Outdoor Wiring, To Break Through The Freezing Period.

  Outdoor brand layout line

As early as March this year, the Pathfinder released the plan. New brand of e-commerce The announcement is that the arkeno brand will serve as an independent sub brand, focusing on the 22 to 28 year old online shopping main consumer group, as a good complement to the main brand of Pathfinder.

It is understood that CAMEL camels as early as 2009 to test the water electricity supplier, the formal layout in 2010, with the accumulation of online popularity, quickly jumped to the first brand of Taobao men's footwear and outdoor footwear the first brand.

Optimistic about the potential of the electricity supplier channel, Quanzhou outdoor brand such as Lun Deng outdoor, USA lion, Tianlun Tian has also accelerated the pace of brand online sales. The US lion has been stationed in Taobao mall since the beginning of 2011. This year, it began outsourcing business to specialized agencies.

In addition, there has been an outdoor channel recently on the official website of the clothing brand of everyone. Sales assault clothing And grab sweater and other private brand outdoor products. Up to now, there are nearly 200 outdoor brands stationed in Tmall.

Consumers frequently touch the net

Outdoor brands are optimistic about the channel of e-commerce, which is related to the change of consumption habits of consumers. "Consumers of outdoor products are mostly young people who prefer more exciting and challenging outdoor projects. These people have certain characteristics. economic base The consumption power and knowledge level are the main consumers in China and the main members of the online shopping force. At the end of last year, Lin Qiubo, who founded the brand of outdoor electric business, saw this trend. Only when the brand was founded, it positioned the online sale.

CIC securities analysts believe that the "outdoor" trend has prompted more ordinary consumer groups to purchase powerful outdoor products, with higher income levels, abundant natural resources, and increased leisure holidays, creating huge outdoor market space for all factors. Under the environment of double high-speed growth of the overall electricity supplier and outdoor industry, the trend of the traditional outdoor brand switching to the electricity supplier and the electricity supplier group is obvious. The industry will present an explosive growth trend.

Online and offline deep integration

At present, many outdoor brands are mainly used as online channels. Offline channel Replenish, on the one hand, the sale of inventory, on the one hand, the introduction of new products, with the new line of publicity, such as the United States lion brand is currently dominated by offline channels, online channel auxiliary, online sales mainly in the past inventory and the new products in the season, and did not sell products on line and offline.

There is also a strict distinction between online and offline products, such as camels, which have reached the coincidence level of products under the usual online and offline products. 0, even with the "double eleven" sales promotion period, there are only 5 products that coincide with the entity store. In this way, online will not impact on the offline, and more than 3000 offline stores can effectively expand brand awareness on the Internet.

Another category is the outdoor brand that specializes in electric business. Such as Hathaway, since 2009, it has entered the Chinese market with the electricity supplier mode curve. With the continuous development of the potential of China's B2C market, the sales performance of e-commerce platforms such as Jingdong mall, Taobao, pat and so on are all in the top three.

"However, whether it is outdoor brand developed from traditional channels or outdoor E-commerce brand A trend to be faced in the future is always the deep integration of online and offline channels. For example, offline brands can use 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. Analysis of the industry.