Local Outdoor Brand High Price Admission To The Famous Exhibition "Beijing ISPO"

< p > February 19th -22 day, the famous exhibition ISPO BEIJING Asia sporting goods and fashion show (hereinafter referred to as "Beijing ISPO") was unveiled.

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< p > the world's largest and most authoritative sporting goods business exhibition is known as "Oscar in the outdoors".

As a result, many of the local outdoor brands are selling lots of gold, just for a place to shine, and many outdoor brands choose to wait and see. They believe that once they exceed the established cost performance standards, they are willing to seek a more pragmatic way to replace the exhibition.

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< p > in the face of the high admission fee of ISPO BEIJING, how to choose the local outdoor brands? How to maximize the utilization of resources?

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Compared with the increasingly dismal exhibitions in China, ISPO BEIJING is still popular and even bursting with P.

According to relevant media reports, as early as last July, the booth of 2014 ISPO BEIJING sold 2/3, and some good location booths also appeared a difficult phenomenon.

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< p > this Beijing ISPO once again gathered from Europe and the United States Adidas, Burton, DC, haglofs (Huo Chaigun), Mammut (mammoth), chums (exactly bird), Oakley (Ou Keli), ODLO, peak performance, and; in addition, there are also from Japan and South Korea, the Chinese and local Pathfinder, groom, and kale stone, and other famous brands will be gathered at the exhibition site.

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< p > in fact, Beijing ISPO has formed three major outdoor sectors in Europe, America, Japan and Korea, to some extent. In the domestic outdoor sector, the outdoor share represented by Quanzhou's large production area has a reputation in the industry in recent two years.

"We should also compete with these powerful brands in the same exhibition and make rapid progress in the international market with platform influence."

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd. gave voice to exhibitors.

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< p > "nowadays, Quanzhou's outdoor brand wants to take the opportunity of ISPO BEIJING to become more and more popular in China. Only when we display our comprehensive strength on such a platform can we get rid of the traditional impression of Quanzhou's outdoor brand. It is no longer simply a href=" http://www.91se91.com/ "target=" _blank "> shoes" /a ", and is no longer unprofessional, but a series of derivatives, including footwear, accessories and equipment, which involve outdoor professional industrial chains, have supported the gold content of their brands.

Chen Jiatai, general manager of St. Valentine's outdoor products Co., said that this is why local outdoor brands are willing to pay for their high admission tickets.

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< p > a ISPO exhibition, from site design to construction, to product preparation, staffing, guest invitation, hotel reservation, etc., each time the exhibition takes 4 months to prepare for the exhibition, and the cost will be close to one million yuan.

It will not cost much to spend a lot of manpower. The cost will be no less than that of the enterprise.

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< p > Xu Tengda told reporters that the real display time is only four days, 32 hours, that is, the cost of an hour is about 30 thousand yuan.

In the face of the high cost, he still feels "worthwhile".

Because last year, after Tian Lun Tian's outdoor exhibition, the "go straight ahead" brand polar dream spirit showed many angles, so that many circles quickly remembered the culture of Tianlun outdoor brand - "challenging life and persisting in dreams", which played a positive role in many dimensions such as shopping mall channels and supply chain carding. Therefore, even if it costs a lot, the ISPO exhibition is destined to be one of the brand marketing strategies that can not be missed.

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< p > compared with the cost of Tianlun Tian, the budget of this ISPO, Mingwei CAMKIDS has exceeded 3 million.

Mingwei CAMKIDS, the first exhibitor, moved directly to Beijing in order to set up a banner in the blue ocean of domestic outdoor products for young people, and also to create the first brand of domestic youth outdoor for CAMKIDS to seize all kinds of high-quality resources.

"These are the ISPO platforms that can be grafted, whether they are shopping mall channels, or industry development, marketing resources and so on."

Hong Qinming, marketing manager of Mingwei shoes and Garments Co., Ltd. admitted.

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< p > < strong > one hour up to < /strong > /p >

The cost of exhibition < p > strong > 30 thousand yuan is less than /strong > /p >

< p > < strong > to fight overseas exhibitions to seek higher cost performance < /strong > /p >

The high cost of "P" has also made many local enterprises cautious in making the "a href=" http://www.91se91.com/news/index_z.asp "marketing budget < /a >.

