Traditional Shoe Enterprises And Professional Outdoor Sports Jointly Open Up New Fronts.

"It can be found that the major sports brands that have been emphasizing professional sports are now expanding in the direction of leisure."

Huang Wenhui, an industry marketer, analyzed, "XTEP's" love running "is an example. In addition, Anta, PEAK and other enterprises also focus on strengthening the" leisure "two words in the distribution of categories, and no longer limit their products to professional sports.

In the face of mass market demand, the proportion of sports and leisure products increased significantly.

The products of board shoes and running shoes are also designed to close to casual wear.

"Around 2008, a group of people.

If you look down, you may see seven pairs of sneakers in ten pairs of shoes. Nowadays, there are two or three pairs of shoes, running shoes and casual shoes.

The differentiation of market acceptance determines the market strategy change of domestic sports brand enterprises.

He said.

"It is easy to find that in recent years

The brand has increased the use of the word "outdoor" in product development and product promotion.

Insiders say, for example, this year's PEAK launched the "outdoor outdoor series of rime windbreaker". When introducing, the emphasis is on the outdoor high recognition color matching design method, emphasizing the warmth and breathability and waterproof and windproof effect. It is suitable for outdoor recreational activities such as hiking and outing.

"Does sports have to be done outdoors?" the person said, from this point of view, the concept of sports and outdoor can be fuzzy.

"Nowadays, outdoor sports are no longer a professional sport. It has become a popular fashion lifestyle.

Outdoor consumption has also become an important part of household consumption.

More and more outdoor sports brands begin to focus on the pformation from specialization to popularization, which is a trend of the outdoor sports market.

Operators in the industry say that the popularization and daily life of outdoor products are becoming more and more obvious, which is similar to the concept of sports and leisure.

In recent years, despite the sluggish sales market of traditional shoes and clothing industry, the development trend of outdoor sectors has been good. From the "authentic outdoor" springs enterprises, they have been cultivating brand retail channels, trying to promote brand upgrading and promote product sales through more innovative measures.

According to the latest brand strategy disclosed by several outdoor enterprises in recent years, functional suit is a highlight.

In August 12th, Tian Lun Tian's outdoor "summit crossing" conference showcases three series of suits, namely lightweight suits.

It provides the most suitable equipment with the three high efficient protection technology and the actual consumer demand.

"In recent years, we have found that the trend of outdoor sports fans' consumption is family and group."

Products appear in the form of suits, one is more able to adapt to the theme of outdoor activities of consumers, the two is to stimulate consumption more.

Xu Tengda, general manager of Tian Lun Tian, said that for example, lightweight products are integrated into the brand's flagship "light" concept.

"For example, the skin clothing, under the premise of sun protection, ensures light weight. The shoes are made of light plastic, and only more than 100 grams of a pair of shoes.

Lightweight suits are suitable for long-distance travel such as hiking, fast drying suits suit outdoor activities such as tracing the stream, breathing suits can be used for mountaineering, etc., with different emphasis.

He said.

In the spring and summer series of CAMKIDS in 2015, lightweight is also the core of its product design.

In addition to clothing, helmets, gloves, mountaineering bags and water cups are all available in the professional outdoor series. They are closely related to the fashion culture. The outdoor leisure series are mainly composed of assault clothing, short T, fast dry trousers, windbreaker, round neck sweater, vest and so on, which are filled with vivid fashion.

"All the equipment is developing towards lightweight and functional and fashionable."

The brand clothing department manager Hong Liling said.

"In 2012, the annual sales of the outdoor concept market was 23 billion yuan, which was 28 billion yuan last year."

Xiao Lihua, vice president of XTEP sports group, said that, of course, it can not be compared with the traditional sports plate of 100 billion volume, but with the change of professional outdoor brand to leisure life, it is foreseeable that the market share of "outdoor leisure" plate will be bigger in the future.

"In China, the number of shoes consumed per person per year is 0.7 pairs, while the United States is 7 pairs!" Xiao Lihua said. This is the result of consumption habits, which is difficult to change at a time, and the training opportunities for consumption habits are on young people.

For this reason, they focus on the "90's" consumption thinking and develop a brand new XUP on the basis of XTEP sports. They are no longer just playing the edge ball.

In the face of fierce competition in the outdoor market, what does the enterprise do to impress the consumers? XTEP sports integrates the non shoes and clothing products which the original enterprises are not good at through the way of integration, including napkins, tents, mountaineering sticks, swimsuits and so on, and sets up the menu from shoes and clothing to all outdoor travel products according to different theme scenes.

In order to focus on young people's market, they choose to start selling products from outdoor channels online, and they also show more respect for people in terms of price.

Xiao Lihua said that for young consumers, they also stressed the use of two-dimensional code "sweep" in sales.

