Six Outdoor Industries "Barriers" To Stop The Brand Of Sports Shoes And Clothing.

The rapid growth of the outdoor industry has attracted many sports brands.

The brand came to panning for gold, especially in 2013, and many domestic sports big names were involved.

Powerful and powerful marketing channels have caused the voice of "wolf" in the industry.

But over the past year, the overall pattern of outdoor goods market has not changed significantly. Here, 6 outdoor industries "barriers" have played an obvious role.

1, brand barriers

Different from the general sports industry, outdoor products have functional characteristics, such as protection, thermal insulation, waterproof, breathable, fast drying, and so on. They belong to a highly specialized industry, and consumers have higher loyalty to products and brands.

With the popularization of outdoor products, the status of product quality and brand in consumers' mind will become more and more important.

In the fierce market competition environment, brand attention and recognition is one of the key factors that can stand out in many competitive brands.

Therefore, brand is particularly important for outdoor products enterprises. Once brand strategy is implemented, it can bring huge economic benefits and good social benefits to enterprises.

However, brand building is a systematic project, which requires enterprises to focus on customers and demand, and invest a lot of manpower, material resources, financial resources and long-term accumulation in many aspects such as product design, product quality, brand positioning and marketing network. Brand maintenance requires enterprises to continuously enhance R & D strength, expand marketing network, improve public relations management level, and plan various marketing activities carefully, so as to maintain brand concern and recognition.

Therefore, brand is one of the biggest barriers to entry in outdoor products industry.

2, product design, research and development barriers

Product design and R & D is the main competitiveness of outdoor products enterprises.

Because of the differences in economic development level and consumption preferences among different countries and regions, product design and research and development need to be diversified and targeted. Outdoor sports are gradually developing towards popularization. The expansion of consumer groups accelerates the change of consumer demand for outdoor products. Product design and R & D need long-term grasp of fashion trends and consumer demand, and need to quickly track changes in different markets around the world. Outdoor products have their professional functional attributes, and have leisure and comfort. Product design, research and development need professional ability to select and apply fabrics and processes, so as to highlight product technology content, high cost performance and consumer applicability.

Therefore, product design and R & D capability is another important barrier to enter the industry.

3, marketing network barriers

At present, the outdoor brand enterprises in China mainly adopt the sales mode of regional distribution, which is authorized by the enterprises to assign the right of product management in specific areas to the contracted dealers, and the distributors are responsible for the final sale of the products by buyout.

The sales performance of terminal stores depends on both the comprehensive strength and the number of stores, but also depends on the professional service ability of the dealers. It is also related to the effectiveness of various marketing management policies and the effect of advertising.

Only by combining closely with each other and forming benign interaction can we effectively enhance the scale and efficiency of the overall marketing network.

In addition, customers and consumers' recognition of brands and the market performance of outdoor products brand dealers will affect the speed and effect of marketing network development in the region.

The marketing network construction of outdoor products enterprises is a long-term and complex project. It is a test of the comprehensive strength of the enterprise brand, financial strength and management level. Therefore, a perfect marketing network constitutes an important entry barrier for the industry.

4, comprehensive supply capacity barrier

In the domestic outdoor products industry, especially the ODM/OEM enterprises, most of the export products are directly sold to intermediaries, brand dealers, and so on, and then they are sold to retailers until end users.

The selection criteria of the global large retailers for suppliers are stricter. ODM/OEM enterprises need to have independent product development teams and develop products continuously and efficiently. They need strict quality control system and stable quality performance. They need good cost control to produce products with high quality and low price. They need good business credit and fast after sale service.

These standards put forward higher requirements for the production scale, management capability, supply chain efficiency, quality control and control ability of ODM/OEM enterprises. Only those enterprises with the above comprehensive supply capability can enter the outdoor products industry and continue to develop.

5, supply chain management capability barrier

China's outdoor brand enterprises require sufficient and fast production capacity and supply chain management capabilities to meet the ordering needs of domestic downstream distributors and wholesale customers. There must be a wide variety of products and styles to meet the display needs of terminal sales stores.

Therefore, if the enterprise does not have the ability of efficient supply chain management, it will not be able to meet the huge supply demand of retail terminal products, thus affecting the overall business performance.

Therefore, supply chain management capability is one of the main barriers to enter the outdoor products industry.

6, management and talent barriers

At present, the brand enterprises in outdoor products industry basically adopt vertical management mode, which requires enterprises to have good management ability and corresponding talent reserves, effectively integrate resources in every link of the industry, and realize the whole process of industrial chain management, such as procurement, production, sales and brand, R & D, marketing and so on.

Management ability and refinement level determine the efficiency and cost of enterprise operation, and affect the competitiveness and business efficiency of enterprises.

However, the promotion of enterprise management capability needs a long time to accumulate. At the same time, due to the rapid development of the outdoor products industry, the demand for all kinds of professionals, such as brand planning, marketing management and so on, is increasing day by day, and the competition for talents is becoming increasingly fierce. Therefore, management ability and talent reserve have also become barriers to entry.