The Difference Of Outdoor Products Is Imminent.

After more than a year of adjustment, a few days ago, the new brand seasunland of Rhine (Switzerland, Switzerland) met with the brand of cross border outdoor leisure. In its product line, there are few outfits, instead of outdoor functional and leisure series. clothing Let's shine.

At the same time, the big tree outdoor group announced the launch of the new brand DASOIL, the main outdoor leisure products. Its style also emphasizes the whole scene costumes that span the outdoor and leisure areas.

In fact, in the increasingly serious trend of homogenization of outdoor products industry, more and more new outdoor brands are starting to seek admission. Seasunland (Rhine, Switzerland) and DASOIL are the epitome of local outdoor brands. Whether they will join the second wave of outdoor licensing development?

Cut into the field of "washing outdoor wind".

For 5 days in a row, Zheng Shaowei, deputy general manager of Da Shu outdoor products holding company, has run through shopping malls in Jiangsu, Zhejiang and Fujian. However, these 5 days' trip is only a small part of DASOIL market research. Combined with a full six months' visit and related data analysis, Zheng Shaowei strengthened the direction and market positioning of DASOIL and delineated several competing objects of DASOIL: Tim-berland (Tian Bailan), ALGLE (AI Gao) and German camel.

People in the industry usually define Zheng Shaowei's competitive style as washing outdoor wind. At present, the domestic outdoor products market usually takes JEEP as the benchmark, Timberland (Tian Bailan), ALGLE (AI Gao), German camel and so on belong to the same style.

According to the envisage, DASOIL combines outdoor functional and leisure clothing elements as a full scene garment that crosses outdoor and business and leisure fields. It has the functions of windbreak, waterproof, breathability and so on, and it also integrates leisure elements in casual clothes. Finally, it becomes the best choice for outdoor sportswear and leisure people.

"Domestic outdoor supplies market, the professional outdoor brand competition has almost entered the white hot stage, there are THE NORTH FACE" and "BLACK YAK", among which there are domestic professional outdoor brand Explorer (TOREAD) and OZARK (OZARK) pressing. For such a new brand like me, there are also those pioneers of these outdoor brands. Zheng Shaowei said.

"These pioneers entered the outdoor market four or five years ago, relying on the initial outdoor activities. shoes Advantages, basically completed the whole category of product operation. After running in and adjustment, they have basically formed a complete supply chain system, which is the foundation of the brand's life. Although the parent company of DASOIL has been engaged in the design and production of professional outdoor products, it is mainly concentrated in tents and other accessories. So, how to establish its own shoe supplier system from foreign trade to domestic market requires time and team, which is also impossible for DASOIL to catch up in the short term.

The above view can also be corroborated from an authoritative survey - "2012 China outdoor brand department store business report". According to this report, at present, outdoor brands basically follow two development routes, one is relying on technology and high-end products, and the other is specialized development. Two is fashion oriented, positioning high-end high-end professional development path.

According to Zhang Zhurong, marketing director of seasunland (Rhine, Switzerland), seasunland has emphasized the positioning of "cross border outdoor" in brand and product design. This is also the brand style that has been determined after the last few seasons. Initially, they also launched the traditional outdoor sports equipment, such as assault clothing, skin clothing, but not successful, the market has more than seasunland famous outdoor brand, a large number of local, there are many positioning professional outdoor sports equipment brand, once the seasunland market development blocked.

In this outdoor style of washing, the location of the original brand in the market is too high and the product line is too mature. By adjusting the localization of the product and catching the young outdoor demand, the seasunland starts with the gap of the market. After last year's development, seasunland (Rhine, Switzerland) has already made preparations in China, with a view to the coming of the more mature consumption stage of the water washing outdoor leisure market.

Channel mode of single store franchise

After the Spring Festival, Zheng Shaowei received a client application form, which is the first single shop application order of DASOIL. He thought it was a good omen. For DASOIL, this is the inevitable choice to stand in the long-term cultivation of brand. Although the market development speed is relatively slow, Zheng Shaowei certainly hopes to join the single store through "single store". Although the current pure outdoor sports brand is developing rapidly, it is almost the pattern of sportswear a few years ago. The disadvantages of the traditional agency mode gradually appear in the face of the declining profits. Especially after the two years' outdoor brand discount, the cost of the intermediate link has made the profit of the enterprise tight. In order to keep profits, many outdoor enterprises are beginning to find ways to cut off the intermediate links, so as to achieve the one to one management of the head office and the terminal. Zheng Shaowei analysis, as such, in order to avoid detours, DASOIL is not as good as using this single store franchise mode at the very beginning. After all, from now on, the single store franchise mode can minimize operating costs and orderly increase the number of single stores to most stores.

