Domestic Brands: Multi Format Accelerated Expansion, Market Operation More Specialized And Refined

< p > in the outdoor area of department stores in shopping malls, the development of domestic brands shows more stable channels and more forms of symbiotic development.

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< p > domestic brand: multi format accelerated expansion, market operation is more specialized and refined < /p >

< p > 1. brand positioning in high positioning makes shopping malls stand alone, < /p >

< p > the atmosphere and diversity of outdoor consumption in North and South China are very obvious. Because of climate and other factors, the North has always been the core area of the outdoor market.

In Fujian style outdoor sports brand, its market is also dominated by the northern market, Saint Valentine, Tianlun Tian, and several star customers.

And in the north, these brands are almost all in the form of shopping malls and outdoor monopoly. Shopping malls and department stores are the main forms.

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< p > it is learnt that the original professional outdoor positioning domestic brands, Keller stone and polar star have also opened a number of shopping malls counters in the northern market. Due to the consumption environment in the north, it has created a unique display of shopping malls, and also decided that these outdoor a target= "_blank" href= "//www.sjfzxm.com/" shoes "/a" clothing brand will focus on the mall.

However, at present, there are more and more distribution of brand monopolization in the north with the image of living hall and flagship store. At the same time, because the outdoor stores have some advantages that the shopping mall counters do not have, the major brands are also paying more and more attention to this market, such as the development of the system of St. Valentine and Tian Lun Tian's monopoly system is relatively mature.

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< p > 2. shopping malls and channels will bring about large-scale development. In the future, the intensive farming market will be less than /p.

From P, we saw the large scale development of outdoor brands in department stores, and the first outdoor outdoor counters in Beijing O'neal outdoor plaza in 2009.

Then review the development of the explorer, from the outdoor shop to the gold medal agent, and then to the expansion of the private shop, from the north to the south to precipitate the channel, no convex shows the rapid development of the industry in a few years.

When the outdoor industry groped for the format that can make it grow, many of the first international brands in China today are shopping malls and department stores.

The department store channel brings outdoor brands a symbol of status and identity. Image engineering is one of its functions.

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After stabilizing the channel pattern, the number of star customers entered the regional market intensive cultivation stage. In 2012, the number of star customers focused on the northeast and North China markets, and there were more than 100 shops in the northeast and North China. The sales volume of these two regions increased by nearly 400% in 2012 compared with the previous year.

Starting in 2013, several star customers will implement the strategy of "high concentration, resource concentration and regional concentration", further intensive cultivation of the northeast and North China markets, and make deep efforts to consolidate their competitiveness.

The intensive farming scheme of several star customers will be put into practice in product development, logistics and distribution, terminal services, and so on, laying a solid foundation for future national operation.

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< p > 3. subdivision category brand force outdoor stores abundant product expansion market < /p >

"P > Fire-Maple is the leading brand of the domestic cooker brand. It even took the lead in its internationalization process.

With the continuous development and growth of the brand and the increasing demand of the market, Fire-Maple has done a lot of colorful cookers, not only the exterior design, but also the category development.

Its products are loved by consumers with new and unique shapes, and are recognized by the high technology that is built by cutting-edge technology.

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< p > on the channel, Fire-Maple is an outdoor shop channel because of its subdivision.

Fire-Maple adopts a map oriented and targeted way to expand channels, requiring that every region should reach a certain number of sales outlets and expand consumer contacts. The selection and quantity control of these outlets are also very strict.

For example, the outlets that have covered the main sales people will no longer set up new outlets, but the number of regional outlets can not exceed the corresponding number.

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< p > 4., expansion of Direct stores, acceleration of brand scale operation and attention from South market. < /p >

< p > Pathfinder is the leader of outdoor products in rapid expansion stage.

Since its listing, its pace of expansion has not stopped. In 2012, it is more likely to be called its expansion year. Its core business is the main brand Pathfinder, the high-end brand Discovery and the e-commerce brand ACANU are the three brand strategy framework of strategic business. Through the positioning, pricing and channel segmentation, the brand extends to high-end leisure outdoor and e-commerce consumer groups, covering the outdoor fine molecular industry.

Stock market researchers pointed out: two sub brands are expected to contribute in 13-14 years.

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Like the Pathfinder, P is also one of the earliest outdoor brands in China. The brand of Kai Kai Le also expanded its channels in two ways: direct distribution and distribution. In 2012, he opened the first direct living hall in Beijing area (not the first direct store, but the first image shop), the main role of which was to display the brand image, create a unique layout, and create a club's experience atmosphere.

According to the shop assistant, this is the only living hall in the Beijing area of sikle, and the other twenty Direct stores are shopping malls and department stores.

There are only 5 franchises in the whole Beijing area, and most of them are direct stores. Of course, this has nothing to do with its headquarters in Beijing.

The feedback from the circle of business shows that the street image shop in Beijing's life hall is very good. Good experience and service and good environment bring good reputation.

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< p > 5. expansion speed or too fast industry calls for rational development < /p >

At the same time, the media pointed out that the outdoor products industry no longer used professional management to get the traditional profits, but created a marketing highlight that allowed them to be magnified in the capital market, expecting large amounts of capital to be injected into the stores, and multiplying energy through the expansion of the "horse race enclosure", eventually achieving pyramidal growth in P.

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< p > industry insiders say that the domestic outdoor products market is no longer a "go out home" and is suitable for individual individual development.

In this regard, the media think: since then, the sports industry's "Pan sports" marketing brand is catching up, and now most of them are in a high inventory and homogenization outcome. The outdoor goods industry is almost on the road of sports brand 10 years ago.

The expansion of the "horse race enclosure" directly brings about a series of operational problems. "The other side of rapid development is bound to have inevitable confusion and disorder. There is no professional a target=" _blank "href=" //www.sjfzxm.com/ "> designer < /a >, lack of professional management and operation personnel, and lack of standardized system of chain operation.

Insiders pointed out.

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< p > store operation encountered some problems. At the same time, the famous outdoor retailer, Sanfo outdoor also said that the opening of shops was restricted by location, rent, personnel training and other factors. With the development of outdoor stores and retail chain channels, the department store counters were single, which would bring the imbalance of outdoor attributes, and the appeal of fashion and leisure was much higher than that of professional positioning.

And the outdoor area of fashion and leisure is low. New brands will get into this area and the market will be more mixed up. If the professional market fails to maintain the intention, it will lose the original taste of the outdoor industry.

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