Accurate Positioning Of Foreign Outdoor Clothing Brands

The brands of outdoor clothing products in China are numerous and miscellaneous. Foreign well-known brands have long been eyeing the domestic market; Domestic brands are also sparing no effort to seize cities and territories. In the absence of corresponding national standards, industrial standards and local standards, the outdoor clothing industry has many problems behind the rapid development. Such phenomena as price confusion, brand positioning ambiguity, and poor sales channels are constantly harming the emerging outdoor clothing industry.

　　 Foreign brands: accurate positioning, focusing on one product

Foreign outdoor clothing originated earlier, whether in business management or Brand connotation Shanghai is an example for Chinese enterprises to learn from. If we make a macro survey of the domestic outdoor clothing market, it is not difficult to find that foreign outdoor brand clothing has always occupied the high-end market in China. Its products have long been sought after by consumers, and even some junior travelers are still complacent about getting a set of foreign famous brand outdoor clothing.

Although we can't deny that some of these consumers have certain ideas of worshiping foreign things and fawning on foreign countries, we can't deny that foreign outdoor brand clothing does have strengths that we can't surpass. To be realistic, foreign outdoor clothing manufacturers tend to focus only on one or several products in outdoor products, and go all out to do a good job of their focused products, rather than a big and full-fledged full bloom. For example, the world-famous American outdoor brand "Shanhe" mainly produces outdoor clothing and tents. Its product details are reasonably designed, its quality is popular with users, and its product innovation is far ahead, which has become the leader of outdoor clothing.

"Because of focus, it is professional; because of specialty, it is outstanding." This is a phrase that has been widely spread in China's business community. The meaning of this sentence is actually that the business operator affirms his own ability and negates his super ability in management. At present, we have many domestic garment enterprises. It seems that they can produce any product and want to try water in any garment market, but in fact, they have not made a garment product perfect. The reason is that they have never focused on a garment product. And the foreign outdoor clothing enterprises' professional and dedicated thinking on a product is indeed worth learning and learning for our clothing enterprises.

The positioning of foreign brand outdoor clothing for the market is also quite accurate. In fact, as more and more outdoor sports continue to emerge. The division of outdoor clothing will be more and more refined. For example, in the group of donkey friends, there are so-called extreme donkey friends who have played for a long time and deeply, and entry-level donkey friends who only participate in some long-distance travel and outdoor leisure. Although these two groups are both donkey friends, their choices are undoubtedly different when consuming outdoor clothing products. In other words, with the diversification of consumer groups in the future, accurate market positioning is very important for outdoor clothing enterprises.

　　{page_break}

The famous outdoor brand "Groundhog" from the United States has put its market position on the consumers of alpine snow sports. This enterprise stands out in the outdoor products industry by specializing in the production of snow down jackets, down sleeping bags and alpine tents. Practice has proved that their products are highly praised by senior outdoor sports professionals because of their reliable quality. For ordinary entry-level outdoor sports groups, it is obviously unnecessary or useless to buy their products. According to the characteristics of outdoor mountain sports, it is difficult for ordinary outdoor sports people to reach above the snow line, so products like outdoor clothing in snow fields and tents on the roof are basically not available. However, it is worth noting that the number of professionals engaged in outdoor sports in alpine snow is limited after all, which leads to a small consumption scale. Therefore, the price of marmot outdoor clothing is relatively high in China.

However, when we turn around to look at our outdoor clothing brand enterprises, most of them have the disadvantage of vague brand and market positioning. In fact, in the streets and alleys of urban and rural areas in China, there are innumerable shops under the banner of outdoor clothing stores, but inside they are selling sportswear, T-shirts and other conventional clothing products. The main reason is that some domestic outdoor clothing manufacturers used to produce sportswear and t-shirts. Due to historical habits and solidified sales channels, the market positioning of these garment enterprises is relatively more ambiguous.

There is no doubt that the brand positioning of outdoor clothing enterprises is accurate and they can maintain their attention to the same product for a long time, so the competitiveness of this enterprise will inevitably be highlighted. At present, under the situation that all enterprises in the outdoor clothing market in China are fighting against each other and swallowing thousands of miles like tigers, only by maintaining strong competitiveness can they remain invincible.

