Outdoor Brands Increasingly Pay Attention To The Building Of Emerging Channel Platforms

< p > from terminal to King era, and from channel to kings, from the number of competition terminals, the growth of business performance is supported by the opening of stores, which is more competitive than that of the whole supply channel.

From pursuing large-scale development to paying attention to the survival rate of single stores, outdoor brands are collectively "changing" in the channel, so as to create a channel operation mode suitable for their own brand long term development.

At the same time, brands also pay more attention to the construction of emerging channel platforms and seize future market access.

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< p > < strong > > between many formats. The monopoly system is going against the trend. < /strong > < /p >

In P, only some outdoor brands pay more attention to the development of brand stores.

Such as CANTORP, St. flare brand, Beijing Si Kai Le (focus on creating lifestyle Museum brand store).

In the autumn and winter 2013, the general manager of Tianlun Tian outdoor products Co., Ltd., Tengda announced the Tianlun Tian 2013 shop plan: this year, Tianlun Tian will include 500 new rectification outlets, which will vigorously promote the construction of exclusive stores.

This means that Tian Lun Tian brand is becoming more and more important for franchised stores.

The industry pointed out that although outdoor channels are complementary and complementary at a certain stage, they are still a game in essence.

In the game of this channel, it seems that the status of the kings in the shopping mall channels can not be shaken, but the brands are faced with the choice of a channel as the focus of their efforts, and the monopoly system has begun to go against the trend.

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< p > on the current trend, some brands have a choice to develop franchised store channels.

Tianlun brand agent reaction, regional markets, can enter the mall are stationed, can only turn to expand brand stores, to increase sales.

At the same time, you do not need to open a shop like a mall settlement, there is a cycle, and every day there is a quick return of capital and quick turnover.

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< p > from the brand point of view, in the shopping mall, shopping malls draw the vast majority of profits, and the brand side and the agent almost have no profits, and from time to time, they are faced with the pressure of poor performance of withdrawal or underwriting, as well as the discounted activities of various shopping centers. The brand can only raise the zero price to offset this part of the related expenses, which is extremely unfavorable to the stability of the brand retail price system.

And the outdoor brands that choose to enter the monopoly system already have some mature conditions at some levels, such as the effective organization ability of the monopoly system, including product system, terminal display training system, etc.

At the same time, it has abundant product lines and supply of goods that are in line with the trend.

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< p > besides, it is reported that after the ice and snow winter, the northern China market has absorbed most of the stock.

But over the past year, sales have increased substantially and output has increased dramatically, with the consequent product surplus and backlog.

According to the industry report, outdoor products sales outlets in shopping malls and department stores in metropolises such as Beijing and Shanghai are in surplus.

After the brand has encountered the backlog problem in the shopping mall, the outdoor brand is rediscovering the value of the professional channel.

The North Face, the leader of the global outdoor industry, has responded to this and has developed a new professional channel marketing strategy.

In July 24th of this year, The North Face will display its new marketing strategy for professional channels at the eighth Asian outdoor exhibition with more than 450 square meters of booth.

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"On the other hand, the downtown areas of big cities are often short of professional outdoor stores like Sanfo or Firefox," said Mr. Jaeger, chairman of the Asia outdoor exhibition and Asian auto show and chairman of Beijing's P.

In small and medium-sized cities, because of the reasonable rent, outdoor stores can rent more central and better storefront.

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< p > < strong > comment: < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > not fit feet know "/strong > /p".

< p > in a variety of channels, some media think that the channel with limited resources will become the bottleneck of brand development. Sooner or later, the monopoly system will become a form of penetration into the outdoor brand channel.

However, after seeing the consequences of excessive expansion of the monopoly channels of traditional sports goods, outdoor brands will be more cautious in the march towards monopoly.

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< p > the relevant experts pointed out that every brand should clearly recognize its own position and choose a suitable channel mode.

After all, the different price systems of shopping malls and monopoly systems affect the brand's awareness in the minds of consumers.

There is also the view that outdoor brands should plan their location according to their own development stages and market regional characteristics.

And the most important thing is whether enterprises or brands themselves need to strengthen the development of terminal retail management system and commodity system, whether in the pitional stage of shopping mall or monopoly system.

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< p > < strong > adopt a more sink channel operation mode and focus on the quality of shop opening < /strong > < /p >

< p > in the future, no matter what kind of distribution channels the brand takes, the quality of the shop is the foundation of brand building.

Therefore, from a more downward channel operation mode to paying attention to the survival rate of single store and improving the quality of open shop, it has become the consensus and pursuit of some outdoor brands.

In 2013 autumn and winter ordering meeting, RESOON thunder speed evolved from the original single shoe "a target=" _blank "href=" //www.sjfzxm.com/ "> clothing" /a "to the manufacturer and brand operator of outdoor products.

