Cui Changxie: BLACKYAK Brand Culture Is Outstanding.

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< p > < strong > 2013: Cui Changxie expanded China's < a href= > http://www.91se91.com/pioneer/ > market strategy < /a > /strong > /p >

Mr. Jiang Taishan, the brand of P > BLACKYAK, announced the 2020 strategy on the 40th anniversary celebration of the brand, that is, the BLACKYAK brand will strive to become the world's first outdoor brand in 2020, and the phased goal is to strive to become the world's top five outdoor brand in 2015.

To this end, BLACKYAK will promote the global development strategy, and expand its market development in North America, Europe and China. The most important thing is the Chinese market. The success of the Chinese market is the key to the realization of the 2020 strategy of the brand, because China is currently the second largest retail market in the world, and is likely to become the world's largest retail market.

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< p > under this strategic layout, BLACKYAK China's judgement on the development trend of Chinese market in the next few years is more stable and rational, with an average growth rate of 20-30%. Restricted by the income level and consumption concept of Chinese consumers, the further expansion of the Chinese market will take several years.

Based on this judgment of the development trend of China's market, BLACKYAK brand will steadily advance according to its own development rhythm and focus on hard work.

In 2013, the Bbu Ryak outdoor company of Beijing promoted the development of products, channel construction and market promotion. Its main purpose is to meet the needs of outdoor activities of middle and high-end consumer groups on the basis of maintaining the professional quality of the brand.

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< p > < strong > focus on outdoor travel products market < /strong > /p >

< p > BLACKYAK brand products are divided into EXTREME (limit Series), OVERLAND TRAVEL (Hiking Series) and URBAN OUTDOOR (Travel Series). At present, the Chinese market has updated at least 150 more than more than 300 SKU.

After the BLACKYAK brand entered the Chinese market, it introduced products from the original outdoor sports professionals, to the introduction of outdoor clothing products in the first few years, and then introduced "a href=" http://www.91se91.com/pioneer/ "outdoor travel products" and outdoor footwear and backpacks.

This is mainly driven by two factors, one is that BLACKYAK company sees a surge in the Chinese outdoors, has the basic function of adapting to the outdoor environment and is wearing comfortable and fashionable outdoor travel supplies, which will be the main choice for consumers; the two is that BLACKYAK will focus on opening large stores to fully display brand products and meet consumer demand for one-stop shopping, and the footwear and knapsack and other functional equipment are the inevitable choice.

In addition, BLACKYAK brand in China's product development team to further expand, design to adapt to the functional needs of Chinese consumers and fashion trends products become more and more important work, and innovation is the core of the guiding concept.

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< p > < strong > brand support sales < a href= "http://www.91se91.com/pioneer/" > terminal construction < /a > /strong > /p >

< p > outdoor industry from the past to professional outdoor stores, mainly to the mall brand area.

At present, the two kinds of channels have their practical difficulties. Professional outdoor stores are facing the pressure of rent and staff costs, and the operation has reached a difficult stage. However, too many brand areas in the whole country lead to a decline in the efficiency of single stores, resulting in an increase in the number of loss shops or the decline in product quality, let alone the promotion of brand image.

Therefore, BLACKYAK will focus on developing large shopping malls in the future, and two or three large shops will be opened before the end of this year.

At the same time, BLACKYAK adopts regional dealer system. With the development of sales channels, BLACKYAK has increased its support for terminal sales.

There are two aspects of the work. On the one hand, it is aimed at distributors. BLACKYAK company constantly adjusts the commodity mix through the statistical analysis of the sales data of the retail terminal, so as to improve the sales rate, and at the same time, increase the training of salesmen. On the other hand, it is aimed at consumers, that is, to enhance the display level of retail terminals and the service level of salesmen, and fully convey the brand culture idea and product concept to consumers.

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< p > > strong > professional, fashion, public welfare, environmental protection brand culture landing < /strong > /p >

< p > BLACKYAK Korea invited movie star In-Sung Zo and female climber Wu Yinshan as spokesmen of brand image respectively.

In the autumn of 2013, In-Sung Zo's image has been covered by BLACKYAK brand sales terminal, and synchronized activities with Chinese outdoor enthusiasts will start regularly.

Especially commendable, and outdoor information network (8264).

