Outdoor Products: Building Up A Three-Dimensional System To Make A Big Outdoors.

Over the past two years, it has been affected by internal and external factors such as market downturn, industry pformation and so on.

The development of the industry is much slower than before, and many brands even disappear from the market.

In this unfavorable situation, the outdoor products industry has begun to pform some of the past practices: production, self built production system, management, bold attempt of business unit mode, promotion, and build a three-dimensional system.

This all-around change is evident from the twelfth Asian sporting goods and fashion show that ended last weekend.

At this exhibition, though there are a number of brands that have been completely unpopular in the industry, there are also a number of new brands emerging, such as Kenny Road, Ai Di Tusi, explorer and so on.

Without exception, these brands all emphasize their own production.

Kenyan road for the first time

Ltd., originally a veteran outdoor garment processing plant, has over 20 years of experience in production design.

This year, Kenny road exhibited for the first time, and achieved good results at the exhibition: Although the exhibition was only 4 days before and after the exhibition, they had more than 5 million of the order quantity, and the results were impressive, which is quite attracting attention in the outdoor market which is not very hot.

Kenny road has opened more than 100 outlets nationwide since last year, including many single stores, shopping malls, supermarkets and so on.

Of course, there is the reason why the old brands are gradually disappearing and giving up the market share, but more importantly, their own factory products have better premium capability.

If we can make the brand quality and sell the wholesale price, the competitiveness of the brand will be there.

Kenny road outdoor clothing supplies Co., Ltd., Lin Shaofeng, development manager, told reporters.

The new brand, altras, also featured prominently. On the first day of its development, 37 customers were incorporated. Among them, the huge advertising slogan "self owned factory and products are available" is the biggest magic weapon to attract customers.

A single boss from Shandong outdoor club told reporters that for him, when the business is not good, the less the intermediate links, the greater the profit margin and the more competitive in the market.

"Those who can survive in the future must be those brands that have the advantage of production," said Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd.

"In the past, we made the brand with the wholesale quality and the brand coat, and then we could sell the brand price. Now we can only survive in the market by making the brand quality and selling the wholesale price, all of which need high-quality factory resources in the final analysis.

Only with its own production system can be controlled, brand and business related operations will have a basic profit guarantee.

Xu Rongsheng said.

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Set up business unit to tap management potential

Production is more emphasis on its own factories, and many outdoor brands in management have begun to reform drastically.

Hou Lei, director of the outdoor mountaineering Department of Pathfinder outdoor products Co., Ltd., revealed that apart from the outdoor economy and the three-dimensional layout of the outdoor industrial ecosystem, the group is more important in the management reform of the three major departments.

Taking his outdoor mountaineering department as an example, he explained that the outdoor mountaineering department and the hiking and travel belonged to the outdoor business group, while the outdoor business group and the tourism business group and the sports enterprise group were listed as the three major business groups of the company. The business group was set up under the business structure of the business group, and the most important thing is to let every department become a profit center of independent operation, independent accounting and self financing. The group only reserves the decision-making power of the major issues such as the formulation of policies and policies, the appointment and removal of important personnel, and other powers, especially the power of supply, production, marketing and product development.

In this way, the head office has become the investment decision center, the division is the profit center, and the subordinate production unit is the cost center, and through the implementation of decentralized operation under the centralized policy, the organic unity of policy control centralization and decentralization of business operation has been organically integrated, so that the highest decision making organ of the enterprise can concentrate on formulating the company's general objectives, general principles, master plans and policies.

This kind of internal reform has also been quietly staged in many small and medium outdoor brands. Lv Menglong, director of Garment Development Department of Lion Brand outdoor products Co., Ltd., told reporters that the boss put profit indicators and daily operation data, cost sharing, personnel costs and so on to each department. At the beginning of the year, you will be given a general budget. At the end of the year, after deducting the cost, the boss will calculate the profit, that is, his own year-end bonus. This practice has been implemented for over 1 years, with good results, and he himself feels the responsibility and enthusiasm of being a small boss.

"Let's not talk about the organizational structure of business groups first. Within the company, we will combine them into a relatively independent unit according to the relevant research and development, procurement, production and sales departments, so that they can have strong autonomy in operation and management and carry out independent accounting."

