Industry Observers Analyze The Two Breakthroughs Of Domestic Outdoor Brands

Even though the homogenization competition is fierce, and the market may have temporarily fallen into the situation of over rapid development and indigestion, the insiders believe that this is some of the early problems of the industry. Compared with the development of outdoor in other countries, outdoor in China is still in the early stage. Under the momentum of vigorous development, it is bound to bring growing pains. Compared with these growing pains, outdoor brands have also been exploring and carrying out some models and strategic layout conducive to the long-term development of the market and brand. Liang Qiang, an industry observer, pointed out that upstream research and development and downstream brand marketing will be two major breakthroughs for outdoor brands, and brands should start to build "core competitiveness" from these two aspects.

　　 1、 Market demand diversification and product line adjustment of "strategic defense line"

This year, ten series were brought to Kalvo by ISPO, covering outdoor travel, cycling, cross-country, photography, etc Clothes & Accessories Product line, and compared with last year, it has greatly enriched various series of products. As an outdoor brand advocating family outdoor and featuring self driving camping products, Kanger Jianye launched personalized off-road products in 2012. In the current outdoor market, except shoes In addition to, clothing, bags and professional outdoor equipment, camping and cross-country equipment are becoming new consumption hot spots and represent the future trend of outdoor consumption.

Recently, Mr. Sheng Faqiang, the founder of Pathfinder brand, published several thoughts and shares on his microblog about "the development characteristics of the future outdoor industry", clearly pointing out that: 1. The public is enthusiastic about participating in outdoor activities, and outdoor sports are changing from personalized to family, team and social. 2. The concept of camping area began to sprout, and self driving camping equipment showed a reversal trend.

In an interview with this magazine, outdoor leisure observer Liang Qiang also pointed out that according to the per capita GDP standard, China is in the stage of consumption upgrading (per capita GDP 1000-3000 dollars), while some central cities and some classes are in the stage of consumption diversification (per capita GDP 4000-10000 dollars). At present, China's per capita GDP is about 5000 US dollars, and the outdoor sports corresponding to this GDP level mainly include cross-country running, crossing and mountaineering; In the next ten years, the per capita GDP is expected to reach 10000 dollars, and outdoor sports such as camping, cycling, skiing, surfing, rock climbing, self driving and cross-country driving will be rapidly popularized. The in-depth marketing of corresponding outdoor products deserves close attention.

Previously, Cai Feiya, the director of outdoor marketing of Columbus, said in an interview with this magazine that the brand's new Jeep series as a "strategic defense line" product in 2013 was just to meet the needs of market diversification. The research on outdoor travel mode conducted by the research company cooperating with Kanger Jianye brand shows that with the popularity of private cars, self driving travel with family and friends as the main form of people's holiday travel has also become the main form of travel. It can more easily control the journey at will, provide convenient travel for people, and also bring broad market space for the outdoor industry. This is very consistent with KingCamp's own advantages.

The relevant person in charge of Kanger Jianye brand said that under the concept of family outdoor, the brand will continue to promote the outdoor lifestyle for self driving families, and push the brand concept and products to the target population through precision marketing. It is reported that healthy products cover a full range of clothing, food, housing, transportation and other products involved in self driving camping.

　　 2、 Create "core competitiveness" products and rise of "core technology" marketing

In addition to the main series of products that are consistent with the brand positioning and style, outdoor brands extend the product line, launch "strategic defense line" products, and then may continuously enrich and improve the "strategic defense line" products, and upgrade to the position of keeping pace with the main line products. In this regard, Mr. Liang Qiang pointed out that China's outdoor products industry is still mostly at the low end of the global division of labor system, lacking the effective extension of upstream R&D and design as well as downstream brand marketing. Multinational outdoor brands outsource manufacturing, adjust the distribution structure of enterprise resources in the value chain, abandon the links with little value-added potential, and concentrate resources to build their core competitiveness, which is what Chinese outdoor products enterprises lack. Therefore, while extending the product line, outdoor brands should work hard to build their own "core competitiveness". Among them, constantly improving the scientific and technological strength of products will drive the healthy development of outdoor brands together with brand marketing.

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In fact, after years of accumulation, domestic outdoor brands with certain accumulation have always attached great importance to building professional outdoor products. This year's ISPOBEIJIGN exhibition, San Fry SEVLAE brought the full range anti-bacterial protection technology of Dow Shield. In 2013, Flenspan announced that it will cooperate with DuPont, and many functional products of DuPont will be applied in the product line of Flenspan. Tianluntian Outdoor has launched corresponding series of products according to the theme activities of the brand in the past two years, and continuously improved and improved the product functionality according to the experience and evaluation feedback of its outdoor expedition team.

