From Protagonist To Spectator Springs To Sing Gold Nanjing Outdoor Exhibition

Tomorrow, the 2014 (ninth) Asian outdoor products exhibition will be held at the Nanjing International Expo Center. Compared with the spectacular scenes of many outdoor brands in Quanzhou, such as Sevlae, F Leonspan, Tianlun Tian and Deng Lu Pu, the Quanzhou Legion in Nanjing outdoor exhibition has shrunk dramatically, with only CAMKIDS and other exhibitors left.

　 　 appeal The reason why Quanzhou brand has been changed is missing the Nanjing exhibition.

It also reflects the changes of the Quanzhou outdoor Legion in the exhibition marketing: after completing the basic demands of brand promotion and channel construction, Quanzhou outdoor brand is more rational in marketing in the face of various outdoor exhibitions.

　 Single product enterprises carry on

Banner of Quanzhou Legion

At the outdoors exhibition in Nanjing, the enterprises focusing on single category have become the main force of the outdoor Legion in Quanzhou. The brand snail gloves of Fujian Hua Fei leather products Co., Ltd., and the outdoors goods firm of Quanzhou will be one of the members of the DOITE.

As outdoor professional single product accessories, snail gloves as outdoor entry points, develop and produce a series of high-end sports glove products. "For a single brand, with the help of influential and influential exhibitions, the brand can be famous before it can be recognized by more professional outdoor or outdoor enthusiasts." Snail gloves relevant responsible person said, the Chinese people see the exhibition is different from foreigners, the biggest difference is that there are not many people, many people are good, few people are bad, in foreign countries, people will be concerned about the quality of exhibitors and purchasers, focusing on the achievement of enterprise channel targets and brand targets.

Although the integration of shoes and garments is an inevitable trend in the development of outdoor products, the market for single products is huge. This is also recognized by Ding Siquan, chairman of sun Hai sporting goods Co., Ltd. As a professional brand of riding apparel, sun Hai is naturally reluctant to let go of its opportunity to expand its influence on the riding market in Nanjing outdoor exhibitions. In particular, this year's main force of the sun sea is its "brand". The series is based on professional running products. In addition to wanting to get through this channel, Ding Siquan also plans to integrate more club resources through the platform to speed up the construction of the running community.

CAMKIDS's participation in Nanjing asia outdoor exhibition is another brand appearance after Beijing ISPO exhibition. The CAMKIDS pavilion has adopted the crown design of avatar movies. The whole process takes the children out of the important brand activities of the year, hoping to witness the clear positioning of CAMKIDS and the future development direction of the brand with the help of the grand event, so as to boost CAMKIDS's continuing development.

　　 CAMKIDS Hong Qinming, general manager, told reporters that CAMKIDS, as the first brand in the industry to enter the youth outdoor field, has made some achievements in the market after four years of hard work. Exhibitors are the phased strategic layout of CAMKIDS brand development. Beijing ISPO and Nanjing asia outdoor exhibition, which have a large scale and authoritative outdoor sporting goods business exhibition, have great influence in the industry. For CAMKIDS, it is also an important platform for establishing brand image and creating brand influence. Only by such a large platform can more and more people know you, accept you and approve you.

　 Demand has changed, enthusiasm for exhibitors has dropped.

Behind the single category enterprises becoming the main force, it reflects the trend of local outdoor brands in exhibitors: more rational.

A dominant enterprise, whose goal of exhibiting is nothing more than building brand, building channels and recruiting new products and new information (or maintaining customer relationship). For local outdoor enterprises, the most important purpose of participating in the exhibition is to attract investment, especially to open up channels for shopping malls. But over the past few years, the construction of local outdoor brands such as Tianlun Tian and Lion brand has gradually become better.

"Tianlun Tian has basically completed the layout of the national shopping mall channel system. Nowadays, the focus of the brand is more on the optimization and adjustment of the channel resources in these shopping malls, as well as the building of the overall brand retail system." Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd.

However, he said that Tian Lun Tian will still use the exhibition as a routine project in a brand communication system. Next year, Tian Lun Tian will choose one or two outdoor exhibition platforms to release brand information and image display with the platform. Taking into account the brand market advantage and exhibition effect, Tianlun Tian will choose Beijing ISPO as the long-term window of brand voice.

According to the layout of the brand market, the selection of relevant exhibition companies is not only a Tianlun Tian, but Lin Chuanbo, marketing director of Lion Brand outdoor products Co., Ltd. is right. For many brands in Quanzhou, their main consumer market is almost concentrated in the northeast and North China. If exhibiting in Beijing, the radiation power of the exhibition can be covered to these places, and the Nanjing asia outdoor exhibition is slightly lost in the geographical position. This is not difficult to explain. From the perspective of cost and output, the Quanzhou outdoor brand will choose the best price display platform.

