Sports Giant Anta Is The Winner Of The Outdoor Signal Segmentation.

< p > for outdoor products, Lining, a sporting goods giant, has been shocked by the Li-Ning Adventure (hereinafter referred to as "Lining exploration") to enter the outdoor products market. The sports product Anta is also involved in outdoor products, and the vibration brought by it will not be weaker than Lining's exploration.

< /p >

< p > and with the entry of Lining and Anta, outdoor products industry will continue to heat up. A more intense outdoor market competition will start.

How to deal with the local outdoor products industry? What will be the trend of the giant outdoor market? "/p".

< p > < strong > Anta: it does not mean that it will enter the outdoor market in a big way. < /strong > /p >

< p > a poster made Anta's outdoor series a great reputation overnight, and it also caused various conjectures in the industry.

< /p >

< p > when the reporter's employment conjecture interviewing Anta, Anta said that this outdoor style poster is just one of Anta's posters of many styles, just like children's series, women's fashion and sports leisure series.

The release of posters does not mean that Anta will enter the outdoor market in a big way.

< /p >

< p > when it comes to planning for outdoor market business, Anta has not disclosed much to the outside world.

So far, Anta has only made posters and product displays with outdoor elements.

< /p >

< p > in fact, the reporter learned that this is not the first time Anta has paid attention to the outdoor market.

According to sources, Anta outdoor series has been launched for three years, but has not been vigorously promoted abroad.

< /p >

< p > the industry believes that, in order to meet the diversified needs of the consumer market, Anta has penetrated more subdivision areas to provide diversified choices to consumers at the terminal. Especially in the depression of sports goods industry, Anta hopes to quickly enter the market segments, promote the proliferation of brand equity and the formation of competitive advantages. However, whether the popular outdoor series can be a good supplement to Anta's diversified product structure, just like the children's and women's fashion series, is still uncertain.

< /p >

< p > "from the product line, it is absolutely the first piece of Anta layout outdoor. Although the market awareness of Anta outdoor series is not high, compared with some domestic outdoor brand, the outdoor series of these famous sports brands are more acceptable to them, but in a short time, Anta outdoor series will become another sub brand independent operation."

Xu Tengda, general manager of Tianlun Tian outdoor products Co., Ltd.

< /p >

< p > < strong > the local outdoor brand thinks that the impact is not big > /strong > /p >

Xu Rongsheng, general manager of "P" Lion Brand outdoor products Co., Ltd., said that although the outdoor products market is developing at a high speed and there is a big gap, the future operation plan is not clear from the development of Anta outdoor series.

"Now the outdoor outdoors and Anta do adult sports" a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > start is very different, Anta outdoor series current strategy needs to wait for the market and consumer inspection.

Xu Rongsheng thinks.

< /p >

Under the environment of the world economic downturn and the development of China's outdoor market, Anta outdoor series is emerging. The local outdoor brands are no longer "ignorant people fearless". They are trying to mature in the fierce market competition. P

< /p >

< p > "like Adidas and Nike launched the outdoor products series to the future home brand, this brand extension has a certain brand influence and status in the minds of consumers. It has a certain foundation for running, and will have an impact on the sales of local outdoor brands."

Tianlun, planning manager of Tianlun Tian outdoor products Co., Ltd.

< /p >

< p > "but we are not doing the same thing with them."

Lin Tianhuang said that the brand of local outdoor products was one step ahead of the brand, especially with the help of Jinjiang's industrial scale advantage to achieve a breakthrough in brand positioning and marketing innovation.

< /p >

"P >" now, most of our local outdoor brands are priced slightly higher than some outdoor brands of sports brands. Compared with NIKE ACG, Lining explorer and other sports brands, we achieve effective segmentation of consumer positioning through sales pricing.

Even if more sporting goods brands enter the outdoor market in the future, they will also expand their original channel resources, that is, the store mode on the street, which will not have any impact on the local outdoor brands which are mainly located in the shopping mall.

Lin Tianhuang said.

< /p >

Less important than P, more importantly, Chen Ruidian, chairman of the outdoor group of lad, believes that the brand names of outdoor players and local outdoor brands have taken a completely different approach to brand operation. The outdoor industry has its unique industry attributes.

