Is The Outdoor Industry Repeating The Mistakes Of Sports Brands?

Here world Clothing and shoes The Xiaobian of the network introduces the fact that the consumers are not clear about whether the outdoor industry is going to repeat the mistakes of sports brands.

Does the domestic outdoor brand really take the old way of sporting goods? In the previous survey, nearly 60% of netizens believed that outdoor brands would take the old path of sports brand. Will some sports brands make mistakes in the current outdoor industry?

The survey is for reference only.

Late start, sports "cross boundary" outdoor problems.

Because outdoor sports are abroad, compared with the international brands that are decades old and hundreds of years old, the development of outdoor brands in China is more than ten years. Therefore, many people have chosen a shortcut. The brand name of transliteration has taken the story of an overseas young man from outdoors to his own equipment. It has become a common brand publicity in the past few years, and the mode of sports brand entering the outdoor industry or co operating with foreign enterprises has also appeared in recent years.

At the end of October 2013, it announced a joint venture with the Nordic outdoor brand OneWaySport, and launched a series of outdoor products in the field of high-end outdoor products. In fact, 31st degree is not the first to eat crabs. Before Adidas, Lining, Anta and other brands have entered the outdoor industry, creating an independent brand, laying channels, began a considerable expansion of sports brand style.

There seems to be a lot of similarities between sports and outdoors, but their functional requirements are quite different. For example, a sports brand sells only 100 yuan, which has a waterproof function outdoor shoes, but it is very unreliable in the eyes of many professional outdoors, because the cost of manufacturing professional waterproof outdoor shoes is very high, and 100 yuan can not cover the cost. Product functionality is becoming an obstacle to sports brand's "cross boundary" outdoor.

In addition, in order to extend the brand's influence in the outdoor area, sports companies often introduce outdoor brands in the form of sub cards, or open regional sales outdoor products directly in the store, which makes outdoor business appear awkward and unacceptable to outdoor sports fans.

　　 Homogenization Competition, the growth rate of physical stores is up and down.

In recent years, the outdoor enthusiasm of the public has made the market grow rapidly and expand the market capacity. According to COA data, 5499 outdoor sales outlets in 2010 doubled in two years, reaching 11099 in 2012. Outdoor stores have moved from downtown streets to downtown areas, and sports brands in shopping malls have been replaced by outdoor brands. But in 2013, the growth rate slowed down obviously, with a growth rate of less than 10%. Like sports industry, in order to get rid of the homogenization competition, the outdoor industry has introduced fashion elements, and star endorsement outdoor products are becoming more and more intense. Although it has gathered popularity quickly, the products rely more on the promotion of terminal channels and advertisements. The mixed market will make consumers lose enthusiasm, but speed up the speed of homogenization competition.

Compared with domestic brands in the pursuit of market share, international brands, whether they are sports or outdoor, emphasize the technology and function of products. In practical propaganda, they also promote the practical performance of products and separate them from the different brands of domestic brands.

The consumption crowd is not clear.

Data show that the biggest consumer of sports shoes and sportswear is 15~25 years old young people. When the 80's army gradually faded out of this group, some brands in order to cater for the "post-90s" positioning, while ignoring the "70" and "post-80" groups of emotional feelings, resulting in "new users do not buy, the old customers do not pay the bill" embarrassment. In the long run, positioning the marketing direction of "after 90" and "00 after" is correct, but it is not difficult in actual operation. Outdoor products have always been practical, natural style is also quietly changing, product design more and more popular elements, which make those old customers feel more rusty. Facing the relatively high price of outdoor products, post-80s have a deeper understanding of outdoor and stronger purchasing power.

The stone of the mountain can attack jade. Outdoor industry If we want to develop healthfully, we must not repeat the mistakes of sports brand "golden ten years".