The Outdoor Industry Has Played A Significant Role In Encountering "Barriers"

Different from the general sporting goods industry, outdoor products have functional characteristics, such as protection, heat preservation, waterproof, breathable, quick drying, etc. They are highly specialized industries, and consumers are more loyal to products and brands. With the popularity of consumers' awareness of outdoor products, product quality and brand will play an increasingly important role in consumers' minds. In the fierce market competition environment, brand attention and recognition is one of the key factors to stand out from many competitive brands.

Therefore, brand is particularly important for outdoor products enterprises, Brand strategy Once realized, it can bring rich economic benefits and good social benefits to enterprises. However, brand building is a systematic project, which requires enterprises to focus on customers and demand, invest a lot of human, material and financial resources in product design, product quality, brand positioning, marketing network and other aspects, and accumulate them for a long time; And brand maintenance requires enterprises to continuously improve R&D strength, expand marketing network, improve public relations management level, and carefully plan various marketing activities to maintain brand awareness and recognition. Therefore, brand is one of the biggest barriers to entry in outdoor products industry.

Product design and R&D are the main competitiveness of outdoor products enterprises. Because different countries and regions have different levels of economic development and consumption preferences, product design and R&D need to be diversified and targeted; Outdoor sports are gradually developing towards popularity. The expansion of consumer groups has accelerated the change of consumption demand for outdoor products. Product design and R&D need to have a long-term grasp of popular trends and consumption demand, and need to quickly track changes in different markets around the world; Outdoor products have their professional functional attributes, as well as leisure and comfort. Product design and R&D need professional ability in the selection and application of fabrics, processes, etc., to highlight the technological content of products, high cost performance and consumer applicability. Therefore, the ability of product design and R&D is another important barrier to enter the industry.

At present, China's outdoor products brand enterprises mainly adopt the sales mode of regional distribution. The enterprise authorizes the product management right in a specific region to the contracted dealers, who are responsible for the final sales of products in the form of buyout. The sales performance of terminal stores depends not only on the comprehensive strength of dealers and the number of stores, but also on the professional service ability of enterprises to dealers. In addition, it is also related to the effectiveness of various marketing management policies and advertising effectiveness of enterprises. The scale and efficiency of the overall marketing network can be effectively improved only by closely combining various aspects and forming a positive interaction.

In addition, the recognition of the brand by customers and consumers such as dealers of outdoor products brand enterprises, as well as the market performance of products, will affect the Marketing The speed and effect of network expansion. The marketing network construction of outdoor products enterprises is a long-term and complex project, which is a test of the comprehensive strength of the enterprise brand, capital strength, management level, etc. Therefore, a perfect marketing network also constitutes an important barrier to entry in the industry.

In the domestic outdoor products industry, especially ODM/OEM For enterprises, most of their export products are directly sold to middlemen, brand merchants, etc., and then sold to retailers and end consumers. The selection of suppliers by large retailers around the world is very strict: ODM/OEM The enterprise needs to have an independent product development team and continue to develop products efficiently; Strict quality control system and stable quality performance are required; Good cost control is required to produce products with high quality and low price; Good commercial credit and quick after-sales service are required. These standards are applicable to ODM/OEM The production scale, management ability, supply chain efficiency, and quality control ability of enterprises all put forward higher requirements. Only enterprises with the above comprehensive supply capacity can enter the outdoor products industry and continue to develop.

our country Outdoor products Brand enterprises are required to have sufficient and rapid production capacity and supply chain management capability to meet the order demand of domestic downstream distributors and wholesale and retail customers, and rich product varieties and styles to meet the display demand of terminal sales stores. Therefore, if the enterprise does not have efficient supply chain management capabilities, it will be unable to meet the huge supply demand for retail terminal products, thus affecting the overall business performance. Therefore, supply chain management capability is one of the main barriers to entering the outdoor products industry.

At present, brand enterprises in the outdoor products industry basically adopt the business model of vertical management, which requires enterprises to have good management ability and corresponding talent reserves, be able to effectively integrate resources in all aspects of the industry, and achieve the whole process of industrial chain management such as procurement, production, sales and brand, research and development, marketing. Management ability and refinement level determine the efficiency and cost of enterprise operation, and affect the competitiveness and operating efficiency of enterprises. However, the improvement of enterprise management ability requires a long time of accumulation. At the same time, due to the rapid development of outdoor products industry, the demand for various professionals such as brand planning and marketing management is increasing, and talent competition is becoming increasingly fierce. Therefore, management ability and talent reserve have also become barriers to entry into the industry.