Outdoor Brand Search For Differentiated Positioning Homogeneity Breakthrough Is The Key To Development

With the improvement of people's living standard, especially people pay more and more attention to individual health.

Fitness and outdoor sports have gradually become a trend and important activity.

Moreover, from the perspective of development trend, outdoor sports in China have gradually entered the stage of accelerated expansion from niche groups to the general public. At the same time, there has been a trend of continuous differentiation and flourishing: high end continues to exert force to customize outdoor, low-end and fast growth into leisure fitness.

All this shows that the spring of our outdoor sports is coming, and how to seize this development opportunity as soon as possible and make the outdoor brand spring early, has become an urgent problem for the outdoor brand manufacturers.

In response, the outdoor goods market began to expand from high-end to

From professional explorations to mass recreation, from extensive development to quality upgrading.

After experiencing a period of rapid development, outdoor production enterprises and retail enterprises are also deeply aware that, in order to remain invincible in the competitive environment, while improving manufacturing capabilities and scale operation, in order to find differentiated positioning, enterprises should focus more on brand positioning and constantly upgrade their brands.

For example, the "family outdoor concept" of Kang's brand is just catering to the future consumption trend. The idea of outdoor and outdoor recreation, initiated by Fujian outdoor brands, has not created huge market space for these brands.

Now, under the two general positioning of professional outdoor and outdoor outdoor sports, how can outdoor brand do its own brand and style positioning so as to break through in the severe homogenization of the brand?

Observer Liang Qiang pointed out that brand is the sum total of intangible assets of outdoor enterprises.

The essence of outdoor brand is the differentiation of outdoor product and service orientation, which is formed by overlapping product image and connotation. This differentiation requires clear positioning and vivid image, which is based on meeting the needs of customers.

To make the brand bigger and bigger, we must work hard in terms of product quality, design and applicability.

Facing the competitive pressure of foreign brands, local brands can only survive in the emerging domestic market through continuous technological innovation. For the whole industry, the establishment of local brands is a support for national identity.

But objectively speaking, brand building is the biggest difficulty in the development of the enterprise. Brand building should be a strategic behavior. It is a long-term system project. It needs planning and long-term persistence.

In the near future, the media began to point out that the "tide card" appeared in the outdoors, and the industry began to discuss how to locate the outdoor fast fashion.

In fact, whether it's a fast fashion brand or an outdoor trend card, it is only under the idea of big outdoor to divide the outdoor cake. In the final analysis, it can not be fast, and the balance between functionality and fashion comfort is the foundation for its long standing.

Besides, how to express the concept of fast fashion and tide card in a way of flesh and blood, and to make consumers fresh and vivid, will be the greatest test.

Outdoor

The brand's ultimate goal is to quickly occupy the market, occupy an important seat in the market and get the best interests of the brand.

The most important thing to do is to solve the brand's functional and sexual characteristics. This is the outdoors.

The first in the flesh.

The two is to successfully find the difference between their brand and the same brand, the characteristics of the full army's own brand, and successfully break through from homogenization, which is the key to the development and rapid occupation of the outdoor brand.