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Local Outdoor Brand "Counter Attack" Super Shopping Center

2014/5/24 19:12:00 42

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Local Outdoor Brand Counter Attack Super Shopping Center

Less than p ago, the brand DASOIL of the big tree outdoor products Limited by Share Ltd gave up the invitation of a SHOPPINGMALL (Super Shopping Center) in Chongqing. On the other hand, the lion brand outdoor was pferred to Longhu City Plaza in Tian Jie street.

With the rise of the new SHOPPINGMAIL channel, outdoor brands are beginning to ask for directions, with the trend of "counterattack" and their advantages and disadvantages.

in fact, the domestic outdoor brand has taken the defensive attitude almost everywhere this year. In the new round of conservative wait and see, they are actively adjusting the original channel pattern and taking traditional shopping mall department stores as the main entry point.

The industry believes that, while consolidating channels, the most important thing for outdoor brands is to do enough differentiation so as to adapt to the adjustment of market channels.

outdoor brand is stationed in SHOPPINGMALL /p >

facing the existence of SHOPPINGMALL, radicalism and prudence, outdoor brand enterprises must make their own considerations and choices.

Zheng Shaowei, deputy general manager of the P, "big tree outdoor products", had his own consideration. In the first two days, he declined the invitation to invite a large SHOPPINGMALL in China. "Actually, now the brand wants to enter a better SHOPPINGMALL, and it will be accompanied by one or two bad places. DASOIL will have a lesson from it."

At the beginning of this year, DASOIL once entered a large SHOP-PINGMALL in the province. As a result, the markets in Putian and Longyan were in general.

After many aspects of comprehensive evaluation, Zheng Shaowei believes that at present, DASOIL channels are more suitable for the traditional department store system.

in fact, the current shopping habits of consumers are changing.

Now, simple shopping can no longer satisfy people's consumption psychology. What they need is a large commercial center which integrates shopping, leisure and entertainment. Therefore, SHOPPINGMALL came into being. Wanda, Baolong and other emerging city square are typical representatives of domestic SHOPPINGMALL, but these large SHOPPINGMALL are almost in the emerging business circle. They still belong to the training stage. They need to spend a lot of time and labor cost to cultivate the market. This is not enough to catch up with some mature department stores.

"DASOIL is still in the stage of rapid expansion of the market, and it needs more people to concentrate on traffic and mature business channels to promote brand awareness and ensure sales volume correspondingly."

Zheng Shaowei told reporters, according to data analysis, because the two business mode consumer group positioning is not the same, SHOPPINGMALL consumer group and DASOIL consumer group overlap rate is low, and because SHOPPINGMALL brand concentration is very high, so the degree of competition will be more intense.

P, even though, SHOPPINGMALL still has its unique charm. According to Xu Rongsheng, chairman of Lion Brand outdoor products Co., Ltd., recently, lion brand outdoor has just entered Chongqing's Longhu street.

He believes that opening a store in SHOPPINGMALL can easily create an independent brand image and create a brand culture, so that its unique brand culture can be easily disseminated.

Because business space is relatively independent, it is very easy to arrange marketing activities, whether it is price marketing or cultural marketing.

On the contrary, under the environment of traditional department stores, brand image building, brand culture communication and marketing mode choice are easier to be restricted.

in the choice of traditional department stores in modern SHOPPINGMALL, outdoor brands have their own strategies.

The industry suggested that outdoor brands should be differentiated according to their own circumstances and business vision, and then take different factors to measure the market differences brought about by the two channel strategies.

Shou ban wait-and-see focuses on adjustment

This year, P and other outdoor brands are exploring.

But they think that this year, in the face of the relative slowdown in the growth rate of the outdoor market, they will focus on adjusting the traditional shopping mall channels.

Wu Ziqin, director of marketing of Tianlun Tian outdoor products Co., Ltd. is quite representative: at present, SHOPPINGMALL is mostly just emerging in China, and there are still some risks in joining P, especially for some growth brands.

On the one hand, some brands may not be suitable for entry into SHOPPINGMALL; on the other hand, SHOPPINGMALL itself may also develop problems.

