From Protagonist To Spectator Springs To Sing Gold Nanjing Outdoor Exhibition

< p > the appeal has changed and become the reason why Quanzhou brand is missing the Nanjing exhibition.

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< p > tomorrow, the 2014 (ninth) Asia Outdoor products exhibition will be held at Nanjing International Expo Center.

Compared with the spectacular scenes of many outdoor brands in Quanzhou, such as Sevlae, F Leonspan, Tianlun Tian and Deng Lu Pu, the Quanzhou Legion in Nanjing outdoor exhibition has shrunk dramatically, with only CAMKIDS and other exhibitors left.

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< p > this also reflects the change of Quanzhou outdoor Legion in the exhibition marketing: after completing the basic demands of brand promotion and channel construction, Quanzhou outdoor brand is more rational in marketing in the face of various outdoor exhibitions.

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< p > < strong > single product enterprises carry up < /strong > /p >

< p > < strong > Quanzhou army Legion < /strong > /p >

< p > at this outdoor exhibition in Nanjing, the enterprises focusing on single products have become the main force of Quanzhou outdoor Legion. Fujian Hua Fei a href= "//www.sjfzxm.com/" target= "_blank" > leather /a Products Co., Ltd. its brand snails gloves, Quanzhou Yi Xing Xing outdoor products business DOITE is one of them.

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< p > as outdoor professional single accessories, snail gloves take outdoor as the breakthrough point, develop and produce a series of high-end sports gloves products.

"For a single brand, with the help of influential and influential exhibitions, the brand can be famous before it can be recognized by more professional outdoor or outdoor enthusiasts."

Snail gloves relevant responsible person said, the Chinese people see the exhibition is different from foreigners, the biggest difference is that there are not many people, many people are good, few people are bad, in foreign countries, people will be concerned about the quality of exhibitors and purchasers, focusing on the achievement of enterprise channel targets and brand targets.

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< p > < a href= "//www.sjfzxm.com/" target= "_blank" > shoes < /a > clothing integration is the inevitable trend of outdoor whole category development, but the single product is specialized and refined, and there is also a huge market space.

This is also recognized by Ding Siquan, chairman of sun Hai sporting goods Co., Ltd.

As a professional brand of riding apparel, sun Hai is naturally reluctant to let go of its opportunity to expand its influence on the riding market in Nanjing outdoor exhibitions.

In particular, this year's main force of the sun sea is its "brand". The series is based on professional running products. In addition to wanting to get through this channel, Ding Siquan also plans to integrate more club resources through the platform to speed up the construction of the running community.

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"P > CAMKIDS" this time to participate in the Nanjing Asian outdoor exhibition, is another brand appearance after the Beijing ISPO exhibition.

The CAMKIDS pavilion adopts the tree crown design in Avatar film, which is "bringing the children out" around the important brand activities of the year. We hope to help the CAMKIDS to continue to develop the CAMKIDS with the help of the grand meeting to witness the clear orientation of the brand and the future direction of the brand.

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Hong Qinming, general manager of P > CAMKIDS, told reporters that CAMKIDS, as the first brand in the industry to enter the field of outdoor youth, has made some achievements in the market after four years of hard work.

Exhibitors are the phased strategic layout of CAMKIDS brand development. Beijing ISPO and Nanjing asia outdoor exhibition, which have a large scale and authoritative outdoor sporting goods business exhibition, have great influence in the industry. For CAMKIDS, it is also an important platform for establishing brand image and creating brand influence.

Only by such a large platform can more and more people know you, accept you and approve you.

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< p > < strong > the demand has changed. The enthusiasm of exhibitors has dropped sharply. < /strong > < /p >

Behind P, a single category enterprise has become the main force, reflecting the trend of local outdoor brands in exhibitors: more rational.

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< p > a dominant enterprise, its goal of exhibiting is nothing more than tree brand, construction channel (recruit agent) and new products, new information (or maintenance of customer relationship). For local outdoor enterprises, the most important purpose of participating in the exhibition is to invite investment, especially to open up the channels of shopping malls. But over the past few years, the construction of local outdoor brands such as Tianlun Tian and Lion brand has gradually become better.

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< p > "Tianlun Tian has basically completed the layout of the national shopping mall channel system. Nowadays, the brand is more focused on the optimization and adjustment of the channel resources in these shopping malls, as well as the building of the overall brand retail system."

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

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< p >, however, he said that Tianlun will still operate the exhibition as a routine project in a brand communication system. Next year, Tianlun Tian will choose one or two outdoor exhibition platforms, and publish the brand information and image display with the help of the platform.

Taking into account the brand market advantage and exhibition effect, Tianlun Tian will choose Beijing ISPO as the long-term window of brand voice.

