city of Fujian Province, which is a wholly foreign-owned enterprise with the sole ownership of 100%, and is responsible for expanding the outdoor equipment and riding market in Greater China.

Li Xiang, general manager of China Sports orchid, told reporters how to provide products and services that they need more for the more subdivided people. This is what all brands are doing or planning.

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< p > "products are completely different and will be more professional."

Li Xiang explained that the products of One way are different from the outdoor products that have been launched by 331 degrees. "Positioning, target market and target group are totally different".

According to the reporter's understanding, the outdoor products of 360 degree are more important than the outdoors in the city. They are popular outdoor products in China. One way products are focused on outdoor sports, winter sports and hard riding equipment, technical clothing, etc.

Li Xiang said that One way products are an important market segment rather than a segmentation of the existing market.

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< p > it is reported that the 360 degree group will jointly establish a joint venture with One Way Sport, of which 360 degree investment company and One Way Sport have 70% and 30% shares respectively.

The joint venture has One Way Sport resources in Nordic sports and outdoor sports products. It will be responsible for developing the outdoor equipment and riding market in Greater China, and is responsible for the joint operation of the 360 degree team and the daily operation and management of the One way products such as design, production, distribution and promotion in Greater China. One way Sport will provide product design, R & D and technological innovation support.

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< p > Li Xiang said that in the company's research, the number of international outdoor brands accounted for 1/4 in the domestic market, but achieved a share of more than 70%.

"We must cooperate with < a href=" http://www.91se91.com/news/index_c.asp > international brand < /a > "

In his view, 360 degrees can be used to deepen professional outdoor, and at the same time, 360 degree precipitation in the domestic market for decades, including the distribution of products, teams, operations, cooperation factories, R & D institutions, agents and other aspects of the entire industry chain experience is also One way ten points optimistic about the Chinese market, but also one of the reasons to find partners.

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< p > although it is a company invested and controlled by Li Xiang, it is revealed that the promotion of One way in Greater China will not depend on the channel and resources of 360 degree.

Li Xiang analyzed the Beijing Commercial Daily reporter. The products of One and way were different because of their different positioning and consumption patterns. "Simply speaking, the target consumers of One way will not be able to visit Lining, Anta and 31st degree".

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< p > Li Xiang said, One way will be in the provincial capital and above city layout, to high-end shopping malls.

"There is no way to share the existing system, or there will be no overlap."

Besides offline stores, the online industry will also develop simultaneously. "It will have its own independent online shopping mall, and plans to enter well-known e-commerce platforms like Tmall and Jingdong."

Li Xiang disclosed that an important reason for choosing One way is that it is "a blank sheet of paper in China and will not worry about disturbing the price system".

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< p > > a href= "http://www.91se91.com/pioneer/" > Li Xiang < /a > indicates that One way will be directly run instead of traditional dealer agent.

"Through the development of online channels over the past few years, the business structure and ecology have changed, and the word" agent "will disappear in the future.

According to the plan, One way will first open the first store in the next autumn and winter season. "Next year there will be at least 20 stores open in the first tier cities."

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< p > "now it's very easy to make a small adjustment for the public outdoors."

Li Xiang described to reporters the current market pattern, "domestic sports brands have launched a series of outdoor products, but this is based on a LOGO, to meet the lower price to obtain the basic outdoor functional products consumers."

Li Xiang believes that this will cause the industry to face the problem of homogenization. In the next 35 years, the brand of mass outdoor products will be under pressure.

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At P, consumer demand and market environment have changed.

"All brands are either doing this or planning it.

There is no hope for big and whole brands in the future.

Li Xiang said.

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< p > according to Li Xiang's description, One way products will be dominated by mature, rational and consumptive people. This group of people will not be easily moved by brand advertising and publicity. They value the product itself.

"Returning to the demand of product essence" is also the first time that One way products have been introduced into China, and Li Xiang believes that raising brand awareness is not too difficult.

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