Local Outdoor Clothing Brand Adjustment And Operation Strategy "Extension" To "Internal Defense"

Two years, outdoor Exhibition More and more, but the effectiveness of investment is weakening, and some local brands have begun to quietly withdraw from the exhibition. According to the insiders, 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 transfer 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 fact, internally guarded. Brand strategy 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.

After years of development, these outdoor brands and domestic brands Sporting goods brand The development track is almost the same. They have completed the basic stage of brand building. Next, they will transition 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. Terminal stores are already the middle point of brand power and product strength, and the real brand power is emitted from one point to another. This is also one of the reasons why the exhibition platform is overshadowed.