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Analysis Of Seven Marketing Methods Of Chinese Outdoor Sportswear

2010/6/13 11:04:00 35

Outdoor clothing, as a classification between sports and leisure, has gradually formed its own unique sales channel, and its business and marketing methods are gradually changing.

Like sportswear products, large and medium-sized retail stores, franchised stores, franchised stores, wholesale markets, trade markets, clothing mail order companies, and online shopping malls are important places for outdoor sportswear sales.

1, large shopping malls /

Department store

company

Large shopping malls are the main places for consumers to choose and buy goods, and outdoor sports clothing sales are also important categories.

According to the survey, 30% of the consumers buy sportswear in large shopping malls.

Large shopping malls are mainly operated by medium and high grade and famous brand sportswear.

Of course, it is also a key channel for outdoor sportswear sales.

The elegant shopping environment, good reputation and scattered layout of large department stores are often the ideal selling places for famous brand outdoor sportswear to pursue quality.

At present, many brands in China, such as TNF, BLACKYAK and so on, are all going through this channel.

2, general store /

clothing

store

Ordinary shopping malls / clothing stores are mainly middle and low class outdoor sportswear, mainly attracting the employees of the working class.

Most stores use counter sales or self selected sales.

Many shoppers who used to run casual clothes felt the energy of outdoor sports development and introduced them into their stores.

A lot of fame in foreign trade inventory, Shanghai's hot wind and so on is to take this road of development.

All over the country have followed suit. You will feel the strength of this channel when you go to shops in Xujiahui, Shanghai.

3, outdoor sports clothing store

Outdoor sportswear stores will mostly have brand clothing, and 40% of consumers like to buy their favorite brands at the exclusive stores.

At present, China's outdoor sportswear stores start late in the domestic commodity stores, and have not formed a scale for the time being.

Seeing the brand series of TTISS, I feel that TTISS stores will soon appear.

Brand outdoor clothing stores meet parts

Consumer

Need.

The category of clothing management in chain stores has its particularity.

Franchising has been gradually heating up recently, and it is a new marketing way of "concept, culture, management, training and service".

This format has a great advantage in guaranteeing the brand image and money back of the clothing brand. As an example of sports brand, the store is mainly supported by overseas brands such as Nike, Adidas, Reebok and so on, mostly concentrated in the city. It is a supplement to the large department stores, and the annual sales volume of the franchised stores is generally between 800 thousand and 3 million yuan.

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4, shopping malls, supermarkets and chain stores

Warehouses, supermarkets, chain stores, because of low operating cost and price advantage, is the most rapidly developing format in recent years. This type of outdoor sports apparel is open shelf sales, low price, and the outdoor sports apparel is mainly medium and low grade. Because of the large volume and low price, it is very popular with consumers. It is a good supplement for department stores.

DETHLON in Shanghai is a good example.

5. Wholesale market

Outdoor sports apparel wholesale market is outdoor sports apparel manufacturers and distributors specializing in outdoor sports apparel venues.

Individual outdoor sportswear retail stores supported by large wholesale markets currently occupy a smaller share of outdoor sportswear sales in China.

This outdoor sports apparel market also supports China's vast rural market and low-grade market in some cities.

At present, China's sportswear wholesale market is mainly concentrated in Zhejiang, Jiangsu, Shandong, Liaoning and Guangdong. Qian donkey believes that outdoor sports clothing will soon be added.

After several years of development, the wholesale market of garments is complete, and wholesale and retail businesses are playing a more and more important role in social and economic activities.

Because of its low intermediate links and low price, it has a fast response to market changes and a bright prospect for development.

6, mail order

Outdoor sports apparel mail order is approaching consumers.

The mode of mail order for outdoor sportswear will gradually be accepted and chosen by more consumers.

Online sales and pportation of outdoor clothing have also appeared.

Through the Internet, outdoor sportswear is sold to deliver new product information and provide personalized service for consumers.

7, online sales

Websites such as Beijing, Shenzhen, Ningbo, Tianjin, Guangzhou and Shanghai have set up their own web pages for enterprises, so that outdoor sports clothing enterprises can display their new styles of sportswear works on the Internet and expand their market space.

On the Internet, we can see the different strength and style of outdoor sportswear design and development.

The appearance of online outdoor sportswear display platforms can be described as the competition of online outdoor sportswear, the competition of information resources, and the competition for limited market share.