Outdoor Products Companies Are Fighting Online.

< p > for outdoor products industry, construction online channel has become the key word in 2013.

After more radical expansion of stores in previous years, outdoor goods enterprises have been fighting online and started a new round of "horse race enclosure".

China's < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > commodity business association outdoor products branch (hereinafter referred to as "COCA") predicts that the growth rate of the outdoor industry network network will be far greater than that of traditional outdoor outlets and shopping malls, eventually becoming a three point world trend.

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< p > "online" seems to have unlimited business opportunities and is full of traps.

But for enterprises, how to balance the resources on line and offline is the test.

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< p > 2013, the turnover of 35 billion yuan on Tmall's "double 11" day was staggering, and quite notable among them was an outdoor leisure a target= "_blank" href= "http://www.91se91.com/" > dress less than /a, which was a single store selling nearly 140 million yuan of camel camels (hereinafter referred to as "Camel").

Mai Yanxia, its brand director, revealed to "first 11 Financial Daily" that the sales of camel's total brands, including men's a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > women's shoes and outdoor products, had exceeded 300 million yuan, reaching 380 million yuan.

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At present, camels have opened 4 official store stores on Tmall. Jingdong, pat and other platforms also have shops. Camels and self built brand mall are also available.

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< p > another professional outdoor product provider Pathfinder (19.780, 0.22, 1.12%) (300005.SZ) is also actively entering the online market.

Unlike camels, Pathfinder chooses the way to open online channels to franchisees, and authorizes products to be sold to online distributors by means of "unified pricing".

In addition, the Pathfinder also created a separate online brand "arkenno", which sells special products from the Internet.

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< p > and in view of the fact that the vertical electric business of domestic outdoor products is rare, outdoor products platform providers are also making new attempts.

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< p > take Camp No. 1 as an example. The outdoor outdoor vertical business channel platform, which was launched in January 2013, now has nearly 20 outdoor brands. In 2013, the pre tax sales revenue has exceeded 30 million yuan, while its sales target in 2014 is 80 million yuan.

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< p > by virtue of the advantages of many people in the top management team who have experience in e-commerce and retail business, the No. 1 camp proposed that the supply chain should adopt the mode of "precision marketing, fan selling, quick response, direct supply and C2B". Meanwhile, it will open up a full channel sales mode including its own official website, Tmall, Jingdong, Suning and even offline group buying, and maximize the release of the brand aggregation effect.

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Li Changfa, Secretary General of P COCA, told reporters that outdoor and network have a natural combination advantage. "The rise of domestic outdoor industry is originated from the network, and people who love outdoor sports gather together, organize activities, and gradually become a climate."

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The main source of income for overseas outdoor travel industry is the provision of related services for P fans.

Li Changfa, for example, in the mature outdoor market, 1 yuan of product sales will bring 6 yuan of service revenue. "The outstanding characteristic of the outdoor platform is that the service revenue is far greater than the commodity business".

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< p > ISPO BEIJING Asian sporting goods and fashion show will be held in Beijing in from February 19th to 22nd. Nearly 600 outdoor, winter, extreme sports and street fashion brands from all over the world will take part.

Wang Yilei, director of ISPO BEIJING project of Munich Exhibition (Shanghai) Co., Ltd., told reporters: "under the premise of no conflict with its own brand, expanding business and building platform is an important means for outdoor products enterprises to expand consumer groups and promote outdoor sports to become rigid demand. These initiatives will push the industry forward."

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< p > in recent years, a large number of "Amoy brands" have begun to move under the line, opening experiential shops and approaching consumers, including camels.

An industry insider admitted to reporters that camels had always used the operation mode of pure electric brand, which was very effective when the outdoor brand had not yet entered the online market. But nowadays, the brands such as Pathfinder have begun to pay attention to the channel of electricity supplier. The latter also has a large offline store as a support, which has certain advantages when it comes to "close combat" with camels and other brands.

"Camels begin to move towards the coordinated development of online and offline."

The person commented.

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< p > "the characteristics of domestic electricity consumers are extremely sensitive to price," a href= "http://www.91se91.com/news/index_f.asp" > brand < /a > loyalty is weak, and offline channels are intuitively visible and strong in experience, so they can play a good complementary role in online sales.

It is not only conducive to forming stable consumer groups and improving bargaining power of products, but also to further enhance brand influence and extend their life cycle.

Wang Yilei said.

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