　　 Domestic brands: focus on functionality, promising future

Domestic brand outdoor clothing In fact, over the years, we have been constantly exploring and improving ourselves. Indeed, a number of brand products with high market share and good reputation among consumers have emerged.

At present, the number of people engaged in outdoor activities in China is growing explosively, so the demand for outdoor clothing by consumers of all ages or at all levels is also different. At the same time, the requirements of outdoor activities for clothing are relatively professional. For example, you must wear tight clothes when climbing rock; Mountaineering needs to be equipped with appropriate assault suits and so on. Therefore, the clothing functionality required by different outdoor activities is particularly important. What is gratifying is that domestic brand outdoor clothing enterprises have already seen this. They have developed a variety of outdoor clothing products for the needs of different outdoor players, which meet the needs of the majority of outdoor participants in China.

When it comes to the importance of outdoor clothing and outdoor product functionality, it not only represents the quality of an outdoor product, but also is closely related to the life of outdoor enthusiasts in some specific cases. During the New Year's Day in 2010, an outdoor club in a city of Sichuan organized a snow mountain crossing activity attended by dozens of people. It is relatively easy to cross the route, and the participants are children, both men and women, old and young. When everyone happily climbed to about half the distance, a sudden blizzard almost immediately pushed them to the edge of danger. There is a saying in Sichuan: "Don't bully the mountain far away, and don't bully the water near." The main idea is that there are risks both in climbing the mountain you are familiar with and playing with the water you are familiar with. I'm afraid that at this time, when the visibility is less than 5 meters and the temperature drops to below zero degrees Celsius, these outdoor travel enthusiasts will really understand the profound meaning of the saying.

　　{page_break}

Particularly worrisome is that the leader is also a novice, so he lost his way in panic. At the same time, this temporary team has no sense of organization and discipline. At a time when it is necessary to be calm and calm, different opinions arise in the team. Some people asked to camp on the spot for help, while others felt that they should go down the mountain as soon as possible to escape, and some people had become frightened and could not give any advice. The last part of the people groped down the mountain first, and some of the weak began to camp. The traveler who ran down the mountain turned east and west on the mountain, and did not touch the road until noon the next day. One of the campers is a mother and son. The mother is a teacher who takes her children out for outdoor activities during the holiday. It is understood that the three color temperature scales of the sleeping bags used by the two people that night are - 5, 0 and 5, meaning that - 5 degrees Celsius feels cold, 0 degrees Celsius feels comfortable, and 5 degrees Celsius feels warmer. In fact, the temperature on the mountain that night was about - 2 to 0 degrees Celsius, but people always felt very cold when they were particularly frightened and frightened, especially women and children. According to his later memories, he felt very helpless that night and even suspected that the mother and son would "sacrifice" here, and especially regretted taking their children to participate in such risky outdoor activities.

At this time, the functionality of outdoor products appears. The two of them covered their snow down jackets on their sleeping bags that night, and they had a peaceful night. The next day, after the local staff successfully took these campers down the mountain, the teacher mother was full of praise for the outdoor down jacket and sleeping bag of a famous domestic brand she used. Although the above case is not dangerous, we should also be deeply aware of the risks of outdoor activities, and participation should be cautious. Every year, there are many senior or novice travelers in China who die in the mountains. While we grieve for them, we should also understand that we should make preparations for climbing mountains and wading water. Especially the plan of outdoor equipment and outdoor clothing and the detailed understanding of the functionality of these equipment can save a life at a critical moment.

To be realistic, although Chinese brand outdoor clothing has occupied the middle and low-end market for a long time, they do a good job in product functionality. A few years ago, because I wrote a story about the assault suit, I bought a famous domestic brand of assault suit. Up to now, I still like to wear this jacket in light rain or windy weather. The reason is that its weatherproof function is really good, especially in the plum rain season every year, it doesn't feel as heavy as a raincoat. At the same time, it dries quickly after arriving at the office, and the style is not outdated, which does not delay the daily work.

However, domestic brand outdoor clothing should still adhere to innovation in product functionality, improve production technology, and further improve product quality. For example, the above mentioned submachine jacket has the disadvantage of poor air permeability. When I wear them, I usually put them on the window or clothes rack to dry. If you wear it and sweat all over your body and wait for it to dry, you will feel very stuffy indeed. In fact, a truly perfect submachine suit should be waterproof, windproof, breathable and sweat wicking.