When the outdoor brand of St. Valentine and Tian Lun Tian were busy preparing for ISPO BEIJING, local brands suddenly gave up the right to participate in ISPO and decided to divert their way to participate in overseas exhibitions.

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< p > in fact, in recent years, Germany, Munich, Las Vegas, Russia and other exhibitions have attracted many local brands because of their high cost performance.

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< p > "ISPO Great Exhibition benefits are undeniable, but some enterprises think that compared with some well-known overseas professional exhibitions, ISPO is obviously losing a little bit in resource maximization and industry information exchange."

Feng Shiling, director of the development of Tianlun shoes products, has just returned to Munich, Germany.

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< p > he said, for example, the venue of the exhibition in Munich, Germany is not large, but the principle of maximizing the utilization of resources is embodied in the area division and function design. Under normal circumstances, most exhibitors will directly place orders at the venue while displaying the brand. In order to meet the needs of exhibitors, the Munich exhibition has added extra fields, exhibiting brands can be displayed in the outfield and ordered in the infield.

As a result, an exhibition fee appears to be beyond the value of the outside world.

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< p > "think of it. Take Tianlun Tian as an example. According to the annual plan, the two order meeting of the two exhibitions will be conducted. The enterprise exhibitors' fees for ISPO BEIJING or NANJING will usually be one million, and the cost of a quarterly order will be about 500 thousand. If we can combine it with the exhibition, we can save one million of the cost."

Feng Shiling was very impressed.

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< p > and the lion brand outdoor has just signed up for the Faye Andes Hafen exhibition in Germany. This is the second time they have gone to Europe to participate in the exhibition.

"Compared with the Asian outdoor exhibition, overseas outdoor exhibitions are more global and internationalized. Through this international business platform, we can collect market information from all over the world, and the feedback information is also more comprehensive, more targeted and valuable.

They understand the latest information on shoe brands in the world. As brands, we can stand at the source and make deep expansion of their brands through their information, so as to create a win-win situation.

Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd.

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< p > "of course, the cost of such an exhibition is not bad. Apart from the general cost, the per capita travel cost to Europe is also very high. In the seventy thousand or eighty thousand yuan RMB, the travel cost is nearly 500 thousand based on the 6 participants of the general exhibition staff, so we can only explain the reason why the overseas exhibitions continue to be hot with the cost performance ratio."

Xu Tengda said.

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< p > < strong > exhibition is just the first step to open up < a href= > http://www.91se91.com/news/index_z.asp > marketing > /a > /strong > /p >

< p > from an exhibition to see the overall strength of a brand, Feng Shiling believes that this is true, exhibiting is to prove its existence, spend money in the industry exhibition to set up a billboard, with the help of exhibition marketing methods, brand strength will be announced to the world, so as to open brand awareness in the industry and even in the market.

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< p > however, the comprehensive strength is by no means a glimpse of ISPO.

Feng Shiling believes that products, channels, marketing and other links must keep pace with each other, in order to create the comprehensive strength of the brand.

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P, a local brand, has been famous for its appearance in Nanjing outdoor exhibition for two consecutive years, and its reputation has been greatly improved. Its urban fashion outdoors is at the same time as the outdoors ancestor, Saint Fred. But after a lot of problems, such as internal development and external channel construction, it has not been able to comb out clearly, and the final result can only be in the domestic market, and can not get a firm foothold.

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< p > < < a href= > http://www.91se91.com/news/index_z.asp > > exhibition > /a > although it is an important step to open sales, but marketing strategy should not be divorced from the final brand planning. According to the brand development and enterprise strength, we must re evaluate the significance of the exhibition from two aspects of cost and effect, and make an appropriate brand development strategy plan.

Tibetan cool brand strategy Chen Zhongyi said.

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< p > Xu Rongsheng also said that after years of development, the outdoor brand of Quanzhou has completed the basic stage of brand building. With the pition of domestic sporting goods brands from extensive brand wholesale to fine brand retailing era, this is also a step for outdoor brands to take sooner or later. In this environment, it is not that you do well in the exhibition brand.

Terminal stores are already the middle point of brand power and product strength, and the real brand power is the divergence from one point to another.

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