Outdoor Industry Rethink Business Model And Try To Break Through

The outdoor goods industry was once a highly potential industry, but now it is also generally in trouble, and many brands are beginning to disappear.

As a small and medium-sized enterprise, the outdoor products enterprises in Quanzhou are facing great pressure. In the retail industry's huge impact from the electricity supplier and the international brand price, many brands begin to reflect on the past business models, try to shorten the product line and so on to achieve breakout.

Case: Lion Brand outdoor single product breakthrough

Recently, lion brand outdoor held 2016 spring and summer ordering meeting. Dealers' enthusiasm made Xu Rongsheng, chairman of Lion Brand outdoor, somewhat surprised.

"We were already prepared for ourselves. We expect that this year's order volume may decrease, but I think it is still higher than the same period last year."

The reason for this is that there is a big market environment. On the other hand, Xu Rongsheng has made a reform in the order mode this year. "In the past, the traditional order pattern was first shipped, and the money was settled later. This year, once the goods are ordered, the dealer must pay 30% of the money, and the remaining one takes two or a month in a year. Only when the money is in place will we deliver the goods."

It is precisely because of changes in the habits of dealers for many years, Xu Rongsheng is expected to be some resistance, or even a loss of a number of dealers.

The result not only surprised Xu Rongsheng but also delighted him.

The new order mode also increases the pressure of dealers' funds, while the order quantity does not decrease or increase, which shows the recognition and confidence of dealers to Lion Brand outdoor products to a certain extent.

Xu Rongsheng analysis, this is because the company launched last year, a single product breakthrough strategy, "outdoor products categories, products are also very similar, we have been looking for a strategy that can reflect our brand differentiation, and later found the" elastic pants expert "positioning.

Through in

In recent years, lion brand outdoor elastic pants have been popular in the market and become the most popular products of dealers.

"We will continue this strategy.

In the past, there were hundreds of items in the past, and now we will only have forty or fifty shoes for ordering, then we will push two or three of them.

Xu Rongsheng believes that the strategy of single product not only focuses on resources, but also concentrates the resources of enterprises more efficiently, and can better adapt to the current market environment.

Background: the shuffling of outdoor industries has intensified.

Actually, not only is the lion brand outdoor, but also the Tianlun Tian, which held the order meeting shortly before, has also condensed its own product line into three series: "river tracing suit", "wild running suit" and "hiking suit", making it clearer about the use scenarios of products and enhancing the focus of consumers.

Quanzhou outdoor brands such as Ken Topp, Saint Frey, CAMKIDS and so on are also returning products, trying to find their own brand ID.

This phenomenon is related to the further reshuffle of domestic outdoor products industry in recent years.

With the weakness of the consumer side, the survival of the two or three line domestic brands has become more and more difficult, and the market has been occupied by a small number of one or two brands.

This is evident from the 2015 semi annual report released by Pathfinder.

As the leader of domestic outdoor products, Pathfinder achieved 676 million yuan in the first half of this year, an increase of 8.61% over the same period last year, and realized operating profit of 164 million yuan, an increase of 24.32% over the same period last year. Net profit was 124 million yuan, up 1.17% over the same period last year.

In the case of a weak market, Pathfinder has made full use of its brand advantages and has carried out a series of reforms.

This year, the Pathfinder has been preliminarily completed.

The group structure of the three major business groups, namely travel service and big sports industry, is established.

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In the outdoor business group, the multi brand businesses based on the three brands of Pathfinder, Discovery Expedition and ACANU were orderly launched during the reporting period, and the sales income of Discovery Expedition during the reporting period was 34 million 780 thousand yuan, up 762% from the same period last year; ACANU achieved sales income of 6 million 520 thousand yuan, up 194% over the same period last year.

In the aspect of travel service group, Pathfinder completes the strategic investment of travel O2O integrated service eBay International Travel Service (Beijing) Limited, and promotes the development of the company's travel service sector business.

The leading brands took the lead in the complete pformation and growth, and further occupied the living space of the two or three line small and medium-sized brands.

If we do not find the characteristic development space, we will be completely eliminated in the future. Taking the outdoor products industry in Quanzhou as an example, there are nearly 100 industrial chain related enterprises in the rush hour, and now most of them have disappeared.