Bo Xi And PELLIOT Strategic Sermon: Electricity Supplier Channel Layout To Complete The Turn To Force The Brand Culture

< p > outdoor sports really enter into the Chinese consumers' vision in recent years. As a branch of sports, the Beijing Olympic Games has created a good opportunity for the outdoor industry to gradually become popular with the public.

However, the outbreak of the economic crisis in 2008 and the blind optimism and expansion of the leisure sports industry led to the large-scale recession and even collapse of many brands in 2010.

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< p > compared with the current situation of "a href=" http://sjfzxm.com/news/index_s.asp "sports brand < /a > general high inventory, at present, China's outdoor products market is on the contrary.

The scale of China's outdoor products market increased from 60 million yuan in 2000 to 14 billion 520 million yuan in 2013. A large number of data show that there is only one category that keeps growing in the sports area of the shopping mall, that is, outdoors, so many businesses turn their attention to the outdoor industry in order to find new business growth points.

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< p > however, due to the gradual blurring of market boundaries, sports and leisure products have similarities with outdoor products, and competition among the same industry already exists.

In the face of increasingly fierce competition in the ground market, domestic and overseas veteran a href= "http://sjfzxm.com/news/index_s.asp" > outdoor brand < /a > unanimously optimistic about the potential of e-commerce channels.

In the network has gone deep into every corner of life today, the promotion of e-commerce brands is more faster than the traditional line brand, with low promotion cost, strong targeted, flexible operation, with good interactive advantages.

In contrast, a lot of investment in online brands, high cost investment, high advertising, it is awkward.

And a well run shop is facing the customer base, which is even more difficult for the entity store.

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In 1991, P, an outdoor brand from France, has entered directly into the "a" href= "http://sjfzxm.com/news/index_s.asp" and the "/a" field when it entered the Chinese market, and formally completed its layout in 2012.

At present, Bo Xi and Pelliot have already set up official flagship stores in Tmall, and other platforms such as Jingdong also have shops, mainly selling men, women and children, < a href= "http://sjfzxm.com/news/index_s.asp" > assault clothing "/a" trousers, fleece underwear, fast drying underwear, skin windbreaker, outdoor shoes and socks, T-shirts and other products.

Today, Percy and Pelliot Tmall flagship stores have achieved good sales results.

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P, France's outdoor brand, Percy and Pelliot, was founded in 1991 to commemorate the great French explorer Paul Bashi and (Paul Pelliot, 1878-1945). In 2001, Percy and Pelliot launched the first step of the diversified production line, launched a series of skiing and camping products, and became the designated outdoor equipment for the French youth mountaineering team in September of that year.

Since its inception, all research and development products of Percy and Pelliot have been implemented in strict accordance with international standards. New materials, new technologies and new technologies have been widely applied to provide humanized outdoor products for consumers, so as to continuously gain consumers' trust.

In 2008, Percy and Pelliot Asia Fabric Science and technology research center were set up to study and develop high quality products that are more comfortable and safe to meet the needs of Asian users.

In March 2011, Percy and Pelliot China Research Center were set up to simulate all kinds of outdoor living environment and state in China, in order to test the vitality of materials and products to achieve the best condition, so that all technologies can be used continuously.

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Less than P, now, after having completed the layout of the electricity supplier strategy and channel, he and Pelliot have begun to work hard to find the differentiation of brand culture and establish a deep level communication with consumers through brand operation.

In the west, the Pelliot brand has always represented a positive, advocating campaign, a challenging and risky way of life.

In China, Percy and Pelliot have developed the brand concept of "returning to nature", encouraging more consumers to stay away from urban noise and enjoy the freedom brought by the outdoor world and return to nature.

According to Percy and Pelliot, the outdoor world is not only about extreme sports, but also a social activity, which is related to the spiritual level established by nature.

Liu Zhen and chairman of Pelliot said, "the brand culture construction of Percy and Pelliot will soon start from the direction of" returning to nature ", and together with consumers to find the joy of returning to nature.

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< p > this is an era of open development. Consumers' self exploration and yearning for returning to nature stimulate the rapid development of the outdoor industry.

The electricity supplier is also moving from a marginal market to a mainstream position. The fast changing consumer market has brought unprecedented challenges to operators.

For the outdoor industry brand which paid more attention to the product in the past, cultivating its own brand culture is not only conducive to the formation of a stable consumer group, but also the improvement of product development ability. The more profound significance lies in enhancing brand competitiveness and promoting sustainable development of enterprises.

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