How Can I Love You With Functional Outdoor Clothing?

Is the concept of "functional" outdoor clothing frying "selling" technology or selling technology?

Since its inception, the concept of massage clothing, antibacterial clothing, sweater, wet clothing, shark bathing suit, reflective clothing and other concepts have emerged one after another. With the passing of the "gimmick" era, rational consumers are more concerned about the functional embodiment than the awkward professional terms.

If we want to be invincible, we must rely more on the added value of the "functional" clothing.

With the movement of sports sweeping the globe, professional sports

And outdoor sportswear has become a strong stimulant of market growth.

Unlike the marketing point or even entertainment point that is superimposed on clothing at the selling stage, functional clothing's inherent "high-tech factor" not only makes clothes "born noble", but also stirs up the hot debate on functional clothing such as sunscreen clothes and golf costumes.

Why is noble born?

From the price point of view, the price difference of functional clothing is huge, for example, the official price of a Nike men's Golf blad jacket is 1599 yuan, and the golf jacket with the same main windshield and rain proof is only 199 yuan in Decathlon.

Similar situations also appear in the skin windbreaker market. The outdoor skin brands of professional outdoor brands such as The North Face cost about 1000 yuan, while on Taobao, the amount of skin windbreaker less than 100 yuan is huge.

In recent years, news of "sunscreen is not sunscreen" has repeatedly hit the headlines.

The China Consumers' Association was released in 2014.

The test results showed that the UV protection performance of the brands was quite different, and some brands of clothing had the phenomenon of ultraviolet protection coefficient.

People are being queried by professional fabrics, concepts such as technology, and so on. At the same time, people are constantly questioning how many sunscreen functions are there.

In traditional process, adding a functional coating on the fabric can achieve UV protection and water repellent function, but increasing the cost of coating is due to the sacrifice of air permeability and lightness.

Therefore, at present, most of the sun protection clothing brands such as Jack Wolfskin solve this problem from a physical point of view, such as weaving the coating molecules into each fiber during the spinning process, and then forming the fabric, thus ensuring the fabric's functional and breathable comfort.

In the chaos of the sunscreen market, most of the low-priced products are not professionally processed in the above two ways, and do not have the function of UV protection.

The higher the technological content of the product, the greater the added value, the higher the value of the product, which is the economic logic of functional clothing.

Three Weilong (Fujian) clothing and Weaving Co., Ltd. developed a thermal vest last year, which ensured the profit margin of the product.

According to the relevant person in charge, the cost of heating technology is increased by 150 yuan, and the selling price will naturally be higher than that of ordinary clothes.

In addition,

The further embodiment of elements in outdoor professional clothing has also become one of the costumes of functional clothing.

Outdoor brand HASKI responsible person said that the summer wind protection clothing in addition to the light fabric, air permeability index, mesh ventilation system and other functional points, but also in the three-dimensional tailoring, color matching car line, ribbon decoration and other details highlight the design sense.

Additional value of "useful"

In the 80s of last century, functionality

A large number of health clothes such as massage clothing, magnetic therapy shoes, semiconductor stockings, and other sanitary clothing such as bactericidal clothing, sweatshirt, wet clothing, and other safety clothing such as shark bathing suit, insect killing clothing, luminous clothing and reflective clothing are also available.

A few years ago, there was also an automatic thermostat with "tubular synthetic fibers". According to the change of temperature, the thermal expansion or cold contraction of the solvent in the tube would change the distance between the tube and the tube, and finally achieve the purpose of changing the temperature perception of the human body.

As the most advanced form of functional clothing, smart clothing is regarded as the "ultimate" wearable device.

If technology is the engine of the continuous innovation of functional clothing, the positive reaction of the market to the concept of "technology + clothing" is the driving force for its rapid development.

In the past ten years, the annual growth rate of outdoor products market has exceeded 47%. Last year, the total retail sales of domestic outdoor products exceeded 10 billion yuan, and the average unit price of outdoor products was also close to 500 yuan.

Under such a huge market increment, the functional clothing known for its professionalism has also brought considerable profits to outdoor sports brands, and even data show that the overall gross profit margin of outdoor clothing brands in 2013 is close to 50%.

As consumers' cognition of functional clothing deepened, their consumption habits are changing.

Taking skin windbreaker as an example, according to the survey of China limit Internet, the search index of skin windbreaker has decreased significantly in the past two years, but the sales volume has not been affected during the same period, but it has been greatly improved.

Before choosing the skin windbreaker, the key words searched by the search engine also changed, and the brand became the focus of attention.

When brand and fashion become more and more important, it is not difficult to understand why many popular sports brands and fast fashion brands are competing to test the functional clothing market.

For example, a few days ago, GAP group's brand Old Navy was handed over to executives and senior sports professionals such as Nike, Adidas and The North Face.

The boost brand is subdivided into different types of functional sportswear fields.

In any case, for functional clothing, the era of "gimmick making" is over. Rational consumers are more sensitive to the functionality and the price.

If we want to become a "Star" in the market, we must rely on the added value of "functional" clothing.