The Possibility Of Outdoor Clothing Brand In Chinese Market

Skiing, mountaineering and tourism are becoming more and more popular ways for Chinese consumers to enjoy their pastimes and holidays. In this year's special case study of China Textile News, we find that many families choose to travel together during holidays and make them outdoors. clothing The market is more competitive than holiday sales in the fashion market. Shandong Yuen Wen, President of the clothing group, also captured this information in an earlier period. On 2014ISPO, he appeared in the E1 hall with his team and the outdoor brand CIMALP from France (hmar). At the 200 square meter booth, Yuan Wen and her confidence in the expansion plan of the outdoor brand CIMALP (hmar) were full.

Yuan Wenhe introduced: "as a masterpiece of the MARSANNE family with 100 years of history in France, CIMALP (HI Martell) has a strong cultural background and enjoys high brand recognition and recognition in Europe. It has become a synonym for high-quality outdoor products in Europe." In 1964, the MARSANNE family formally established the outdoor brand CIMALP (Xin Marto), and sponsored Laurence de la Ferri re re outdoor dress in 1996~1997, making it the first woman in the world to cross the Antarctic continent alone. Behind the brilliant brand history is Yuan Wen and his keen insight into the Chinese market. He said that the special characteristics of outdoor clothing abroad are very standardized. For example, there are a series of ski suit brands outside the ski resorts, and the brand shops of mountaineering clothes also have regular customer groups. In China, whether they are office workers or traveling shopping, they can be found in people wearing outdoor clothing. This is a special case and business opportunity in the eyes of an entrepreneur.

　　 Outdoor clothing can be customized

After several years of investigation, Yuan Wen and finally decided to cooperate with the French brand CIMALP (hmar). At present, the measures he adopts are the way of global resource sharing, which is unified research and development, unified design, unified production and unified sales by the French headquarters. At the same time, according to the international fashion trend and regional conditions, the differential design is carried out to make special customization for the special population, special body shape and special requirements of the Chinese region. Yuen Wen Ho explains that many foreign outdoor brands are designed by the headquarters and sold globally. With its inherent mechanical equipment and research and development advantages, the company can customize services according to the needs of customers, and customize the activities for some groups according to the special characteristics of the Chinese market. Yuen Wen said, "we can individually develop and customize outdoor clothing according to the needs of customers, depending on the needs of customers. No matter how large the order is, we can provide the design of outdoor clothing according to the needs. The design department is provided by the French headquarters, and the Ministry of marketing of China carries out the docking, so that some large domestic enterprises and small group activities can have their own professional and fashionable outdoor equipment." Although it was only 2012 years after the end of the year, the CIMALP group's acquisition of brand life management rights and agency rights in mainland China, Hong Kong, Macao and Taiwan had only two short years. With the brand store landing in Beijing and other places, the market was spreading a little bit.

Yuan Wen he stressed that CIMALP (Xin Marto) brand has been committed to the development of the Chinese market, and hopes to promote global sales and brand awareness in the Chinese market. CIMALP (HI martour) brand, on the basis of reservations of pure French ancestry, combined with China's market demand, has constantly improved its design style and brand concept, and gradually found its own soul, and launched a high-end image in line with the brand positioning.

　　 Outdoor clothing should be fashionable.

Yuan Wenhe said, compared with the outdoor clothing brands abroad, the Chinese market shows a demand that the products that hope to purchase are functional and fashionable, and some outdoor brands are not suitable for daily wear because of the specialization of some outdoor brands. On this basis, Yuan Wen and suggest that their design team should be more fashionable on the basis of existing brand advantages. On the basis of emphasis on functionality, we are more comfortable and leisure oriented. At the same time, we combine fashion and leisure elements with different levels of customer demand in fashion design to expand the wearing occasions of outdoor clothing, which greatly meets the needs of people's daily life.

Yuan Wen added that the brand of CIMALP (Xin martu) not only maintained the original French style, but also added some technological extension and innovation to meet the needs of the Chinese market on the basis of satisfying the basic functions of outdoor products, such as permanent antistatic, permanent radiation protection, bacteria control, rapid moisture absorption and quick drying, etc. in the selection of fabrics, all of the world's BULESIGN certified, environmental friendly and high-quality surface accessories were used to provide a safe and comfortable dressing experience for the wearer from inside to outside. Design On the one hand, the pursuit of self-cultivation, comfortable and humane tailoring has replaced the concept of the outdoors products in the past, and has constantly sought for change and innovation in workmanship, style and material. Every needle and thread is permeated with ingenious and meticulous thinking.

"Our target consumer group is not limited to the professional outdoor crowd, but also the middle and high-end consumers who like leisure and fashion." This is Yuanwen and the exploration of the possibility of outdoor brands, so that the Chinese attributes of the brand's market appear a little. Yuan Wen and summarized it as follows: "the concept of fashion outdoor and leisure fitness is that the customers of CIMALP (Xi Marto) can deal with it calmly in both the daily life and the top of the cloud."