Build Outdoor &Nbsp; Spring Enterprises Aim At Mass Consumption.

Core tips

"The advantage of Quanzhou shoes and clothing is to develop comprehensive. outdoors Products, rather than blindly follow suit, produce professional outdoor products. Yesterday, this newspaper published "our city shoe enterprises outdoor sports surging", causing the industry to follow suit to create outdoor products. Some people in the industry and marketing experts call this newspaper to provide a tool for shoes and clothing enterprises.

Follow the wind is blocked, a bankruptcy. case Bitter lesson

Due to inadequate preparation, product style and color matching is not ideal, resulting in poor ordering effect, last month, Jinjiang Xinxing outdoor products Co., Ltd. only 194 days after the operation unfortunately aborted. Su Zhaohui, a professor of business administration at Huaqiao University, believes that without the flagship product and unique marketing mode, it is difficult for enterprises to keep selling heat for a long time only by imitating the production of large brands.

Throughout the sports industry in our city, most famous people have their absolute position in the field of subdivision. advantage Products. Anta's success in sports shoes, PEAK in basketball shoes, Hongxing Erke in tennis shoes, XTEP in sports and leisure, and mare on board shoes have achieved subdivision success.

"Products can be tailored to meet the professional needs of core consumers." PEAK sports officials believe that enterprises should first rely on a major product to play brand awareness, and then consider extending and expanding products in other fields. It is learnt that the next step is to extend PEAK's professional basketball shoes to tennis, soccer, running and outdoor sports.

Reasonable positioning is not suitable for producing professional outdoor products.

Different from basketball shoes, tennis shoes, shoes and other sports shoes in the subdivision of the "war of separation", domestic outdoor products in the sub clothing, mountaineering shoes, mountaineering bags, tents and other subdivision areas rarely have the absolute advantage of the brand. Because of this, the domestic outdoor products market is large, but consumers have very high quality requirements for outdoor products. Most of the most popular brands on the market come from abroad.

"There are no mature R & D teams and management personnel. Enterprises should not follow suit to develop professional outdoor products." Mr. Lin, chairman of Jin Yun Lai industry and Trade Co., Ltd. believes that professional outdoor sports require high technical strength for shoes and clothing, not only for light weight and exercise, but also for outdoor functions such as waterproof, breathability, moisture absorption, sweating, deodorization and UV protection. If the product fails to meet the requirements of outdoor sports equipment, the product will not only be unsalable, but also the brand may collapse.

Another way to build a comprehensive outdoor outfield by Fujian faction

"At present, Quanzhou enterprises are relatively unfamiliar with the field of developing outdoor products. Therefore, it is not appropriate to take such a professional route as outdoor Dengfeng products. Quanzhou enterprises can exploit the advantages of" leisure elements "of Fujian style shoes and clothing to develop comprehensive outdoor leisure clothing suitable for mass outdoor tourism and entertainment activities. Prior to this, Su Chaoying, executive vice president and Secretary General of the China Leather Association, said in an interview with our reporter that local enterprises can improve their jackets and casual pants, aim at the masses of customers, make breakthroughs from the casual dress that has the advantage of price, and develop all-weather all-around outdoor leisure series brands such as outdoor jackets, multi-functional trousers and rain protection equipment.

It is understood that compared to our outdoor footwear, outdoor shoes and clothing in Guangdong and Zhejiang have developed relatively mature. Based on the change of consumer groups in outdoor shoes and clothing, and the reasons why urban white-collar workers and high-income people are involved in outdoor products consumption, many outdoor brand enterprises in Guangdong area sell more fashionable elements in the design and style of outdoor shoes by attracting popular "fashion elements" as selling points.

In the Wenzhou area, many companies employ professional teams to manage and operate the outdoor products distribution channels according to the terrain and consumption characteristics of various regions in China. In recent years, many local shoe and clothing enterprises have broken through the traditional outdoors shoes and clothing, expanding their products to backpacks, sports equipment, outdoor leisure products and equipment, and outdoor leisure enterprises in the area have formed more sound industrial clusters.