The Concept Of "Outdoors" Has Been Penetrated Into High-End Consumer Groups.

Recently, Chen Ruidian, general manager of the sporting goods Co., Ltd. officially revealed the brand promotion plan of the company's other outdoor brand, "St. flare" in 2010.

　    陈瑞典介绍，从运作“骆驼”到“圣弗莱”，这意味着，乐登在“泛户外”领域里延伸得更深更精，并逐步将“泛户外”的概念向更高端的消费群体渗透。

  　  已启动23家分公司

Direct operation mode is adopted.

In 2003, the company officially represented the "Camel", an outdoor brand in China, which also took the lead in introducing the concept of "Outdoors" into China.

What is "Outdoors"?

Chen Ruidian explained that the "Outdoors" is different from the general sense of outdoor outdoor high difficulty and high risk, and more inclined to outdoor sports with healthy entertainment.

Such as self driving tour, field camping, dining in the suburbs, etc.

Compared with professional outdoor or traditional sports, "outdoor outdoor" healthy leisure is not restricted by site, easy to carry out, closer to people's life, and has a wider audience.

The operation mode of camel brand in China is carried out in accordance with the "Outdoors" mode.

After a few years of operation, the number of camels in the country has reached more than 1000.

In 2008, Chen Ruidian introduced another heavy international outdoor sports brand, Saint Valentine, to China.

It is worth mentioning that unlike the "Camel", Lun Deng bought the brand name of "San Fu Lai" for a long time, and specially registered the "St. Valentine (China) outdoor products Co., Ltd." in China.

At the same time, St. Frank's marketing model is win-win. All franchised stores are direct stores.

   　 “从2008年个别试点，到2009年在全国重点城市推广，如今圣弗莱在全国已启动23家分公司，在北京、西安、济南、成都、湖南、青岛等全国各大城市开设直营店铺形象店100多家，到今年9月，圣弗莱直营店将增至300家。”陈瑞典分析，正因为乐登多年来深耕国内户外市场，积累了丰富的渠道网络资源，圣弗莱的扩张才能如此迅速。

   　 依托活动推广

More high-end positioning

"In fact, the promotion of the" San Fu Lai "brand is the further ploughing of the domestic outdoor market by Lun Deng, which is based on the camel and penetrated the concept of" Outdoors "into a more high-end consumer group.

Chen Ruidian introduced that the camel brand, which has been promoted for many years, is mainly oriented to the mass outdoor consumption group, while "San fried" is mainly aimed at the urban elite with stronger consumption ability.

In the laying of the channel, the store of "San Fei Lai" will all be set up in the first and second tier shopping malls of the first tier cities in China.

At the same time, compared with the "Camel", the products of Saint Valentine will be more high-end and the price range will be higher.

"In particular, in terms of functionality, technology and environmental protection, San fried will invest more."

Chen Ruidian introduced, for example, in the selection of fabrics, St. Valentine joined Sympatex, the world's top waterproof and breathable fabric supplier, and launched a new waterproof and breathable mountaineering shoe.

Sympatex is an improved polyester membrane, no matter whether it is used in production or in waste disposal or incineration, there will be no chemical reaction.

In brand promotion, in order to ensure brand positioning, in addition to adhering to the direct store mode, "San fried" also often sponsored various high-end outdoor events.

In 2009, St. Valentine supported youth mountaineering exchange activities in China, Japan and Korea, and became the designated products for the Asian Youth mountaineering protection team.

At the same time, Saint Valentine also held the "San Leis Cup" Asian pulley ball competition, sponsoring the mountaineering teams and mountaineering associations of many famous universities in Beijing Forestry University and Beijing Normal University.

Chen Ruidian said that as the leader of the concept of "Outdoors", Saint Valentine will continue to promote the concept of "Outdoors" through various forms of activities.

"We have opened the San Fu Lai terminal network and outdoor development base in scenic spots all over the country. At present, the outdoor development base of Fuzhou Gushan and Qingyuan mountain in Quanzhou has been launched."