Zhou Guojin, general manager of AI Tai Shi Clothing Co., Ltd.

"We hope that through this adjustment, we can better tap the potential of our staff and management team and embrace market opportunities with greater initiative. Our goals include developing market channel networks, integrating brand communication platforms, cultivating key markets and strengthening product innovation capabilities.

At the same time, we also build a platform for joint development of employees and brands to better support future business development.

He said that the key to the current external pformation lies in internal reform and rationalizing all aspects of the internal market in order to cope with the sudden change in the market.

Build a three-dimensional system to make a big outdoors.

If self built factories and the establishment of business units are internal changes, then through the three-dimensional marketing system to create a complete outdoor ecological closed loop has become a number of outdoor brands in marketing promotion of new tricks.

At the opening ceremony of the exhibition, Pathfinder officially released news of the tourism industry.

Sheng Faqiang, chairman of the Pathfinder group, said: "in 2016, the Pathfinder will focus on the tourism industry, from outdoor products to outdoor economy. This path should be relatively sound. We have also started various attempts to acquire green fields, Yi You world and beauty. We are still trying to build a safety system including outdoor activities, and building outdoor sharing websites. Next, we will cooperate with the national clubs to establish a green China system."

From this heroic language, it is easy to see that as the leading brand of outdoor brand in China, its strategic trajectory has been directed at the "outdoor products + tourism + big sports" ecosystem.

Prior to that, Sheng Fa Qiang had published in the media public "experienced tour leader with temperature."

He believes that around the needs of users, there is still a lot of market space from outdoor products to the outdoor economy. For this reason, Pathfinder proposed a "Pathfinder ecosystem" strategy, hoping to cater for the user needs and user habits in the Internet age, thereby enhancing user stickiness.

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According to introduction,

The ecosphere is divided into three business sectors: outdoor, sports and travel. The tourism sector will integrate outdoor and sports resources, collect special tourism funds, and arrange the differentiation and mobile strategy under the line and line.

Coincidentally, NORTHLAND, a new brand spokesperson Wang Luodan, hopes to fully explain the concept of brand's "go along with the heart" and encourage consumers to listen to their inner voice and return to the true nature. At the same time, they will lead more outdoor enthusiasts to appreciate the excellent brand technology and products of the brand, and enjoy the freedom of outdoor sports.

What is more important is that NORTHLAND launched the activity called the "heart Walker program". The consumers participating in the event will have the opportunity to go to Austria with Wang Luodan and feel the cultural journey of "the best place to go".

NORTHLAND, the responsible person, said that they wanted to promote the brand outdoor activities through the image spokesperson, organize some outdoor activities with special characteristics, explore outdoor routes, and set foot in outdoor communities and ecology. The future commercial development of outdoor brands must not be limited to the field of shoes and clothing, but should be penetrated into the consumer community with unique culture, subdivision products and creative outdoor tourism services.

"At present, the development route of outdoor brands has become more and more clear. The brand that has been in front has basically established the line of" outdoor sports + fashion tourism ", which is reflected not only in products, but also in strategic planning.

Hou Lidong, the industry insider, said that these brands first made a clear distinction on the product line, one on outdoor equipment or outdoor sports events, and the other on the other side was the outdoor products of fashion tourism. Secondly, they planned outdoor footwear and outdoor tourism, clubs, websites and other peripheral industries on the product line according to the strategic development plan, which were the beginning of the blowout of outdoor economy.

And we can read a bit from the development track of local brand CAMKIDS.

From imitation, follow up to independent innovation, the style of CAMKIDS has changed dramatically in the past 6 years. It not only satisfies consumers with diversified products, but also extends to children's outdoor related industries.

"I hope that the future CAMKIDS is a teenager outdoors layout and resource integrator.

CAMKIDS will set up a platform to enable all resources to play their full role on this platform, give full play to the charm of Ming Wei CAMKIDS capital platform, and make full use of CAMKIDS's own advantages to integrate the resources related to youth outdoor.

For example, children's outdoor bases, boy scouts bases, and other outdoor related industries are all we need to make use of, which are closely related to the outdoor economic ecosystem.

CAMKIDS brand owner, Mingwei shoes and Clothing Co., Ltd., general manager Hong Qinming said.

Continuous market downturn forced outdoor goods companies to make more changes.