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< p > "in 2013, RESOON Lei speed systematically organized and categorized its own product system, strengthened the categories of shoes and clothing, and designed different styles and coloring colors according to different themes. At the same time, it extended other outdoor accessories products, thus enabling RESOON ray speed equipment to have an overall improvement. It also laid a foundation for the future RESOON to open stores and open stores.

"Lei speed outdoor general manager Ma Defeng said.

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< p > in accelerating the development of the commodity system, Lei speed is gradually changing the previous operation mode based on the total generation, vigorously promoting the single store franchise mode, and establishing a unified terminal control system, so that the information of the terminal can be timely feedback to the headquarters, and it will be analyzed and processed, providing a steady stream of information and inspiration for the research and development department and the decision making department, and responding quickly to design more suitable equipment for the current market trend.

The flat channel brought by single store affiliate not only promotes the rapid response of the whole supply chain of thunder speed, but also enables the brand to control the terminal so as to better brand the outdoor concept of "cheap and luxurious", and make it convenient for the brand to evaluate the management of each single store, enhance the diagnosis and treatment, ensure the survival rate of the single store and the latter profit.

Lei speed brand has expanded from the original scale market, stabilize the brand foundation, and pition to intensive cultivation of channels.

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< p > < strong > comment: find the lost channel value < /strong > /p >

"P > channel sinking has become the" changing "situation and trend that outdoor brands have to face.

From the CANTORP brand to cost-effective products, vigorously develop the two or three line city market (CANTORP brand has a large number of sales channels in such a market, take the lead in grabbing the blank market behavior, is considered as one of the reasons why the industry has achieved great success), to the Pathfinder to expand the second tier market directly, and join the main line to develop a large number of two or three line market channels.

Insiders predict: two or three line cities will bring a huge outdoor market.

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< p > for this, the veteran of retail industry thinks that in the two or three tier cities, the outdoor brand can adopt the agent system to increase coverage.

Generally speaking, outdoor brands are also more suitable for multi-layer and more sinks channel operation mode, so as to avoid the disadvantages of traditional sporting goods operation mode. The mode includes: first, avoid regional agents in larger areas; two, directly sink to the provincial and provincial municipalities and open up brand outlets; three, in the two or three tier cities, agent system is still adopted to increase coverage.

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The hierarchical structure of < p > has been partially tested and verified on Pathfinder.

In fact, the more sink channel operation mode is not only to ensure the controllability of the brand for the channel, or to cut off some intermediate links, make the capital turnover operation more flexible, and further enhance the brand's right to speak for product pricing.

What is more important is how the brand can manage the channel better and gain more market initiatives.

After adopting a more downward channel operation mode, the brand should be more retail and consumer oriented, provide unified brand experience through product planning store operation, improve supply chain and order mode to reduce costs and time to market.

This is also the collective "turn" of the traditional sports goods brand in the channel strategy.

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< p > < strong > electric business channel becomes "fragrant meat and potatoes" < /strong > < /p >.

< p > last year, Pathfinder 2013 autumn winter new product conference rate was first held in Beijing Jiuhua Spa & Resort.

At the conference, Pathfinder announced a joint venture with Jiangsu Jia Mao Commercial Co., Ltd. to operate the internationally renowned brand Discovery Expedition.

In early March, Discovery Expedition immediately released the brand strategy: the first batch of goods will be sold at the end of April, and the first choice will be in the third party e-commerce channel.

It is revealed that after the brand starts from the third party e-commerce channel, it will be able to synchronize to the official mall of the Pathfinder again.

Up to now, Pathfinder already owns three brands including Pathfinder, ACANU (Akeno) and Discovery Expedition, while among the three brands, arkenaway is fully offline, and Discovery Expedition is starting from the third party B2C platform.

We can see that the Pathfinder pays great attention to and relies heavily on the electricity supplier channel.

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< p > it is learnt that there are constantly emerging brands from the electricity supplier channel cut into the outdoor market, in Fujian Shishi, no shortage of annual sales of over 10 million outdoor electric business brand.

And this year, Jingdong e-commerce platform has begun selling independent outdoor brand products.

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< p > < strong > comment: online and offline two-way interaction and integration innovation is the general trend < /strong > < /p >

< p > outdoor industry observer Liang Qiang pointed out that in the age of social media, online and offline two-way interaction and integration and innovation have become the common characteristics of the evolution of the overall business format.

Offline brands can take the online as a platform for brand promotion, new product display and sales, while online brands can also go offline, and create online offline experience stores to achieve interaction with online consumers.

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In addition, technology development has improved the attractiveness of outdoor products, and increased the comparison and word-of-mouth dissemination of outdoor supplies, enabling high-quality product providers to spread rapidly and attract a large number of consumers. P

While the brand side is doing well in the construction of the e-business platform, it needs more attention to improve product quality and service quality. In particular, it needs to build a learning marketing team to form a fast response to network marketing and crisis public relations capability.

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