Single Brand Stores Rely On Outdoor Clubs

At the end of the month, Tianfeng Valley, the first multi brand outdoor collection store in the mainland, will be landing in Ji'nan, Shandong. The store will bring together DZRZVD, Du Jiadi, snow front knights, new West wolves and other outdoor brand products.

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, bags, accessories and other varieties, different styles and

All the outdoor brands of the concept are called together by the same store, merging each other, and condensing it into a brand collection shop with much concern.

Compared with the existing outdoor brand collection stores such as Sanfo and Tu Road, unlike their brand agent operation mode, Tianfeng Valley has created a new channel mode with the brand joint stock system. Under the increasingly fierce market competition of single brand outdoor stores, whether the mode of the joint stock outdoor collection store can break through successfully with its high cost performance and differentiated positioning, what is the future of the traditional single brand outdoor monopoly system in the future?

Joint stock system "Tianfeng Valley" arises at the historic moment

Over the past few days, Chen Guohua, general manager of DZRZVD (Du Jiadi) outdoor products Co., Ltd., has been busy preparing for the opening of Tianfeng valley. In addition to setting up a unified store decoration style and brand LOGO, he has repeatedly verified the cooperation rules with every incoming brand supplier, and finally confirmed the first batch of outdoor brands that are stationed. The most important point is nothing more than shareholders' rules.

In fact, DZRZVD (Du Jiadi) outdoor products Co., Ltd. is a professional manufacturer of outdoor brand suppliers, mainly online sales.

However, in the face of the declining market situation, Chen Guohua finally focused on building a series of outdoor brand collection stores. He believes that compared with a single brand store, the multi brand outdoor multi store mode can meet different needs of different people, and different needs of the same person in different periods, so that the advantage can withstand the cold wave.

"Tianfeng Valley outdoor collection shop promotes healthy and fashionable outdoor tourism lifestyle, providing outdoor and travel enthusiasts with multiple brands, a full range of personalized and high-quality travel and outdoor products, and distributing products through multiple brand manufacturers' joint stock to meet the needs of different groups of people from professional outdoor travel to leisure travel."

According to Chen Guohua's original idea, the biggest highlight of "Tianfeng Valley" is the partnership system, which is quite different from the relatively mature outdoor collection store in the market. Whether it is Sanfo or road, they adopt brand agent operation mode.

And the operation mode of Tianfeng Valley outdoor brand collection store is directly from the manufacturer to the store and then to the consumers.

This means that in the sales link, the franchisee's expenses and profits will be saved.

As a result, brand suppliers not only avoid the risk of arrears, but also reduce the cost of expenses.

For consumers, they can also buy outdoor products with high cost performance and multiple choices.

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As the first co operative brand of Tianfeng Valley, Cai Qigai, general manager of Kay road outdoor products Co., Ltd., said: "outdoor brand collection shop is not a completely new concept. Its development in Europe and America has been more mature, but in China, the development of outdoor brand collection stores is obviously lagging behind.

Therefore, we take the positioning of the domestic outdoor brand management mode, and divide the middle and high end and the middle and low end into two levels of consumer groups, and establish outdoor comprehensive retail chain stores through the joint venture of brand suppliers, so as to occupy the low and middle end consumer market with the advantage of high cost performance.

It has been revealed that Tianfeng valley will cooperate with 10 core brand suppliers, including DZRZVD (Du Jia), Kay Road, Mei Luo, new west wolf and so on, including outdoor clothing, outdoor shoes, bags and tents, hats, socks and so on all outdoor sports related categories. Core brand suppliers take the form of joint capital contribution to form Tianfeng Valley outdoor collection shop. When the collection store develops to a certain maturity, it will implement channel distribution throughout the country, and it is expected to reach 50~80 stores next year.

The integration ability of collection stores needs to be verified.

"Looking at the development path of outdoor sports in Europe and America, their experience in running outdoor brand stores tells us that a single brand can not fully meet the needs of outdoor sports fans for a wide range of outdoor products. Only a combination of multiple brands, a comprehensive collection store with complementary advantages is the best mode of outdoor products retail."

Xu Rongsheng, chairman of lions brand outdoor products Co., Ltd. is very sure about this.

If a customer walks into a store and can buy shoes, backpacks, even sleeping bags and a series of products that meet the needs of outdoor travel, it is no doubt that this is a consumer pain point, and customers who like outdoor sports activities can be gathered through the lowest commodity prices and the most comprehensive types of sports goods.

But Xu Rongsheng still throws the biggest doubt in the industry: how can we integrate differentiated products and meet the needs of consumers to the maximum, so that we can get a complementary development channel under the same roof?

