Industry Attributes Required Product Functionality
The struggle in the workplace OL outdoor Pan is a physical exercise but also the
trend of a sport usually been understood as a dangerous outdoor adventure sports. Recent years. With the increasing of the stress from the workplace, outdoor leisure is becoming a popular trend, thereby promoting the outdoor sports shoes and apparel market continues to heat up. Outdoor sports as a healthy, happy sport, and people under the heavy pressure of a relief operation. In fact, the outdoor abroad, the Bank has long been generally occupy a high market share, the outdoor industry in foreign countries. In China, the outdoor industry is emerging high-growth industries, from 2000 to 2010, China's retail sales of outdoor products industry average growth rate of nearly 50%. But the global outdoor market trends, according to the countries are growing amount of estimated 2016 outdoor market share in China and the EU have a gold cross, more than the EU share, in 2020 the United States will have to have a chance to have a gold cross, surpassing the United States in 2021 share. China's outdoor market share will continue climbing.
The pattern of the traditional sports shoes and apparel industry has been formed. A second-tier brands market share has been firmly occupied, and swallowed up all the profits of the small and medium enterprises do not have to seize market share advantage in the traditional sports market, small and medium-sized brand is bound to pursue a different route. At present, the domestic market, a total of about 415 outdoor brands, 151 Chinese brands, foreign brands 264, the overall market, there is no formation of scale brands. Undeniably, the way of the future of the domestic outdoor industry is bright. The minds of consumers enterprise insurmountable "Hum". Because the amount of the formation of consumer awareness is not easy to change. Like mentioned the air conditioning will think of Haier; microwave oven Galanz ... The brand has become synonymous within the industry. Therefore, the focus on the importance of certain classes of segments for the enterprise.
As the market segments of the brand, the brand of their own culture to its development is self-evident. Layers of meaning and composition of culture is the outdoor enterprise meticulous discretion. Regardless of category, taste, quality, service, the brand will eventually be implemented using the product speak, focus to product competition. Quality is the core of the essence. Quality assurance, and have a sharp knife products, but also have confidence with the consumer dialogue, is to win repeat customers protection.
Outdoor positioning in the market segments, and indeed the core product, followed by actually profit point. Channel expansion of the outdoor industry, outdoor products, customer unit, at the mall sporting goods more profitable point. The same mall the provisions of the sales threshold, the number of outdoor products for sale is easier to achieve than sports products. In general, locate the high-end brand to the first-tier cities in twelve shopping centers and the second and third tier cities mall, which is associated with the consumer-oriented populations, and consumption ability. But the operating costs of the first-tier cities, and mostly occupied by international outdoor brand.
Local outdoor brands to learn the adult sports brands channels sink, requires both time and space, and the cost of the outdoor products are not suitable to sink, or even consider sinking the impact on brand image. Therefore, the choice of channels on the outdoor brand its own positioning as the benchmark, avoid blind layout expansion. Outdoor corporate profitability points where the outdoor industry or should the choice of quality channels and find their own channels, to achieve precision marketing. Meanwhile, the data speak, to do the channel is to do data. Product base to give the brand more social value, but also can make use of the number of patent applications, and to enhance brand value, and ultimately to effectively promote sales.
by: leo
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