Lad First Tried To Run Camel Brand In The Form Of Club.

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"Nowadays, people's outdoor and outdoor activities are increasing.

After years of cultivation, camel is internationally recognized.

As a matter of fact, as most of the shoe companies in Jinjiang, lad first wanted to create their own brands. Why did they finally choose the way to act as an agent of international brands? In the early years, "outdoor sports" was still a rather strange concept in China. How did the camels open in more than 1000 stores in the country?

Another way to represent the international outdoor brand

In the early 90s of last century, the Jinjiang municipal government introduced preferential policies, and a large number of export-oriented enterprises in Jinjiang came into being.

He is no exception, importing foreign advanced assembly line and production technology, importing foreign capital, exporting the produced shoes abroad and embarking on the road of export.

In 1999, Kong Linghui's "I choose, I like" unveiled the prelude to Anta's own brand.

Immediately after that, many shoe manufacturers in Jinjiang followed suit and began to sell their brands from export to domestic sales.

"At that time, I also wanted to turn back to create a brand, but I found the situation was wrong."

Chen Ruidian introduced that when he turned the export into domestic sales, several brands such as Anta and XTEP had already played a certain role in the domestic market, and there were countless brands fighting in sports shoes.

"There are only a few leading brands in an industry, and others can only become supporting roles.

The domestic market started late and did not have enough capital to catch up with the leading enterprises.

Instead of continuing to struggle in the Red Sea, it is better to find another way to find "blue ocean".

It is noted that the mode of "international agency" is a survey conducted by Chen Ruidian to Zhejiang.

At that time, loung had helped the international famous brand "Goldlion" to do the OEM. In a market in Zhejiang, Goldlion and "Lodon" brand casual shoes were selling at the same time, the same manufacturers, the same market, but the price of Goldlion shoes was twice as high as that of loung shoes.

He learned that Goldlion shoes on the Zhejiang market were produced and sold by a shoe manufacturer in Zhejiang.

At the moment, Chen Ruidian decided that he had to follow this pattern.

At the same time, Chen Ruidian also decided to avoid the field of sports shoes.

"At that time, outdoor sports had been very popular abroad, but there were not many people who knew about outdoor sports in China.

Because of this, there is bound to be much room for development of outdoor sports in the future. If we can seize the market earlier, we can certainly create our own special fields.

So Chen Ruidian took the "Camel" brand's production and marketing rights in China.

According to it, he will work hard to operate another famous international outdoor sports brand, Saint Valentine.

The operation of many years has not been wasted. Now, the camel brand has only more than 1000 stores in China.

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Rich product categories sponsoring professional organizations

Apart from relying on the popularity of the brand, it can be linked to Chen Ruidian's unique way of thinking in more than 1000 years.

Camel brand was originally produced and sold as outdoor sports shoes. After winning the "Camel" brand's proxy in China, Chen Ruidian didn't just copy the camel's operation mode abroad, but actively developed the product line. Besides outdoor sports shoes, it also produces outdoor sports clothing, bags, tents, sleeping and other outdoor appliances, and even produces outdoor barbecue appliances.

"Before 2000, the vast majority of consumers did not know much about tents and sleeping bags.

Nowadays, with the increasing number of outdoor sports and outdoor activities, these products show an increasing trend in terms of market size.

Chen Ruidian said with a smile, "Camel" stores have been recognized by outdoor sports enthusiasts after enriching their products, because all the items needed for outdoor activities can be bought as long as they enter a camel store.

At the same time, the "Camel" store, which is increasingly rich in products, has also strengthened people's understanding of outdoor sports, and has promoted a group of outdoor sports consumer groups.

Because outdoor sports products are more high-end and product prices are also high, for example, a pair of outdoor sports shoes will be more expensive than some famous brand sports shoes. Therefore, at present, the 3 brands such as camel and so on are usually located in the first tier cities.

Active cooperation with professional organizations in outdoor sports is also one of the main ideas of the 3 outdoor sports brands.

In May 8th this year, the Beijing Olympic torch "auspicious clouds" was delivered in Mount Everest. When the captain of the Mount Everest team of the sacred fire Mount Everest won the "Mount Everest" point of Mount Everest on the highest point, all the Chinese audience was inspired by Wang Yongfeng.

At that time, if you look carefully, you will find that the flags marked by the "Camel" sign are extraordinarily visible on Mount Everest.

Besides, he is also an outdoor sports partner of the China Mountaineering Association.

As a result of the organization's activities, he often sponsors outdoor sports equipment.

23 universities across the country jointly held a skills development competition.

"The events of this competition are outdoor sports, such as rock climbing. Sponsorship of this kind of activity is most effective.

Besides, college students who love outdoor sports are potential consumers of the future.

Sponsoring them is also promoting the "camel brand".

Chen Ruidian is convinced of this.

Set up a club and take a group buying route.

How to tap the potential of consumption has given Chen Ruidian a headache for some time.

Today, however, Chen Ruidian has a new idea: the operation mode of "outdoor Sporting Club Hotel" as mentioned in the beginning of the article.

Chen Ruidian introduced that as long as a year's consumption of camel products reaches a certain amount, it can become a member of the camel outdoor club.

The camel club is like a living hall where members can make tea, coffee and magazines.

If members of the club organize activities, the club will provide free exchanges for them.

Chen Ruidian hopes to make camel outdoor club a leisure place for outdoor sports enthusiasts, so as to attract more outdoor sports fans.

Through the platform of "club" and "base camp", the target group of outdoor sports fans can be concentrated together, and participation in guiding their usual organization activities will surely help to promote the operation of group buying mode.

Chen Ruidian said hopefully.

Chen Ruidian disclosed that due to the differences between the people in southern and Northern China, the number of outdoor sports brands currently operating by the company is far more than that in South market.

In addition to continuing to consolidate and expand the northern market, then it will start to force South market.

Recently, he has sponsored the Quanzhou bicycle club to provide tents, sleeping bags and other outdoor activities.

"Under our guidance, members of the bicycle club experienced the pleasure of outdoor sports, set up a mountaineering association specially, and bought a lot of outdoor sporting goods for our group."

Chen Ruidian said with a smile, the southern people's outdoor sports habits need to be cultivated slowly. This is a good start for the development of South market by lad. In the future, "professional outdoor activities" will also be the target group to develop South market.

"The successful operation of the Xi'an and Taiyuan clubs has proved the feasibility of this model. Next, in addition to continuing to copy this model in the first tier cities across the country, I also plan to set up a more than 200 square meter large club in Quanzhou to guide the consumption of sports in southern cities such as Quanzhou."

Chen Ruidian said.