Com's cooperative "cattle and cattle team" activities, through early selection, leader mobilization, online sharing, word of mouth communication, really put the BLACKYAK brand culture concept into practice.

The design and selection of 40 teams based on the creation of the BLACKYAK brand has exceeded 40 teams in the actual activities. Next year, we will continue to expand our activities and strive to achieve the participation of more than 40th anniversary teams.

In addition, the BLACKYAK environmental ambassador and William Lindsay, President of the International Association of friends of the Great Wall, will also carry out the activities of the "mountain area". In 2013, eleventh events were held.

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< p > data in the first half of 2013 showed that the growth rate of BLACKYAK brand was 87% year-on-year, which was inspiring.

In this regard, Cui Changxie said that the sale of autumn and winter products will occupy a larger proportion in the second half of the year. In the face of fierce competition in the market environment, facing the increasingly rational purchase of consumers, BLACKYAK brand development has a long way to go.

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< p > < strong > depth reading: the key problem in Cui Changxie's mind < /strong > /p >

< p > Cui Changxie's operation strategy for Chinese market stems from his deep understanding of China's outdoor market.

The reason behind the analysis will have a high reference value for us to understand the BLACKYAK brand and understand Cui Changxie's operation thought.

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< p > < strong > Korea mature brand operation experience to develop China's < a href= "http://www.91se91.com/pioneer/ > potential market < /a > /strong > /p >

< p > at present, China's economic development is slowing down, and the purchasing power of consumers has declined. However, referring to the experience of outdoor market development in Korea, we believe that China's outdoor market will still maintain rapid development.

At the same time, the competition among outdoor brands will become increasingly fierce. A healthy competition will promote everyone's efforts to develop, and finally make the outdoor market cake bigger.

Facing the current situation of China's outdoor market, Korea's outdoor counterparts show obvious advantages. Because they have accumulated more mature experience of international brands and have many agents of international fashion brands, they are more confident of developing the huge potential market in China.

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< p > < strong > the shopping mall channel is still the mainstream in the next few years. < /strong > /p >

< p > for retail channels, the main channel for the next few years will still be shopping malls, and BLACKYAK will continue to cultivate deep market channels.

BLACKYAK takes a prudent attitude towards the electricity supplier channel, and looks forward to developing special products suitable for the electricity supplier channel.

In professional outdoor shops, unless large shops or "get together" business, the survival of small and medium-sized shops is facing challenges.

From abroad, large outdoor goods stores are an important form of channel, but at present, China has not yet appeared.

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< p > < strong > insist on high-end positioning, channel sink to prefecture level city < /strong > /p >

< p > BLACKYAK will insist on its high-end brand positioning in China. It will not blindly expand its sales terminal scale. The core of BLACKYAK terminal development is provincial capital city. Apart from a few cities, the channel will sink to the prefecture level city. In quantity, it is on the 400 sales terminals.

From the perspective of spatial layout, the northeast and northwest markets are the main direction of BLACKYAK development, and have achieved a comprehensive coverage. In the future, efforts will be made to improve the image of the terminal.

In 2012, a branch office was set up in Shanghai. At present, 12 shops have been set up to collect market information to guide the stage of product development suitable for South market.

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< p > < strong > breaking the homogeneity and achieving "Centennial brand" < /strong > /p >

< p > homogenization is a serious problem commonly existing in China's outdoor industry.

From the annual ISPO exhibition, we can see that outdoor peers are extremely good at learning and gradually form brand style.

In the past, different brands of products could be separated by functional fabrics. Now such differences are no longer exist. Therefore, BLACKYAK brand will focus on product design and brand culture. The core point is to "make efforts to make brands" and strive to achieve "a href=" http://www.91se91.com/pioneer/ "hundred years brand" /a ".

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< p > < strong > BLACKYAK brand advocates the idea of "harmony between man and nature" /strong < < /p >.

< p > BLACKYAK brand advocates the traditional Chinese thought of "harmony between man and nature".

Nowadays China is in the stage of industrialization. The sunshine, air and water that we rely on have been seriously polluted.

With the improvement of people's living standards, the attention and protection of the natural environment has become the mainstream.

BLACKYAK, on the one hand, persists in the durability of its products and does not sell fast products commercially. On the one hand, it supports more environmental activities, such as public support activities such as wetland bird watching activities and William Lin's "wild land covenant".

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