From The "Type" To "God" The Short Design Of The Local Outdoor Bad Repair

Last weekend, in the product quality supervision and inspection of the General Administration of quality supervision, inspection and quarantine, the inspection indexes of a male outdoor elastic trousers were far beyond the normal standard. To a certain extent, this is a microcosm of the quality improvement of local outdoor products. Prior to this, the local brand CAN. TORP (Ken Topp) was also the official authority of the National Bureau of statistics in China in CIIIC2013. shoes Market share is the first.

Obviously, after several years of development, the quality and market share of local outdoor have been greatly improved, but the performance of design and R & D and brand culture is slightly insufficient. Stimulating product innovation, enhancing brand value and realizing the transformation from "type" to "God" become the key to local outdoor brand.

Transformation from "form" to "God"

High recognition of local outdoor market

After receiving the inspection report, Lv Menglong, director of development of Lion Brand outdoor products Co., went back and forth several times to make sure that every indicator was higher than the sampling index and was delighted with it. This report means that the quality of Lion Brand outdoor products has been improving in recent years. At present, lion brand elastic pants and many other products have been in the leading position of domestic counterparts. This also shows the development status of local outdoor brands from a certain aspect.

"In the past two years, the local outdoor brand has basically completed the integration process of shoes and garments, and has achieved good results in the development of outdoor outdoor products. The applicability of Tian Lun Tian brand covers a large span from ordinary outdoor life to professional mountaineering exploration, which can meet the needs of professional outdoor sports and meet outdoor needs of primary outdoor sports enthusiasts and even ordinary families. Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., told reporters that at present, the local outdoor brands not only have the strength to build a mass professional outdoor sports brand, but also can not be underestimated in some emerging small outdoor categories. For example, when riding across the United States Highway 66, Tian Lun Tian first launched a series of professional riding equipment, and won the praise of the Tianlun polar expedition team members.

The achievements of local outdoor development are not only reflected in product quality and category expansion, but also in the excellent performance of market share.

According to market data, clothing Shoes and Hats The market share of the top ten brands is 44.78%. The market concentration of sportswear and outdoor sports shoes is more than 70%, and Adidas, Nike, Anta and other brands are playing sports. Clothes & Accessories In the forefront of sales in the market, the CIIIC, China's industry and business information distribution center, announced the list of the leading brands of China's outdoor sports shoes Market in 2013, and CAN.TROP was the top seller in the outdoor sports shoes market.

Over the past decade, the company has fully integrated the advantages of resources, and has collected many professional user's version and dress experience information. It not only becomes the first choice for Chinese professional outdoor athletes, but also integrates the market demand and the feedback from many consumers. In recent years, the product design has incorporated a large number of international popular elements, and the products are becoming more and more popular and leisure oriented. With the fashionable design and powerful research and technology application ability, CAN TORP outdoor products not only win the love of professional outdoor people represented by national mountaineering team members, but also are favored by more and more consumers, and the market share keeps rising.

Coincidentally, CAMKIDS, a locally positioned youth outdoor market, became the first domestic outdoor brand in China after its successful landing in the UK capital market in 2012. At present, the sales share of CAMKIDS in the same market in China is 11.1%, and it is expected to maintain a 16.9% market share in 2012-2016 years.

At the beginning of the outdoor industry event, Beijing ISPO, the outdoor brands represented by Saint flair, Tianlun Tian and CAMKIDS have displayed professional cards. The first concept product of Saint flare, the ski suits of solar technology, the professional riding series of Tian Lun Tian and CAMKIDS induction outdoor shoes, are the most intuitive forms, displaying the comprehensive strength of the local outdoor with the latest technology.

However, after the gratifying market achievements, local outdoor brands also realized that their lack of product design and development and cultural shaping is still obvious. "Even now, our development and design are going along with Europe and South Korea. In fact, it is" bringing ism ". What sells well is what we do with what looks good. Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd. summed up this first mobilization meeting at the beginning of this year, which also made Lion Brand outdoor style positioning confused.

Xu Rongsheng's heart has been thinking: product well ordered, you can develop well on behalf of you? Or products sold, on behalf of your development success? Test development in the final analysis should be the continuation of design thinking. "Before, what we did was mainly" type ", and now it's time to return to the inner layer of" God ", that is, from imitation to the realization of comfortable wearing experience and progress. Truly considering that from the perspective of meeting customer value experience, customers will pay to buy your stuff. Otherwise, the brand development path will be blocked only when the time is long and just stay in the stage of selling goods in imitation group.

Such confusion also appears on other outdoor brands in the mainland. The CAN.TROP of the company is the originator of the domestic outdoor footwear market. But today, Chen Ruidian, the chairman of the outdoors outdoor products Co., Ltd., has the same pressure.

