Jinjiang Outdoor Brand Is Carrying Out A New Round Of Bold Expansion At Full Speed

Europe, the birthplace of outdoor sports and industry, has gathered a large number of world-class well-known outdoor brands. Europe is regarded as the "Holy Land" of outdoor industry in terms of brand details and product design.

As a representative of the rapidly rising outdoor "Jinjiang plate" in recent years, local outdoor brands such as Tianluntian and Lion Brand have recently launched a "pilgrimage" journey. They have improved in learning, and have promoted their products and brands into the outdoor holy land of Europe, competing with world-class peers - Jinjiang outdoor brand is rapidly expanding a new round of bold.

　 Compete with the "ancestor"

Lion Outdoor Products Co., Ltd. just arrived in Munich, Germany Clothes & Accessories Before Yu Haiquan, the director of the Center, could adjust the jet lag, he hurried to the Fidelity Harfen Exhibition Center in Frederick Harbor. Before getting on the bus, Yu Haiquan did not forget to count his carry on luggage again: among these large boxes of luggage, there are some display props besides the samples of the Lion Brand outdoor exhibition. The 20th German Friedrichshafen Outdoor Sports Leisure Expo will open the next day. Yu Haiquan and his colleagues must finish the layout of the entire booth before the opening.

This is the first time that Lion Outdoor has set foot on this world-renowned outdoor exhibition. Even so, Lion Outdoor has high requirements for exhibition arrangement. "Unlike ordinary foreign trade exhibitors, who may only have to put samples, we are presenting the brand of Lion Outdoor. We try our best to put the image of Lion Outdoor from China to Germany, so that local consumers and merchants can have a clearer understanding of us." Yu Haiquan said.

The information fed back from the exhibition made Yu Haiquan and his colleagues feel that their hard work was not in vain. In the exhibition, Lion Outdoor appeared together with Europe's top outdoor brands Wolf Claw, Patagonia, Solomon and Groundhog. Although the outdoor exhibition hall of Lion Brand is not large, "Sparrows are small and dirty", especially the Chinese and English banner of "lion walking around the world" on the booth attracts visitors from time to time.

"At that time, many guests visited our booth and were very curious about the Chinese meaning of the banner. I told them that this was our brand strategy activity launched by Lion Brand Outdoor. As a professional brand of outdoor products in China, we hope to interpret our brand connotation of" respect, equality and love "through the exploration and precipitation of nature and environmental protection." Yu Haiquan said.

Compared with Lion outdoor, Tianluntian explored the international market earlier. At the same time that Lion Brand made its debut at the Fidleshafen Exhibition, Tianluntian's first overseas order meeting was also held in Istanbul, Turkey.

This order meeting, which was operated by the Turkish agent KANE of Tianluntian, obviously achieved good order results, which went from the ultimate simplicity shoes It can be seen that there are hundreds of thousands of pairs of orders.

It is understood that the predecessor of Tianluntian is Fuxin Shoes, which started its business in foreign trade. Its quality and development are favored by many foreign guests. Since the launch of Tianluntian brand in 2009, Fuxin has added Tianluntian's own brand exhibition hall to all foreign trade exhibitions, and KANE knows and understands the brand of Tianluntian at such foreign exhibitions.

"In a year, Tianluntian outdoor brand must go to exhibitions six times, twice in Munich, twice in Las Vegas and twice in Russia, which does not include domestic international exhibitions." Xu Tengda, general manager of Fuxin Tianluntian Outdoor Products Co., Ltd., told reporters, "Over the years, foreign guests have greatly recognized the foreign trade quality of Fuxin Shoes Industry through frequent exhibitions. Especially in these years, Fuxin launched its own brand Tianlun Tiantian, and many foreign guests have had a deeper contact and understanding of the brand positioning and development ideas of Tianlun Tiantian, so some people have the idea of transforming into agents 。”

Lion outdoor and Tianluntian are just the epitome of the local outdoor products "European pilgrimage". In recent years, local outdoor brands have begun to get close contact with European top outdoor brands in various ways.

　 "One cup of coffee" highlights the gap

In the planning of the international market of Lion Outdoor, the first step is to set up an overseas design center in Europe. The design center will play a strategic role as a bridgehead, not only providing more planning and forward-looking carding for brands in product development and fashion trends, but also actively seeking partners through in-depth understanding of the local market to enhance brand influence and product competitiveness.

In fact, whether in the initial planning of Tianluntian or Lion Outdoor, the purpose of setting foot in the international market is quite simple: to get closer to the top international outdoor brands and understand the latest information in the industry.

