Outdoor Products Industry Opens Up A New Round Of "Attack The City" Mode

For outdoor products industry, construction online channel has become the key word in 2013. After more radical expansion of stores in previous years, outdoor goods enterprises have been fighting online and started a new round of "horse race enclosure". The outdoor products branch of China Textile Business Association (hereinafter referred to as "COCA") predicts that the growth rate of the outdoor network will be far greater than that of the traditional outdoor outlets and shopping malls, eventually becoming the three world trend.

"Online" seems to have unlimited business opportunities and is full of traps. But for enterprises, how to balance the resources on line and offline is the test.

In 2013, the turnover of 35 billion yuan on Tmall's "double 11" day was staggering, and what attracted considerable attention was an outdoor casual wear enterprise, that is, a Camel camel sold by a single store for nearly 140 million yuan (hereinafter referred to as "Camel"). Mai Yanxia, its brand director, disclosed to the first financial daily that "double 11" included men's shoes on the same day. Women's Shoes The sales of camel's total brands have exceeded 300 million yuan mark, reaching 380 million yuan.

At present, camels have opened 4 official store stores on Tmall. There are also shops in Jingdong, pat and other platforms. Camels and self built brand mall are also available.

Another professional outdoor product provider Pathfinder (19.780, 0.22, 1.12%) (300005.SZ) is also actively entering the online market. Unlike camels, Pathfinder chooses the way to open online channels to franchisees, and authorizes products to be sold to online distributors by means of "unified pricing". In addition, the Pathfinder also created a separate online brand "arkenno", which sells special products from the Internet.

In view of the fact that there are a lot of vertical electric providers in outdoor products in China, outdoor furniture providers are also making new attempts.

Take camp 1 as an example, the outdoor outdoor vertical business channel platform, which was launched in January 2013, now has nearly 20 outdoor brands. In 2013, the pre tax sales revenue has exceeded 30 million yuan, while its sales target in 2014 is 80 million yuan.

With the advantages of many people in the top management team who have experience in e-commerce and retail business, the No. 1 camp proposed that the supply chain should adopt "precision marketing, fan selling, quick response, direct supply". C2B The mode of sales and marketing is also widely developed, including its own official website, Tmall, Jingdong, Suning and even offline group buying mode, which maximizes the brand aggregation effect.

Li Changfa, Secretary General of COCA, told the first financial daily that outdoors has a natural combination with the Internet. "The rise of outdoor industry in China is originated from the network, and people who love outdoor sports gather together and organize activities, and gradually become a climate."

To provide related services for "enthusiasts" is the main source of income for overseas outdoor travel industry. Li Changfa, for example, in the mature outdoor market, 1 yuan of product sales will bring 6 yuan of service revenue. "The outstanding characteristic of the outdoor platform is that the service revenue is far greater than the commodity business".

ISPO BEIJING Asia Sporting goods The fashion show will be held in Beijing in from February 19th to 22nd, with nearly 600 outdoor, winter, extreme sports and street fashion brands from around the world. Wang Yilei, director of ISPO BEIJING project of Munich Exhibition (Shanghai) Co., Ltd., told reporters: "under the premise of no conflict with its own brand, expanding business and building platform is an important means for outdoor products enterprises to expand consumer groups and promote outdoor sports to become rigid demand. These initiatives will push the industry forward."

In recent years, a large number of "Amoy brands" have begun to move towards offline experience shops and consumers, including camels. An industry insider admitted to reporters that camels had always used the operation mode of pure electric brand, which was very effective when outdoor brands had not yet entered the online market, but now the brands such as Pathfinder have begun to pay attention to it. Electricity supplier channel The latter, with its huge offline stores as its support, has certain advantages when it comes to "close combat" with camels and other brands. "Camels begin to move towards the coordinated development of online and offline." The person commented.

"The characteristics of domestic consumers are extremely sensitive to price, and weak brand loyalty. Online channels can play a good role in online sales because of their intuitive and strong experience. It is not only conducive to forming stable consumer groups and improving bargaining power of products, but also to further enhance brand influence and extend their life cycle. Wang Yilei said.