6 Sports Brand PK: Buy Stock? New Products?

Outdoor sports category has always been the worst hit in the stock market, and it is also the most active participant in the double 11 arena.

But with the deepening of the activity, whether it is still unchanged, as always, regard the online as dumping stock sewers, it is worthwhile.

Businessmen ponder deeply.

The following 6 outdoor sports brands to the world

Shoes and hat nets give different strategies and answers:

Kappa: increase the proportion of new products

Sports brand Kappa will launch new products in the fourth quarter of 2014 at Tmall's flagship store during the double 11, and make exposure and publicity in advance by pre sale.

Kappa this year's participation in the double 11 big promotion commodity level and quality has increased substantially compared with previous years.

Kappa this year, 11 of the stock is mainly made up of new products and customized electricity suppliers in the Q4 quarter of 2014.

After several years of development, Kappa's e-commerce business has been out of the inventory mode.

World clothing shoes and hats net understands that Kappa will launch "bright goods" during the double 11 this year.

Song Li, director of Kappa business, pointed out that Kappa's products have gone through the fashion movement route before, and now they are changing to the fashion trend line, so they will launch more tasty and stylish products.

PEAK: fully sold inventory of high-end products and new products will be off shelves.

Wang Jianyuan, chief executive of PEAK electric, told the world clothing and shoe net that he felt no excitement for the coming double eleven.

Wang Jianyuan disclosed that PEAK's preparations for double eleven this year were not different from previous years, but only about 50% more on stock preparation than usual.

During the double eleven period, PEAK's high-end products and new products will be sold off shelves, all of which will be sold in stock.

In response, Wang Jianyuan said: "half off of the price is too low, during the double eleven sales of new products or high-end products behavior is silly."

In addition, Wang Jianyuan mentioned that this year, more than half of the more than 80 distributors of PEAK online will participate in PEAK's 10th one.

"Every distributor will contribute more than 1 million yuan of sales, and it will add tens of millions, so there will be no pressure this year."

Speaking of the views of double eleven this year and his current feelings, Wang Jianyuan said he was not excited.

He said that for PEAK, this is only a promotional activity, because half off of the low price, so that the brand almost no profit, so low price so that brand activities can play a very small margin, new products, high-end products can not be sold between the eleven phases.

"Without money, it will not be silly to push new products during the double eleven period, so there is no excitement whatsoever."

Anta: stocking millions of dollars without trying O2O

Peng Ao, general manager of Anta electric business, revealed to billion state power network that Anta's double 11 sales volume (calculated at the tag price) reached 100 million level this year.

These products that are heavily promoted are made up of futures and online special contributions on the same line.

These two parts account for 80% of the active products.

In addition, there are some stocks in the 2014 Q1 quarter and the Q4 quarter of 2013, which account for only 20% of the active goods.

Peng Ao pointed out: "Anta's operating condition is very good, so there is not much inventory."

World clothing shoes and hats net learned that Anta preferred this year.

A discount sale will also be made for shoes and other items. Some running shoes will also be selected.

On the day of double 11, all goods on the shelves of Anta flagship store will participate in big promotion.

During double 11 warm-up and formal sales, Anta will launch multiple shopping scenes.

"During the activity, we will set the scene according to the dimensions of product mix, consumption area (North and South required products)."

Peng Ao introduced.

Peng Ao did not reveal much about Anta's marketing strategy during the double 11 period, but pointed out that the emphasis of this marketing is to enhance user's sense of experience, sense of participation and service personalization.

During the severe fog and haze period in Beijing, Anta flagship store has given masks to orders sent to Beijing. Peng Ao believes that this gift will give Beijing users a sense of importance, and may also learn from the double 11 period.

It is worth mentioning that Anta did not open the O2O project during the double 11 period.

Peng Ao believes that the sale of online products in double 11 period is 50 percent off. If the O2O project is opened, it will affect part of the businesses who do not want to discount, and it is difficult to reconcile the interests distribution.

Pathfinder: build thousands of people and wait for peak.

Chen Binna, director of the Pathfinder electricity supplier, told the world clothing shoes and hats net that this year's dual 11, Pathfinder's stocking amount both exceeds the previous double 11 in depth or breadth.

The Pathfinder will try out the strategy of Star Marketing on the double 11 this year.

In the past two years, Wang Feng, a spokesman for the brand of the Pathfinder, will open the prelude to the double 11 "crazy robbing" on the double 11 day. At the same time, the Pathfinder will set up thousands of people for the first time in history and communicate directly with consumers.

"Star effect runs through the double 11 activities of the Pathfinder, and will create more exploding points for the explorer's double eleven this year and attract more eyeballs."

In addition, during the double 11 period, the offline stores of the Pathfinder will also fully cooperate with online promotions, and break the boundaries between online and offline Pathfinder members through the form of O2O, so as to achieve the exchange of goods and traffic.

"Let users have more fluent shopping experience and better service experience in PC, mobile phones and stores."

Mai road outdoor: dedicated marketing team

CEO Lin Qiubo told the world clothing shoes and hats net that this year, Mai road hired a marketing team of 5 people for the double 10, planning some marketing activities specifically for the sales situation this year, but there was no marketing team last year.

However, although hired a special marketing team, Lin revealed that at present, Mai road has not yet prepared a large-scale marketing plan.

When Tmall double eleven this year, Mai road will still adopt the traditional sales promotion methods such as coupons and subtraction, which are relatively recognized by consumers. Lin Qiubo thinks that these methods are more insurance.

Lin Qiubo also said that this year's double eleven will be focused on promotional activities such as Tmall Juhuasuan and group buying.

Mai Dao has prepared about 200 million worth of goods from the beginning of the double eleven to the end of the year, of which the style of the products is mainly classical, and the classic products account for 90% of the total stock.

In addition, Mai road also prepared some new products for double eleven, but only accounted for 10% of the total stock.

Fay: focus on the change of regional order changes and guide store expansion

Anta Sports Group's Italy sports brand will also take part in Tmall's 11 promotions.

Fei Le positioning is more high-end, the unit price is generally around 500 yuan.

This year, the official flagship store of Shuang Fei Le 11 will launch some new models, focusing on selection rather than quantity.

The world clothing shoes and hats net has seen from the official introduction that Fei Le's Hsu Chi sports shoes and shoes and Lee Min Ho sports shoes and shoes will participate in the big promotion to satisfy the user's expectation.

"A lot of basic and innovative designs will also be launched for the first time during the double 11 period."

Felix said participating in the double 11 is a good opportunity to analyze the market and collect data.

Relevant person in charge said: "when our products are selling at a price, regional orders are relatively stable.

Double 11 big promotion, we will pay attention to the change of regional order proportion.

Look for areas that have strong purchasing needs for Felix, guide the expansion of Fay line stores, and distribute the price appropriate single products to the relevant areas.