On June 28th, the Nanjing International Expo Conference Center gathered outdoor cafes and once again staged an annual industry event—the 2017 China Outdoor Brand Alliance Summit Forum (COA Outdoor Summit Forum). The forum was sponsored by the China Outdoor Brand Alliance, China Trade Promotion Committee. The Nanjing Branch and the Nanjing Municipal Government Exhibition Office co-organized the project, and Nanjing Ningfei International Exhibition Co., Ltd. organized the project.
This year's COA Outdoor Summit Forum has also met with some insights?
Let us take a look!
The third session of the COA Outdoor Summit was hosted by Mr. Cai Yingyuan, General Manager of LeTV Outdoor Division. The forum focused on the theme of “Innovation & Cooperation†and invited a number of heavyweights in the industry as guests to deliver exciting discussions on topics of mutual interest. . Mr. Zhang Jida, Secretary-General of China Outdoor Brand Alliance, and Mr. Li Yu, Director of Asia Outdoor Exhibition Project attended the forum as guests.
Mr. Cai Yingyuan
Today’s issues
Session I: China's Outdoor Brand Development
Guests: Mr. Sheng Faqiang, founder and founder of Pathfinder
Pathfinder Founder and Chairman of the Group Mr. Sheng Faqiang discussed various aspects of the development of outdoor brands in China. In view of the actual situation of the development of China's outdoor industry in recent years, and taking into account the domestic and international data, Sheng has analyzed the challenges faced by Chinese outdoor brands in recent years by combining the experience of the Pathfinder brand.
Pathfinder founder, Group Chairman Mr. Sheng Faqiang
Speaking of the challenges currently faced by the outdoor industry, Sheng Sheng summarized many phenomena. For example, the outdoor industry entered the first cyclical adjustment stage, Internet marketing had a low driving effect on the unit price, high growth brought an inventory backlog, and electricity suppliers entered. In addition to bottlenecks and other internal problems, there are also external factors such as the intensification of competition in related industries.
As for the problems that brand development companies must face, Sheng Sheng believes that brand differentiation positioning is a permanent topic. Brands can occupy certain characteristics and can also occupy a certain category. At the same time, they should actively discover neglected categories and open up new categories. Take the Pathfinder as an example, Pathfinder joins the Discovery brand, and integrates “pan-outdoor†experiences. The ultimate product is the key to the decision of the company’s success and failure. The company must sincerely focus on the product and meet the user’s quality requirements. To this end, Pathfinder has carried out a transformation of its creative space for its product center, and has developed more extreme products with a sense of science and technology and technological strength. Pathfinder’s multiple products have also been recognized by the Asian Outdoor Industry Awards.
In the aspect of sales model, Sheng Sheng proposed: New retail is to face users in multiple dimensions. This will increase the difficulty for enterprises. Only better service users can expand in the industry. Pathfinders also actively created their own competition IP, established a “flying team†to participate in cross-country races, and cooperated with media operations. At the same time, Sheng Sheng shared the COA member's visit to Japan. He cited mont Bell as an example and put forward the concept of brand survival in the era of low consumption. Its outlets are often based on its own self-operated stores, and its quality is stable. The convenience and experientiality of the type of purchase provide a good model for domestic outdoor brands. Therefore, the development of domestic enterprises should also be eclectic.
General Sheng also stated that China’s outdoor industry has broad prospects: With the development of large-scale sports and healthy lifestyles, the outdoor segmentation movement is also booming. The Winter Olympics in 2022 also brings great opportunities for the domestic and outdoor industries. At the same time, according to COA forecast, China's outdoor industry will gradually increase in 2017 and return to benign situation in 2019. In the end, Sheng Sheng summarized the recent achievements of the COA Alliance members, stating that everyone’s efforts gave up the positive energy produced by China, and also hoped that more brands could join the COA organization and work together to standardize industry standards and form an outdoor industry. The wall of things to create a benign normative outdoor system.
Session II: Outdoor Brand Incubation IP and Marketing Innovation
Guests:
Mr. Zhong Chengzhan, Founder of Kaile Stone Brand
Ms. Zeng Hua, Founder of Scarlett Brand
Mr. Wang Baoshun, General Manager and Chairman of Neo (Beijing) Public Relations Planning Co., Ltd.
