"Fashion" Outdoor Clothing Sales Promotion Orders Hidden Behind Hidden Dangers

Recently, Tianlun Tian, San Lei Lai, DUNLOP (Dunlop) and other local outdoor brand orders will come to an end. The number of orders has increased rapidly. clothing Order quantity and basically remain the same. shoes Orders are in sharp contrast. According to market sources, the autumn and winter orders will be outdoors. Brand clothing The order growth rate has exceeded 30%, and the order of the dominant class shoes appears to be "stagnant".

The "shine" of clothing category makes many outdoor brands unable to change their attention for a while, focusing on how to make clothes better. However, most people in the industry insist that local outdoor brands should maintain the advantage of outdoor footwear, adjust the proportion of shoes and clothing appropriately, and ultimately promote product sales by shaping the comprehensive strength of differentiated brands.

Apparel orders grow rapidly

"I want to take two more types of assault clothing and shoes to see if I want to reduce it any more." Zhang Ying, a store manager of Yunnan branch of Tianlun Tian outdoor products Co., Ltd., while holding the order sheet, communicated with the staff of the order Department of the head office. In the end, Zhang Ying ordered more clothes and fewer shoes.

In fact, for most of the outdoor brand agents and branch offices in this season, we can see one or two from the idea of Zhang Ying. This is also supported by Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd. in the summary report of the celebration dinner.

"Our clothing orders far exceed the expected growth rate. Relatively speaking, the growth of shoe orders is more conservative. Of course, this does not mean that Tianlun Tian's shoes are not as good as they used to be, but the unique advantages of outdoor clothing categories in brand performance, which are gradually released after these years' development. Xu Tengda said.

This is supported by a set of reports from market research. According to the sales situation of outdoor brands sold in the domestic market, the proportion of clothing sales was maintained at 55.36% in 2013 and slightly different in different channels. In the exclusive store channels, the proportion of outdoor clothing sales was 52.12% and shoes were 26.58%; while in shopping malls, clothing was 60.83% and shoes 28%.

Lv Menglong, director of clothing development of Lion Brand outdoor products Co., Ltd., said that the domestic outdoor products industry is in the embryonic stage in the past few years, and the technology and function of outdoor equipment are basically embodied on shoes. In recent years, more and more outdoor technology and functions can be displayed through clothing fabric and style design. The most important thing is that with the development of outdoor products industry, people are pursuing their functions while putting forward corresponding requirements for fashion.

"On the stage of fashion, any fashion and popular elements start from clothes and then come to shoes, so it's not surprising that outdoor clothing plays a leading role in the industry." Lv Menglong believes that these are important reasons for the rapid growth of clothing orders.

However, some people in the industry believe that the rapid development of local outdoor brands on clothing is mainly due to the maturity of its own apparel industry chain and the upgrading of its brand awareness. Take the lion brand outdoor as an example, the company only has more than 40 enterprises outfit with clothing items. These enterprises involve many aspects of raw materials, processing, R & D, and so on, almost all the industrial chains of a clothing brand. With the establishment of the corresponding supply system of clothing, clothing category has become more mature, and has made rapid progress in the design style and brand positioning.

　 Hidden dangers behind orders surge

However, behind the surge of orders for local outdoor clothing brands, there is also a serious hidden danger of garment homogenization. With the increasing importance of outdoor brands for clothing category, this problem needs to be solved urgently.

"When we used to wear clothes, we might consider more market efficiency, and let the clothes sell and survive first. Therefore, most products are developed according to the hot selling styles in the market. As time passes, this outdoor clothing is caught in an awkward dilemma, selling well is selling well, but it is a miscellaneous theory without chapters, without any series or style. A lot of homogeneous products will fall into a brutal price war. Lv Menglong thought of the outdoor clothes after several years, and could not help but sweat.

Admittedly, it is important to use the best seller to drive the development of the whole garment, but too much emphasis on the market effect often ignores the processing of technology and information. Finally, the unruly clothing department will lay hidden troubles for the future brand and enterprise development. The so-called technology refers to the fabric, style and technology of clothing development. Information refers to the control of popular elements such as color. The lack of local outdoor brands in these areas has become a weakness in clothing development, and it has to be taken seriously.

