The Development Of Outdoor Enterprises Is Difficult, And "Outward Expansion" Is Pformed Into "Internal Guarding".

mainland

In expanding the large amount of capital cost of traditional retail channels, the pfer fees, decoration and distribution costs occupy a lot of resources inside the brand enterprises. At the same time, because of the more rational consumers and the increasing number of competitors, the market share of the original market shrinks, inventory increases, bank loans and cash flow shortages become more serious.

Over the past two years, more and more outdoor exhibitions have been launched, but the effectiveness of investment has been weakening, and some local brands have begun to quietly quit exhibitors.

According to the insiders,

The rise of the traditional retail terminal channel has weakened its original advantages. In the early years, local outdoor brands continuously expand the large capital cost invested by the traditional retail channels. The pfer fees, decoration and distribution costs occupy a lot of resources inside the brand enterprises. Meanwhile, because of the more rational consumers and the increasing number of competitors, the market share of the original market shrinks, inventory increases, bank loans and cash flow shortages become more serious.

As a matter of fact, the brand strategy of internal guarding will no longer pay for such a high ticket. Most of the outdoor brand enterprises will be busy to revitalize the life line of cash flow in the next year, continuously reduce bad channels and seek inventory realisation.

From the perspective of the market, new outdoor brands no longer enter the market. The shuffle on the market has made some outdoor brands disappear, and the rest are basically some powerful outdoor brands.

The layout of local outdoor brands in the shopping malls of all parts of the country has matured, and no longer like the previous two years.

This also means that the investment ability of the exhibition is declining.

According to the insiders, the international outdoor brand's operational ideas of quality win in this process can quickly adjust the operation strategy, at the same time, brand value promotes product premium capability, so that enterprises can quickly recover funds and supplement cash flow, so that enterprises and brands have a very strong ability to fight against.

In particular, "after years of development, these outdoor brands are almost the same as those of domestic sporting goods brands. They have already completed the basic stage of brand building. Next, they will pition from extensive wholesale to fine".

Times.

In this environment, it is not your money to do the exhibition well, but the brand is well done.

The terminal store is already the middle point of brand power and product strength, and the real brand power is distributed by one point. This is also one of the reasons why the exhibition platform is overshadowed.

Industry sources said.