Tianlun Tian And The "Originator" Compete In A Cup Of Coffee To Highlight The Gap.

Europe, the birthplace of outdoor sports and industry, has gathered a large number of world-class famous outdoor brands. Whether it is brand details or product design, Europe is regarded as the "holy land" of the outdoor industry.

As a representative of the outdoor "Jinjiang plate", the domestic outdoor brands such as Tian Lun Tian and Lion brand have launched a "pilgrimage" tour in recent years. They have been promoted in their studies, promoting European products and brands into outdoor sanctuary and competing with world-class counterparts. Jinjiang's outdoor brand is developing rapidly in a new round of bold expansion.

Competing with the "originator"

In July 11th, the lion brand outdoor products Co., which has just arrived in Munich, Germany. Clothes & Accessories Yu Haiquan, the director of the center, had no time to adjust the jet lag and hurried to the Faye Andes Hafen Exhibition Center in Port Philip's city. Before entering the train, Yu Haiquan did not forget to check the carry on luggage again. Among these large boxes of luggage, there are some display items besides lions' outdoor outdoor exhibits. The twentieth German Faye Andes Hafen outdoor sports and Leisure Fair will be opened on the second day. Yu Hai Quan and his colleagues must complete the arrangement of the whole booth before the opening ceremony.

This is the first time that lion brand outdoor has set foot on this world-famous outdoor exhibition. Nevertheless, the lion's outdoor demand for exhibition is very high. "As with ordinary foreign trade exhibitors, as long as the samples are not the same, we are appearing on the outdoor brand of lion brand. We try to put the image of Lion Brand outdoor from Germany to Germany as far as possible, so that local consumers and businessmen can have a clearer understanding of us." Yu Haiquan said.

The feedback from the exhibition made Yu Haiquan and his colleagues feel that their efforts were not in vain. In the exhibition, the lions outdoor outdoors with the top European outdoor brand wolf claw, Pato, the Salomon and the groundhog. Although the lions' outdoor exhibition hall is not big, but "sparrows are all small and dirty," especially the Chinese and English banners on the booth are attracting visitors from time to time.

"At that time, many guests visited our booth and were very curious about the Chinese meaning of the banner. I told them that this is the brand strategy activity launched by our Lion Brand outdoor. As China's domestic outdoor brand, we hope to interpret the brand connotation of "respect, equality and love" through the exploration and precipitation of nature and environment. Yu Haiquan said.

Compared to Lion Brand outdoor, Tianlun Tian groped for the international market earlier. The first overseas ordering of Tian Lun Tian is also playing out in Istanbul, Turkey at the same time as the first appearance of the Faye Andes Hafen exhibition in Lion Brand outdoor.

The order meeting, which was operated by KANE of Tianlun Tian Turkey agent, apparently made a good order effect. shoes There are one hundred thousand double orders.

It is understood that the predecessor of Tianlun Tian is Fuxin shoes industry, which started its foreign trade, and its quality and development are favored by many foreign guests. Since the launch of Tianlun Tian brand in 2009, Fu Xin has incorporated its own brand exhibition hall in all foreign trade exhibitions, and KANE has learned and recognized Tianlun Tian brand at such a foreign exhibition.

"In a year, the outdoor brand of Tianlun Tian will go to the exhibition six times, two times in Germany Munich, two in Las Vegas, two in Russia, which does not include international exhibitions in China." Xu Tengda, general manager of Fuxin Tianlun outdoor products Co., Ltd., told reporters that "after years of high frequency exhibitions, the foreign guests themselves have greatly recognized the quality of the foreign trade of Fuxin shoes. In particular, these days, Fuxin launched its own brand Tianlun Tian, and many foreign guests also had deeper contacts and understanding of Tianlun's brand positioning and development ideas, so that some people had the idea of acting as agents in transition."

The lion brand outdoor and Tianlun Tian are only the epitome of "European pilgrimage" for local outdoor products. In recent years, local outdoors have been making close contact with top European outdoor brands in various ways.

"A cup of coffee" highlights the gap

Setting up an overseas design center in Europe is the first step in the international market planning. The design center will play the strategic role of the bridgehead, not only provide more planning and forward-looking combing in product development and fashion trends, but also actively seek partners through enhancing the local market understanding, enhancing brand influence and product competitiveness.

In fact, in the initial planning of Tianlun Tian or lion brand outdoor, the purpose of getting involved in the international market is quite simple: to be able to get closer to the top international outdoor brands and understand the latest information in the industry.

Yu Haiquan revealed that the main purpose of this lion's outdoors in Germany is to investigate the outdoor market, product design, terminal management and outdoor fashion trends, and learn from the advanced outdoor knowledge in Europe, so as to provide guidance for the strategic decision of lion brand in the new stage. At this exhibition, including the wolf claw, Adidas and other major brand release shows and fashion trends lectures, let him get more than 15 international outdoor famous brand's autumn and winter development information, which makes him more confident in the development of the next season's shoes and clothing.

Lion Brand outdoor products Co., Ltd. clothing Lv Menglong, manager of the development department, said that in just a few days, the world's best outdoor design team and the advanced suppliers of the outdoor industry basically gathered in this exhibition hall, giving them the opportunity to communicate face-to-face with them more conveniently.

"We may only need to have a cup of coffee to easily explore the latest fabric popularity, which is much better than that in China. It may take a lot of e-mail to communicate and confirm before we can begin to try out new fabric samples." He gave a simple example. Even he and some of his colleagues visited the big exhibition hall and got many suggestions.

The idea of "a cup of coffee" was also recognized by Xu Tengda. "From the exhibitors of the year to today's brand exhibitors, the long-term experience has helped Tianlun to form a strong external circle, which covers every aspect of brand operation, especially in the procurement of outdoor whole category development, from large to outdoor mobile devices, to a waterproof adhesive paste, and we all have corresponding upstream supply systems."

This is also the most scarce domestic outdoor products industry at present. At present, most outdoor enterprises in China are still in the stage of purchase and identification of new materials, and local suppliers are also lack of R & D capability. They are also quite conventional in design and lack innovative thinking.

For the lion brand outdoor, this exhibition is quite fruitful. At this exhibition, the lion brand outdoor has been found in Italy. Designer The team is currently actively approached by the two sides.

Entering the international market with "shoes" as fist products

Competing with the top international outdoor brands, Yu Haiquan saw the gap, but saw the hope.

In Europe and the United States and other international exhibitions, both Tengda and Yu Haiquan have found a problem: visitors to the exhibition have heard that their company is from Jinjiang, and they are more interested in the shoes they develop and produce, and their clothes are almost unattended. The origin of the world sports shoes manufacturing base has long been indifferent to itself.

"Then we take advantage of this as a breakthrough. In the international market, the strategy of Tian Lun Tian is to realize the leap from "product output" to "brand output" by the strategy of single point radiation small market, and enhance the visibility and share of Tianlun in the international market through localized marketing. Xu Tengda said.

As a matter of fact, the way that international big players enter the Chinese market is mostly for a certain category to enter the market. First let some consumers experience it, then slowly cultivate their own brand spirit and design concept in this part of the market crowd. For example, ECCO, Mai Le's selling point is comfortable shoes wear inspection, so they have stepped into the Chinese land with one shoe, and gradually pushed the brand's popularity.