International Outdoor Brands Start Online And Offline

Not long ago, the international outdoor products industry association held its annual meeting in North Carolina.

Experts from outdoor industries in various countries

Executives and retailers gather to discuss business strategies and industry development opportunities.

The industry found that with the increasing number of low threshold outdoor sports such as hiking and city riding, there are more opportunities in this market.

In addition to developing products that are more attractive to the general public, the full channel marketing mode based on improving customer experience has become a new field of business competition.

In the future, those who can really occupy the bridgehead will probably be retailers and brand dealers who have to play online and promote services.

Marketing concept is facing new innovation.

If a few years ago, the sales growth of internationally renowned outdoor brands remained at a two digit gratifying state, then, over the past year, the slowdown in global economic growth and intensified competition with fashion brands had made some brands' sales growth positive and negative.

In Germany

For example, in the first half of this year, SPORT 2000, a German sporting goods retailer, lost 9% of its revenue.

Andreas, general manager of the company, pointed out that the saturation of the market and too many factors contributed to the fierce competition in the outdoor clothing market. Besides the familiar outdoor clothing manufacturers such as wolf claw, Schafer and Sha Lehua, garment manufacturers such as H&M also began to seize the outdoor sportswear market.

Faced with the aggravation of market competition caused by multiple factors, businesses have begun to think about how to get more consumers through innovation of marketing mode.

Michael, chief executive of Germany's perfect retail companies, pointed out that in the past, consumers could only buy some kind of goods through one way, and many brands were concentrating on one channel (single channel mode) at the initial stage.

For example, Nike's chairman and co founder, Phil, initially sold his running shoes along the street in his own car, eventually creating the brand.

Today, this situation has undergone tremendous changes.

Data show: in Germany, 50% consumers buy outdoor products through various channels; 78% consumers trust peers' recommendation in social media; 38% smartphone users use mobile phone consumption; online mall sales increase by 15% over last year.

All this is showing us the potential for brand wide channel sales.

Line attracts attention and pays attention to "fun".

Compared with other sales modes, the importance of network platform lies in the large number of product choices, consumers can study products with their own desires, and conduct commodity search according to different preferences, and businesses can also track user behavior with the help of network platform and formulate market strategies in time.

In recent years, China's outdoor products market has been booming, and a number of international sports and outdoor retail brands have poured in, such as Japan.

France, Decathlon, Australia, Australia and so on.

Among these brands, there is no shortage of industry leaders who can make online businesses sound.

Australia road is a special outdoor, sports and fitness retail brand in Australia. Its products include skiing, fitness, mountaineering, camping, yoga, running, swimming, ball games and other sports categories.

At present, the main official mall in China is Australia and Australia, to introduce brand culture and sales of branded products.

In addition, the brand also opened a flagship store on Tmall platform, distributing 6 series of hundreds of products.

As a freshman in the Chinese market, AAO has its own marketing philosophy.

In the early days of the Chinese market, the company focused on strengthening the interaction with young consumers through the Internet platform to expand the influence of the brand.

In December 2013, Australia road launched the "All For Fun" in the official mall, which is divided into 3 small game items, namely, "playing sheep boots", "snow in search of clothes", "good car self spelling", in the joy of shearing wool, choosing clothes, cycling, and looking forward to the results of raffle results, the main products of Australia road are grabbed.

The theme of the 3 All For Fun games is basically the same as those of Tmall's flagship store. This meticulous way of unified promotion focuses on the fun of consumers' experience, which enlightens new ideas for outdoor industry's online marketing.

Physical store services enhance "sense of experience"

The focus of online promotion is how to get more attention, while the entity store's marketing strategy focuses more on real-time pactions, that is, to enhance sales experience of consumers to drive sales.

Compared with other fashion stores, outdoor stores have more articles to do.

For example, in the sale of products at the same time, to provide consumers with a sports venue, so that consumers can find their own way of exercise, thereby enhancing the interest in the purchase of the corresponding sports equipment.

Just like the Japanese outdoor brand NOHARA BY MIZUNO.

In the area of about 435 square meters, NOHARA BY MIZUNO has set up 4 functional areas, including the sports goods sales area (132 square meters), the running and Yoga Center (116 square meters) with shower and storage cabinets, the coffee leisure area (86 square meters), and the exercise room (36 square meters) which can carry out Yoga activities.

After launching a new store with sales and sports experience, the proportion of female shoppers in the store increased by 35%~40% compared with the existing ones.

Seamless connection to achieve channel access

If we only define the full channel marketing as a physical store sale, supplemented by the promotion of network marketing and mobile terminals, it is rather short-sighted.

With the development of commercial information dissemination, the marketing mode of outdoor products businesses is to form a "net" with the consumers closely.

Only by making seamless connection between online and offline can we better interpret the advantages of the whole channel: providing more detailed product information for customers, providing more product mix choices, increasing the volume of retail outlets, and increasing the direct sales volume of online stores; forming an online and offline communication platform centered on companies or brands.

As an early realization of online and offline business linkage brand, Decathlon's development path in China is worth learning from.

The French enterprise, which designs, produces and sells sports and outdoor products in the world, entered China in 2003, and its franchised store has now spread to over 30 cities throughout the country.

For consumers, the biggest value of Decathlon brand is experiential shopping and high performance price ratio. This is also the most powerful weapon for the brand to face competitors.

But Chinese consumers' enthusiasm for experiential shopping is only phased, and when the market is fully matured, the demand for on-site experience will also decrease.

Decathlon executives realized that instead of being caught up in the online market, it was better to take the initiative.

In 2010, Decathlon launched its e-commerce business in China.

Decathlon first launched the Tmall store, through the existing enterprise management solution system, to obtain daily commodity data; Tmall's order data into the corresponding processing system, according to the principle of proximity and inventory, orders automatically choose warehouse for shipment.

At the same time, according to the electricity supplier inventory situation, initiate replenishment notice, and accept the request for inventory pfer.

In the rational use of the solution of the coordinated operation of social resources, since 2010, Decathlon has accumulated a large number of loyal users in Tmall after years of accumulation.