Local Outdoor Brands Fight Online Marketing

< p > when the international a href= "http://www.91se91.com/news/index_c.asp" > outdoor products > /a > giants enter China and local sporting goods leaders are strongly involved in the outdoor market, the local indigenous outdoor products brands are facing more intense market competition.

In order to survive in this competition, the local outdoor brand has done all kinds of means, and various means have emerged one after another.

Among them, the network community forum has become a new carrier of local outdoor brand communication.

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< p > more and more local outdoor brands have launched a series of activities marketing through cooperation with online forums, so as to achieve the integration of ice and ice.

In the baptism of online community forum marketing, local outdoor began to have a real intimate contact with consumers.

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< p > in the 2014 autumn winter ordering meeting of lions brand outdoor products Co., Ltd., Li Xu, a Shanxi Shuozhou franchisee, shared a small segment in the marketing campaign, which attracted the attention of Xu Rongsheng, the general manager of lion brand.

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< p > Li Xu is a basketball lover.

One day in July last year, as a friend, he entered the local basketball forum of Baidu post bar as usual. He found that the local basketball forum was looking for a sponsor of basketball activities. He immediately contacted the forum administrator. He said his company was willing to provide mobile equipment and sponsorship funds.

Unexpectedly, through this sponsorship, the lion brand outdoor opened its brand awareness in the local market, opened its own new store, and successfully entered the two floor of the local Pak Fu fashion shopping center.

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< p > taking into account the overall effect is good, so this summer, Li Xu continues to sponsor the activities of Shuozhou basketball post bar. After the two basketball match, Shuozhou's local sales performance of lion brand has ushered in a new small peak, and many of the stores have sold products in some styles.

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< p > after listening to Li Xu's sharing, Xu Rongsheng's heart could not be calm for a long time.

In the first two years, he and his company spent nearly one million sponsorship of the national camping competition. In addition to the gold medal signboard printed on the shoebox and posters, the first China International camping competition strategic partner, the actual effect of its sponsorship can only be summed up in a poor way.

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The high standard sponsorship activities that have been grabbed by P have given the strategic height of brand communication to some extent, but can not avoid a short board: high altitude brand promotion has not really landed on every terminal.

There is no reason for him. Compared with other brands of shoes and clothing, outdoor products emphasize the experience and interaction in the process of brand communication. If you do not put down a high profile and lean down to get close contact with consumers, brand promotion will always linger on empty strategic positioning.

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The sponsorship of < p > Shuozhou basketball post bar is giving inspiration to the new mode of Xu Rongsheng brand operation. The lion brand outdoor is the time to use some community forums to interact directly with consumers through new social media, to carry out deep communication, and finally to attract consumers' active attention and participation.

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< p > no matter what carrier is used, it is the ultimate goal to strengthen interaction with consumers.

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< p > < strong > from participating in activities to establishing enterprise community forum < /strong > /p >

< p > the community forum is far more concerned than Lion Brand outdoor. The cooperation between Tianlun Tian outdoor and outdoor well-known forum website 8264 has been two years.

According to Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., their activities directed against the 8264 Internet will usually directly sponsor the local brand influence directly or indirectly according to the selective sponsorship of the key areas of the company.

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< p > "in addition, through field sponsorship equipment, in addition to enabling users to personally appreciate product diversity and positioning professional functions, they also act as our product inspectors and conduct further testing of products in a real outdoor environment. Tianlun also collected product feedback information at the first time, and truly understood the different needs of different environments for different products, which played an important role in brand continuous product development."

Xu Tengda said.

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The "lions P outdoor" basketball tournament and the San longlai Shuanglong Tan tent Festival, which have just come to a close, are similar to each other. They are sponsoring and supporting by grafting various activities on the public platform or popular forum website, so that consumers can truly participate in the interactive activities of brands and become more popular in Shuozhou.

"Instead of being a high-altitude sponsorship series like before, it's impossible for consumers to pay attention to the brand communication in a single direction, not to mention the resonance and interaction between them," said Chen Jiatai, general manager of St.

