Lack Of Outdoor Brand Marketing Function And Extensive Channel Construction

< p > with the coming of the pformation period of sports goods industry, the problems in the process of industry development are also concentrated.

These problems are quite common in the outdoor industry. With the further adjustment, the impact of these problems on the development of enterprises is worth considering in the outdoor industry.

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< p > brand homogenization is serious.

Considering the six major sports brands in China, the homogenization of product structure and design is serious.

Each brand of basketball, jogging, comprehensive training, sports and leisure products is doing, and product design tends to become more and more obvious. The movement of each brand is less than a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing, styles and colors are basically the same, and even LOGO of many brands has a great degree of similarity.

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< p > < strong > the lack of marketing function < /strong > < /p >

< p > almost all brands are continuing the traditional way of celebrity endorsement, event naming and advertising bombing, but this is only a temporary stimulus to sales, but they ignore the long-term value orientation of the brand.

In fact, marketing centers only have sales functions such as logistics, distribution and store management. However, important marketing functions such as sales plan, strategic market entry strategy and product promotion strategy that should be undertaken by marketing center can not be effectively established.

With the increase of the scale of local sporting goods enterprises, companies have stripped the original planning department from the marketing center, established the so-called brand management center, and placed it in a high position in the company, and want to complete the pformation from product management to brand management.

This business idea is understandable, but in actual work, the role of brand management center has not really played.

Its main job is the recruitment of spokesmen, the purchase of media, the shooting and putting of advertisements.

The brand management center and the marketing and design departments are disconnected from the distribution strategy and product strategy, which makes the effect of brand promotion further weakened, and the advertising cost increases year by year, while the promotion efficiency shows the opposite trend.

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< p > < strong > Product location ambiguity < /strong > < /p >

< p > although it is under the banner of sports, many sports brands have been following the fashion line.

In the professional field, < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > has failed to highlight professional functions. In order to pursue the market capacity, the phenomenon of sports localization has been put forward.

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< p > < strong > extensive channel construction < /strong > < /p >

The rapid expansion of "P" and "horse race enclosure" has led many brands to ignore the meticulous management of the channel, and the effect of terminal leveling, market response speed, product update and rationalized layout of regional network has not attracted enough attention.

In order to pursue market expansion and expand distributors, the layout of many regions is overlapping.

For example, in Binjiang Road commercial street in Tianjin, a sports brand shop opened three stores within 500 meters, including two stores and a shopping mall.

This phenomenon is not a case in point, but the reason for this phenomenon is profit inducement. As a sports industry has said, "at that time, making money by closing your eyes, you can see that you are making money in a business on the same commercial street, and then open a company to make money, even if you open three or four companies and still make money." how can a brand business live up to this temptation? Therefore, the result is that everything is extensive, and the whole industry develops mainly by market expansion, opening up with shops, emphasizing the number of stores expanding every year, but neglecting the quality of single stores and the quality of shops.

The lag of terminal management and control makes the market adaptability of brands lag behind. Eventually, even the international brands of Nike can not avoid the fate of some shops being replaced by fast fashion. Nowadays, this phenomenon can also find many similarities in outdoor brands. The temptation of brand growth is unlimited because of the rapid growth of the market. As long as conditions permit, the idea of rapidly promoting market saturation, reducing the possibility of backward development, grabbing resources and slowing down detailed plans are quite common.

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< p > above all the sports products industry development mode, every item in the outdoor industry now has the example of re interpretation. The industry has also made many warnings to avoid homogenization, improve differentiation, refine the terminal and avoid the old path of sports industry.

In recent years, the emergence of the concept of "Outdoors" has made many brand positioning and marketing models assimilated, and professional concepts have been diluted. Nowadays, for more brands, styles are more important than functions. Homogenization of products has become the industry consensus, and the construction of channels is still replicating the old path of sports industry, only by adding information management to improve the control of terminals.

In other words, in view of the inventory problem exposed by the sports industry, the outdoor industry has increased the concern for the terminal, but this is not the core of the problem. Simple channel reform can not fundamentally solve the problem.

Product value, marketing mode, terminal, logistics, store efficiency, reasonable regional coverage, product renewal, and consumption demand pformation will all be the key to the development of enterprises.

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