"From the current domestic outdoor products market, Fujian outdoor clothing is also ranked after Beijing, Guangdong and Zhejiang. The outdoor clothing of Beijing department, which is mainly represented by Pathfinder, has always been in the forefront of leading apparel trend because of its information edge. The outdoor brands of Zhejiang faction and Guangzhou faction originally started with clothing category and handled many details in detail. In the face of the market, they all emphasize more on the technical performance of clothing, although the development is slightly slow, but the style is distinct, and label the brand performance differently. Relatively speaking, the clothing of Fujian outdoor brand has not yet formed the corresponding style impression. Chen Zhenfeng, director of development of St. John's (Fujian) outdoor products Co., Ltd.

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Lv Menglong gave an example, "take KAILAS, its climbing accessories are very famous, and accessories have led to the rapid development of clothing category. In many of its clothing categories, we can find that many designs are integrated into the elements of climbing, forming a series of KAILAS style products. As you know, you want to buy 686 of outdoor printed garments. If you want to have a sense of business outdoors, you should choose AI Gao, so that you can understand it from the outside, rather than by professional people, this is the style.

Lv Menglong believes that when the local outdoor brands are in the blowout of clothing development, they must not compete to imitate. Through time precipitation and practice, they must make their own brand style. For example, when you mention lions' outdoors, you will associate with lions, Africa, grasslands and other elements. Then, the lion brand outdoor must integrate these regional elements into the future product line, and tell stories through products.

"In the past few years, the market efficiency that precipitated has molded the fast development of clothing, but behind the bright, we must begin to pay attention to the practice inside." Zhuang Xiaoyu, manager of Garment Development Department of Tianlun Tian outdoor products Co., Ltd., is also deeply touched by her feelings. Therefore, when she announces the development direction of clothing products in 2014, there are four main themes in the autumn and winter new products: polar series, warmth series, travel life, hiking series, large amount of bionics, integrating various elements of nature into products, making products more popular.

The advantages of outdoor shoes should not be lost.

Compared with the "shine" of clothing, the order results of outdoor shoes are rather dim. But most people in the industry agree that the advantage of outdoor shoes must not be easily abandoned. It is necessary to adjust the proportion of shoes and clothing according to the retail data, and jointly integrate an efficient industrial chain to promote the long-term development of the brand.

Xu Rongsheng, general manager of Lion Brand outdoor, believes that the advantages of outdoor footwear category should not be lost. In the sales data released by Anta, XTEP and other annual reports, the proportion of shoe sales still occupies half of the overall sales of the brand. According to the statistical results of Chinese market merchandise sales over the past years, Anta sports shoes once won the first market share in 12 consecutive years. market Statistics on sales volume and market share and so on, objectively show the current situation of brand consumption in the industry. All of these are enough to show consumers' high recognition of Anta products and brands, especially the superiority of sports shoes.

Chen Ruidian, chairman of the outdoors outdoor group, also believes that Jinjiang outdoor shoes originate from the highly mature sports shoes industry chain. As a branch, the advantages of one-stop outdoor shoes in production, R & D, sales and so on are far more than that of any domestic production area. It is an indisputable fact that shoes successfully occupy the domestic outdoor market. Therefore, local outdoor brands should focus on outdoor footwear products and set up high-end and outdoor professional image. Among the big names in the world, LOWA and SALEWA are typical representatives of shoes that support half of the sky. They are famous for their classic shoes and tying outdoor clothing. Even so, they have not shaken their brand competitiveness in the outdoor world.

Chen Ruidian further indicated that, for the local outdoor sports brand, we must deepen the brand operation as the core strength, strengthen the advantages of the development and production of the outdoor shoes, fully integrate the external production system, enrich their product lines, and make use of the retail data to formulate a shoe and clothing product plan suitable for the development of the enterprise. "We must make a correct adjustment on the basis of analyzing the store sales data to determine the proportion of styles. Consumer demand can be guided. Enterprises should help dealers to find a balance between the main order of shoes and clothing and the local consumer market, so as to better shape the brand professional image.

Insiders suggested that the local outdoor Sports brand We should learn the brand operation mode of meth sangway's "borrow chicken and egg and borrow nets to catch fish". "Borrow chicken and egg" means production outsourcing. "Net fishing" means franchised chain operation, which is usually referred to as franchising. The Fujian faction outdoor can continue to focus on the core strengths by integrating the two tricks of MetS sangvai, and integrating the advantageous resources for our own use, so that consumers can remember themselves.