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< p > but they also found that although many activities on the public platform have been continuously carried out, consumers can remember St. Valentine, lion cards or Tianlun days, but their memory has always been a platform for organizing activities. The various platforms in these outdoor circles have become the source of popularity.

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< p >, some people put forward a more bold and forward-looking vision, and set up a community forum of their own. Ding Siquan, chairman of sun Hai sporting goods Co., Ltd., is an attempt to run community. It combines the characteristics of many network communities: multi player participation, information sharing and game activities.

He looks forward to becoming an integrated force for the brand network community.

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< p > Ding Siquan said, "they hope to use the new forum platform + activity" way, and users in product design research and development, brand building, terminal marketing, fashion lifestyle and other aspects of cordial and active communication.

Such a communication is not only fast and wide, but also more open and intimate, breaking through the limitation of time and space.

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< p > the reason is very simple. Both the public platform and the popular forum illustrate the strong power of the network society < a href= "http://www.91se91.com/business/" > marketing < /a >.

As an outdoor enthusiast, it really needs a carrier to share and share with others, or cross-country running, or rock climbing, skiing and so on. All kinds of public platforms and forum communities will be more and more subdivided, and all kinds of sponsoring activities organized by community forums are just following the trend of marketing development.

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< p > < strong > operation needs continuity < /strong > /p >

Less than two years, Ding Siquan invested more than 7 digits in P.

With millions of inputs and more than 30 teams working together, there is only a little improvement in running community forums.

The improvement in his mouth is a small celebrity in some similar running forums, and the activities organized by the forum have gradually been on the right track.

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< p > "the Xiamen marathon places that we have signed up for have been fully filled, and now another marathon is being enrolment."

Speaking of this achievement, Ding Siquan was satisfied.

He believes that if your forum is cold and clear, then there will be no difference between the forum and the brand website. It is better to not do the Forum on its own, but to find some big public platforms to launch cooperation activities.

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< p > after all, building a private brand community forum not only requires a large amount of capital investment, but also needs to use various new media tools to make the forum users fully enjoy the social experience brought by the network, such as immediacy, interaction, personalization and other characteristics. Only in this way can we lock in this forum hobby group, and ultimately narrow the distance between the brand and them, and give it brand branding.

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< p > "if we regard this forum as a platform for displaying brand culture and activities, the forum is meaningless. Of course, the degree of activity of the forum depends largely on the number of visits. Therefore, we need to increase the number of visits by a large amount of external drainage in the early stage of self building, and even need to produce topics according to the current hot topics, and graft all kinds of public platforms to win their own forums, which is not achieved in a short time."

Tian Tianhuang, brand manager of Tian Lun Tian outdoor products Co., Ltd. added.

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< p > although the mode is novel and enjoys the popularity of outdoor brands, Chen Zhongyi, chief consultant of Zang cool brand strategy, said that because of its late start, local outdoor brands can not choose a large and complete marketing strategy as strong sports brands or foreign outdoor brands, especially when faced with new media.

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Less than P, it is noteworthy that most of the local outdoor brands are located in the identity of the public outdoor equipment providers. Basically, the products are mainly made up of popular outdoor equipment, which is hardly intersect with the consumer groups such as veteran players in outdoor forums. Therefore, the self built forum platform is not the most suitable medium for the promotion of local outdoor brands.

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< p > and the fact proves that the forum for mass consumer goods is not good. < a href= "http://www.91se91.com/news/index_s.asp > > /a >, the first two years, Anta launched the security committee, XTEP also has its own running club. At present, the forum is very active, and there is no prediction that the Forum can be used to the high popularity.

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"P >" a very important point in forum marketing is that, according to the location of the forum, it is necessary to separate the audience groups from the forum. According to the characteristics of this type of people's preference, we should strengthen the interaction according to the characteristics of their own company's products.

Relevant industry insiders said.

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