Quanzhou Outdoor Enterprises Have Been Developing Rapidly In Recent Years.

< p > > a href= "http://www.91se91.com/news/index_p.asp" > Quanzhou < /a > the outdoor products industry has been developing rapidly in recent years, and a number of outdoor enterprises with certain brand experience and financial strength have recently planned to launch the online exclusive brand, that is, to create a brand name.

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< p > "build online sub brands, on the one hand, can enrich their brand value structure. On the other hand, data collection can better interact with consumers and boost brand promotion."

An outdoor supplies company official said.

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< p > in fact, a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > the introduction of Amoy brands in the clothing industry is not uncommon, but the market competition is also very cruel. There are already many enterprises on the market.

Outdoor products enterprises will follow the introduction of Amoy brands, whether we can achieve the desired results and achieve a win-win situation between brands and benefits.

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< p > < strong > mother daughter brand has different emphasis < /strong > < /p >

< p > recently, Xu Tengda, general manager of Tianlun Tian, is busy creating his own e-commerce team.

On the one hand, he actively approached some well-known e-commerce teams in China. On the other hand, he was busy preparing to build Kang Junshi Network Technology Co., Ltd. and launched the "COM JEANS" under the Tianlun Tianqi banner.

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< p > "at the end of 2011, Tianlun Tian started the electronic commerce business, but now it is handed over to the third party operation, and this brand is going to do it ourselves."

Xu Tengda said, this is because Tianlun's online sales have achieved good results, which has touched him very much.

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< p > "we find that more and more traditional brands of shoes and clothing are beginning to try the electricity supplier. The accumulation of offline brands actually boosts online sales, and e-commerce will always be an inevitable trend."

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< p > Xu Tengda said that this is also one of the purposes of the company to develop Amoy brands.

"In addition, online users tend to be younger, and the customer overlap rate of Tianlun brand is relatively low.

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"P > the cost of remanufacturing is too high. The use of e-commerce platform to create a new young brand can not only complement the traditional outdoor brand Tianlun sky, but also accelerate the penetration rate of the company's outdoor market share, especially in the breadth of consumer groups."

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P is busy planning for the brand in the near future as well as Wang Quancheng, deputy general manager of F Leonspan, another outdoor brand in Quanzhou.

"We are brewing a brand of outdoor leisure shoes, taking the fashion line, targeting young people."

He said that F Leonspan has always had relative advantages in outdoors, such as a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" category, but there is no breakthrough in outdoor footwear category. The brand name of the shoe launches this time is to compensate for the main brand.

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< p > Wang Quancheng believes that in the general impression of consumers in the outdoor shoes category, the original F Leonspan hardly formed a competitive advantage, which is difficult to change in a short time.

But for outdoor products enterprises, shoes are a big consumer market that can not be ignored. Then they can only start with e-commerce, and introduce the complementary relationship between outdoor shoe brands and F Leonspan.

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< p > Xu Tengda also believes that "COM JEANS" will play a complementary role with the original brand Tianlun Tian.

"Amoy brands focus on the cowboy series, product style, consumer groups, prices will be more younger."

He said that Amoy brand will take "light weight technology", "light price" and "light fashion design" as the core, and make greater use of the advantages of the data age to better integrate product development and data collection and analysis. "Unlike traditional brands, there are hundreds of styles in one season, and online brands may have only 10, and then improve and update products based on the experience of consumers."

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< p > < strong > data analysis help decision < /strong > /p >

< p > Xu Tengda believes that Amoy brands are more likely to achieve interaction between brands and consumers.

"On the supply side, I can constantly improve the product according to the buyer's feedback, excavate the new market value of the product, and constantly integrate the fragmented demand of consumers, so that the product can be more close to the market."

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Jiang Tao, deputy general manager of Fujian seven wolves industrial Limited by Share Ltd, said that the traditional brand has now put the electricity supplier in an important strategic height. P

"Electronic business platform is an important channel for enterprises to collect and analyze consumer information. It is not only a channel to shape brands or promote sales. Because of the real-time nature of the network, consumers' opinions can be fed back to the production terminals faster, providing a variety of useful references for enterprises to develop products and improve services."

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Pu P, general manager of Mcglaughlin electric business, believes that the brand can succeed if it can really serve the customers well.

"In turn, are you ready for the supply chain? This requires deep thinking and serious work."

He believes that there is no major difference between the business enterprise and the traditional enterprise, and the main difference lies in the way of communication with consumers.

Besides, the background is actually the same thing.

"In fact, for many enterprises in Fujian, many enterprises have good factory resources, good logistics capabilities and so on. These are the core competitiveness of enterprises, which are often not available to many e-business people."

He said.

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< p > the industry believes that it is necessary for the traditional brand to create an independent supply chain system when building its brand.

Starting from the selection of Commodities Center, then the brand planning department will plan the new product listing band, and finally go to the marketing department to promote the joint implementation of all platform channels. The operation center of the whole company should always maintain the communication and coordination with the external supply chain.

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< p > < strong > online and offline cooperation < /strong > < /p >

< p > in fact, building Amoy brands is already a trend in the industry.

In Xiamen, a number of well-known B2C companies, including shoes, storehouse, tea products, spotteka and PBA cosmetics, have risen rapidly in the past few years.

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< p > Quanzhou traditional industries, CABBEEN launched "2AM at two o'clock in the morning", and nine herd King launched glee poly Monte.

When the original brand encountered the problem of "offline shops being hit by online shops", many traditional enterprises also chose to launch the Amoy brand to ease the outbreak of this problem.

But over the past few years, the cumulative effect of traditional brand online has been appearing on the Internet. The sales volume of Internet has begun to go against the brand name. The brand of its brand has been tied up and failed to get the brand effect. Some brands have even been shelved in the enterprise strategy.

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"P", "we are recently reorganizing and planning the brand of glee, and hope to give it a brand new look."

Jia Jing, deputy general manager of the electronic business division of nine Mu Wang, said that although the company had been selling online, it did not achieve the desired results.

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< p > "the brand of the brand that year was just because it grabbed the opportunity of the electricity supplier. When the traditional brand did not realize the sales channel of the electricity supplier, the founder of the Amoy brand opened up a new sales road by using his familiarity with technology."

According to the analysis of Mr. Huang, the traditional brand is aware of the importance of the electricity supplier, and has invested resources, the traditional brand has its cultural accumulation and consumer groups, which makes it easy to recapture the market lost in the field of electricity supplier. The brand must get the corresponding brand attachment value. In addition to having a clear market positioning, it is necessary to have its own offline channels in the future.

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< p > "in the future, we will promote the construction of a href=" http://www.91se91.com/news/index_c.asp "> brand < /a > with the entity store under the line.

Xu Tengda said that there is already a shoe shop under the waterline experience shop, only online to try on, all sales on the network to complete, "Tao brand positioning is mainly on line sales, but will also try to set up a number of offline flagship stores to increase brand awareness, as well as for consumers to provide product experience place."

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