For example, the outdoor industry is more concerned about the communication and communication with consumers' minds in marketing ways, and emphasizes the experience of product attributes. This is not easy for the sports brands who are used to sponsor sports events and advertising bombers.

< /p >

< p > < strong > is expected to complement each other and make bigger market cake < /strong > < /p >

< p > every year there will be new brands. Brands disappear every year. Large brands are constantly adjusting. More and more sporting goods brands both at home and abroad are turning their attention to China's outdoor products industry. In the next 3-5 years, the outdoor industry will inevitably form a separatist regime, and the Jinjiang outdoor brand, headed by Saint Valentine and Tianlun Tian, is bound to thrive.

< /p >

< p > "after all, at present, there are few brands of domestic outdoor brands which can achieve more than 1 billion turnover. Some brands have more advantages in channels, while some brands are only excellent in some products, and the overall competitiveness of individual brands is deficient. This also promotes brand enterprises to cope with the increasing competition in their industries with their own comprehensive strength and stamina."

Chen Ruidian thinks so.

< /p >

< p > < strong > < font > color= "#ff8000" size= "5" > {page_break} < /font > /strong > /p >

< p > in the face of some sports brand tycoons who want to subdivide the outdoor industry, even if the industry is becoming increasingly competitive, whether the Pathfinder or the local outdoor private brand business has the same expression for the industry development prospects: with the outdoor becoming an important way of life nowadays, China's outdoor products industry will become more mature.

< /p >

< p > whether it is the heavy appearance of Lining's exploration, or the Anta outdoor series small test knife or will enter the outdoor industry, they will launch a craze in the outdoor industry of China, so that the outdoor industry can be brought to more consumers.

< /p >

"P >" at this time, we began to understand what is a, a target= "_blank" href= "//www.sjfzxm.com/", "shoes < /a" and sports shoes. What is the difference? The outdoor industry is coming out of a small circle. After the pioneers of the Pathfinder and the German wolf claw JACK WOLFSKIN, then the sports goods brand is on the outdoor market, and the outdoor industry is exposed to the wider consumer groups.

Cao Fanghua, general manager of ideainside (Xiamen) creative marketing communication agency, said that the collective sound of more brands in the industry will allow the brand to have better market opportunities, and they will benefit from the development of the blowout style of the overall outdoor goods industry in China.

< /p >

< p > finally, he added, no matter whether the outdoor market is a springboard for Anta to achieve self brand breakthroughs or domestically branded intensive cultivation, the final success will also be attributed to the core competitiveness. After all, domestic outdoor brands are still underestimated in terms of product patents and outdoor science and technology functions, and only when outdoor professional functions form their own core competitiveness can they finally achieve the separation between outdoor brands and sports brands and prepare for becoming another Anta in the outdoor products industry.

< /p >

< p > < /p >.

< p > < strong > which nerve has Anta stirred up? < /strong > /p >

On the two day of the P, many people who met in the industry talked most about Anta.

< /p >

< p > although Anta has not clearly indicated that it will enter the outdoor field on a large scale, but in the words of the industry, even if Anta just looks at the outdoor field, the effect will be astonishing.

< /p >

< p > it is thought that apart from the original practitioners of the outdoor market such as lions, St. Valentine, Tianlun, and so on, the traditional sporting goods giants including 361 degrees and PEAK will also pay close attention to Anta's every move.

The reason is very simple, the traditional sporting goods market has become increasingly saturated, for 361 degrees, PEAK and so on, in order to maintain the original growth, the most effective way in the short term is to find a new subdivision area.

It is precisely in these two years that the outdoor market is booming.

So, Nike came, Lining came, now Anta also released the signal in this regard.

< /p >

< p > although the industry has been reluctant to recognize the word "follow the wind" two words, but from all previous practices, "follow suit" has always existed.

No matter the strategic similarity between giants, or the imitation of brand action by the two or three line brands, there are more or less this kind of meaning.

You can see that a few years ago, the traditional sporting goods products launched a series of children, followed by another swarm into the women's sports market.

Now, Anta and Lining have "left the house". Will the other major sporting goods tycoons wait? Maybe soon the industry will get news of a sporting goods leader heading into the outdoor market.

< /p >