At present, more and more people participate in outdoor activities in China. It can be seen from the self driving tour army that appears every year during the long vacation. Besides the traditional hiking, photography and fishing, new outdoor activities like rafting, power parachute, cave exploration and so on are also gradually becoming popular. There is no doubt that no matter which outdoor activity is mentioned above, the outdoor equipment and clothing required are different. This undoubtedly creates a huge sales market for our outdoor clothing enterprises. In a sense, the potential of this market is endless. Because people who play outdoors and want to play outdoors are consuming outdoor clothes every moment. There is often a question about what is the sunrise industry in the industry. Personally, outdoor clothing is the real sunrise industry in China's textile and clothing industry.

　　{page_break}

　　 Outdoor clothing: lack of industry standards and uneven quality

Once, I met a cleaning worker on the street who was cleaning up. Surprisingly, he was wearing a quick drying clothes with a half arch logo of a famous foreign outdoor brand. According to the market situation at that time, this quick drying clothes should be at least equal to his salary for half a year. In fact, this brand of outdoor clothing was once very popular among outdoor enthusiasts because of its fine workmanship and considerate design of many details, and its popularity in China is quite high. It is precisely because of its high popularity that a large number of counterfeit goods have filled the market, making consumers vulnerable. Therefore, it is not surprising that the cleaning workers wear a fake version of the brand's quick drying clothes at work. It is understood that the brand concept advocated by this foreign outdoor brand is "endless exploration". In fact, our textile and clothing enterprises should never stop exploring the quality of outdoor clothing products.

At present, an important problem that puzzles the outdoor clothing industry in China is the uneven product quality caused by the lack of uniform industry standards. What deserves our attention is that it is not uncommon for the development of relevant industry standards to lag behind in China's textile and clothing industry. The lack of an industry standard for clothing products will lead to difficulties in protecting consumers' rights in case of accidents and disputes. For example, the national standard for knitted t-shirts in GB/T 22849-2009 still applies to outdoor t-shirts that require certain functionality.

Looking at the current brand outdoor clothing enterprises in China, the vast majority of them are "halfway home", either from the transformation of former sports clothing enterprises, or the product of diversified operation of other outdoor products production enterprises. These enterprises can be said to be familiar with channel construction, marketing and other operations, but in terms of after-sales service, there is a serious lack of attention. One of the three guarantee responsibility systems that China has always implemented for the goods sold by retail commercial enterprises is "guaranteed repair". However, due to the special production process and fabric use of brand outdoor clothing, after-sales repair of outdoor clothing products is obviously a very troublesome thing.

　　 Outdoor clothing industry Like other garment industries, many famous brands also adopt the business model of outsourcing production to factories. Especially for foreign brand outdoor clothing, they may find a OEM factory in China today and another OEM factory in Vietnam, India and other countries tomorrow. The problem of returning the outdoor clothing to the factory for maintenance is therefore very troublesome. It is normal that the clothing must be sent back to the country where the brand is located before being sent to the overseas OEM factory. During this period, there will be large logistics costs.

However, in any case, improving the after-sales service of outdoor clothing products as soon as possible is a problem that outdoor clothing enterprises must solve at present. To be realistic, the fundamental reason for the rapid development of outdoor clothing industry in China is the continuous improvement of people's living standards, as well as the continuous change of life concepts and lifestyles. However, whether the outdoor clothing industry, a dark horse of clothing, can make a great success depends on whether it can abide by the rules of "competition". In fact, this rule is also very simple, nothing more than quality and innovation. From the current point of view, there is still a certain gap between the manufacturing process and technological innovation of domestic outdoor clothing brands and foreign brands. Some domestic brands are even willing to OEM foreign brands. In fact, this has caused a great challenge to the living space of our independent outdoor clothing brands, which needs our serious consideration. Outdoor activities attract more and more people. The outdoor clothing industry will also attract more and more enterprises to invest in it. In the future, it is inevitable that the competition in the whole industry will become intense. Focusing on quality, adhering to innovation and building brands are the guarantee for outdoor clothing enterprises to succeed in the face of various challenges.