In fact, apart from DASOIL, most of the new outdoor brands have adopted a single store franchise mode. Zhang Zhurong once admitted that single store franchising is a business model extended by franchising. When a brand's product needs to be done deeply in the market, the single store franchise mode can not only preserve the brand effect and image through effective management, but also expand the market in an orderly and effective way in a specific area and enhance the occupancy rate.

"Now, they are no longer as big as they used to be, but on the contrary, they have chosen to stagger their competitive brands at the same level, set up direct outlets, and then join them, and do not compete in a highly competitive area." Zhang Zhurong said that these key areas themselves have fewer brands of this style type. When entering the shopping mall, the shopping mall system is very welcome, first of all, it reduces the resistance to development. Next, take these areas as a window, around the surrounding city stores; at the same time, around these franchisees as the center to expand. {page_break}

Therefore, DASOIL takes Fujian as the model market, successively opened 5 Direct stores, hoped to set up the terminal benchmark, first stand firm, and then lead the subsequent development. According to the plan, DASOIL expects to open 80-120 stores in 2014, which is much slower than the traditional agency system in the past.

Insiders also said that the sinking of the outdoor sports market did not have the penetration strength of traditional sports brands in the three or four line cities. First, the direct and single store layout terminals were used in the first and second tier cities, which not only helped the new brand to open the market visibility, but also provided flexibility in the operation of the District, so as to achieve the minimum operation cost.

The most important thing is that these new brands are still trying to control their positioning and style. Single stores can quickly collect consumer information, strive to shorten the circulation period of commodities, and make quick adjustments to commodity policies, thus providing products that are more popular with consumers. In addition, it can shorten the distance between consumers and brands, enable the brand strategy to be directly implemented, and quickly feedback and effectively adjust and synchronize to create a different consumption experience.

　 The difference is imminent.

In the outdoor market with high growth rate of two digits per year, the competition between outdoor brands is no longer a "fierce battle". The market screening method of "survival of the fittest" has been staged almost every year. There have been many new outdoor brands overnight. But with the baptism of the market, some people have gradually withdrawn from the market arena.

Zang cool planning Chen Zhongyi believes that even today Outdoor products When the industry threshold is getting higher and higher, there are still opportunities for new outdoor brands, because outdoor market diversification and differentiated consumer demand provide huge market space for the development of the industry itself. But the key is to find a road that is consistent with the trend of the market and suitable for the enterprise's own characteristics.

"Outdoor brands can be simply divided into outdoors and outdoors. Outdoor clothing is represented by outdoor washing, and equipment is mainly outdoor brand. Competitors like DASOIL and other new brands are these outdoor brands of water washing, and they are positioned in a minor tone, and the products are younger. These characteristics just fill some vacancies in the existing outdoor market.

Xu Xiaokun, a Limited by Share Ltd, believes that on the one hand, the market is mostly a series of traditional outdoor clothing brands, such as wolf claw, north side, Pathfinder, Keller stone and so on. In fact, this outdoor style of washing is catering to the needs of business travelers, fashion leisure people and outdoor enthusiasts. It combines fashion with outdoor activities to provide a better outdoor experience for customers. But on the other hand, after having clear ideas and demands, how to fully deduce the brand connotation of this product and effectively link up with the life scene becomes the first problem to be solved for Jinjiang freshmen outdoor brand.

For these new entries, Hu Baoming, a marketing expert, suggests that after finding out where he is, he puts forward brand appeal and constantly builds a clear gene and conveys his own brand sense. For example, JEEP's washing products almost become the symbol of outdoor subdivision. So, what kind of main push style do you want to launch to make it a symbol of brand style?

Hu Baoming suggested that as a latecomer, we should not only divide the market according to the product category, but also follow the market. consumption People's outdoor behavior and habits to analyze the market and identify their foothold. For example, these new outdoor leisure brands may take leisure outdoor activities as the center, aiming at the largest and most potential self driving travel market, providing consumers with more opportunities for interaction and experience, so that more consumers can enjoy more outdoor activities. These strategies enable new brands to achieve successful returns in subdivision categories.