Tianlun Tian Xu Tengda: The Price Of Professional Products

Marketing of differentiated marketing

Tianlun Tian held the signing ceremony and press conference of the Tibet delegation of the twelve National Games in Tibet Autonomous Region Sports Bureau.

This also officially opened the curtain of Tianlun National Games marketing.

"You can imagine that at the opening ceremony of the National Games, when the local sports delegations come in, the appearance of the Tibet team will not be felt. They will wear a full set of Tianlun outdoor sports equipment, which is completely different from that of other sports delegations.

In this differentiation of vision, Tianlun Tian brand has also gained a preconceived impression.

Xu Tengda described the scene to reporters like this, and this scene has been sketched out countless times in his mind.

"Tibet itself is a sacred place for mountaineering enthusiasts and a gathering place for outdoor enthusiasts both at home and abroad.

The delegation of Tibet is mainly based on mountaineering team members. "Tianlun Tian sponsors the Tibet delegation not only around the theme of outdoor sports, but also closely related to the brand activities commemorating the 60th anniversary commemoration of this year's Tianren sky". "

Xu Tengda introduced the original intention of this choice.

In fact, compared to the sponsorship of extreme, adventure and competitive outdoor activities, Xu Tengda has always hoped that Tian Lun Tian can find a large and influential tournament to promote brand.

The reason is very simple. Outdoor sports events are closely related to outdoor sports products. Cooperation with outdoor sports events is the best brand publicity channel for such products.

But at present, the industry is not only lack of some well-known outdoor events, even though some well-known events are limited to some professional outdoor groups, and the scope of influence is limited, this means that the audience is relatively narrow, which is a limitation for the fast opening of the brand.

"We hope to further enhance the brand awareness of Tianlun Tian through differentiated marketing methods, and continue to spread the brand spirit of" Tianlun Tian "go all the way forward.

Xu Tengda said so.

Experience as a product

After 5 years of outdoors,

Have always maintained a habit, every month will take all kinds of shoes developed to try on.

He believes that unlike traditional sports brands, outdoor sports equipment emphasizes interaction experience. Only by personally experiencing and providing more professional advice for product development can the users of Tian Lun Tian outdoor sporting goods enjoy product diversity and professional function enjoyment.

Because of this, some personal explorations began to breed in the minds of Tengda, and the 30 degrees north latitude launched by Tian Lun Tian is one of them.

He wanted to be an avant garde pioneer and take part in some of his expedition trips.

The 30 latitude line runs through four ancient civilizations. It is a mysterious and peculiar latitude.

There is a mysterious Bermuda Triangle near the weft line, the famous Egyptian pyramids, the legendary sinking big West Island, the world's highest peak Mount Qomolangma...

The northern latitude 30 degree line is a zone that can cause great concern.

The concept of "30 degrees north latitude" is closely related to the brand's "going forward" and is the continuation and expansion of the dream of Tianlun peak in 2012 and 2013. It aims to guide more outdoor consumers to experience outdoor activities and encourage people to participate in more extensive outdoor activities.

The most important significance of this event is that Tianlun Tian, known as a professional outdoor brand, provides Backpackers, tents, assault trousers and other equipment for the participants of the event, providing them with security for exploring, galloping, shuttling and hiking in the 30 degree field of latitude.

But Xu Tengda wants to experience personally, acquire product experience, and provide relevant data support for later product development, especially the development of professional functional products by Tian Lun Tian.

For example, in the wind and rain of the journey, I put on my assault clothes, and I experienced the performance and comfort of the products in the wind and rain. In the experience of hiking and mountaineering, in order to further test the quality of our products, as outdoor brand product inspectors, we should further test the products in bad environment, truly understand the different needs of the environment for different products, and timely feedback to the enterprises, so as to suit the remedy to the case.

In addition, Xu Tengda will also focus on the brand experience marketing of Tian Lun Tian, focusing more on the outdoor circle of consumers, such as outdoor clubs, outdoor sports leader HeineKen, contemporary Xu Xiake flower carving, North and South extreme adventure Yuan Ru, etc., as the main goal of deep experience, multiplying the effect of communication.

Product is the carrier of brand and the premise of all development.

As a professional outdoor brand, local outdoor brands must work hard on product specialization, continue to upgrade their products and improve their quality, work hard on functional fabrics, ensure that products can adapt to any harsh environment test and ensure the safety and comfort of outdoor activities.

As we all know, the brand new product and planning will make the brand more planned and forward-looking, and go far and better, "says Xu Tengda.

In the eyes of many people,

The higher the brand professional attribute is, the narrower the product range is. The higher the retail price, the more it is impossible to create a huge share of the outdoor market, which has become a bottleneck in the development of outdoor brand at home and abroad.

But in the eyes of Tengda, a professional does not mean a high price. It does not mean that it has been curled up in the shadow of the niche market.

From the perspective of brand positioning, Tian Lun Tian must become a professional outdoor brand; from the perspective of brand price system, Tianlun will take the "outdoor sports equipment that is most suitable for China's outdoor products market" as the goal of struggle, neither of them will burst.

The reason for this positioning is related to an experience in Tengda.

He said he remembered that he had started the first year of Tianlun Tian. Their agents brought many other outdoor brand goods to the company. When they arrived at the order, they said they were XX samples, and the market was selling well.

Basically, these samples do not have outdoor professional functions. On the contrary, these agents question the strength of the company's own professional product development.

At that time, a lot of professional assault clothing items developed by Tian Lun Tian were put on the shelf. Most agents refused to place orders.

"At that time, most of the jackets were produced at the factory's own pockets, and both the father and his father almost used all the cash on the Tianlun Tian's book.

But in retrospect, it's worth it.

That year, the goods sold out were surprisingly good, and in the second century, they began to order orders, and they rushed to place orders.

From the beginning, Tian Lun went out of the strange circle of homogenization.

Specifically, in brand building, Tianlun brand interprets its own brand connotation by exploring and precipitating the polar and extreme majors.

Among them, in 2012, Tian Lun Tian successfully organized the "big dream of public welfare self driving" in the heart of love, released the first popular science micro film "Outdoors" by the domestic outdoor industry, established the Harbin snow mountain mountaineering training base, and launched the grand activities such as the NetEase outdoor channel. In July of the same year, Tang Seng launched the Asian outdoor exhibition, launched the Tianlun sky dream program, set up the polar expedition, launched the north and South Pole and Mount Everest adventure activities, and successfully completed the Arctic and Antarctic expedition in August and December respectively.

In May of this year, Tian Lun Tian sponsored fish running to climb Mount Everest, all of which continued to deduce the brand concept of Tianlun Tian's "dream and go forward".

In terms of market positioning, Tian Lun Tian has been around the basic demands of the development of the domestic outdoor industry, and popularized professional outdoor equipment with the price most suitable for domestic outdoor consumer groups, becoming a truly domestic outdoor brand.

Of course, after these years of development, no matter in the brand positioning, in the market system, or even in products, Tianlun Tian has its own exclusive genes.

These differences are absolutely inseparable from those of Tengda.

It is understood that Tian Lun Tian is currently diversifying its products and has its own characteristics, and constantly enriching the brand culture, giving more connotations to products, thereby enhancing the cultural value of products, increasing investment in R & D, improving product quality and technology content, and taking culture as the guide, design as the soul and technology as the foundation.

It can be said that Tianlun Tian is a brand of outdoor sports with unique cultural connotation.