Shoe Companies Have Abandoned The Traditional Mode Of Opening E-Commerce Business.

< p > two outbreak, or a return to light? < /p >

< p > > a href= "//www.sjfzxm.com/business/" > outdoor sports < /a > is really a matter of recent years. As a branch of sports, the Beijing Olympic Games has created a good opportunity for the outdoor industry to gradually become popular with the public.

However, the outbreak of the economic crisis in 2008 and the blind optimism and expansion of the sports industry led to the large-scale recession and even collapse of many brands in 2010.

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< p > compared with the current situation of "a href=" //www.sjfzxm.com/news/index_p.asp "sports brand < /a > general high inventory, at present, China's outdoor products market is on the contrary.

The scale of China's outdoor products market increased from 60 million yuan in 2000 to 14 billion 520 million yuan in 2013. A large number of data show that there is only one category that keeps growing in the sports area of the shopping mall, that is, outdoors, so many businesses turn their attention to the outdoor industry in order to find new business growth points.

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< p > however, due to the gradual blurring of market boundaries, sports and leisure products have similarities with outdoor products, and competition among the same industry already exists.

Facing the new growth field of outdoor products industry in China, it can not help but reflect on whether the entry of Chinese local sports brands and leisure brands will soon be saturated.

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< p > the competition situation worsens, the electricity supplier platform becomes the main battlefield < /p >.

"P" is facing increasingly fierce competition in the ground market. Domestic and foreign veteran outdoor brands are equally optimistic about the potential of e-commerce channels.

Today, as the Internet has penetrated into every corner of the world, the promotion of e-commerce brand is much faster than that of traditional offline brands. It has the advantages of low promotion cost, strong pertinence, flexible operation and good interaction.

In contrast, a lot of investment in online brands, high cost investment, high advertising, it is awkward.

And a well run shop is facing the customer base, which is even more difficult for the entity store.

Beijing Toread Outdoor Products Co's three brands, including Pathfinder, ACANU and DiscoveryExpedition, have two brands, all of which are e-commerce channels.

By the end of May 2013, TheNorthFace, Jackwolfskin, Kailas and other outdoor brands have also accelerated the pace of brand online sales.

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< p > chaos fist killed the teacher, the traditional brand < a href= "//www.sjfzxm.com/business/" > electricity supplier < /a > pain < /p >

< p > but once truly involved in Internet marketing, outdoor products enterprises with their own characteristics feel that they have encountered problems.

The outdoor products industry has two different directions in terms of its management strategy. One is to keep the threshold to do "small outdoor", the circle is relatively narrow, targeted, product quality and type requirements are more professional, aiming at professional level "donkey friend"; another kind of open door is "Outdoors", mainly to do introductory and sports popularization, and take the leisure route in specialization, aiming at the mass consumption market.

Internet marketing is a door that is not easy to open for those who are unwilling to lower their seats for consumers.

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< p > "so far, I know that the outdoor brands, including us, are really using less means in network marketing, and there are not many successful examples. Maybe we are still trying more. This is the current situation."

OZARK marketing director Jia Xu once said.

Outdoor electricity providers do not have the inherent conditions of price war. Outdoor industry is a niche industry, and production cost, operation cost, logistics cost and after-sales service cost are hard to lower.

From the current stage of development, if the outdoor electricity providers like some of the previous time, some e-commerce platform price war, before they have yet to grow, they can kill each other, almost can draw a conclusion: blind price war = dead end.

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< p > each has a clear mind, and the strategy of diversification is /p.

< p > although the outdoor electric business road is still in the exploratory stage, the future online will become the main selling channel of outdoor brand, which is almost undenial.

On this road, professional outdoor brands are starting from their core competitiveness, and adopt a more diversified strategy to attract online shopping consumers.

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< p > The North Face as the representative of the professional outdoor brand, pforming the electronic business platform into a propaganda position, on the one hand, digestion of stock, on the one hand, promoting the offline sales; the domestic outdoor brand represented by Pathfinder, launching the ACANU brand (arkenno), hoping to solve the contradictory situation of the price under the offline offline with the multi brand strategy; the outdoor outdoor brand represented by camels will fully operate offline and online businesses independently, and the online sale of goods from design, procurement, production, sales to market promotion are separated from the line, to avoid the conflict between online and offline.

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Less than P, the strength of outdoor brand is not only reflected in strategy and channel, but also in the differentiation of brand culture.

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Wang Feng, the Pathfinder signed the rock music Pathfinder, for his endorsement: "using their experience to encourage more people to pursue their dreams, bravely go to their own way of life, and become" courageous P "Pathfinder.

In 2013, the brand of the brand was promoted to promote the theme of "travel without borders" and "outdoor outdoor team", representing the theme of travel and leisure activities and professional outdoor sports activities of the brand.

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< p > the major brands have been roping around in their respective cultural fields. The collision of outdoor culture, the collision of brand culture and the collision of outdoor concepts not only attract the younger generation's eyeballs, but also push the whole outdoor industry to a peak.

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