The outdoor industry is different from other industries. This is based on the outdoor sports itself. Outdoor sports are both the soul of the industry and the significance and purpose of the industry. Mr. Zhong Chengzhan, the founder of Kaile Stone Brand, Ms. Zeng Hua, the founder of Scarlett Brand, and Mr. Wang Baoshun, the general manager of Magnolia Outdoor, proceeded from their respective practical experiences and conducted in-depth discussions on outdoor brand incubator IP and marketing innovation.
At the beginning of the discussion, Zhong shared his experience in sponsorship of the event. After Mr. Wang Baoshun introduced the competition activities of the company, he also shared his views on brand sponsored events. Mr. Wang Baoshun believes that brand sponsored events must firstly look for events that match the brand culture and must be continuous. Do not use the event as a means of communication only. Instead, it should be the fulcrum of revenue and be built as your own product to achieve a win-win situation. Scarlett always stated that: Sponsorship of events, he or the company must be in-depth, understand the user needs to achieve significant results.
Mr. Zhong Chengzhan, Founder of Kaile Stone Brand
Questions about "the relationship between sponsorship of matches and their own competitions". Zhong Zhong said: Good IP events should be bigger with the growth of the brand. Kaile Stone and VAUDE contracted their own race IP - riding the sky, although the huge investment, it does not seem to be cost-effective. However, Zhong always thinks that it is more worthwhile to build his own tournament IP on the basis of resources and capabilities (“A great course should have a great event – ​​pay tribute to the great road with top-level event IPâ€). He always stated that each brand owner hopes to have an IP of his own event. Although Scarlett currently does not have his own tournament IP, Scarlett’s outdoor club has been operating. Mr. Wang Baoshun believes that cooperation between brands and events requires seeking support from both parties and the support of cultural and spiritual aspects will make cooperation more lasting.
Ms. Zeng Hua, Founder of Scarlett Brand
In the end, everyone started an in-depth discussion on “brand marketing innovationâ€. Zhong Zhong thinks: Regardless of innovation or marketing, can not be separated from the carrier of the product. The propaganda channels in the modern society are very broad. Professional brands must pay attention to the products themselves while applying some new means of communication. Zeng always expressed his recognition of Zhong Zhong’s concept and pointed out that the outdoor industry needs people who are intensive and need more dedicated outdoor brands to adhere to the industry ethics.
Mr. Wang Baoshun, General Manager and Chairman of Neo (Beijing) Public Relations Planning Co., Ltd.
Session III: China Outdoor Product Outlet - COA Outdoor Product Quality Standards System and China Created
Guests:
Mr. Huang Hao, Chairman of Nanjing City Sports Products Co., Ltd.
Glory Thompson, Director of Footwear/Accessories, GORE-TEX(R) Brand Greater China
Mr. Lu Qiding, General Manager of Firefly, Black Deer, and Peakbird Brands
Mr. Zhang Kai, the founder of UTO
The sharing of the afternoon games was opened by Mr. Huang Wei, Chairman of Nanjing Biancheng Sporting Goods Co., Ltd., and explained the principles and reasons for the COA standards for down products last year. In 2017, COA initiated discussions and commentary on the quality standards of outdoor products for more categories, which are planned to be announced in the first half of 2018.
Huang Zong said: Under the wave of Industry 4.0, how China upgrades from a manufacturing country to a manufacturing powerhouse is a question worth considering in the entire industry. Judging from the analysis of multiple data, 2017 and 18 will become turning points in the outdoor industry, and brand and manufacturing will become the main force of this market. However, the battle for transformation and upgrading will not be easy. The big data informatization, high-end customization, large-scale intelligent production to replace the artificial, innovative design capabilities, the concept of creating small-scale manufacturing, and the ability to bend overtaking new technologies are the most feasible in the battle for transformation. path.
Mr. Huang Hao, Chairman of Nanjing City Sports Products Co., Ltd.
After Mr. Huang finished his speech, Mr. Tang Zhongbo, Director of Footwear/Accessories, GORE-TEX(R) Brand Greater China, Mr. Lu Qiding, General Manager of Firefly, Black Deer, and Fengbird Brands, and Mr. Zhang Kai, Founder of UTO Brand, discussed the issue. . When asked about the question “What will Gore bring to domestic consumers in the future?†Mr. Tang stated that Gore will always actively provide domestic brands with the latest fabrics, and will gore and international success. The brand cooperation case is shared with domestic manufacturing brands to help domestic brands grow better. Mr. Tang also took Italian shoe manufacturers as an example to suggest that domestic manufacturing should learn from the other party's work philosophy of “sticking to its own principles and guiding consumers and brand ownersâ€.