Moreover, the increasing number of outdoor exhibitions also diverted exhibitors. It is understood that there are over ten outdoor exhibitions held in China in one year, including Nanjing outdoor Asia fair, Beijing international outdoor supplies and equipment exhibition, Shanghai outdoor leisure products exhibition, Guangzhou international outdoor products exhibition, Dalian outdoor products trade exhibition, etc. Due to cost and time considerations, enterprises will be more targeted in the selection of exhibitions. They will choose more suitable exhibitions according to their main purposes, such as investment promotion, brand exhibition and supplier communication.

　　 Especially With the collective growth of local outdoor brands, they are willing to compete with the international giants in the same platform and display themselves. At the same time, they are also leveraging the target market with the help of the platform. The overseas market of local outdoor brands has been doing so in recent years. The exhibitions in Munich, Las Vegas, Russia and so on have attracted many local brands not only because of their high cost performance, but also attracting more local outdoor enterprises to become "flocking" because of their stepping stones to the local market.

"Compared with the Asian outdoor exhibition, overseas outdoor exhibitions are more global and internationalized. Through this international business platform, we can collect market information from all over the world, and the feedback information is also more comprehensive, more targeted and valuable. They understand the latest information on shoe brands in the world. As brands, we can stand at the source and make deep expansion of their brands through their information, so as to create a win-win situation. Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd.

Latest information on group viewing

Although this year's Nanjing Asian outdoor exhibition has not seen the grand spectacle of collective expedition, it seems to many people that as a professional outdoor exhibition held in China, the Nanjing outdoor exhibition still has a certain significance for the traditional outdoor products brand. "Just because of the depression of the whole industry, the shoe and clothing industry has entered the era of the whole network. After the rapid development, the outdoor brand has entered the bottleneck stage. When the traditional investment promotion activities and channel development have failed to achieve the expected effect, the outdoor products brand is more rational and careful to pay the cost to participate in the exhibition. Tibetan cool strategy Chen Zhongyi said.

As early as half a month ago, Chen Zhongyi received many invitations from local owners and went to Nanjing to see the exhibition. In fact, the exhibition has become a fast lane for local outdoor brands to understand and learn. After all, the Asian outdoor exhibition originated from the European outdoor exhibition. Since its establishment in 1994, "European Outdoor Products Exhibition" has become the highest level professional exhibition in the European outdoor industry. It is also one of the most influential outdoor outdoor products exhibition in the world. As a continuation of the "European Outdoor Products Exhibition", the Asia Outdoor products exhibition is one of the most professional outdoor trade exhibitions in China. The famous outdoor brands both at home and abroad are gathered and attracted tens of thousands of visitors every year.

In particular, the exhibition as an industry vane is an important measure for the future development of enterprises. "Two years of outdoor exhibitions, through exhibitions, we will find that young outdoor as a new area of outdoor industry is rising. The Nanjing Asian outdoor exhibition opened the first cycling area, and later developed into an independent exhibition, which also implied the rise of Chinese riding outdoor sports. This year, Nanjing has set up an outdoor outdoor sports area. This new area will also bring us deeper thinking: where will our development go after the outdoor industry is mature? Is it focused on an outdoor subdivision area or a whole category development? Do we need to properly extend the product line of emerging products according to their own development conditions? We can all find some answers at the exhibition. Xu Rongsheng told reporters.

"The exhibition is not only a weathervane, but also an exchange platform. At ordinary times, I have to go to Shanghai to buy fabric, and then go back to Fuqing factory to communicate the order progress. Now, as long as we turn around the exhibition, find a place to sit down, and we can coordinate a lot of things." Lv Menglong, director of development of Lion Brand outdoor products Co., Ltd., said that according to the market situation in Asia, the professional materials suppliers in Asia and the surrounding areas will display their latest products in the raw material procurement area of the exhibition, which will be consulted and purchased by the outdoor brand manufacturers.

Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd., said that exhibitors were not the sole purpose of the exhibition. St. White's outdoor activities took part in the Nanjing Asian outdoor exhibition in 2008. By 2012, they no longer focused on product display and exhibitions. Instead, they tried to describe the concept of "mountain out there", from exhibiting to watching exhibitions. At the exhibition, he saw many famous international brand exhibitions and related activities, and the product's functional properties were well passed to outdoor enthusiasts. This is what local outdoor brands should learn.