Can Professional Shops Of Cross Category Sports Become The Trend Of Outdoor Industry Development?

< p > > a href= "http://www.91se91.com/news/index_c.asp" > cross specialty sports shop "/a" shop has been successful in many parts of the world, but will it become the trend of the future development of "a href=" http://www.91se91.com/news/index_c.asp "outdoor industry" /a? < /p >
< p > < strong > outdoor products, no less than three kinds of shops < /strong > /p >
< p > Hans Overduin believes that the retail industry is closely related to the economy and has significant differences in different countries and regions. This is even more obvious for outdoor products. Nowadays, there are three kinds of shops that sell outdoor products: < /p >
< p > a large store with many sports, all kinds of products, and less professional. Here, customers can buy all kinds of goods from golf to camping. The top brands and hot products can be found, but there may not be any logical relationship between products. Most of them are self-help models, and the area of radiation depends on the conditions of different countries. < /p >
On the contrary, they have well-defined sports products, clear product lines, strong logical relationships between products, and professional staff, with a wide range of P. < /p >
< p > inter specialty sports shops are in between, they sell a number of well-defined sports categories, and there are logical relationships between sports categories. The product mix is reasonable, including top brands and hot selling products, employees are well-informed, and are exposed to medium range. The advantage of professional shops in cross category sports is that the target customers are clear, and the commodities with logical relationship are complementary. Many outdoor shopkeepers are complaining about the surrounding Decathlon, but for cross specialty shops, Decathlon can't take away your customers, high-end outdoor brands, more professional outdoor products, and more skilled athletes will give you the advantage of competition. < /p >
< p > < strong > changing the business mode and starting from < /strong > < /p >
< p > to change your a href= "http:// www.91se91.com/business/" > business mode < /a > is not simple. To add new categories, you need to consider many aspects: < /p >
< p > first, first good new products need to have similar target consumers, similar demographic characteristics, excellent performance and some of the same brands and distributors. For outdoor sports, water sports, boating, raven camping, hunting and fishing are good extensions. Many brands are also beginning to realize this. In Europe, off-road running is popular because of the development of running and mountain climbing. Many mountaineering brands such as TNF, Salomon and running brand Arthur are actively promoting this project. They find that in many countries, promotion through outdoor channels is more advantageous than professional running shops. < /p >
< p > Second, determine the target population of new category. Do you need to make sure that new categories provide more choices for old customers or attract new customers? Can they combine well? Although stores can expand sales by constantly adding new categories, you have to take into account the impact of new products on existing customers. For example, the traditional badminton shops add extreme sports products. When the young people are buying, the old customers may have the feeling of going to the wrong store, but the introduction of swimming products will be a good supplement. At the same time, different marketing schemes should be adopted for different groups. Young people are more interested in social media such as WeChat and micro-blog, while middle-aged people are used to newspapers, magazines or clubs. < /p >
< p > Third, and also pay attention to the training of employees. The professional quality of salesmen is one of the biggest competitive advantages of professional shops of cross category sports. The experience of customers in the purchase process will affect the re purchase. When stores add new products, you have to make sure that your employees are familiar with these new partners and introduce them to customers, otherwise they will only reduce the reputation of the store. < /p >
< p > Fourth, new product after-sales service will often increase a great burden. For example, when shops add bicycle products, they also need to buy many related accessories, spokes, chains, tyres and so on. They also need to train their employees, so that they can learn how to maintain bicycles. Only in this way, customers will give you a bonus. All this is that you have to pay the cost. So when you introduce a new category, you need more consideration. < /p >
< p > last point, and most importantly, the success of professional shops in cross category sports depends largely on the consumption habits of the customers in the area. Copying experience is not enough. You need to find your own way. < /p >
< p > < strong > retailers how to treat cross category stores? < /strong > /p >
< p > finally, let's take a look at what retailers think of cross specialty shops. During his more than 20 years of outdoor career in HansOverduin, he met many retailers, many of whom showed great interest in it. < /p >
"P >" after 10 years of development, our customers have formed a way of life in hiking, traversing and climbing sports. At present, they are looking for new ways of sports. This is why we need to develop water sports such as canoeing, jet boats, motorboat sports (such as all terrain vehicles "ATV") and even customized travel. We are building lifestyle shops for our customers and believe that our business will grow with them. " < /p >
< p > "although our main business income comes from single brand stores or counters in department stores, the development of our multi brand outdoor stores is becoming more and more important. Last year when I visited many outdoor and sports shops in Europe, North America, Japan and Korea, I decided to integrate more subdivision into my multi brand store. Running, yoga and fitness will show great potential in this market. With the entry of these new categories, we will be expected to become a cross style sporting lifestyle shop in the near future. < /p >
By the end of 2013, we have about 450 outdoor outdoor brands in China, P. Most of them are small street shops or department store counters. In December of last year, we opened a store specializing in cross category sports, including outdoor, fishing gear, bicycles, skiing, skateboarding, travel, camping and so on. China's macroeconomic slowdown is affecting many outdoor brands' retail businesses, and we find that this has a greater impact on department stores. With the improvement of people's living standard, we are full of confidence in the future development of our business, especially the large cross specialty shops. Based on this concept, we are planning to open more such large stores in Wuhan, Chengdu and other cities in China. " < /p >