Sports Brands, Three Kingdoms, Outdoor Brands

The major outdoor brands in Europe and America seem to miss the last ten years of twentieth Century.

In those ten years, Nike ADI and other sports brands in China completely sealed the gods, and laid a very high reputation.

At that time, China had almost no concept of outdoor brand.

Over the past ten years, with the start of China's sports market, the world's largest sports exhibition ISPO China exhibition is held in Beijing every year.

This has become a rare opportunity for the pilgrimage to Beijing at home and abroad, mainly outdoor, winter, extreme sports.

(1)

Outdoor brands are really complicated.

Chinese people often ask, what is the best brand? People have long been accustomed to answering the standard answers such as "one Lu, two Zhao three Dian Wei, four Guan Wu Ma six Zhang Fei".

In the field of sports goods, Nike's Puma situation is enough to solve most of the doubts of the questioner.

Similar brands like FILA, Lining and Anta are like Gao Gong Li, who are partial to the northeast, and have no chance to start with the Three Kingdoms.

Sports brand is generally speaking.

But outdoor brands have complex product lines, clothes, shoes, ropes, sleeping bags, tents, helmets, glasses, seat belts, which are all good enough to support a company, and no one is convinced of anyone.

This is very like the outlaws of the marsh. Wu Yi has different functions.

Guan Shengshan uses a knife and Lin Chong uses his gun. Dai Zong is a good runner. He can't even find Li Kuishuai's face in the 98 place.

(two)

The North Face, Columbia, JACK WOLFSKIN, Pathfinder, camel, these well-known brands are actually not all outdoor brands.

In China, the main use of these brands is to prevent cold.

Take the number one Pathfinder in the domestic brand as an example, its sales in North China account for more than half of the total sales of the company.

Speaking of this, I saw a picture of a black black Jetta in China World Trade Center, Beijing. The driver was wearing a big red two piece suit, "Tongzhou, Yanjiao, 50, and got on the train."

Tracing back to history, camels first opened their first store in Beijing in 1995 as the first year of China's outdoor industry.

The company, founded by Chinese Wan Jingang, ruled the streets of China's 345 line cities in the next 20 years.

Children born in 80s must never forget the loud noises coming out of the camel's doorway.

(three)

Despite losing the first mover advantage of sports brands, the slightly mainstream European and American outdoor brands have come to China in the past ten years.

This is the ten year for Chinese people to get rich.

No sooner or later, just to arrive, gently greeting, China, you are here.

Beginning in 2004, Swire company began to represent Columbia brand in China.

In ten years, Taigu pushed Columbia to the top of the international brand in China.

Don't be naive to think that Tai Gu was born by acting Columbia. This old Hongkong foreign company has many sub businesses, such as shipping, aviation, real estate, construction machinery and so on. It is small to sugar, big to aircraft, and even four hundred million people in the world drink Coca-Cola.

It should be said that Tai Koo achieved Columbia.

Although Columbia is currently the largest international brand in China and even in North America, the company's fatal injury is that it has never been able to understand what it is good at.

The brand name of Columbia is all powerful. It can be the name of an outdoor brand. It can be the name of a broadcasting company. It can be the name of a university, or even the name of a country.

In fact, it wants to say that my brand marketing is good, but it can not be exported.

Just like you ask a cook, what kind of food do you have to eat best? He told you that I didn't do anything delicious, but everyone could eat it, and I couldn't help it.

{page_break}

(four)

There are really several big gods in this industry.

Patagonia is known for its best product in the industry. It is also a story brand.

Patagonia's bosses spend almost 6 months in a year doing business, climbing, surfing, or fishing all over the world.

Under the leadership of it, every employee can lay down his work and go to the sea; the employee who has worked for only one year can apply for two months' paid annual leave.

The rumors of Patagonia are that the growth rate of the company must be controlled below 5%.

The most terrible contribution of Patagonia is the "earth tax".

In 1985, Patagonia launched the "1% earth tax" program, which voluntarily invested 1% of its annual sales revenue in environmental protection.

So far, the agency has 728 member companies worldwide.

The Chinese plation is called the primitive bird.

Experience tells me that every brand with a single point in every name can not be underestimated, which is a reason why Herm s has become a specific mark in China.

ARC TERYX has focused its efforts on product research and development. Although there are numerous agency sales outlets all over the world, the company founded in 1989 has only a dozen self owned stores.

Please note that it was born in 1989.

When many industry leaders claim that the company was founded by his grandfather's grandfather, how rare it is to have such a young hero.

(five)

When it comes to Grandpa's grandfather, I can't help mentioning the great God of Europe.

The brand of the mammoth (Mammut) is as old as this creature. It was born in Switzerland at the foot of the Alps 150 years ago, and has become an outdoor Temple class company.

Europe has many snowy mountains and high altitude features, so the European brand product lines represented by mammoths are more focused on hiking, ice climbing and mountain walking.

In Switzerland, a magical country built almost all over the country at the foot of the Alps, buying a rope to climb a mountain and buying a sleeping bag for the night is just as common as buying a bicycle.

Another wonder of mammoth (Mammut) is the setting up of Chinese subsidiaries.

Generally speaking, a company with feelings does not put love in the mouth. What people want is a feeling, but mammoth is not.

In view of the fact that this company attaches great importance to the Chinese market, they set up a wholly owned subsidiary directly in China, reporting directly to the headquarters, rather than according to the industry practice.

This kind of enthusiasm makes people think about it. A European girl with big skin and white beauty is holding the hand of Chinese silly boy every day.

The Haglofs, which just celebrated its 100 birthday, originated in Sweden. Because its market was mainly in northern Europe, the product line basically covered only snowy sports and high altitude mountains and woodland hiking.

Fjallraven, a Swedish countryman, is famous for its backpack and hunting clothes. Because it has been picked up by the royal family, it has become a luxury of the price parapet.

It is their family's colorful God bag - Kanken is really classic to the extent that all the world's tide people feel like they are missing.

In addition to these ancient immortals, the ISPO China Exhibition held in Beijing on January 28-31 will bring more brands related to sports, outdoor, skiing and fashion.

Maybe in the next ten years, these brands that will still be on the literary and minor lines will be ten years ago.

Just as well.