Users "sink" outdoor leisure brands fall in love with the public

The outdoor sports industry in China needs to be a big, best road. It should be based on professional outdoor activities and expand outward to make it bigger!

User "sinking"

“In recent years, the average annual growth rate of the outdoor retail industry in China has reached 50%, and the average annual growth rate of shipments has also reached 50%.” Chen Yu, general manager of Jiangsu Yueda Textile Group Co., Ltd. told reporters that the company is very optimistic about the future of outdoor casual wear market.

Chen Hao believes that outdoor sports embody the good wishes of human beings to return to nature, return to nature, and protect the environment. Therefore, they have been hailed as “future sports” by various countries in the world. This is undoubtedly a “new blue ocean”.

In 2010, after extensive market research, Yueda Textile took outdoor casual wear as the entry point for brand creation and created the “LUCK&JOURNEY” brand.

According to relevant data, there are currently more than 400 professional outdoor brands in China's domestic market, with local brands accounting for about 30% of them; professional outdoor retail stores reaching nearly 2,000, and department store retail points reaching more than 1600, and other sales models are also It has developed rapidly in different ways; over 400 professional outdoor sports clubs.

In the past, outdoor sports were still a relatively unfamiliar concept for many Chinese people. Outdoor sports promotion in China was mainly organized by outdoor sports organizers, websites, clubs, and some outdoor equipment companies.

However, in recent years, large-scale supermarkets around us have quietly appeared outdoor tents, outdoor tables and chairs, parasols, barbecue pits and other outdoor leisure products.

"This allows us to smell the breath of ordinary people's outdoor leisure." Chen Hao said.

In his view, urbanization has intensified, the population has soared, and the pressure on work and life in cities has been getting bigger every day; the living environment has not kept pace with the development of urban economy and population; the economic development of cities has increased the income of people; especially in the automotive industry. With vigorous development, people's living range began to extend from indoor to outdoor. These are good environments for the future development of “outdoor leisure”.

Chen Hao said, "Only the broad masses of low-income families can realize the dream of leisure and vacation, it means that people's living standards are generally improved."

Outdoor sports are becoming more popular from the professional, from the "fashion" to "everyday", China will meet the public outdoor leisure era.

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“The outdoor sports industry should jump out of the old box of “challenge life, challenge nature, and explore dangers.” Imagine being able to “challenge life and explore risks” throughout the day. There are several people who can’t ignore and give up in the general direction. Chen Hao stressed.

Therefore, "LUCK & JOURNEY" brand positioning is urban outdoor leisure, its main product is not a professional outdoor, but can wear casual outdoor clothes to work.

In fact, the current mass market, Colombian outdoor brands have been concerned about, and began to do so, recently, Colombia, "floating outdoor, rain or shine," ads hung in the streets.

Recalling some of the famous brands that are still active in China are actually because they represent a certain category at the beginning of their creation, or they have created a certain category, so it is still the industry's first brand. Discover an industry or category, take the lead and enter the industry first. This is the "first rule" for brand building.

In the professional outdoor sports brand, the pioneers are some international brand names and domestic pioneers. Many domestic and outdoor brands are latecomers. Therefore, the “first rule” may not be suitable. Suitable for domestic outdoor brands, perhaps "open new category." Many domestic outdoor brands often have an advantage in certain outdoor products.

The most essential point in the market is to create a certain category of market, so that you can become the first in this category of market. If you are not the first to enter a certain category of market brand, then create or subdivide a new category of market in the market, making you the first one. In other words, if domestic outdoor brands want to become the first category in the entire outdoor sports industry, their chances are not significant; however, if they explore new ways to create a new category that they can become the first, then they will become the first. possible.