Outdoor Brand Competition Situation Worsening E-Commerce Platform To Become The Main Battlefield

< p > continuation of the 2012 era of "nationwide electricity supplier". This summer, more and more traditional industries have been "electric shock", giving up the long run of time and from the traditional mode of operation and sale, direct marketing to the exploration of network marketing mode.

Under such circumstances, the outdoor products industry, which originally focused on completing the value chain cycle through retail outlets, has begun to seek new channels to expand the market and occupy the user base.

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< p > < strong > > the two outbreak, or the return of light? < /strong > /p >

< p > outdoor sports really enter into the Chinese consumers' vision in recent years. As a branch of sports, the Beijing Olympic Games has created a good opportunity for the outdoor industry to gradually become popular with the public.

However, the outbreak of the economic crisis in 2008 and the blind optimism and expansion of the sports industry led to the large-scale recession and even collapse of many brands in 2010.

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< p > compared with the current high level of inventory of sports brands, China's outdoor products market is showing an uptrend.

The scale of China's outdoor products market increased from 60 million yuan in 2000 to 14 billion 520 million yuan in 2013. A large number of data show that there is only one category that keeps growing in the sports area of the shopping mall, that is, outdoors, so many businesses turn their attention to the outdoor industry in order to find new business growth points.

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< p > however, due to the gradual blurring of market boundaries, sports and leisure products have similarities with outdoor products, and competition among the same industry already exists.

Facing the new growth field of outdoor products industry in China, it can not help but reflect on whether the entry of Chinese local sports brands and leisure brands will soon be saturated.

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< p > < strong > the deterioration of the competition situation, the electronic commerce platform becomes the main battlefield < /strong > /p >

< p > in fact, in November 2012, Lining announced that its first outdoor store Li-NingAdventure, the outdoor brand Li-NingAdventure, will open in Beijing.

Of course, it is not just the Lining family that is interested in the outdoor products market in China.

According to the 2011 Annual Survey Report of China outdoor products market provided by COCA, the number of outdoor brand brands in China has reached 717 in 2011, representing an increase of 29.42% over 2010.

Prior to Lining, Adidas announced that it had entered the field of outdoor sports in China and opened the first independent Adidas brand outdoor product store in China.

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"P" is facing increasingly fierce competition in the ground market. Domestic and foreign veteran outdoor brands are equally optimistic about the potential of e-commerce channels.

Today, as the Internet has penetrated into every corner of the world, the promotion of e-commerce brand is much faster than that of traditional offline brands. It has the advantages of low promotion cost, strong pertinence, flexible operation and good interaction.

In contrast, a lot of investment in online brands, high cost investment, high advertising, it is awkward.

And a well run online shop is facing the customer base, which is more difficult than the physical store /p.

< p > as early as 2009, the CAMEL camel tries the water electricity supplier, in 2010 the official layout, and has achieved the good sale performance on the Taobao platform.

In November 2011, Beijing Toread Outdoor Products Co (hereinafter referred to as the Pathfinder)'s electricity supplier brand arkanno officially launched in recent days.

As of May 2013, The North Face (North), Jack Wolfskin (Lang Zhua), Kailas (Kai Leshi), Leaflegend (Li Fu Lai) and other outdoor brands have also accelerated the pace of online sales of brands.

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< p > < strong > chaos fist killed the teacher, the traditional brand electric business pain < /strong > /p >

< p > but once truly involved in Internet marketing, outdoor products enterprises with their own characteristics feel that they have encountered problems.

The outdoor products industry has two different directions in terms of its management strategy. One is to keep the threshold to do "small outdoor", the circle is relatively narrow, targeted, product quality and type requirements are more professional, aiming at professional level "donkey friend"; another kind of open door is "Outdoors", mainly to do introductory and sports popularization, and take the leisure route in specialization, aiming at the mass consumption market.

Internet marketing is a door that is not easy to open for those who are unwilling to lower their seats for consumers.

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< p > "so far, I know that the outdoor brands, including us, are really using less means in network marketing, and there are not many successful examples. Maybe we are still trying more. This is the current situation."

OZARK marketing director Jia Xu told reporters.

Outdoor electricity providers do not have the inherent conditions of price war. Outdoor industry is a niche industry, and production cost, operation cost, logistics cost and after-sales service cost are hard to lower.

From the current stage of development, if the outdoor electricity providers like some of the previous time, some e-commerce platform price war, before they have yet to grow, they can kill each other, almost can draw a conclusion: blind price war = dead end.

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< p > not only is the counterattack of "Shanzhai", but also the large-scale offline sales network of traditional outdoor brands has also created the sword of Damour and Chris to enter the electricity supplier.

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< p > < strong > each shows a clear mind. The strategy of diversification is /strong. < /p >

< p > although the outdoor electric business road is still in the exploratory stage, the future online will become the main selling channel of outdoor brand, which is almost undenial.

On this road, professional outdoor brands are starting from their core competitiveness, and adopt a more diversified strategy to attract online shopping consumers.

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< p > the professional comprehensive outdoor brand represented by The North Face will pform the electronic business platform into a propaganda position. On the one hand, it will digest the stock, and on the one hand, it will become a promotion factor for offline sales.

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< p > the ubiquitous outdoor brand represented by Pathfinder has launched the brand ACANU (Akeno) of the electricity supplier, hoping to solve the contradictory situation of the price difference under the offline offline with multi brand strategy; < /p >

< p > with the focus on "a" target= "_blank" href= "//www.sjfzxm.com/" > shoes "/a" category of smaller brands (leaflegend) as the representative, then adjust the product structure, the electronic business platform as the main position of light outdoor products, offline stores are more focused on experiential professional outdoor, customized products sales.

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< p > camel as the representative of leisure outdoor brand, fully offline, online business independent operation, online sale of goods from design, procurement, production, sales to marketing and offline, to avoid maximum online and offline conflict.

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Less than P, the strength of outdoor brand is not only reflected in strategy and channel, but also in the differentiation of brand culture.

The Pathfinder signed Wang Feng, a rock music Pathfinder, to speak for him: "with their experience, they will encourage more people to pursue their dreams, bravely go towards their own way of life, and be" courageous ".

The camel, who is not to be outdone, has also launched a new spokesperson and launched a strong slogan of "singling out the world's fierce camels".

Leaflegend, an outdoor brand that has just entered the Chinese market, is more active in cooperation with new global artists in product design and cultural publicity. It is reported that in 2013, the brand new product has more domestic top rock band platform support, and the slogan "It 's my logo" is the slogan of attracting young consumer groups other than professional outdoor sports enthusiasts.

The major brands are running around in their respective cultural fields. The collision of outdoor culture, the collision of brand culture and the collision of outdoor concepts not only attract the younger generation's eyeballs, but also push the whole outdoor industry to a peak.

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< p > this is an era of open development. Consumers' self exploration and yearning for returning to nature stimulate the rapid development of the outdoor industry.

As long as we can cultivate a good brand, there is no difference between online and offline, the electricity supplier slowly from a marginal market to a mainstream position, and the rapid changes of the consumer market have brought unprecedented challenges to operators.

It is time to "go out" to the outdoor industry brand that pays more attention to products.

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