Facing The New Competitive Forces, Jinjiang's Outdoor Brand Is Attacking "Refined And Specialized".

< p > < strong > big name gathering force push experience < /strong > /p >
Below P, the outdoor giants compete for each other. They prefer the interaction and experience of various brands and show them in this platform. The Pathfinder is an example. It carries three brands TOREAD, arkenno, Discovery Expedition, which not only show the latest product technology to consumers, but also launch outdoor travel routes for different sports categories, aiming to provide users with personalized outdoor travel solutions and bring better outdoor experience. < /p >
< p > > a > "/a". The exhibition VAUDE emphasizes the display of products with distinct themes in the overall layout and design of the exhibition, and integrates the brand culture. The VAUDE LNT high level lecturer group project press conference, the bicycle sharing activities to mountaineering activities, the VAUDE paraglider 500 kilometers environmental traversing competition sharing conference, and the 2014 Mongolia cross-country challenge competition are also differentiated to provide consumers with more different user experience. < /p >
< p > at the scene, many Jinjiang group staff members visited the experience. Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd., told reporters that as Jinjiang brand, they had to admit their lack of experience. They all spread their brands on the high altitude. There were few things that really landed on the terminal. People in the circle often joked that the old brand promotion in Jinjiang was for themselves. Since the second half of the year, they must put more brand activities into the terminal, and bring different experiences to consumers through various series of brand activities, so as to establish a differentiated brand image. < /p >
< p > "of course, this is not only in building brand, but also in the aspect of product development. Enterprises should pay more attention to" experience ". When the staff of the design department finish designing a pair of shoes, they can try them first. From the perspective of the three important outdoor products, fashion, function and technology, consider whether the shoes are comfortable after wearing, whether the waterproof effect is up to the requirements, and whether the fast drying is really able to achieve. After finishing the test, the products will be modified according to their experience. The idea of heavy style and light comfort is out of date in the outdoors. As early as the beginning of this year, Xu Rongsheng moved the extreme experience of the Internet to every aspect of the brand. The exhibition of Nanjing outdoor exhibition has strengthened his decision. < /p >
< p > > as the "Jinjiang href=" http://fz.sjfzxm.com/ exhibitors, the youngster outdoor brand CAMKIDS of the "brand" /a exhibitors, in order to better highlight the brand idea of "taking the children out", CAMKIDS moved the dry land ice hockey to the scene, attracting many children eager to try. In fact, the CAMKIDS youth outdoor brand not only sponsored young people's dry ice hockey, but also a supporter of various outdoor summer camps, college students' Sichuan Tibet line dream and so on, and the continuous attention of CAMKIDS to children's outdoor market was achieved through the differential positioning of shaping the children's consumption experience. Hong Qinming, deputy general manager of CAMKIDS, told reporters that experience is the general trend of the future development of the outdoor market. Next, CAMKIDS will create a youth outdoor life experience museum through the layout of various outdoor experience projects, based on the interactive outdoor life of three families. < /p >
< p > < strong > Shishi outdoor outdoor rookie appearance < /strong > /p >
< p > "on the travel philosophy of an assault garment." This is a propaganda slogan from Shishi AIR TEX Yate in Nanjing Asian outdoor exhibition. For two consecutive years, the AIR TEX has appeared in the exhibition with the design of the white exhibition hall. According to Yatt AIR TEX responsible person, compared with last year, Yat AIR TEX this year's booth area is bigger, they hope to use the Nanjing outdoor exhibition platform to display new brand image, and open up their own brand channels, especially the outdoor club is a sales channel. < /p >
< p > the person in charge told reporters that compared with the channel resources of Beijing ISPO exhibition, Nanjing outdoor exhibition is more suitable for the current strategic layout of enterprises, and even more targeted. At present, there are more than 20 Direct stores in Beijing, which have established a certain brand influence in North China and Northeast China, and the development of regional market in Central China and Southern China is urgent. This is precisely the radiation range of Nanjing exhibition influence. More importantly, unlike the Jinjiang department brand, apart from doing self run and single store franchise, the expansion of outdoor club sales channels is the focus of this exhibition. < /p >
< p > almost the same as that of Yate, there is another brand, bill. The Shishi outdoor brand has more than 20 years of experience in garment production, with a monthly output of 200 thousand pieces. It has obvious advantages in outdoor clothing. It has a professional R & D team and a long-term supplier of surface accessories, and has just started to enter the domestic market in 2012. This exhibition not only brought the whole series of products in autumn and winter in 2014, but also brought various investment policies. < /p >
Yin Zengyi, general manager of Shishi P, said that although bill is still in the stage of investment promotion, the number of outdoor stores in China is also very limited, but he is confident that he can open the market door by creating a cost-effective clothing product. "As long as more profit links are made available to franchisees or customers, they believe that this market is still promising, after all, the civilian outdoor era has not yet arrived." On the spot, Miss Zhang from an outdoor club store in Shijiazhuang, Hebei, immediately looked at the cost performance of Bill Gates. She said that the average price of the domestic brands of the central brand should be between 180 yuan and 220 yuan, while the average price of 150 yuan and 160 yuan of bill is really very exciting. In their local three or four line market, they should be able to walk very well. < /p >
