DZRZVD Open Up Outdoor Brand Collection Store Mode

DZRZVD (Du Jiadi) outdoor products Co., Ltd. is a professional manufacturer of outdoor brand suppliers, mainly online sales. However, in the face of the declining market situation, Chen Guohua, general manager of Dujia, thinks that only by developing new ideas and building a series of outdoor brand shops can resist the cold wave. So, what kind of plan and plan will he have for the new idea of the congregate store?

In recent years, with people's concern about health preservation and outdoor sports, outdoor brands are becoming more and more popular among consumers. Because of its high technology content and fashionable fashion, outdoor products can be seen everywhere in the field or in life and leisure.

However, in the face of the increasingly fierce competition in the outdoor products industry nowadays, with the saturation of shopping malls and the impact of new channels, the channels of local outdoor brands are forced to enter the adjustment period. The general manager of Dujia place sprouted the pattern of creating outdoor brand collection store.

Chen Guohua said that the brand collection store, which has become a new form of business in China, has gradually entered the public view, and has become a favored investment destination for shopping centers. After a long period of accumulation, the focus of outdoor brand competition has progressed slowly from the initial production competition and price competition to channel competition, and then to the current stage of brand competition. The future industry competition will go deep into the competition of comprehensive strength.

According to the introduction, the outdoor brand collection store is located in the middle and high end, and the company's headquarters is set up in Shanghai or Xiamen. Because of its geographical advantages, it focuses on the convenience of many business models, creates distinctive brand culture by differentiated marketing, enhances the popularity, and concentrates on the two or three line city intensive distribution, and expands the market share.

"We set up shop to advocate healthy and fashionable outdoor lifestyle, create China's leading outdoor sporting goods sales channel brand as the goal, provide outdoor and travel enthusiasts with multiple brands, a full range of personalized, high-quality travel and outdoor products, agents and distribution of well-known brand products at home and abroad, to meet the needs of different groups of people from professional outdoor to leisure travel.

To this end, Chen Guohua proposed to spend a lot of money to invite an experienced shop manager as the main core figure. "This store manager played a very important role. He had enough vision to analyze the needs of consumers, and he had the ability to clearly deploy and manage the store. Because only with substantial contact with consumers can we better feedback the data and fit the needs of consumers to adjust the product concept and sales mode of the store. Chen Guohua said.

With precise positioning and new channels, even during the preparatory period, the majority of the outdoor brands were recognized and joined. Guo Hua Chen It is full of confidence for the future of the congregate shop.

After the direction of the outdoor brand collection shop was finalized, Chen Guohua began to think again. What kind of attitude should the outdoor brand collection shop enter the market?

Looking at the development path of outdoor sports in Europe and America is the driving force and catalyst for the development of their environment. Their experience tells us that a single brand can not be fully satisfied with outdoor sports fans' demand for outdoor products in a whole range of multiple items. Only a combination of multiple brands, the comprehensive collection shop with complementary advantages is the best mode for outdoor products retail.

Chen Guohua said: "in fact, outdoor brand collection shop is not a completely new concept. It has developed relatively mature in European and American countries. But in China, the development of outdoor brand stores is obviously lagging behind. In the middle and high-end business mode, we will divide the high-end and middle and low end into two levels of consumer groups, and set up outdoor comprehensive retail chain stores. Then the brand can be settled in the form of "agent joining or direct retailing".

Under the impact of "imported products", for outdoor brand collection shops, on the issue of brand selection, they say that they pursue "rich category and unique taste". The style can exceed the visual enjoyment brought by the brand. According to introducing, Chen Guohua's consciousness is not just a need. Outdoor dress More is to develop a collection store for all clothing and equipment in the outdoor sporting goods industry.

But because of the local Mainstream consumer The consumption power is still very limited, and most consumers are still in the transition period from product demand to consumer demand. Therefore, in this transformation process, consumers are more interested in brand than quality and taste, and can not quickly accept the so-called "strange brand" collection, leading to some domestic high-quality joint store operation is not so smooth. But with the continuous increase of consumer income and the escalation of consumption demand, it is foreseeable that brand collection stores will become a new trend in the development of domestic retail formats.

"The outdoor brand collection shop has a wide range of sales, including outdoor clothing, outdoor shoes, bags and tents, hats, socks and all other outdoor sports related categories. When the collection store develops to a certain degree of maturity, we will also involve fishing gear, roller coaster and so on. Chen Guohua said confidently.

It is worth mentioning that the operation mode of outdoor brand collection shops is direct manufacturers to stores and then to consumers. In the sales link, it saves the cost and profit of franchisees. As a result, brand suppliers not only avoid the risk of arrears, but also reduce the cost of expenses. For consumers, they can also buy outdoor products with high price and multiple choices.

Chen Guohua boldly predicts that in the near future, brand collection stores will play an important role in the upgrading of shopping centers in China. The department store center may gradually evolve into a pattern of "gathering stores + franchised stores + matching". Compared with a single brand store, the brand collection store can meet the different needs of consumers and the different needs of the same person in different periods, which greatly improves the consumer shopping experience.