This is also the entanglement of general manager of Tian Lun Tian outdoor products Co., Ltd., Xu Tengda's inner heart. "A few brands gather funds together to open a store, which means that fingers can be combined into a fist attack. The capital and manpower strength after the combination will be better than the average investment level of individual brand" each camp ". The outdoor Consortio itself attracts consumers in one-stop shopping in the business circle, but if you come to your store and find that the same kind of products in the store have no core competitive advantage, even lower than the average level of other single brand stores in the industry, then, is the store still attractive to the market?

Now, the problem of outdoor brand is the homogenization. If we gather a homogeneous product into a multi brand outdoor collection store, it is still difficult to estimate the market.

In addition, compared with the traditional single brand stores, outdoor stores have high demand and high cost. The traditional "couple shops" mode can not operate at all.

"For example, an outdoor collection shop of about 200 square meters often needs six or seven small teams, and even needs a mature shop manager. The store manager needs to have enough vision to analyze the needs of consumers, and has the ability to clearly understand the internal department and management staff.

Because only with substantial contact with consumers can we better feedback the data and fit the needs of consumers to adjust the concept and sales mode of the store.

Xu Tengda believes that the integrated store mode needs to pay great attention to the analysis of the comprehensive efficiency. All the modes should be based on commercial interests.

Cai Qi also told reporters that most outdoor brand enterprises are now in urgent need of adjusting the market strategy plan. Only when we truly understand and analyze the current market, integrate their own categories, plan well, can we respond to the market, let consumers know who you are and remember who you are, so that we can break through in the outdoor collection store channel.

"Therefore, the product mix of multi brand stores should be better and better, and the products should be produced to satisfy consumers' different consumption experiences, so that they will not be flooded under the premise of multi brand appearance.

It is worth mentioning that Tianfeng Valley as a joint stock outdoor collection store, in addition to solving the important product planning problems, how to unify the ideas of these brand supplier partners is also very important. Chen Guohua has to admit that this is the most troublesome thing, which involves the proportion of shareholders' investment and the ownership of final management and the flow of funds. Even though we all realize that outdoor collection stores are the general trend of the future development, we are trying to deal with the related interests of the two companies.

Single brand stores rely on outdoor clubs

It is easy to see that in the first batch of brand suppliers who have become the outdoor collection store of Tianfeng Valley, there is hardly any shadow of the brand of Jinjiang. Most of the suppliers come from Shishi around Jinjiang, to a large extent, mainly based on network sales. They will hardly be imprisoned by the traditional channels when implementing the channel construction of outdoor collection shops.

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In the long run, these brand suppliers have begun to attach importance to the development of outdoor functional clothing products, and they have obvious advantages in the price of apparel supply chain. Although for now, because of the different channel choices, these brands will not form a positive conflict with Jinjiang outdoor brands for a time. But the industry believes that the advantages of these brands will bring impact to the whole outdoor market one day, especially in the promotion of channel operation and brand promotion. Outdoor collection stores will be a new breakthrough, which is very difficult for Jinjiang outdoor brands to operate.

Following the construction of the monopoly system of traditional sports brand, after the rapid development of these years, the outdoor brand of Jinjiang has been quite mature and systematized in the distribution of monopoly agency channels. Even in the era of questionable monopoly agency channels, the change of Jinjiang outdoor brand in channel system is not big, and even the operation plan of its outdoor collection store as a supplementary channel seems a bit inadequate.

Xu Rongsheng said, "first, according to the brand monopoly system planning, its own brand positioning and product prices have been upheld for many years. At this time, the market background is relatively stagnant, not to mention that the tune can be adjusted. Secondly, in terms of price positioning, the outdoor brand of Jinjiang is generally biased, and the added value of the brand is slightly higher. Even when we can create a good and inexpensive outdoor collection store, even if some part of the agency profits can be ceded, it will not be able to lower its status and compete with other brand suppliers."

However, although the competitive advantage of a single brand store has declined, some enterprises have made full use of the original monopoly channel, trying to expand outdoor equipment experience and outdoor life style.

Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd., told reporters that it is located in the heart of Xi'an, the St. Valentine's outdoor living hall, with a combination of product and activity experience, has been a lot of outdoor donkey's favorite, St. Valentine's organization through the terminal store regular outdoor activities, public lectures, outdoor sharing sessions, but also for more people to create a better understanding and experience of outdoor life opportunities and conditions.

Not only that, Gore GORE-TEX's online exchange platform is newly launched, lion brand outdoor, donkey, and so on. Outdoor brands are building their own outdoor circles to varying degrees.

At this point, if a single brand store is combined with the operation of the club, let the purchase be not an end, but let everyone experience the outdoors, so that consumers can find happiness and sense of existence in outdoor activities, and good activities are easy to form word-of-mouth.

Therefore, if we can develop every customer into a club member, and improve the consumers' understanding of the outdoors through club activities, it is very meaningful to lead more people to join the outdoor field.

The founder of Si Kai Le brand was told in an interview with relevant media.