Find Breakthroughs In Outdoor Industry

No one will put the expensive outdoor products and the peasants who are frugal in the world.

Xiaobian of the network is to introduce the potential demand for outdoor products in the rural market to be stimulated.

At first, I never associated outdoor products with frugal farmers until the last outdoor trip.

It was a nearly 15 kilometer trek, and it began to rain halfway through the day. Fortunately, we all prepared well and walked along the muddy wet mountain road without pressure.

Along the way, several donkey friends began to talk about the sky.

A tall young man said he had been outside for the first time and had been busy with his work.

On this trip, he prepared relatively adequate equipment, such as fast drying clothes, climbing shoes and tracing shoes, rain cape, mountaineering staff, kneepads and so on.

People who love outdoor sports have a heart for cruelty, and this man is no exception.

I was surprised when he told me that he wanted to buy an outdoor suit for his parents.

He told me that his clothes were soaked and dried quickly, which reminded him of his life in the countryside when he was a child. His parents often worked in the field wearing ordinary clothes. They were busy all day, and their clothes were wet.

Now that he has gained a foothold in a big city, his parents are still willing to stay at home and do farm work.

If they wear special outdoor clothes when they work in the fields, they can also be more comfortable working and prevent illness.

You know, farmers who work all the year round often fall ill, and in the later years they need to pay more attention to health.

Some application scenarios are similar.

Outdoor products and farmers, this seems to be a meeting of sparks.

As far as I know, some outdoor clothing has quietly infiltrated into the farmers' market, such as assault clothing. Because of the better wind prevention effect, many farmers will wear it in winter.

In contrast, there are some similarities between farmers and outdoor travelers.

Mountaineering or hiker travellers often walk in the field path, the forest mud road or the wet mountain road. On the way, the leech, poisonous mosquitoes and mosquitoes suck blood, the moss play the play, and irrigate and irrigate by the rainstorm; and the farmer walks on the soil road in the field all the year, barefoot in the river, or is loading up the mountain.

In the process, there are very few protective measures, which are usually convenient for how to come, so they often get caught by crawlers, accidentally cut and so on.

But for the peasant group, these have become accustomed to and do not need to be so "fastidious".

This is also a reason why outdoor products have not spread to the farmers market, and user demand does not seem to exist.

Potential needs to be stimulated

But where there seems to be no market, it's just that demand has not been aroused.

With the development of social economy and the improvement of the living standard of the whole people, the whole community has begun to have new demands on their lives. Farmers are also beginning to follow the fashion, seeking comfort experience, and more humane agricultural equipment may become their huge demand in the future.

In addition, many of the 70 generation of post-80s peasants have successfully integrated into the two generation.

They have lived the "peak life" of successful families and happy families, but their parents, after 50 and 60 years, do not want to follow their children to live in big cities, and are accustomed to their daily life in their hometown.

The children who are not satisfied with their parents are still involved in their work. Maybe they need to do some filial piety through humane farming equipment.

Think of the simplest scenario. If a pplant rice farmer wears a full set of waterproof and fast drying equipment, he will not have to worry about the discomfort caused by various crawler bites in the shallow water, and do not worry about wet clothes being put on the skin for a long time to cause uncomfortable or even cold. Or, if a villager walking on a mountain road wears a kneepad or a climbing stick, will it be more secure? Only these basic outdoor equipment can greatly change the farmers' experience of farming.

If we make some improvements to the specific working conditions of farmers, outdoor products may usher in another day.

Today's agricultural products are too heavy and hard to touch, such as rain cape, shoes, overshoes, etc.

If a farmer who runs a water job often gets rid of heavy rubber shoes or trousers, instead of light waterproof clothing, will he be more active?

Obstruction of outdoor products entering villages

However, the biggest obstacle for outdoor products to enter the farmers market is the price.

Farmers are low consumption groups, and outdoor products are mostly targeted at middle and high consumption groups.

The world's top brands of primitive birds, woodchuck and other brands do not mention that they are the most common brands such as Pathfinder and camel in China.

If outdoor brands develop outdoor equipment for farmers, first of all, we need to lower the price threshold and develop low-end products.

In this regard, at present, Decathlon, a common civilian in China, has a certain advantage of starting, and the price of civilians is more acceptable to farmers.

Of course, if your target group is a farmer's child who has settled in the city and sells them gifts to their parents, there is no need to consider price barriers.

For outdoor players, it extends to farmers.

At the level of product development, customized development is needed for specific scenes, functional weight reduction and price adjustment.

On the promotion level, on the one hand, it can be oriented to the young people in a second tier city, and carry out double line promotion of stores and networks. On the other hand, it is a group of farmers entering the three or four tier cities, which stimulates the consumption habit of the group with the way of "giving first experience and stimulating purchase".

Nowadays, with the introduction of traditional sports brands, the outdoor industry is moving towards a stalemate, and many problems are hidden behind the bright surface. The industry bubble is being blown up.

Profit narrowing and homogenization are disrupting the market.

At this point, players need to find breakthroughs in advance.