The Development Of Outdoor Sports In China

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< p > 2014 ISPO BEIJING, the Explorer booth is hollowed out, and the color inspiration from the Himalaya mountains perfectly combines the earth red with the ice and snow white. The entrance and entrance of the three sides of the booth correspond to its three major brands. The ingenious spatial segmentation design enables the three brands in the exhibition area to echo each other and maintain their own characteristics.

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< p > as the first outdoor company to be listed in China, the Pathfinder Pavilion is the platform for its centralized voice production. Through the display of the three pillars of TOREAD, ACANU and DISCOVERY, it is announced to the industry that the Pathfinder is laying out a multi brand strategy.

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< p > especially at this exhibition, the Discovery Expedition, which has been announced from abroad, has been officially unveiled in China at the theme of innovation, exploration, city and fun. This is a landmark step for the Pathfinder to enter the high-end outdoor products market, and has formed a good complementary relationship with the three brands of ACANU, such as ACANU (arkannoo), which is officially built into the online outdoor fashion group, which has been officially invested in the "fun changing" network.

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In the Tianlun exhibition hall, which is separated from the Pathfinder wall, a new COMJEANS sign hanging on the head of LOGO is highlighted on the basis of Tianlun sky, which is based on the red tone. The COM-JEANS outdoor tide card meets the public in the form of "outdoor tide Brand Forum" on the day of its launching. P

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< p > COMJEANS is the outdoor fashion trend brand facing young consumers. On the basis of outdoor professional performance, the product combines the fashion trend elements with new design concepts to inject more personality into the product.

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< p > according to Xu Tengda, general manager of Tianlun Tian outdoor brand, the purpose of the company's new brand development is to complement the traditional outdoor brand Tianlun Tian, and speed up the penetration rate of the company's outdoor market share, especially in the coverage of consumer groups.

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< p > in fact, apart from Pathfinder and Tian Lun Tian, from the end of last year, Mingwei shoes and Clothing Co., Ltd. has reorganized a set of people, including development, production, retail, etc., to prepare for the upcoming CAMKIDS parent child series brand.

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Hong Qinming, general manager of P > CAMKIDS, has said more than once that multi brand operation is the direction of the company's future development. In the CAMKIDS brand development plan, the company has made many plans to launch the corresponding brand series of paternity products into the agenda. At present, the multi brand development of CAMKIDS has already started.

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< p > < strong > grab higher market profits is the main driving force < a href= "http://www.91se91.com/business/" > factor < /a > /strong > /p >

< p > sub brands are coming out one after another, including more independent operation of the brand outdoor series of children at home and abroad. To a certain extent, it reflects the general trend of the outdoor sports products industry: to gain higher market profits by looking for the market entry point for further development of enterprises.

This is also the main purpose of the multi brand operation of most outdoor enterprises.

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Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd., said that when the outdoor products market shuffled around the corner, the industry tended to show two trends: big, all or small, and that is, some outdoor brands were constantly serialized to meet the outdoor sports needs of the masses, and even the diversification of new brands was launched. Some enterprises might focus on some niche market segments, such as intensive farming, skiing and other winter projects, which are new niche markets like P.

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< p > at present, a few outdoor brands, including Quanzhou, have locked their own development plans in the "big and complete" market, and have made a deep penetration into the outdoor products market. Even after the successful operation of CAN-TORP, the local lad group launched the first outdoor brand "St. Valentine" in 2008, and became a well-known outdoor brand JEEP in 2012.

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< p > nowadays, the sales of the brand "Saint flare" and "CANTORP" have exceeded 3000, and become the leader of the domestic outdoor brand.

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Chen Zhongyi, chief consultant of Zang Ku strategy, believes that the implementation of multi brand development strategy is generally based on two considerations: firstly, the market is becoming more and more diversified. With the maturity and subdivision of outdoor market, personality needs become more and more intense. Therefore, more brands are needed to meet individual needs. In addition, multi brand strategy can expand the strength of enterprises. The number of storefronts that a single brand can operate in the same commercial street is bound to be limited, while many brands can give consumers more opportunities to contact. Moreover, in many large commercial terminals, several brands jointly attack and enhance market share, so that they can encircling competitors.

