Lion Brand Outdoors Single Product Breakthrough Is Very Successful.

In the past five years, the scene of outdoor products brand has sprouted everywhere. Influenced by the weakness of macro-economy and consumer terminals, the domestic outdoor products industry has entered the stage of shuffling.

For Quanzhou, a shoe and garment industry, the outdoor goods industry was once a potential industry, but now it is also in trouble. Many brands are beginning to disappear.

As a small and medium-sized enterprise, the outdoor products enterprises in Quanzhou are facing great pressure. In the retail industry's huge impact from the electricity supplier and the international brand price, many brands begin to reflect on the past business models, try to shorten the product line and so on to achieve breakout.

On the 23 day, the lion brand outdoor held the 2016 spring summer order meeting, and the enthusiasm of the dealers surprised Xu Rongsheng, chairman of the lion brand outdoor company.

"We were already prepared for ourselves. We expect that this year's order volume may decrease, but I think it is still higher than the same period last year."

The reason for this is that there is a big market environment. On the other hand, Xu Rongsheng has made a reform in the order mode this year. "In the past, the traditional order pattern was first shipped, and the money was settled later. This year, once the goods are ordered, the dealer must pay 30% of the money, and the remaining one takes two or a month in a year. Only when the money is in place will we deliver the goods."

It is precisely because of changes in the habits of dealers for many years, Xu Rongsheng is expected to be some resistance, or even a loss of a number of dealers.

And the result is not only

The accident was also a great joy.

The new order pattern has also increased.

The pressure of capital and the quantity of orders have been increased, which shows the recognition and confidence of dealers to Lion Brand outdoor products to a certain extent.

Xu Rongsheng analysis, this is because the company launched last year, a single product breakthrough strategy, "outdoor products categories, products are also very similar, we have been looking for a strategy that can reflect our brand differentiation, and later found the" elastic pants expert "positioning.

It's not just a lion's outdoors. It was also held shortly ago.

Tianlun Tian has also condensed its own product line into three series: "river tracing suits", "wild running suits" and "hiking suits". It clears up the use scenarios of the products and enhances the focus of consumers.

Quanzhou outdoor brands such as Ken Topp, Saint Frey, CAMKIDS and so on are also returning products, trying to find their own brand ID.

Through the micro innovation in fabric, process, color and design, lion's outdoor elastic pants have been popular in the market. At this order meeting, it has become the most popular product among dealers.

"This strategy will also extend to our shoes. In the past, we pushed hundreds of dollars. Now we will only have forty or fifty shoes for the order, and then we will push two or three of them."

Xu Rongsheng believes that the strategy of single product not only focuses on resources, but also concentrates the resources of enterprises more efficiently, and can better adapt to the current market environment.

This phenomenon is related to the further reshuffle of domestic outdoor products industry in recent years.

With the weakness of the consumer side, the survival of the two or three line domestic brands has become more and more difficult, and the market has been occupied by a small number of one or two brands.

This is evident from the 2015 semi annual report released by Pathfinder.

As the leader of domestic outdoor products, Pathfinder achieved 676 million yuan in the first half of this year, an increase of 8.61% over the same period last year, and realized operating profit of 164 million yuan, an increase of 24.32% over the same period last year. Net profit was 124 million yuan, up 1.17% over the same period last year.