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< p > according to the layout of the brand market, the enterprises that choose the relevant exhibitions are not only a family of Tianlun Tian, but Lin Chuanbo, the marketing director of Lion Brand outdoor products Co., Ltd., bluntly. For many brands in Quanzhou, their main consumer markets are almost concentrated in the northeast and North China areas. If they are exhibited in Beijing, the radiation power of the exhibition can be covered to these places, and the Nanjing outdoor outdoor exhibition is slightly lost in the geographical position. This is not difficult to explain. From the perspective of cost and output, the Quanzhou outdoor brand will choose the best price display platform.

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Not only P, but also the increasing number of outdoor exhibitors.

It is understood that there are over ten outdoor exhibitions held in China in one year, including Nanjing outdoor Asia fair, Beijing international outdoor supplies and equipment exhibition, Shanghai outdoor leisure products exhibition, Guangzhou international outdoor products exhibition, Dalian outdoor products trade exhibition, etc.

Due to cost and time considerations, enterprises will be more targeted in the selection of exhibitions. They will choose more suitable exhibitions according to their main purposes, such as investment promotion, brand exhibition and supplier communication.

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< p > especially with the collective growth of local outdoor brands, they are willing to compete with the international giants on the same platform and display themselves. At the same time, they are also leveraging the target market with the help of platforms. The overseas market of local outdoor brands has been so strong in recent years. The exhibitions in Munich, Las Vegas, Russia and so on have attracted many local brands not only for their high cost performance, but also attracting more local outdoor enterprises to become "flocking" because they become a stepping stone to the local market.

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"P >" compared with the Asian outdoor exhibition, overseas outdoor exhibitions are more global and internationalized. Through this international business platform, we can collect market information from all over the world, and the feedback information is relatively comprehensive, more targeted and valuable.

They understand the latest information on shoe brands in the world. As brands, we can stand at the source and make deep expansion of their brands through their information, so as to create a win-win situation.

Xu Rongsheng, general manager of Lion Brand outdoor products Co., Ltd.

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< p > < strong > > the group has received the latest information < /strong > < /p >.

< p > although this year's Nanjing Asian outdoor exhibition has not seen the grand spectacle of collective expedition, it seems to many people that Nanjing outdoor exhibition, as a professional outdoor exhibition held in China, still has certain significance for the traditional outdoor products brand.

"Just because of the depression of the whole industry, the shoe and clothing industry has entered the era of the whole network. After the rapid development, the outdoor brand has entered the bottleneck stage. When the traditional investment promotion activities and channel development have failed to achieve the expected effect, the outdoor products brand is more rational and careful to pay the cost to participate in the exhibition.

Tibetan cool strategy Chen Zhongyi said.

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Less than half a month ago, Chen Zhongyi received many invitations from local owners, and a group went to Nanjing to see P.

In fact, the exhibition has become a fast lane for local outdoor brands to understand and learn. After all, the Asian outdoor exhibition originated from the European outdoor exhibition.

Since its establishment in 1994, "European Outdoor Products Exhibition" has become the highest level professional exhibition in the European outdoor industry. It is also one of the most influential outdoor outdoor products exhibition in the world.

As a continuation of the "European Outdoor Products Exhibition", the Asia Outdoor products exhibition is one of the most professional outdoor trade exhibitions in China. The famous outdoor brands both at home and abroad are gathered and attracted tens of thousands of visitors every year.

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< p > especially the exhibition as an industry vane is an important measure for the future development of enterprises.

"Two years of outdoor exhibitions, through exhibitions, we will find that young outdoor as a new area of outdoor industry is rising. The Nanjing Asian outdoor exhibition opened the first cycling area, and later developed into an independent exhibition, which also implied the rise of Chinese riding outdoor sports.

This year, Nanjing has set up an outdoor outdoor sports area. This new area will also bring us deeper thinking: where will our development go after the outdoor industry is mature? Is it focused on an outdoor subdivision area or a whole category development? Do we need to properly extend the product line of emerging products according to their own development conditions? We can all find some answers at the exhibition.

Xu Rongsheng told reporters.

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< p > "exhibition is not only a weathervane, but also an exchange platform. At ordinary times, I have to go to Shanghai to buy fabric, and then go back to Fuqing factory to communicate the order progress. Now I just need to turn around the exhibition and find a place to sit down, so that I can coordinate many things well."

Lv Menglong, director of development of Lion Brand outdoor products Co., Ltd., said that according to the market situation in Asia, the latest supplier of professional materials suppliers in Asia and surrounding areas will be displayed in the raw material procurement area of the exhibition, which will be purchased by outdoor brand manufacturers * and some of them will be their own cooperative suppliers throughout the year.

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Chen Jiatai, general manager of St. Valentine's outdoor products Co., Ltd. said, "exhibitors are not the only purpose." St. Valentine's outdoor activities in Nanjing began in 2008. By 2012, they no longer focused on product display and display. Instead, they tried to describe an outdoor concept of "mountain there". From exhibitors to exhibitions, Saint Valentine was hoping to find a more suitable pmission point to convey the spirit of brand.

At the exhibition, he saw many famous international brand exhibitions and related activities, and the product's functional properties were well passed to outdoor enthusiasts. This is what local outdoor brands should learn.

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