Most of the outdoor brand products of Shishi department have already covered the main outdoor products such as assault trousers and fast drying trousers. After many years of development, most of the main outdoor brands of Shishi department are mainly direct line counters, outdoor clubs and major B2C platforms. The fast growing domestic outdoor consumer market also has their own place in outdoor clothing products. The Nanjing outdoor exhibition has just become an important platform for their channel development. This is also the reason why more and more Shishi outdoor brands are appearing at the p a. < /p >
< p > > the professional spectators of Nanjing outdoor exhibition are more from all kinds of outdoor clubs. They are more sensitive to styles, prices and colors. They may have 100 styles and 300 SKU. They choose more than 10 styles from them, which puts forward higher requirements for the development of enterprise products. At present, many enterprises in Shishi have begun to attach importance to the development of outdoor functional clothing products, and they are obviously superior to the Jinjiang region in terms of price. However, for the time being, the difference in channel selection will not bring any positive conflicts. But insiders believe that their cheap and fine goods will bring an impact on the whole outdoor market one day, especially the promotion of the Shishi Department outdoor brand in channel operation and brand promotion. < /p >
< p > Shishi local "V-3V GEAR" is a successful case. It is reported that V-3V outdoor dress is the independent brand established by Dan Yin Nu dress in 2008. With the outdoor sports lifestyle rising, "V-3V" ushered in rapid development. Meanwhile, the fast growing domestic outdoor consumer market also made him have a place in outdoor tourism products. Nowadays, whether online or offline, "V-3V" has a complete sales chain. "Now, outdoor tourism products bring greater turnover to the company." The chairman of Dan Yun Huang said. < /p >
< p > the industry believes that the extradition of Jinjiang outdoor brand is an objective choice after the comprehensive evaluation of the exhibition results, and of course, it is also a conservative practice in a big industry. < /p >
After the rapid growth of these years, the outdoor products industry has already been highly mature. On the one hand, the upsurge of outdoor products industry as a "close relative" has seen a dawn in the sporting goods industry. P So Adidas came, and Lining came. Now, 31st degree is coming too. On the other hand, a number of international outdoor brands, such as the ancestors, Sha Lehua, mammoth and so on, have landed in the domestic market and occupied the domestic high-end outdoor market. Although its growth rate has slowed down this year, it still occupies the top of the outdoor market in Pyramid. Most domestic brands are hovering in the low-end outdoor camp. < /p >
< p > the strong entry of domestic sports brands, the accelerated expansion of local outdoor brands, the continuous influx of international outdoor brands, and the new pattern of China's outdoor goods market or the three countries now. In the domestic outdoor brand, the advantage of Jinjiang brand is the channel, but under the layout of the whole network, it is obvious that the original channel is not as effective as before, and its agency mode has also been strongly impacted. < /p >
Yang Kehui, deputy general manager of Xiamen star star outdoor products Co., Ltd. is "envy, jealousy, hate" for Jinjiang brand channel. "P" In the first two years, Jinjiang's outdoor brands have been able to seize market opportunities. They are killing the encirclement by means of channels. The typical way is to promote brand practices through sales. However, it is not feasible now. With the saturation of shopping malls, the impact of new channels, including shopping centers, e-commerce and so on, is developing rapidly. The channels of outdoor brands in Jinjiang are forced to enter the adjustment period. The most fatal point is their universal agency mode. In the early days, the rapid development of the brand was promoted by shipping to the sea, but there were also hidden dangers. Brands and agents were inseparable. Once there was a slight divergence, they might face the Domino effect of the whole market. < /p >
< p > > therefore, after repeated consideration, the number of star customers still insist on self run and single store affiliation step by step. Although the development is slow but reliable, this is also a common practice of Shishi outdoor brand. As long as it has a price performance ratio, it will surely open the market door, and the outdoor brand represented by Pathfinder and gowdi is deeply cultivated in brand promotion, and has gained a high reputation and reputation in the industry through accumulating more and more. This is also the brand strength of Jinjiang. < /p >
Chen Ruidian, chairman of the Jinjiang outdoor products group, said: "Jinjiang outdoor brand has an important feature. After many years of development, almost everyone has completed the integration process of shoes and clothing, and has realized the operation of outdoor products. Now, the outdoor brand of Jinjiang must do something big and complete, looking for a point to achieve excellence and professionalism. Outdoor brands want to rise, they must have the professionalism of being able to win. However, to prove that they are professional brands, it is necessary to create a professionalism experience from multiple dimensions." < /p >
"P >" for example, most brands abroad are imported into China with core product lines or categories, and are limited to outdoor stores, such as the most equipment and accessories brands in Europe, and less comprehensive brands. Compared with other domestic production areas, Jinjiang has the advantage of outdoor footwear design and manufacture, which is temporarily beyond the reach of domestic brands. As long as the Jinjiang department brand can meet the needs of China's outdoor consumers and vigorously develop localized professional product development, Jinjiang brand will have great potential. There will be strong enemies ahead of them, and then there will be soldiers pursuing them. Chen Ruidian said. < /p >