Outdoor Sports Industry: You Need To Find Your Own Consumer Group.

China

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"In recent years, China's outdoor products industry

Chen Rong believes that outdoor sports reflect the good wishes of human beings to return to nature, return to nature and protect the environment. Therefore, they have been praised as "the future sports" by the countries all over the world. This is undoubtedly a "new blue sea".

In 2010, in a wide range of

According to the data, there are more than 400 outdoor professionals in China's domestic market.

In the past, outdoor sports for many Chinese people is still a relatively unfamiliar concept. In China, outdoor sports promotion is mainly outdoor sports organizers, websites, clubs and some outdoor equipment companies.

However, in recent years, large supermarkets around us quietly appear tents, outdoor tables and chairs, sun umbrellas, barbecue stoves and other outdoor leisure products.

"It makes us smell the smell of ordinary people heading for outdoor recreation."

Chen Rong said.

In his view, urbanization is intensifying, the population is surging, and the pressure of work and life in cities is increasing day by day. The living environment can not keep pace with the development of urban economy and population; the economic development of cities and the increase of people's income; especially the vigorous development of the automobile industry, the scope of life begins to extend from the interior to the outdoors.

All these are good conditions for the future development of "outdoor recreation".

Chen Rong said, "only the majority of middle and low income families can realize the dream of leisure vacation, which means the general improvement of people's living standard."

Outdoor sports are becoming popular from the "professional" and "fashion" to "everyday". China will welcome the public outdoor leisure era.

Find your own consumer group.

"Outdoor sports industry should jump out of the old framework of" challenging life, challenging nature and exploring danger ".

Just imagine, how many people can "challenge life and explore danger" all day?

The direction of popularization cannot be ignored and abandoned.

Chen Rong emphasized.

Therefore, the brand positioning of "LUCK&JOURNEY" is urban outdoor recreation. Its main products are not professional outdoor, but casual outdoor clothes that can be worn on both work and work.

In fact, the mass market, Columbia outdoor brand has been concerned, and began to do so. Recently, Columbia's "outdoor tour, rain or shine" advertising is full of streets and alleys.

Looking back at some famous brands that are still active in China, they are actually representative of a certain category at the beginning of their creation, or they have created a certain category, so they are still the first brand in the industry.

Find an industry or category, take the lead in entering the industry and seize the first place.

This is the first rule of brand building.

In the professional outdoor sports brand, the pioneers are some international brand names and domestic pioneers. Many domestic outdoor brands are latecomers. Therefore, the "first rule" is not always appropriate.

Suitable for domestic outdoor brands, perhaps "open innovation category".

Many domestic outdoor brands tend to have an advantage in a certain outdoor product.

The most essential thing in the market is to create a certain category of market, so that they can become the first in the category of the market.

If you are not the first market brand to enter a particular category, create or subdivide a new market in the market, making you the first one.

That is to say, if domestic outdoor brands want to become the first category in the outdoor sports industry, their chances are not great. But if we find another way to create a new product that we can become the first, then it will be possible to become the first.

At present, the outdoor sports industry is still away from sports, leisure and other industries.

Because the number of professional outdoor sports consumers is scarce, so the industry has always done little, just cruising in a narrow market space.

"Insisting on professional outdoor products is not the best direction for us to grow bigger."

In Chen Rong's view, "the best way for China's outdoor sports industry to be bigger is to expand outward by expanding the professional outdoors."

"LUCK&JOURNEY" is the introduction of the brand image of the city SUV automobile as the concept. It is located in the outdoor textile clothing brand which is mainly related to outdoor casual wear and automobile.

Because of its unique personality, outdoor leisure brands need special marketing methods.

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Integrating into consumer life

Nowadays, many outdoor casual wear enterprises are still relatively elementary and short-sighted in marketing.

In the face of today's super competitive market environment, enterprises can no longer establish a marketing system according to the conventional single point marketing method, but must pform marketing ideas, establish the correct marketing mode, and restructure their marketing strategies.

In 2009, the successful Pathfinder launched many public welfare activities such as "protecting Tibetan antelope", "I want to read", "mother's water cellar", "protecting Yunnan snub nosed monkey" and so on. On the day of the Wenchuan earthquake in 2008, the company sent two rescue teams to the front line to participate in disaster relief work, and donated more than 260 yuan in value. In 2008, the Pathfinder provided outdoor clothing and equipment for the "God seven" related personnel; in 2009, the explorers outdoor products became exclusive exclusive products for the north and south polar expedition teams in China.

All these marketing activities revolve around exploring the brand culture of "protecting the ecological environment and undertaking social responsibilities".

In addition, a "community marketing" model is popular in the outdoor industry.

Nowadays, the development of outdoor associations in domestic universities is flourishing. In the face of potential consumer groups such as college students, NORTHFACE, Pathfinder, F Leonspan, Saint Fred and other brands have entered campus business circle in different ways.

F Leonspan, who sponsored 15 members of the Xiamen University mountaineering team, successfully challenged Tibet's Tang ralun Qu snow mountain at 6330 meters above sea level. St. Valentine sponsored the Beijing Forestry University's snow lotus ecological protection project in Bogda District of Xinjiang, naming the 2009-2011 year experience of environmental mountaineering experience in China, Japan and South Korea, and sponsoring the Tsinghua University to jointly climb the gola Dandong peak.

"In view of different university associations, Saint Valentine will cooperate with University Associations in different ways."

Chen Guiyuan, director of St. Brad's brand, said that St. John's view is not only about such one or two single cooperation, but also hopes to establish and maintain a long-term cooperative interaction relationship with universities. Through the word of mouth marketing in the campus network, the brand idea will gradually penetrate into the minds of College students, the young consumer group.

Unlike F Leonspan and San Fred, Jiangsu Yue Da Textile Group is known as the "LUCK&JOURNEY Cup" outdoor leisure wear design competition.

"LUCK&JOURNEY" brand positioning is urban outdoor leisure, so we choose to cooperate with universities in the form of design competition.

Chen Rong said that students in fashion colleges are the most receptive fashion lifestyle group, and they are also the most creative groups.

Chen Rong believes that holding outdoor leisure clothing design competition can, on the one hand, design competitions to enhance brand value, expand brand awareness and influence.

In addition, it can also select many excellent works that are close to the market, meet the needs of consumers and meet the brand positioning, learn from the company. At the same time, we can also find talents, select talents, and provide the necessary follow-up talents platform for the creation and development of brand clothing.

Of course, these measures are far from enough. Enterprises should make efforts in product line expansion, channel expansion, key market establishment, company management and product core technology upgrading. Only in this way can we win our future in the outdoor leisure market.