"Who outdoor play"? Two days before Chinese New Year, small Nanjing Signature of MSN into the Chinese New Year for themselves to go out looking for partners to play. And when she walked into acquiring shopping centers for their own first line of outdoor exercise, they found that a high-end shopping centers in Beijing one whole floor covered with the HI-TEC, COLUMBIA, The North Face and other outdoor brands abroad pavement.
Wei Fu Group (VF) Asia-Pacific Outdoor Sports / Extreme Sports vice president of brand fees Rolf told, "China Business" reporter, China's outdoor consumers and consumers in Europe and America is obviously different. Chinese consumers are willing to put themselves as first generation, have the ability to change their consumption, people are willing to put their own consumption and brand linkage. Therefore, Chinese consumers are generally attached great importance to a single brand. At the United States and the European consumers enjoy shopping more multi-brand shops. Such as visiting Americans like REI, where he has a lot of different brands to choose from. But in China, the concept of multi-brand small and, therefore, a mall is a single-brand shops.
At present, the main outdoor market, occupied by foreign brands. In recent years, the Chinese local brands, whether outdoor brands or retailers, are not large scale. At this point, foreign investors are very positive about the development of sophisticated in foreign countries, with development potential in China market.
Although foreign brands into the Chinese market is a good opportunity, but the brand is the homogenization of the development of confusion. COLUMBIA and such as The North Face are from the same brand of the United States, but how in product range, texture etc. What's the difference? Consumers can not be said, the fee Rolf could not answer.
In China, a lot of dealers are also keen to see the outdoor markets, a lot of financial strength of dealers have begun to set foot in the field of outdoor supplies, and their outdoor brand has become increasingly rational. Pathfinder in January 2009 has ushered in the 10th anniversary of the birthday, and invited Wang speak for the brand.
Road key to Zhang Qing, president of consulting firm Sport suggested that the domestic brands in the outdoor business strategy should not play on small businesses, take into account not only cooked to earn money to go quickly through the investment and financing to consider the way through the channels at the Happy Valley enclosure as soon as possible; Outdoor Products store type can be very rich, such as large stores similar to those abroad; attention to consumer experience, the retail terminal must be "accidental" sex; outdoor supplies specialization, strong technology, water bottles, sleeping bags a lot of are standardized, the use of network query will be very clear. So we have to attach importance outdoor brands online marketing network. It is understood that the domestic like Pathfinder also imagine such a brand to raise funds listed, but by the development impact of the economic crisis, are currently experiencing a hindering. However, this market remains to be experts think are long-term bullish market. It has been suggested that, if the market along with high-end at the same time, in high-end, such as in low-end market segments are likely the birth of the leading local brands.
