Home >

Camels Marching Into China'S Outdoor Products Market

2014/1/27 17:12:00 19

??? 日本語 Fran?ais English 中文

high-end market difficult to give up /p >

recently, Baer, who was standing on the top of the food chain, signed a contract with "a href=" http://zs.sjfzxm.com/ "Camel" /a.

The cooperation between Baer and camel, including the participation of outdoor products in creativity and design, and the creation of camel Baer exclusive high-end products.

From P to 2006, Baer hosted the Discovery adventure channel reality adventure reality show "wilderness survival". It experienced challenges from all over the world in the program and entered the Chinese audience's vision.

for camels, this is a good publicity gimmick. In addition, through Baer's impression of "extreme environment for survival", people can also see the direction of camels slowly turning to high-end outdoor market.

< < a href= > http://www.91se91.com/news/index_c.asp > > outdoors < /a > the concept is very wide. Taking mountaineering as an example, it can be a snowy mountain or a Fragrant Hill with steps.

The so-called high-end outdoor equipment, simply speaking, is aimed at such people as snowcapped mountain.

They are very demanding in terms of equipment, because they are closely related to life safety, so they believe in the mature outdoor brands of Europe and America.

In my opinion, the word "professional" is more appropriate than "high-end".

Zhou Lei, a veteran outdoor player, told the new financial reporter.

the rise of outdoor sports in China is only more than 10 years. Compared with other countries, the development of outdoor activities in foreign countries has a longer history, which matches the history. In terms of Fabric Science and technology, the development of foreign brands started earlier and has certain advantages.

the mentality of professional outdoor players has turned domestic outdoor manufacturers to high-end outdoor. Apart from camels, the Pathfinder has also introduced the high-end brand Discovery in a high profile.

"in the future, we will strengthen cooperation with foreign brands, and strengthen research and development of fabric technology."

In fact, there are great differences between European and American races and Asian races. In terms of clothing design, foreign brands are mostly based on European and American races, so (for Asian races), there are more or less unacceptable circumstances.

In addition, in terms of business mode, foreign brands are mainly traditional channels, lacking flexibility.

These are the advantages of domestic brands. "

Mai Yanxia, media director of camel brand department, told the new financial reporter.

unlike foreign or outdoor brands that focus on one or more products in outdoor products, domestic outdoor brands prefer to go from low end to high end, ranging from clothing to equipment and all kinds of flowers.

in the view of the industry, because high-end professional outdoor products are related to the personal safety of consumers, the lack of brand inheritance is a development obstacle that camels and other domestic brands can not bypass.

"objectively speaking, most of the people who play outdoor games in our country regard camels as leisure brands."

Zhou Lei said, "in fact, we do not advocate the theory of equipment only. It is not that you wear a DSLR to wear a proto bird.

The core problem is that once you decide to go out, such as climbing, climbing or riding, you need to wear clothing equipment that is compatible with the profession.

> fast > outdoor marketing > /strong > /p >

due to the demand of the specialized market, the international outdoor brands such as the primitive birds, mammoths and other international outdoor brands have entered China in more than 400.

but domestic outdoor brands also have their own way of existence, that is, "fast" outdoors.

"double 11" is a good portrayal. In 2013, camels ranked third in the overall sales category, the first in clothing category.

"Double 11" on the same day, its main thrust clothing sold 28000, and all the number of assault clothing sales 80 thousand.

This is a good experience for the traditional brands to accumulate electronic commerce under the conditions of carrying line.

despite being a traditional costume, domestic brands including camels are more flexible in marketing.

domestic consumers mostly understand camel brand through "American Camel".

In fact, the trademark of camel's shoes is registered in China in 1993 by Wan Han Gang, who has been licensed by camels and trademarks. In 1993, he filed a trademark with the Trademark Office, which allowed American Camel International Invest Enterprise Ltd to use the trademark. In 2005, American Camel International Invest Enterprise Ltd allowed Shishi Hao Shoe Co., Ltd. to use the trademark.

After "P", many consumers even mistake camels for American brands.

despite the fact that people now have a clear understanding of the camel's domestic brand identity, camels have begun to play another game after their marketing has been brought online.

