The Investment Efficiency Of The Exhibition Will Decline, And The Local Outdoor Brand Will Be Turned Into "Inner Guard".

In the past two years,

More and more, but the effectiveness of investment is weakening, and some local brands have begun to quietly withdraw from the exhibition.

With the rise of e-commerce, the original advantages of traditional retail channels have been weakening. In the early years, the local outdoor brands were constantly expanding the large amount of capital cost in the traditional retail channels. From the pfer fees, decoration, and goods, the outdoor market has occupied a large number of resources in the brand enterprise. At the same time, the outdoor market is more rational because of consumers, the increase of competitors makes the original market share contraction, the increase of the stock, the bank loan, the shortage of cash flow and so on, which all make the outdoor enterprises turn from the original "extension" to the "inside".

In fact, internally guarded.

Naturally, no longer pay for such a high ticket. Most of the outdoor brand enterprises will be busy to revitalize the life line of cash flow in the next year, continue to reduce bad channels and seek inventory realisation.

From the perspective of the market, new outdoor brands no longer enter the market. The shuffle on the market has made some outdoor brands disappear, and the rest are basically some powerful outdoor brands.

The layout of local outdoor brands in the shopping malls of all parts of the country has matured, and no longer like the previous two years.

This also means that the investment ability of the exhibition is declining.

According to the insiders, the international outdoor brand's operational ideas of quality win in this process can quickly adjust the operation strategy, at the same time, brand value promotes product premium capability, so that enterprises can quickly recover funds and supplement cash flow, so that enterprises and brands have a very strong ability to fight against.

With the rise of e-commerce, the traditional retail terminal channel's original advantage has been weakening. In the early years, local outdoor brands continuously expand the large amount of capital cost invested by traditional retail channels. The pfer fees, decoration and distribution costs occupy a lot of resources inside the brand enterprises. At the same time, because of the more rational consumers and the increase of competitors, the market share of the original market shrinks, inventory increases, bank loans, cash flow shortages and other issues become more serious.

In particular, "after years of development, these outdoor brands are almost the same as those of domestic sporting goods brands. They have already completed the basic stage of brand building. Next, they will pition from extensive brand wholesale to fine brand retail era.

In this environment, it is not your money to do the exhibition well, but the brand is well done.

It is the central point of brand power and product strength, and it is the real brand power that is emitted from one point to another. This is also one of the reasons why the exhibition platform is overshadowed.

Industry sources said.