"and some SHOPPINGMALL have just started. In order to achieve the purpose of attracting investment, they will unscrupulously attract brands to join. When it is gradually perfected, they will discard their previous brands, especially those whose brand influence is not very large, and these brands will play the role of" accompany the prince to study "and eventually suffer losses.

Wu Ziqin said.

in fact, over the past few years, Tianlun took advantage of the market as a channel. Especially in 2010 and 2011, almost all stores came into existence. Now there are some problems in the operation of some stores. The channel strategy of "advanced field adjustment" is particularly important at this time. In the past, Tianlun has rapidly promoted the brand awareness through a large number of shopping malls. However, the advantages of the channel now have already met the requirements of the development of Tianlun Tian brand, and Tianlun Tian has promoted the brand reputation by entering more and more high-end high-end stores.

it is worth mentioning that after many years of development, local outdoor brands have made great achievements in the development of shopping mall channels. From the original passive approach to the active and selective approach now, we can see that local outdoor brands have made some achievements in the market recognition.

However, Zheng Shaowei believes that when choosing the traditional shopping mall channels, we should not only pay special attention to the matching with brand tonality, but also choose the most popular shopping arcade channels according to the region.

Zheng Shaowei, for example, "if you can choose Golden Eagle system in Jiangsu, there will be an outdoor brand selling price in the Nanjing Golden Eagle central shopping mall. The sales price will be as high as 10 million yuan. We can see that the Golden Eagle system has strong appeal in Jiangsu; if it is in Hangzhou and Shandong, Yintai will be a better choice; in Henan, we should consider New Mart."

however, the adjustment of the shopping mall channel is not only in the way of good and bad channels, but also in the retail promotion of channel operation. Therefore, many brands strive to improve the management level of terminal sales, laying the foundation for the final standardization of the retail system.

It is worth mentioning that this year, St. Valentine has recombed the original product series, and has launched three series of technology elements and product experience, which has been given more impetus to the growth of retail sales.

brand differentiation is imminent. /p >

according to market news, this year's shopping mall channels have once again been adjusted. Once the "Qing" campaign has begun to appear on outdoor brands.

"In the first half of this year, some shopping centers began to clean up some outdoor brands, hoping to introduce more leisure style brands."

An insider told reporters.

Zheng Shaowei told reporters that now the shopping mall basically pursues the final elimination. Now, it is normal to start to "clear" those poor performance brands. In addition, the homogeneity of outdoor brands has become more and more serious these years. Because of the optimization of brand structure, the annual adjustment of shopping malls is unavoidable.

"P", because of this, DASOIL has made corresponding adjustments to the original product line. After adjustment, the overall wash style outdoor style is more emphasis on leisure fashion.

American leisure, < a href= "http://www.91se91.com/" target= "_blank" > dress < /a > is the final definition of Zheng Shaowei to DASOIL. DASOIL is the main outdoor leisure product. Its style also emphasizes the whole scene spanning outdoor and leisure areas, a href= "http://", "" "", "clothing".

Zheng Shaowei hopes to make use of differentiation to avoid homogenization competition, so as to meet the basic product requirements for opening up shopping mall channels.

in fact, almost every outdoor brand has its own outdoor concept. The information of Tianlun's terminal channels to consumers and the industry is that Tianlun Tian is the creator and promoter of professional outdoor brands in China, especially in this year, Tian Lun Tian applies more product technology "packaging" windows in the terminal.

"P", according to Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., Tianlun brand has been developing for 5 years. During this period, all kinds of brand activities add up to more than 100.

One of the most important tasks of this year is to strengthen the three links of brand, product and activity, packaging products with activities, promoting sales and pulling up brands. The ultimate goal is to deepen the differentiation mark through a series of brand marketing activities.

a lot of outdoor brand executives think that as long as they are fully differentiated, local outdoor brands can control the initiative regardless of the emerging SHOPPINGMALL or traditional shopping arcade channels.

The industry has suggested that at present, the majority of SHOPPINGMALL in China are oriented to 18-35 year old young people. It also determines that brand homogenization among shopping centers will be very serious.

Therefore, if we can make differentiation from brand tonality, the phenomenon of brand homogenization will not be an obstacle.