"double 11" day, camel spokesperson Han Han specially in micro-blog drying out daughter photos, pushing up their popularity, for camel outdoor "double 11" refueling.

At the same time, Chen Yao and Zhao Wei have been interacting with each other, occupying micro-blog's hottest topic for a while, attracting popularity through enhancing the attention of spokesmen. Camel outdoor marketing is smooth and silent.

"P" launched the high-end suit clothing Han Han customized funds, with a preferential price of 526 yuan to fans willing to panic, sales to nearly 10000.

Han Han's father, Han Renjun, was also public for the first time. Han Han chose to have a good eye. He admitted that he liked camel shoes at first sight.

"P >" asks the spokesperson to use the spokesperson flexibly. Now it is not the era that consumers will pay the bills only if the spokesperson image is placed next to the brand LOGO.

The role of spokesperson is not only to enhance the credibility of the brand, but also to learn more from the spokesperson.

The spokesperson is not a few photos, the enterprise must learn to take advantage of the power of the spokesman.

Internet observer Wang Liyang told the new financial reporter.

camel said that Baer's exclusive limit products will be promoted at the same time under the electricity supplier and the offline channel. Camels want to eliminate the separation between online and offline, but they will still establish an image concept store online to enhance the consumer experience.

At present, its proportion in the electricity supplier channel is about 15%-20%.

Based on the "fast" outdoor industry in China, many domestic sports brands are also paying attention to outdoor markets, such as Qingdao's 000599 stars (P) and so on, which are gradually penetrating into the outdoor market.

"Chinese style" outdoors .

"in terms of professional audience, their outdoor demand growth is limited, and if it is the current concept of" Outdoors ", this part of consumers is indeed very large, and the proportion between this group and professional outdoor sports is probably 9:1.

Mai Yanxia said.

the so-called "Outdoors" refers to the outdoor sports in a broad sense. Any movement out of the house can be called outdoor sports, which is different from what is usually understood as an outdoor adventure sport with a dangerous nature.

according to the data provided by the National Outdoor Club conference, there are about 50 million people participating in outdoor activities nationwide.

The trend of traditional outdoor low-end and indoor sports fashion has spawned the rapid development of outdoor sports brand.

In 2002, the total sales of outdoor sportswear and equipment in China were only 100 million yuan. In 2007, this figure increased to 2 billion 600 million yuan. In 2012, the annual retail sales of outdoor products reached 14 billion 520 million yuan. The industry predicted that the growth rate of China's outdoor products industry will reach more than 50% in 5 years in 5 years.

Less than P, outdoor outdoors was expanded and professional outdoor was marginalized.

This can be seen from sales volume.

Take Pathfinder as an example, the sales of the "Pathfinder" brand in the "double 11" reached 78 million yuan, while the high-end series Discovery accounted for less than 1% of the sales.

domestic outdoor brand is closer to "fast fashion" in marketing strategy.

According to insiders, on the contrary, many international veteran outdoor manufacturers are proud of being slow.

for example, PETZL, a famous French climbing brand, is from a family work team. This team not only advocates slow work, but also does not like any publicity and promotion.

Most of its buyers are real deep rock climbers.

"P", for example, the American outdoor brand of groundhog, it places the market as a mountain snow sport crowd, specializing in the production of snowy down clothes, down sleeping bags and alpine top tents.

Although there is a reputation among veteran players, it is very difficult for ordinary outdoor sports people to reach the snow line.

Mai Yanxia said: "in fact, for outdoor industry itself, there is no" Outdoors "concept. Outdoor is a very professional thing.

If the outdoors needs to be "pan", my understanding is that the wide range of this style is a manifestation of outdoor spirit.

from the point of view of players, outdoor outdoor activities such as rock climbing, rafting and power parachute have begun to become popular in addition to traditional runaway, mountain climbing, fishing and so on. Outdoor activities require different clothing, which virtually creates a market for entry-level outdoor clothing and equipment.

> outdoor a href= "http://fz.sjfzxm.com/" > brand < /a > mainly aimed at minority groups years ago, and along with the market segmentation, the market based on niche has shown great limitations.

When outdoor products are facing the "outdoor" public, it is inevitable to integrate more fashion design concepts, and the trend of domestic outdoor brand leisure and life is strong.