Yu Haiquan revealed that the main purpose of this outdoor expedition of Lion Brand to Germany is to investigate the outdoor market, product design, terminal management and outdoor fashion trends, learn from advanced outdoor knowledge in Europe, and provide guidance for strategic decision-making of Lion Brand in the new stage. At this exhibition, including Wolf Claw, Adidas and other major brand release shows and fashion trend lectures, he got the autumn and winter popular development materials of more than 15 international outdoor brands at one go, which made him more confident in the development of outdoor shoes and clothing of Lion brand in the next season.

Lion Brand Outdoor Products Co., Ltd clothing Lv Menglong, manager of the development department, said that in just a few days, the world's top brand excellent outdoor design teams and advanced outdoor industry upstream suppliers gathered in the exhibition hall, giving them the opportunity to communicate and learn with them face to face more conveniently.

"We may only need a cup of coffee to easily discuss the latest fabric fashion, which is far better than in China. It may take countless emails to communicate and confirm before we can start to try new fabric samples." He gave a simple example, and even he and some colleagues visited the famous exhibition halls together to get many suggestions.

The idea of "a cup of coffee" was also recognized by Xu Tengda. "From foreign trade exhibitors in those days to brand exhibitors today, the long-term exhibition experience has helped Tianluntian form a strong outsourcing circle, which involves all aspects of brand operation, especially in the procurement of outdoor full category expansion, from large outdoor transport equipment to small waterproof adhesive, we have corresponding upstream supply systems."

This is also the most scarce place in the domestic outdoor products industry at present. At present, most domestic outdoor enterprises are still at the stage of purchase and identification of new materials. Local suppliers are also lack of R&D and innovation ability. They are also relatively regular in design and lack of innovative thinking.

For Lion Outdoor, this exhibition has yielded fruitful results. At this exhibition, Lions selected an Italian outdoor brand designer Team, the two sides are actively engaged at present.

　 Take "shoes" as the key product

Enter the international market

The competition with the international top outdoor products brands has made Yu Haiquan see the gap, but also see hope.

At international exhibitions in Europe and the United States, both Xu Tengda and Yu Haiquan found a problem: visitors to the exhibition heard that their company came from Jinjiang and were more interested in the shoes they developed and produced, but almost no one paid attention to their clothes. The origin logo of the world sports shoes manufacturing base has already been attached to their own bodies.

"Then, we will use this advantage as a breakthrough. In the international market, Tianluntian's strategy is to achieve the leap from 'product output' to 'brand output' through the strategy of single point radiation to small markets, and improve Tianluntian's reputation and share in the international market through localized marketing." Xu Tengda said.

In fact, the way for international brands to enter the Chinese market is to give priority to a certain category. First, let some consumers experience, and then slowly cultivate their brand spirit and design philosophy in this part of the market. For example, ECCO and Mile's selling point is comfortable shoe wearing experience, so they have successively set foot in the Chinese land with "one shoe", Gradually promote brand awareness.

　　 "The outdoor brand market is even more diversified and personalized, which makes it impossible to be as large as the mass sports brand. After years of development, foreign outdoor product brands have formed their own core products based on their brand positioning, which makes most outdoor groups usually give priority to purchasing the core products of the brand when purchasing outdoor sports equipment, such as We may know that Archaeopteryx is particularly famous for its assault suit, and the performance of Ward hiking bag will be more superior. This also tells us that if our local brands want to set foot in the overseas market, they also need to look for competitive products of a certain category as the market breakthrough and brand memory points. Our outdoor shoes are the biggest advantage at present. " Said Xu Rongsheng, general manager of Lion Brand Outdoor.

In this regard, some successful experience of traditional sports goods brands has become a reference for outdoor goods enterprises.

The 2012 annual financial report of PEAK released on March 11 of this year shows that PEAK's international market sales reached 388 million yuan, accounting for 13.4% of the total turnover, a sharp increase from last year (9.9%). This is the third consecutive year that PEAK's overseas revenue has increased.

Although full of confidence, it is also difficult. Ma Gang, an independent commentator of the clothing industry, said: "The market in developed regions like Europe and the United States is very mature, and it is very difficult to sell in a mature market. The European outdoor products market has been quite mature. Archaeopteryx, Solomon, Mammon, etc. have expanded for many years, and the market left for the development of domestic brands is quite small."

Xu Rongsheng does not deny this view. He also said that after all, there are many situations in the overseas market that are different from the mainland market. The company is in the stage of exploration and learning, and it should be carried out in a risk controllable and cost controllable way. In the process of brand internationalization, Lion Outdoor should first learn from PEAK to give full play to the market advantages brought by the brand by pooling more international resources.