In terms of marketing, outdoor brands also vigorously promote the brand's adherence to outdoor professionalism. In the past two years, Saint Fry and Tianluntian have constantly made new moves. Saint Fry has teamed up with Wang Yongfeng, the leader of the national mountaineering team, to launch a nationwide outdoor call of "mountains are there". The biggest feature of this marketing is the integration of leisure outdoor and professionals, While Tianluntian Outdoor keeps strengthening its interaction with professional outdoor circles, from "polar dream" to "peak dream", which fully explains the brand's professional pursuit of outdoor.

The relevant person in charge of Kanger Jianye brand said that in the future market competition, quality will determine success or failure. "With people's acceptance and understanding of outdoor products, they will definitely put forward higher requirements for product quality, which is the biggest difference between outdoor products and sports and leisure. Therefore, quality products with strong functionality, comfortable wearing and fashionable design will have more benign development opportunities. Based on this market demand, outdoor brands will put science and technology development as the top priority." The latest move of Kanger Jianye brand was to launch the Defender Protection system in 2012, which was pointed out by industry insiders as the first time for domestic brands to follow the "core technology" marketing model of foreign brands, or it will become one of the brand's new high recognition marks.

It has to be mentioned that some outdoor brands are expanding from the subdivided category market to the large category market of shoes and clothing. For example, Shanghai Peugeot Outdoor, which is famous for making outdoor backpacks in the industry earlier, has started to develop the outdoor shoes and clothing market in the past two years, and has settled in shopping malls in first tier cities such as Shanghai. This kind of reverse penetration is due to the brand's belief that the outdoor market is broad in the long run. If the brand wants to expand in the future, it has to be planned in advance. At the early stage of outdoor industry development, all the cold winter theories may be too alarmist, but it can be regarded as a kind of "harsh words". Only after the market and brands have gone through the big waves, can we make a final conclusion. The so-called pattern trend will be left to the future market competition, and the brands will fight each other.

　　 3、 Looking for differentiated positioning, brand building is a long-term project

According to teacher Liang Qiang, from the perspective of development trend, outdoor sports in China has gradually entered the stage of accelerating expansion from a small group of "donkey friends" to the general public, while showing a trend of continuous differentiation and blooming: high-end continues to make efforts to move towards customized outdoor, and low-end accelerated growth into leisure fitness. In response, the outdoor products market began to extend from high-end to fashion, from professional exploration to public leisure, and from extensive development to quality upgrading. After experiencing a period of rapid development, outdoor production enterprises and retail enterprises are also deeply aware that, in order to remain invincible in the competitive environment, enterprises should pay more attention to the creation of strong brands and constantly upgrade their brands while improving their manufacturing capabilities and large-scale operations. However, the overall situation of brand homogenization is still serious.

As discussed above, the "family outdoor concept" proposed by Kanger Jianye brand just caters to the future consumption trend, and the concept of urban outdoor and leisure outdoor initiated by Fujian outdoor brands has created a huge market space for these brands. Now, under the two general orientations of professional outdoor and pan outdoor, how can outdoor brands do their own brand and style positioning well to break through the industry background of serious brand homogenization?

Liang Qiang pointed out that brand is the sum of intangible assets of outdoor enterprises. The essence of outdoor brand is the differentiation of outdoor product and service positioning, which is formed by overlapping product image and connotation. This differentiation requires clear positioning and distinct image, and is based on meeting customer needs. To make the brand bigger and better, we must work hard on product quality, design, applicability, etc. Facing the competitive pressure of foreign brands, local brands can survive in the emerging domestic market only through continuous technological innovation. For the whole industry, the establishment of local brands is a support for national identity.

But objectively speaking, brand building is actually the biggest difficulty in the development of enterprises. Brand building should be a strategic behavior, a long-term systematic project, which needs planning and long-term persistence.

From a close look, the media began to point out that "fashion brand" appeared outdoors, and the industry also began to discuss how to position outdoor fast fashion. In fact, both fast fashion brands and outdoor fashion brands are just to divide the outdoor cake under the concept of big outdoors. In the final analysis, they can not seek fast, and the basis for their long-term foothold is to give consideration to both functionality and fashion comfort. In addition, the biggest test will be how to present the concepts of fast fashion and fashion brand to consumers in a flesh and blood way, and make them fresh and distinctive.