Glory Thompson, Director of Footwear/Accessories, GORE-TEX(R) Brand Greater China
While manufacturing in China invites foreign designers to come to China, it also needs to go out. Mr. Lu Qiding, general manager of Firefly, Black Deer, and Peakbird Brands, mentioned as one of the models: Focus on products and understand the opponents. Understand whether your product meets the needs of the international market, or enough characteristics; to listen to foreign friends for domestic brands. Mr. Lu once again must focus on the product, to achieve the ultimate class and maintain the spirit of ingenuity.
Mr. Lu Qiding, General Manager of Fire Maple, Black Deer and Peak Bird
When referring to personalization, Lu said that with the gradual increase in personalized customization and changes in manufacturing and sales environment, the future of supply chain building is very important. Mr. Zhang Kai proposed that the individual customization of fabrics has already appeared, and Yu Tu is willing to make great efforts in material procurement, technology, and design. Combining market and consumer feedback will make more sense. Tang always thinks that combining his own technology and equipment to produce his own product is the focus of domestic and outdoor work.
Mr. Zhang Kai, the founder of UTO
Session IV: Diversified Directions for Outdoor Retail Guests:
San Fu’s Outdoor Founder and Chairman, Mr. Zhang Heng
Retail Data Management Consultant Mr. Li Zhenglong
Mr. Chen Yumei, founder and co-founder
Mr. Zhang Heng, the founder and chairman of Sanfu Outdoor, which represents China’s outdoor leading company, and Mr. Li Zhenglong, a retail data management consulting expert representing retail theory and practice experts, and Mr. Chen Yumei, a co-founder of the industry’s leading force, shared outdoor retail The topic of diversified development has been discussed in depth.
San Fu’s Outdoor Founder and Chairman, Mr. Zhang Heng
Zhang Zong believes that doing an electricity supplier is still a great challenge for him. However, he believes that in the short term, offline retail will still be the main force of the outdoor retail industry. San Fu’s sales methods have expanded in recent years to many channels, including events, parent-child and other channels, and participants have also become Sanfu Outdoor’s members. Mr. Li Zhenglong pointed out that the digitization of management operations and the quantification of operational goals and the nature of retailing are also the essence of business. Consumer demand is a common operating principle. Through in-depth analysis of customers through the membership system, grasping the core users and discovering the laws of dataization, it is conducive to the efficient operation of the company.
Retail Data Management Consultant Mr. Li Zhenglong
Referring to the membership system, Zhang Zong stated that integrating the membership system and allowing Sanfu's customers to receive more benefits through the membership system is the focus of Sanfu's future work. Mr. Chen Yumei stated that the digitalization of the membership system of the line is realized through APP, and more functions are still under development. At the same time, through APP retail, the biggest advantage is that you can get more customers at a low cost.
Mr. Chen Yumei, founder and co-founder
Session 4: Localization of International Brands
Guests:
President of Confucius China Limited Ms. Kong Weihong
The last session of the third COA Outdoor Summit Forum was shared by the localization of foreign brands brought by Ms. Kong Weihong, President of the China Limited.
President of Confucius China Limited Ms. Kong Weihong
Connoisseur China has represented more than 30 foreign brands, among which TIMBUK2 and American fashion brand Guess are the most representative. Kong's vision for connoisseurs is to make travelers in China a traveler to explore the world. Speaking of how to integrate foreign brands, Kong proposed to make the following points: Integrate the development and market advantages of international brands, and transform them into equipment products that are more suitable for the Chinese; enhance the supply chain and respond to the market faster; unique Personalized customization; perfect combination of creativity, craftsmanship, design, etc.; elaborate every process to ensure quality.
Kong Zong stated that foreign brands are not satisfied with the country's land and water, and the bottom line is that consumers do not understand brand products. It is necessary to have confidence in foreign brands that they represent and also to cooperate with foreign brands in depth so that they can better understand the Chinese market. When hearing the question “How to gain the trust and representation of an unfamiliar foreign brandâ€, Mr. Kong said: In addition to analyzing the brand's products, there must be a global perspective.
Asia Outdoor Exhibition Project Director Mr. Li Lan
The annual COA Outdoor Summit ended in applause.
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