Outdoor Brand Opens The Concept Of "Suit" And Shapes Product Strength.

Lion Brand outdoor first put the focus of this year's product research and development to outdoor wear.

Xu Rongsheng, chairman of the outdoor brand of lion brand, believes that the next development node of outdoor brand is not only to adapt to the more popular outdoor demand market, but also to focus on the development of outdoor technology, and emphasize the sense of dressing.

Even at the last season's ordering meeting, Xu Rongsheng launched an outdoor outfit Handbook, which did not imitate and plagiarize in design, but integrated into the lion brand DNA and soul.

"Next, the shaping of product power will be more important than brand building.

After so many years of development, there is little difference between the development trajectory of local outdoor brands and sports brands, so it is time to enter the product era.

In the product era, weakening the brand and shaping the market competitiveness with more distinctive product characteristics will become the absolute principle of development.

Xu Tengda said so.

In order to realize the cross border integration of "professional outdoor" and "commuter commuter", in the spring and summer of 2015, Tian Lun Tian plans to plan product concepts for terminal mass consumer needs on the promotion of terminal products, and puts forward the concept of "suit" product, and puts out three sets of "suit" series for different outdoor sports: light weight suit that meets the needs of consumers on foot, customers' self driving / traveling needs breathing suit, and fast drying suit for meeting the needs of consumers.

Xu Rongsheng introduced that before the outdoor brand was mainly consumed by the extreme outdoor activities such as mountaineering and hiking traversing. This part of the consumers were basically outdoor players with fever grade. It was unlikely that the whole set of equipment would be purchased. When purchasing equipment, they would buy without exception, according to the performance of an outdoor brand in a certain category.

However, with the increase of consumer demand, some outdoor brands have shifted their attention from specialty to life, and gradually began to promote serialization. They also expressed more outdoor fashion flavors with more wear and tear, which also raised higher requirements for the development and upgrading of local outdoor brands.

Some people in the industry believe that outdoor brands are ushering in a great opportunity for "outdoor development". Apart from the professional outdoor market share of the Pyramid spire, who can truly understand the consumption needs of the outdoor enthusiasts and stick closer to them, who will be able to take the lead in this market.

"Whole

The growth rate is still decreasing, but the development speed of public life outdoors is still considerable. The online and offline channel retention rate is near the limit. How to get through the two sectors is a new round.

Key points.

Especially at present, the layout of local outdoor brands has already become a climate. The confrontation between online and offline channels is coming to an end.

Deputy director general fan Peng of Tianlun Tian outdoor products Co., Ltd. believes that enterprises want to have more suitable channels for the mass outdoor market, so they must serve the brand from online to offline.

In view of this, Xu Tengda said that in 2015

We will continue to focus on professional outdoor activities, and penetrate the terminal and mass consumers with unique outdoor experience and cultural pmission, provide more outdoor experience opportunities for terminal service personnel and mass consumers, try to promote and distribute more circles, and promote outdoor sports from professional, niche movement to daily and mass sports development, so as to truly realize the "crossover" of outdoor sports.

It is worth mentioning that outdoor integrated stores have gradually become one of the emerging channels of outdoor brands.

"In the future, outdoor integration shops centered on club activities must be a trend."

Li Qi, head of ONEWAY China, is firm in tone.

He said that the future outdoor integration store must be sold according to different outdoor activities.

For example, there are some running brand collection stores in the market, including ADIDAS, NIKE, NEWBALANCE and other running products.

At home, the development of outdoor integrated stores has been incorporated into the channel planning of this year by CAMKIDS and St.