"Originally, the outdoor products market has always been the international brand world. In recent years, a large number of local enterprises are accelerating to enter this niche market. Similar to the development path of most traditional manufacturing industries, the majority of domestic outdoor brands are also built by OEM, and then build and sell their own brands. Take our Jinjiang as an example, the most advantage is the outdoor shoes, which are famous in China and the world. We even rely on this single advantage to open the domestic market. Chen Ruidian told reporters.

However, he believes that this advantage is confined to manufacturing, and there is room for improvement in the domestic outdoor shoes, whether in the market trend or in professional development and design. With the development of China's outdoor industry, local brands can only continue to maintain market recognition if they invest in product research and development.

So, next, how to stimulate the innovation of the design team is an important part of product development. To this end, he paid a lot of money to invite the Korean design team to be stationed in Beijing all the year round to provide professional guidance for the company's development and design. However, in his eyes, a professional and first-rate outsourcing design team can only give the company a general style positioning and design direction. This is just an outline, and the "branches and leaves" need their own design team to carry out the execution.

After repeated consideration, Chen Ruidian decided to develop a more humane performance appraisal system to mobilize the enthusiasm of the design team, and ultimately to promote the development of innovation within the team. As a matter of fact, in the design process, there are usually processes such as design, edition, revision, merchandising, and so on. Then, he will set up a set of assessment system according to the single style or the final sales volume, instead of the same as the big pot now.

But at the same time, some people think that the 4 quarter of a year, the order will be two or three months apart. If the design team is free to play, there may be an order. The goods can be scattered and there is no theme. What kind of formula should be adopted to mobilize the internal development enthusiasm and to plan the product according to the brand, all these need to be run in.

Wang Yilei, director of ISPO BEIJING project of Munich Exhibition Co., Ltd., in an interview with relevant media, said that with the accumulation of product innovation and long time, some domestic outdoor brands have gradually risen, and the outdoor goods structure is changing. But he also pointed out that at present, the number of brands in the outdoor industry is still too large and the market is crowded. If the cake does not grow bigger, it will definitely eliminate a number of enterprises. "Like a wave of sand, those who attach importance to product research and development and innovation will survive much more."

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd., said that the investment of local outdoor brands in research and development is increasing every year, and even multiplying, but it still has "Jinjiang flavor".

The so-called "Jinjiang flavor" has both commendatory and derogatory meanings. From the commentary, it has been explained for at least for many years that the overall outdoor design style of Jinjiang has left a deep impression on the outside world, and from the derogatory point of view, the "Jinjiang flavor" outdoor is only "type" without "God". "The same pair of shoes, LOWA or SELEWA, is more fashionable and professional than Jinjiang outdoors from appearance or foot sense." Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd. hit the nail on the head.

Just after returning from Japan and South Korea, he regretted the lack of upstream matching of the local outdoor, including the development of materials in advance. cloth Dyeing and finishing, later processing, and so on, "sometimes, it is not that our enterprises do not want to be fine, but the peripheral matching can not keep up with them. In terms of color, the dyeing and finishing on our side will be different from others, and the same color plate can not be done."

In terms of fabric, outdoor shoes and garments, because of the special characteristics of their products, require most kinds of fabric to be carriers. The design of the first brand KOLON of South Korea is achieved through 70%~80%. But considering the cost problem, the local outdoor brand has some limitations in material selection. If you want to use imported good fabrics, the cost can not be borne, but some of the fabrics that are used locally can still not change the impression of "Jinjiang flavor". Chen Jiatai suggested that at the present stage, if the local outdoor enterprises want to make breakthroughs in their design, they should go out to look for some fabrics that are suitable for the domestic market. At the same time, they should combine their upstream and downstream businesses to improve their professional skills, especially in the professional reconstruction of the outdoor professional production supply chain system.

After all, if we can not do the so-called outdoor flavour from the source, then "collaborative research and development" and "independent innovation" will be far from being possible for most local outdoor enterprises.

In particular, there is such a trend that the industry has pointed out that the public Outdoor recreation The concept of invasion, brand and channel to achieve a good integration, local brand development momentum is booming. During this period, domestic brands began to show a certain degree of differentiation. Some highly specialized brands defined their own professional development direction under the restriction of their own product lines, and positioned the consumer groups as professionals. To a certain extent, they provided good opportunities for the development of domestic outdoor products brands whose products were relatively weak in professional performance. However, how to meet functional requirements and combine fashion elements to be regarded as the concept of local outdoor design, which required the joint efforts of the local outdoor industry chain, not a matter of one or two enterprises.