Eagle Rock Outdoors Opens The WAN Dian Plan To Install The Empowerment Mode To Start.

Queue IPO, offline shop, incubator brand...

Once a brilliant brand, they started their new exploration for attacking or guarding.

Yang Yihua after 80 is one of them.

In 2006, Yang Yihua founded the only outdoor brand of 108 Amoy brands.

"He started his outdoor electric business.

Yang Yihua CEO 2011 double 11, the 108 panning brands, the total turnover of 335 million 600 thousand yuan, accounting for 10% of the total Taobao mall turnover, the average single store turnover of 3 million 80 thousand yuan.

This is one of the signs of the peak of the brand name, Yang Yihua also tasted the sweetness.

During the period from 2008 to 2012, Eagle Rock outdoors once won the first place in double 11 and annual outdoor category.

By the time 2012, traditional brands were attacking the host.

Once in the middle of the double 11, the brand of panning has gradually lost the right to speak on the platform.

In the same year, double 11 sales TOP10 brand, also only cracked silk, Yin man two Amoy brands list.

For Yang Yihua at that time, he was also faced with the embarrassing situation of intensified competition and high flow cost.

In September 2013, Yang Yihua and his team decided to abandon the original electricity supplier mode and find another way.

Yang Yihua found that when organizing outdoor activities, outdoor leader's demand for equipment recommendation was very strong, which also led him to build a platform for docking leaders and branding ideas.

Because of this, Yang Yihua and his team crossed from the Amoy brand to the outdoor platform camp.

Empowerment mode of luggage

Yang Yihua called himself Yang Fu, intended to give outdoor leaders unlimited energy, and this is also a thing to do.

In November 2015, the WeChat mall was formally launched.

Data show that the outfit is positioned as the outdoor travel equipment selection platform, which mainly integrates the resources of leaders and clubs, and helps them achieve docking with outdoor brands to provide a full range of new retail design services.

From the point of view of APP structure, whether it is a brand hall, group purchase or special sale, there is not much difference between luggage and other vertical B2C stores.

APP is a screenshot, but Yang Yihua told reporters that the existence of APP is more to deceive competitors.

More than 95% of the 70 million yuan of sales last year was generated in the leader's shop, and almost all of them were generated in club activities and club scenes.

That is to say,

Strictly speaking, it is an outdoor equipment distribution mall.

As an individual with a certain influence in the outdoor market, the leader will play the role of advertiser, distribute the merchandise of outdoor brand to the professional outdoor crowd in the range of radiation, and get the guest at a lower cost.

Specifically, the leader can set up a micro shop on the outfit, select goods from the commodity store and recommend it to outdoor enthusiasts.

According to the level of commodity profits, the Commission for the brand to offer the leader is between 15% and 40% of the selling price.

Yang Yihua believes that for brands, the biggest value is not to earn the money from the leader channel, but the brand endorsement of tens of thousands of outdoor leaders in the country.

"What we need to do is to help the brands open the outdoor stores to the outdoor leaders and clubs in every city, so that each tour leader's mobile phone APP has their outdoor stores.

This is equivalent to infiltrating the outdoor equipment leader into the capillary of the outdoor industry. "

Yang Yihua said.

Wan shop plan

As of April 2017, there were more than 5000 clubs, more than 9000 leading stores and more than 300 brands.

The shopkeeper has already covered 34 provinces of the country, and even some overseas countries such as Taiwan, the United States, New Zealand and so on have shopkeepers.

In terms of resource acquisition of tour leader and club, luggage is mainly dependent on existing stock users, followed by club leaders.

"The original old customers have 400 thousand ~50 or so, including nearly ten thousand or twenty thousand outdoor clubs, and three thousand or four thousand leaders who have a willingness to cooperate, which is the main source."

In terms of commodity supply chain, goods are shipped by platform, and some other goods are shipped directly by brands.

In addition, the platform provides back-end support for sales of goods including customer service, logistics and after sales.

Yang Yihua chose to take the lead from the team. He told the billion power network that the package was mainly considered from three aspects: first, the demand for the equipment shopping guide of the leaders and clubs was not yet full; second, the leader could well connect the brand with the outdoor professional crowd; three, the cost of the traditional B2C electricity supplier was high, and the channels for outdoor brand expansion were limited.

Offline, small outdoor stores can enter a limited number of brands, and then store brand terminal sales price is high.

It is reported that this year's clothing industry will focus on outdoors routes, equipment and content to achieve through the realization of the interests of the three sharing, and will exist in the form of de centralization.

Every week, the organizer will organize training teams or clubs to collect outdoor professional groups through the output of professional content, and initially facilitate the production of pactions.

Offline, the company intends to cooperate with the club to promote the "Wan Dian plan".

It is understood that there will be two kinds of shop outlets, including club store and shop experience store.

The club can display professional products in the shop, while the clothing store will be mainly distributed around the outdoor clubs, and both will be combined with outdoor activities.

In the past ten years, outdoor sports are gradually recognized and accepted by the public.

China's outdoor products industry also maintains a two digit annual high growth rate.

In addition, since 2010, the electricity supplier channels have begun to exert their strength, and the number and sales volume of outdoor businesses are increasing year by year.

According to COCA statistics, the total retail sales of outdoor products in China in 2015 amounted to 22 billion 190 million yuan, an increase of 10.51% over the same period last year, but the growth rate dropped by about 0.73 percentage points over the same period last year.

In 2016, the growth rate further slowed down, and the total retail sales of China's outdoor products market amounted to about 23 billion 280 million yuan, up 4.91% from the same period last year.

As for outdoor brands, as of 2015, the total number of domestic outdoor market brands reached 955 (including 507 domestic brands and 448 foreign brands), an increase of 1.06% over the previous year, but the growth rate dropped by 5 percentage points year-on-year, and the growth rate was relatively slow.

On the whole, the outdoor industry still has the possibility of continuous digit growth in the next two years. However, due to the extensive development, the competition among outdoor brand brands will become more intense.

For brands, how to upgrade brands and channels will become the key to success.

Yang Yihua told reporters that whether the brand is in the traditional offline channel or the electricity supplier channel, the channel cost will reach 30%~40%, and the cost will be dynamic.

Providers need to compete for search, display and activity flows.

He believes that the traditional electricity supplier is the intermediary of user traffic, and businesses and businesses are more than competing products, but the ability to show them in front of users.

The same is true of offline channels, as well as the acquisition of customers through lots of shopping malls, and finally the elimination.

"Unlike Taobao, only half of the wear is made and the other half is in the club and the leader.

We are the achievement of tens of thousands of outdoor clubs and leaders in China, helping every weak individual to help them become a distributed club with line equipment and content production in the industry.

Yang Yihua said.

For more information, please pay attention to the world clothing shoe and hat net information report.