Domestic Brands Strive To Tap The Mass Market

Last weekend, Tianlun "cross boundary" 2015 autumn and winter orders will come to a close.

Behind the theme of "cross-border" is Tianlun Tian's attempt to brand new direction in 2015. Tianlun will promote outdoor sports from professional, niche movement to daily and mass sports development from many aspects, such as brand, product and channel.

It happens that there is a similar case.

Half a month ago, the lion's order will also promote outdoor lifestyle. By introducing collocations, details, seasons, colors, elements, etc., we can enhance the brand market share from the public products; another old brand outdoor.

It even launched outdoor fashion series to extend its brand to the mass outdoor market.

It is obvious that in 2015, local outdoor brands generally favored the mass outdoor market, and many brands were speeding up strategic adjustment. Whether such adjustments could bring market advantages to enterprises would be tested by time.

Outdoor sponsorship is no longer confined to professionalism.

Tianlun 2015 new products will be built at the end of the day. There will be no picture of "sponsoring fish to the top of Mount Everest", "Yuan Ru exploring Antarctica" and "flower carving on the foot of the Sanjiang source" brand. Instead, it will be replaced by 5 different degrees of freezing world and outdoor rain scenes. The general manager of Tianlun Tian outdoor products Co., Ltd., even Tengda, is going to launch some more popular brand promotion activities based on the terminal this year. These brand promotion activities will lock out some basic outdoor activities such as weekend mountaineering and daily running activities.

It is understood that, in order to enhance the public's participation in outdoor sports, Tianlun decided to carry out the brand culture from the beginning of this quarter to the terminal. It will organize local outdoor clubs nationwide, and the employees of the branch offices will participate in the training as part of the terminal training. It will enhance the outdoor quality of the terminal staff and invite customers to participate in the outdoor experience and emotional communication.

Another outdoor brand, "St. flare", is a local outdoor brand. In order to meet the needs of outdoor sports groups to the maximum satisfaction, it has sponsored Wuhan, Taiyuan, Shenyang and other multi leg hiking activities.

"St. Valentine" has taken the lead in mass sports. With the help of this activity, it has publicizing the concept of national fitness, and has opened the product positioning of outdoor life. Under the situation that people in the city are increasingly yearning for natural contact, a series of outdoor products developed by St. John's have led the urban elites to relax and return to their minds in the tense urban life.

According to the insiders, the gradual rise of the mass outdoor market will bring enough room for the outdoor industry, and its market structure will also change. The more vigorous outdoor outdoor market is opening the door to outdoor brands.

Using the concept of "package" to create product strength

In fact, in order to maximize the public life outdoor product line, many local outdoor brands have launched the concept of "suit" and promoted the development of the mass outdoor market with more wear and tear.

Lion Brand outdoor first put the focus of this year's product research and development to outdoor wear.

Xu Rongsheng, the outdoor chairman, believes that the next development node of outdoor brand is not only to adapt to a more segmented mass outdoor demand market, but also to focus on the outdoor development and design focus of the scientific and technological functions.

Even at the last season's ordering meeting, Xu Rongsheng launched an outdoor outfit Handbook, which did not imitate and plagiarize in design, but integrated into the lion brand DNA and soul.

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"Next, the shaping of product power will be more important than brand building.

After so many years of development, there is little difference between the development trajectory of local outdoor brands and sports brands, so it is time to enter the product era.

In the product era, weakening the brand and shaping the market competitiveness with more distinctive product characteristics will become the absolute principle of development.

Xu Tengda said so.

In order to realize the cross border integration of "professional outdoor" and "commuter commuter", in the spring and summer of 2015, Tian Lun Tian plans to plan product concepts for terminal mass consumer needs on the promotion of terminal products, and puts forward the concept of "suit" product, and puts out three sets of "suit" series for different outdoor sports: light weight suit that meets the needs of consumers on foot, customers' self driving / traveling needs breathing suit, and fast drying suit for meeting the needs of consumers.

Xu Rongsheng introduced that before the outdoor brand was mainly consumed by the extreme outdoor activities such as mountaineering and hiking traversing. This part of the consumers were basically outdoor players with fever grade. It was unlikely that the whole set of equipment would be purchased. When purchasing equipment, they would buy without exception, according to the performance of an outdoor brand in a certain category.

However, with the increase of consumer demand, some outdoor brands have shifted their attention from specialty to life, and gradually began to promote serialization. They also expressed more outdoor fashion flavors with more wear and tear, which also raised higher requirements for the development and upgrading of local outdoor brands.

The era of "big outdoor" is coming quietly.

Some people in the industry believe that outdoor brands are ushering in a great opportunity for "outdoor development". Apart from the professional outdoor market share of the Pyramid spire, who can truly understand the consumption needs of the outdoor enthusiasts and stick closer to them, who will be able to take the lead in this market.

"The whole outdoor industry is still developing, but the growth rate has dropped, but the development speed of the public life outdoors is still considerable. The online channel retention rate is close to the limit. How to get through the two sectors is the focus of the new round of channel reform.

Especially at present, the layout of local outdoor brands has already become a climate. The confrontation between online and offline channels is coming to an end.

Deputy director general fan Peng of Tianlun Tian outdoor products Co., Ltd. believes that enterprises want to have more suitable channels for the mass outdoor market, so they must serve the brand from online to offline.

In view of this point, Xu Tengda said that in 2015, Tian Lun Tian will continue to dominate outdoor outdoor activities and penetrate the terminal and mass consumers with unique outdoor experience and cultural pmission. It will provide more outdoor experience opportunities for terminal service personnel and mass consumers, try more circle promotion and distribution, and promote outdoor sports from professional, niche movement to daily and mass sports development, so as to truly realize the "crossover" of outdoor sports.

It is worth mentioning that outdoor integrated stores have gradually become one of the emerging channels of outdoor brands.

"In the future, outdoor integration shops centered on club activities must be a trend."

Li Qi, head of ONEWAY China, is firm in tone.

He said that the future outdoor integration store must be sold according to different outdoor activities.

For example, there are some running brand collection stores in the market.

NIKE, NEWBALANCE and other running products are sold.

At home, the development of outdoor integrated stores has been incorporated into the channel planning of this year by CAMKIDS and St.