Lining'S Entry Into The Outdoor Industry Has Promoted Outdoor Industries.

In October 24th, it lasted two years.

Its outdoor brand Li-Ning Adventure (Lining exploration) finally sheathed its sword, and the first flagship store, the flagship store of the Lining Central Park, was opened in full swing, which has made waves in the fast developing Chinese outdoor industry.

At that time, it was seven years since Lining bought the French outdoor brand Aigle.

Previously,

It also has a high profile in the field of outdoor sports in China. Its strategy is clear and fast.

In the face of the severe market environment, Lining, Adidas and other sports tycoons have developed a new way to develop the outdoor products market. What do they want to do, and whether the killing of big brother Lining directly catalyzes the competition in the outdoor industry?

According to the insiders, after many years of accumulation, the local outdoor brand product series is not only rich, but also shows a great degree of professional quality. At the same time, they make great efforts to achieve the breakthrough in brand positioning and marketing innovation by taking advantage of the industrial scale in Jinjiang area. All these are worthy of recognition.

With the influx of more and more sports brands, the concept of outdoor will be understood by more consumers, and the whole industry will continue to heat up.

Lining layout outdoor industry

In October 24th, Li-Ning Adventure (Lining exploration) brand's first direct store, the flagship store of Lining Center Park, was held in full bloom.

According to the introduction, Li-Ning Adventure (Lining exploration) was founded in August 2011, and after more than a year, it finally welcomed the first batch of products to be listed. This means that Lining has officially stepped out of the first step to enter the outdoor market.

In fact, Lining's determination to layout outdoor industry has a long history. According to relevant reports, in 2005, Lining used a 50 year contract to win the French outdoor brand Aigle and set up AI Gao (China) outdoor sporting goods Co., Ltd., responsible for the production, marketing and sale of Aigle brand exclusive outdoor sports and leisure activities in China.

and

Products.

Aigle was one of the fastest selling outdoor brands in France at that time, initially specializing in boots and water sports clothes, and later extended to general outdoor activities, including water, mountain and country leisure sports products.

However, although the domestic outdoor products user market has seen an explosive growth, Aigle has not realized its original ambition. Because the positioning and price channels do not match, it is still in the brand cultivation period in China.

However, despite this, taking Aigle is still a good move for Lining at that time. If the outdoor consumer group is regarded as a Pyramid, then Aigle is the spire, which is an important signal for Lining to aim ahead for the outdoor market.

Next, the Lining brand has launched some primary outdoor products -- Michelin's outdoor shoes.

Up to now, based on the existing business of Lining sports, Li-Ning Adventure operates independently, and is committed to building a new outdoor brand new standard. The product structure includes outdoor clothing, shoes, accessories and so on.

Zang cool planning Chen Zhongcan believes that these are enough to show that Lining has been building the outdoor layout of group brand operation. Facing the severe situation, the development speed of China's sports goods industry has further slowed down, and the pressure of channel inventory has intensified.

At the same time, retail terminal competition tends to be white hot, retail discount has increased, and human cost and rents cost continue to grow, resulting in a further decline in terminal profit margin. The opening of Li-Ning Adventure is the beginning of Lining's strategic adjustment of outdoor diversification.

Or break the existing pattern.

"Li Ningruo's accession is not a good news.

On the one hand, the outdoor concept will be further popularized, and the outdoor industry will be understood by more consumers. On the other hand, it shows that the market space is being further expanded, and for outdoor industries, the overall advantages outweigh the disadvantages.

The local outdoor industry believes that.

For the blue ocean of outdoor products, the industry is relatively new, relative to the overall depression of sports goods industry, and is still in the blue ocean stage. More importantly, it is based on the huge number of Chinese market bases. "Outdoor sports are mass movements in foreign countries. Do not imagine them as unreachable and professional equipment.

After everyone's ideas keep up, the space and capacity of this market are very huge. The warming of the industry will help boost the collective development of the local outdoor products industry. "

Xu Rongsheng, general manager of Lion Brand outdoor Co. Ltd.

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"We welcome the powerful enterprises such as Lining and Adidas to enter, promote the prosperity of the outdoor area together, let more consumers understand outdoor, enjoy outdoor life, and feel the outdoor concept. With the high popularity of Lining, Adidas in China's sporting goods industry, strong sales network and rich market experience, it is bound to drive more people to pay attention to the outdoors."

Guo Hui (China) Co., Ltd. brand director Tan Qibing said.

Just because the overall development of the outdoor footwear industry is showing a trend of prosperity, the first step of the domestic sports shoes brand is coming. The first step of Lining and Adidas will provide a learning example for more sporting goods brands who want to pform or independent brands.

In the short term, although sports brand can get a certain market share by virtue of capital advantage and channel advantage, the professional technology of outdoor footwear products is relatively lacking. If we do not solve this problem in the short term, we will be weak in stamina. This is a problem that sports brand must consider in the field of outdoor.

Of course, some experts believe that Lining and other sports brands do outdoor products only as a supplement to sporting goods, but not enough for outdoor sports products market.

However, Lining, Anta and other sports brands are large scale and strong economic strength. If they can operate the outdoor products independently, they will not rule out the possibility of changing the market structure of outdoor sports goods in the future.

Jinjiang outdoors has the advantage of first out.

On the two day, Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd. intends to fly to Beijing for a special trip. He wants to see the terminal store of Li-Ning Adven-ture (Lining exploration). "I want to go first to see the products they are developing at present, so that they can have a number in their hearts."

As a matter of fact, business owners who want to have a good idea are not only allowed to Tengda, but also lions, outdoor, St.

Xu Rongsheng said that he can have an intuitive understanding of Li-Ning Adventure (Lining exploration) by looking at himself, and seeing the product can understand its positioning and operation more clearly.

However, he has confidence in his products. Jinjiang outdoor sports shoes have advantages over other domestic producing areas. Even a well-known outdoor sports brand, NORTHLAND, has several shoes processed in Jinjiang.

After three or four years of market operation, the outdoor enterprises in front of Jinjiang, whether in shoes or clothing or Mountaineering sticks, are not only rich in product series, but also show a great degree of professional quality. Such confidence is recognized by local outdoor brands.

In terms of channels, the outdoor army headed by Saint flare has accelerated the horse race enclosure, and inserted the red flag into the terminal of the major shopping malls.

At present, most of the outdoor brand terminal formats are mainly shopping mall channels and street stores. Although Li Ningceng has the largest sports brand sales network in China, has more than 7700 retail outlets, and even has an incomparable advantage in the market channel resources, but it can not shake the accumulation foundation of local brands in recent years.

Xu Tengda has full confidence. Tianlun has more than hundreds of shopping malls in China. For example, the Tianlun tiandian, which also performs well in Lanzhou shopping mall, is now stationed in Xi'an one hundred. It has not been difficult to enter the market with previous benchmarks of other shopping malls. Lining's entry into the outdoors does not seem to have an impact on their channel strategy. In view of the operational brands that only have a year and a half of outdoor pformation and lack enough knowledge of the outdoor market, this Lining's high-profile entry into the outside world is bound to form a certain degree of competition.

Fren Spann, marketing director of the outdoor products Co., Ltd., Wang Quancheng, suggested that outdoor products enterprises should take advantage of Jinjiang's industrial scale advantage to achieve breakthroughs in brand positioning and marketing innovation, especially in terms of manufacturing costs.