There Are Two Trends In The Development Of Household Brand: Younger And Individualized.

When the outdoor products market shuffle around the corner, the industry often presents two trends: big, all or small. Some outdoor brands have been serialized to meet the needs of mass outdoor sports, and have begun to diversify and develop sub brands in order to gain market competitive advantages.

　 Trend 1: sub brand consumers Young

At the beginning of the Beijing outdoor exhibition, "multi brand strategy" became one of the key words in outdoor products industry. In the exhibition hall, the Pathfinder showcase three brands, and the layout of the test water is all in view; Tianlun Tianqi's new brand positioning is outdoor trend card, mainly for young consumers between 20 and 30 years old. In addition to the Pathfinder and Tian Lun Tian, at the end of last year, Mingwei shoes and clothing also reorganized a set of people to prepare for the launch of the brand series of parent-child clothing. In addition, lion brand outdoor is also ready to start the "little lion" to cut into the potential outdoor areas of children. F Leonspan is planning to launch a new Amoy brand outdoor outdoor shoes. "The brand is launched to complement the main brand." F Leonspan, deputy general manager Wang Quancheng said.

Trend two: meeting the individual needs of consumers

Most of the sub brand positioning is complementary to the parent brand under the premise of mining new users' needs, while covering a wider range of consumer groups, it also grabs a larger market share.

According to the insiders, the implementation of multi brand development strategy for outdoor brands is due to the increasing diversification of the market and the gradual maturity of the outdoor market. Therefore, more brands are needed to meet the individual needs. On the other hand, multi brand strategy can expand the strength of the enterprise and enhance the market share.

Now, the personalized demand of consumers will become more and more obvious. Future consumers will gather into several small circles according to their interests and hobbies, and different circles will have different needs. This requires enterprises to satisfy the needs of different segments of people through different brands.

Related links: China's most popular women's shoes list in 06

The "2014-2015 China's most competitive women's shoes brand top ten" campaign launched jointly by the China shoe net, the China footwear manufacturing center and the Chinese women's shoe brand research center is on the March. As of 30 June 06, the event attracted nearly 3 million netizens. After fierce competition, BELLE, Daphne and other top three women's list of the most popular women's shoes ranking on Saturday, 100 degrees, Zhuo Shi Ni, Luo Man Qi, Staccato, Giordano and Q were ranked four to ten.

It needs to be pointed out that BELLE's business model has always been the concern of the industry as a domestic shoe giant. "BELLE mode" mainly relies on brand acquisition strategy and brand sales agent to achieve multi brand operation, and its brand number has reached over 20. Its product type covers leisure to nobility, introverted fashion, and consumer groups are concentrated in urban women aged 18 to 45. According to MACOO, an analyst with China shoes net market, BELLE uses multi brand strategy to meet the needs of different classes of women's shoes market, covering different theme styles and price levels. BELLE currently has two or more brands for consumers to choose, and to a certain extent, this mode will maximize the dimension of BELLE brand system, thus ensuring the brand market share. BELLE has many brands.

It is reported that this "2014-2015 China's most competitive women's shoes brand top ten" selection campaign will continue until August 30th, at present, there are more than more than 700 women's shoes brand participation in the selection.