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Besides, P has also experienced a relative slowdown in the outdoor products industry. This has to make domestic outdoor products enterprises find breakthroughs. This breakthrough is not limited to lengthwise extension, but also for the first time to discover cross-border crosswise development.

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< p > < strong > the market should also have an attitude < /strong > < /p >.

< p > "market attitude."

This sentence is summed up by Lin Yunjian, general manager of North Island advertising in Xiamen. It not only covers the original intention of the new brand, but also puts forward valuable suggestions for the outdoor products enterprises that have launched the new brand strategy.

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< p > take example of the enterprises that have begun to take shape in the development of multi brand strategy such as Pathfinder and leldon. It has become the trend of the development of the industry by segmenting the sports category to accurately locate the market and using different brands to occupy different segments of the market. This includes the constant innovation in the traditional and e-commerce market and keeping up with the new business models.

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< p > therefore, if there is no obvious difference between the new brand introduced and the original brand, it is meaningless to divide up its own market. Therefore, it is particularly important to carry out strict market segmentation between the new and old brands and cooperate with the outside world. This is to make a full attitude.

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< p > Lin Yunjian told reporters that the attitude is the manifestation of the brand spirit. Without a personalized attitude, how can we have the so-called brand temperament? For example, Tianlun Tianqi's brand "a href=" http://sjfzxm.com/DESIGN/designer/index.asp "COMJEANS" /a "promotes the attitude of enjoying oneself, pursuing free travel and enjoying outdoor life style.

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< p > from its positioning, the product in pursuit of outdoor functionality at the same time pay more attention to the design of fashion, to self, fashion personality positioning to meet young people's pursuit of outdoor "dynamic", determined to create suitable for young people's outdoor travel equipment, so as to create a new way of outdoor travel, this is an attitude.

This attitude leads the trend of the trend from different directions, and sets different consumer groups with different characteristics. The design, research, procurement channels and marketing methods of each brand should also be different, so that these brands can be personalized, and ultimately achieve the complementary role with the original brand Tianlun Tian.

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From P perspective, attitude represents the trend, especially the fashion and the outdoors are beginning to form a cross border pattern.

Therefore, the key to brand survival and development is to combine traditional outdoor fashion with fashion apparel.

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< p > this is not only aimed at the emerging sub brands, but also applies to the original outdoor main brands. For the local outdoor enterprises in Quanzhou, the design and development is actually not a problem. The key lies in innovation, not to restrain the development of outdoor products in a fixed mode. As long as we can add enough creativity and culture, local outdoor brands can also create outdoor trends.

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< p > "can we make a suit from outdoor fabrics? Can we integrate more distinctive culture according to the market area, such as the feeling of spicy hot in Sichuan and strong Beijing flavor in Beijing?" in fact, Xu Tengda gives more hope to the development of new and old brands in the future.

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< p > however, the most important thing is that "Quanzhou outdoor brand must learn to build its own strengths, foster strengths and circumvent weaknesses, and gradually achieve the process of upgrading consumers' demand for products and brands from the initial use function to the comprehensive needs."

Chen Shugui, general manager of Fuqing Kun Jie Garments Co., Ltd. suggests.

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< p > as one of the suppliers of local outdoor products enterprises, Chen Shugui believes that unlike other outdoor production areas, Quanzhou's outdoor brand operation is no exception to brand building with sales volume. The strong network distribution system of the whole country has deterred other outdoor products enterprises at home and abroad, but there is still a lack of time accumulation in the propaganda of brand culture. Wide publicity has a fast promotion effect in the short term, but the culture needs to be presented from inside to outside, so that the local outdoor enterprises can finally win the brand precipitation.

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