Outdoor Shoes And Clothing Market Break Through And Grow Against The Market. How Can Local Brands Exert Themselves?

< p > nearly two years, product homogenization and high inventory have become the pain of sports a href= "//www.sjfzxm.com/" target= "_blank" > shoes < /a > service industry. The annual reports of several listed companies show that the turnover of sports shoes and clothing has been declining for several years.

But the outdoor brand of market segmentation has sprung up suddenly. Under the influence of "Outdoors" culture, the market share is gradually expanding, and how to locate the local outdoor brand? How will it break through in the competition? < /p >

< p > < strong > outdoor brand growth is less than /strong > /p >

"P", "51" period, is a good time for outing, and also a season for outdoor brand sales. Recently, a reporter interviewed found that many outdoor sports brands in the market had launched preferential activities.

In the outskirts of the scenic area, with outdoor tourism becoming a popular choice, outdoor shoes and clothing also replace traditional sports brands, becoming a new fashion for travel.

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< p > outdoor market is not accidental. During the 2014ISPO BEIJING (Tenth Asian sporting goods and fashion show) exhibition, the 2013 annual survey of China outdoor products market released by China Textile Association outdoor products branch (COCA) shows that in 2013, the outdoor industry sold 18 billion 50 million yuan, an increase of 24.3% compared with the same period last year, and the shipment volume was 9 billion 680 million, an increase of 30.9% over the same period last year.

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< p > > "the development of outdoor industry is not only the refinement of the sports market, but also a new choice for consumers' lifestyle." Hong Qinming, deputy general manager of Fujian Jinjiang Mingwei shoes and clothing brand franchise outdoor outdoor brand, said that from 2005 to 2008, the outdoor industry was developing at a high speed. With the improvement of the quality of life of consumers, there were more choices in the spare time, and the outdoor also entered the life of ordinary people, from the extreme sports to a way of life.

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Less than P, outdoor products are rising rapidly, and traditional sports brands are marching into this market. Adidas (Adidas store), Lining (Lining store), Anta and 361 degree have launched outdoor products, ready to open up another way to increase profits through the main business.

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< p > < strong > brand building promotes market breakout > /strong > /p >

< p > similar to most traditional manufacturing development paths, the domestic outdoor sports brands are mostly OEM manufacturers, and then build their own brands for production and sales.

As a result, local brands are relatively weak in product design and R & D, and even adopt direct "bring ism" to the equipment design of international brands.

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< p >, with the influx of international brands and traditional sports shoes and clothing, outdoor sports brand is also facing the industry shuffle.

Chen Jiatai, general manager of Saint Fred, said that 2011 years ago, the local outdoor brands were surging. Under the environment of "a href=" //www.sjfzxm.com/ "target=" _blank "clothing less than /a", the weak brands were quickly eliminated. "The two years' turnover has also increased, but it has slowed down considerably compared with the previous years."

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< p > how to break through in the market competition? "Increasing brand premium and enhancing brand image" has become the main way for many outdoor brands to deal with competition.

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< p > "compared with traditional price war on shoes and clothing industry, outdoor brands pay more attention to consumption experience."

Hong Qinming said that CAMKIDS will launch a series of parent child activities online to guide consumers' families to develop outdoor consumption habits while allowing brand culture to be disseminated.

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< p > December 2012, the domestic outdoor brand Tianlun Tian (Tianlun Tian store) set up an expedition to march to the South Pole. Then Tianlun Tian launched a series of Mount Everest climbing activities and sponsored talent show "good voice in China".

Xu Tengda, general manager of Tian Lun Tian, said that with the improvement of outdoor cognition, the outdoor industry will usher in a better market prospect on the basis of the previous laid off. This requires that the brand should be promoted more vigorously to enhance its popularity so as to win more consumers.

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< p > < strong > multi brand operation is based on long-term development < /strong > < /p >

When interviewed by a number of outdoor products companies, P found that while the outdoor industry is increasing its brand premium, it is also based on promoting the operation of multi brands and seeking new strength in emerging markets.

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< p > Hong Qinming said that multi brand operation is the direction of the company's future development. In the brand development plan, the parent child series brand has been included in the agenda.

"From the end of last year, the company has reorganized a set of people, including development, production, retail, etc., to prepare for the upcoming brand series of parent-child clothing."

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In the multi brand operation, "fashion elements" are becoming the focus of attention of outdoor brands. With the entry of the "90s" market players into the outdoor sports, the upgrading of the new generation's consumption power is changing the trend of the outdoor industry. P

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< p > Tianlun Tian launched the outdoor trend brand COM-Jeans on the basis of traditional outdoor brand. The product combines fashion trend elements on the basis of outdoor professional performance.

Xu Tengda said that the creation of the new brand will complement the traditional outdoor brand and accelerate the penetration of the brand itself in the outdoor market share.

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< p > industry analysis shows that the outdoor brand has developed rapidly in the past two years, mainly because outdoor products are beginning to enter leisure occasions, while adding fashionable elements on the basis of traditional outdoor brands will further attract the "85 after" market group.

But a strict market distinction is needed between new and old brands, otherwise, the existing market will be carved up.

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