"To put it bluntly, this is still the so-called" one-stop consumption ".

In order to win more consumers, some domestic brands have not done more articles on technology, but rather attract people's attention in fashion and fashion. "

Marketers believe that after the concept of outdoor speculation has not been novel, but as long as the angle of cutting into the market is accurate or can arouse the resonance of consumers, the key lies in the way of operation of brand enterprises.

Training consumer groups, starting with dolls - combined with the most popular riding and water sports at present, Quan enterprises have already targeted children's outdoor markets and launched professional clothing and equipment for professional riding and water sports for children.

"The spring and summer series in 2015 is aimed at more and more outdoor activities that children like. We will introduce cycling series and surfing series."

In the CAMKIDS youth outdoor conference held recently, the head of the company's product department said, "in addition to focusing on functionality and better protecting children's sports safety, we will also pay attention to making outdoor clothing suitable for everyday wear and wear, so that it has better fashion."

The lion brand outdoor is also planning to develop its riding as a subdivision, and plans to launch the sub brand "little lion" to form an independent children's business unit.

Xu Tengda, general manager of Tian Lun Tian, said that the company has doubled its capital and manpower this year to develop outdoor products for children.

"Target population is locked in children aged 8 to 14, and has entered the comprehensive development of children's products."

He said that in the field of clothing, in addition to continuing to cultivate the professional outdoor series suitable for children, it will also increase the urban fashion and leisure series such as sweaters and T-shirts.

The same is true for shoes.

"The year before last, we began to launch outdoor products for children over the age of 3, which was very difficult at that time.

Since last year, the acceptance of the market has gradually increased. "

Zhang Congming, chairman of Jinjiang Mingwei shoes and Garments Co., Ltd., said that there is a slight difference between children's outdoor products and young people's outdoors. They will pay more attention to comfort. "At the age of 3-8, the proportion of products is about 20%. Through the extension of the product line, we can lay a foundation for outdoor products for young people, and train a large number of core customers in advance."

As for water sports, from the Nanjing outdoor outdoor exhibition this year, we have set up a special area for aquatic products. The water series has become a new trend in the outdoor equipment market.

"Children especially love to play with water and get involved in this market early will help foster brand loyalty."

The source said.

Zhang Congming said that from the company's test of the outdoor market of 3-8 year olds, the annual sales growth will reach 50%, and the prospects will be good.

"In the 2013 and 2014 years, adult outdoor brands at home and abroad are rushing to launch children's outdoor products, proving that this market is promising."

He believes that in children's outdoor market, color is more important than style.

In the shoe and garment industry, although many enterprises have intensified the reform in recent years and changed the agent system into direct operation, the agents who are growing up with the brand are still important partners.

Hong Qinming, deputy general manager of Mingwei shoes and Garments Co., Ltd., Jinjiang, said that next year, the company will take the lead in launching a credit card called "Ken currency", which can be used for the sale of goods between two terminal franchisees, regional general distributors and head offices. It will also become a channel for the company's rebate partners.

"The company makes the reward amount directly into the" reclamation currency "card, which contains the details of the franchisee's company, the reward amount and so on. The franchisee can use this as cash, find agents to purchase or pay the goods, and finally these cards will return to the head office.

He also said that before 2015, the company asked all the brand shops to install ERP system, strengthen the terminal management system and effectiveness, and form close cooperation and positive interaction with the business partners. "We should put the two tier dealers into the headquarters management system, so that they can feel the warmth of headquarters and develop a larger market together."

Quanzhou South Qi shoe industry Co., Ltd. marketing deputy general Luo Zheng Ming said that in the shoe clothing industry market downturn, all brands should focus on practicing internal skills.

"One is deep tillage product research and development, one is to do well in retail management, and to enhance the performance of each store."

He said that this year's company's brand dog (pet dog) brand, one is to introduce new products on the product, add 80-100 yards of baby clothing, rich commodity age structure, in addition to the introduction of a series of brand experience; in marketing, in the face of the big data era of opportunities and challenges, dogs actively deploy O2O brand engineering, accelerate the spread of micro media and micro marketing efforts, and join the industry's senior retail training institutions, signed the retail network school of video training project, improve the professional and systematic management of retail terminal personnel, enhance the ability of single store sales.

Zhang Congming said that the current market is relatively unstable, especially for brands to strengthen their own ideas and concepts, and implement brand differentiation.

"Consumer recognition of brand is very important. How to make consumers identify with your brand culture is very important in product development, product quality and product consumption experience, all of which need to be directly reflected in the retail terminal."

He said that before 2015, the company will achieve ERP system access to all terminal stores, whether agents or franchisees, can directly communicate with headquarters to achieve more pleasant information exchange, so as to better serve consumers.