When “90” began to enter the Chinese outdoor fashion trend of consumption, whether it is from the consumer groups choose to enter the outdoor market segments, or take the initiative to adjust to cover this part of the market, local outdoor brands choosing the strategic positioning of its integration into the market. Industry have suggested that local outdoor brands in all categories considering the full range of development, “90” and the market, but should make personalized labels, so as to “90” personalized with personalized products conquest.
“90” joined the outdoor sports groups, outdoor equipment in the future become a major consumer group. “90” is not only the backbone of Chinese fashion trend of consumption, but also the future of the benchmark brand operation, they represent a new generation of Chinese fashion industry, consumer attitudes, but also represent a brand new consumer power. With outdoor market segmentation and figurative development, in order to respond to new consumer groups, outdoor brand by digging a new user needs, and complement the original brand, to cover a wider range of consumer groups, but also to seize a larger market share .
“For ’90 After ‘, the outdoors is very tide of something that is representative of fashion and enjoy the taste of life, now is not necessarily to the field of outdoor adventure, experience the hard-working, many are going to relax, leisure and entertainment the. “Tenda spend with the family day outdoors, General Manager Xu said. Consumer groups for young outdoors, spend with the family day outdoors in 2013 officially launched a new brand, “Kangjun Shi”, positioning the young, stylish, and professional Tianlun days separates. Tenda Xu said the new brand is taking a completely different route, 2014 to start on-line sales, it will not take the province on behalf of the mold under the late fall line, but in distribution and join the main.
Ephron Greenspan outdoor Zhoushan Lin, general manager once said: give up the monotony of the “special”, so unique “whole.” “Young outdoor growing consumer market, will become increasingly valued for Ephron Greenspan. Stylish design elements and superior functionality combining, for the love of the outdoors ’90 ‘to provide more diversified products.”
“Domestic Pan outdoor time has come, more consumers began to be interested in outdoor products, XUP is a new brand Xtep outdoors, it carries special steps Group looks for outdoor markets.” Xtep Group senior vice president, general manager of the electricity supplier 肖利华 in an interview with related media interview, said that as a special steps to try in the field of outdoor brand operations, XUP as electronic business platform specifically for the brand, “starting from the electricity supplier in the field, there are many considerations, one very important point is that the brand positioning is young and trendy Pan outdoor products, so that young people will become the main consumer groups, and spending habits of this group is more interested in the electricity supplier. ”
Insiders Houli Dong believes that with the outdoor market segmentation and diversification, particularly in the market shift in consumer spending habits, these two years, outdoor sports already spending power from on high demand niche limit outdoor develop into a “walking out “the big outdoor sports, mountaineering, rock climbing, rafting, picnic, camping, travel, sailing, fishing, driving, cycling, etc. are encapsulated in outdoor sports, especially younger understanding for outdoor sport itself has changed , is a fashion outfit outdoor experience gradually into their hearts.
“For its sight after ’90 ‘market companies, after all, this is a fashion personality adventure crowd, their income is not stable, it is possible for professional outdoor thorough enough understanding of the market, but the market is relatively specialized Jackets price 1000 yuan to 3,000 yuan per month. If you want to get rid of the market price brought young outdoor market bottlenecks, we must seek a breakthrough from a cost and design, to find ways to control the retail price, the most significant may have to drop to 30 % ~ 40%, and in a variety of outdoor sports to meet their basic needs at the same time, more personalized fashion. “Hou Lidong recommendations.
