Percy and Pelliot exerting their force to seek the differentiation of brand culture

Outdoor sports really into the vision of Chinese consumers or in recent years, as a branch of sports, the Beijing Olympic Games has created a good opportunity, so that the outdoor industry began to become popular. However, the outbreak of the 2008 economic crisis, as well as the overall blind optimism and expansion of the leisure sports industry, led to the beginning of the 2010, many brands began a large-scale recession or even collapse.

Compared to the current sports brand general high inventory status quo, the current Chinese outdoor products market is against the trend. China Outdoor Products Market scale from 2000 to 60 million to 2013 of 14.52 billion yuan, a large number of data shows that in the sports area of the market to maintain the growth of only one category, is outdoor, so many businesses in order to find new business growth point of their attention to the outdoor industry.

However, as the market boundary gradually blurred, sports and leisure products and outdoor products are common, the competition has already existed. In the face of more and more fierce ground market competition, the old outdoor brands at home and abroad unanimously optimistic about the potential of electric business channels. In the network has been deep into every corner of life today, the promotion of electrical goods licensing than the traditional offline brand more quickly, with the promotion of low-cost, targeted, flexible operation, with good interactive advantages. By contrast, the online brand a large number of investment operations, high cost investment, high advertising, it appears clumsy. And a good operation of the shop face customer base, but also the real shop is unmatched.

Founded in 1991, from the French outdoor brands Percy and Pelliot in the Chinese market, has been directly into the field of electricity, and in 2012 formally completed the layout. At present, Percy and Pelliot have already opened the official flagship store in the Sky Cat, and other platforms, such as Beijing-east, are mainly selling men, women, children's assault underwear, cashmere underwear, fast-drying underwear, skin windbreaker, outdoor footwear, T-shirts and other products. Today, Percy and Pelliot cat flagship store has achieved good sales performance.

The French outdoor brand, Percy and Pelliot, is the first step to commemorate the creation of the great French explorer Paul Beuchy Paul pelliot,1878-1945 in 1991, the Percy and Pelliot of 2001, and the introduction of a series of ski and camping products, In the same year September, became the French youth mountaineering designated outdoor equipment. Since its inception, Percy and Pelliot all product development and production are strictly in accordance with international standards of implementation, a wide range of new materials, technology, new technology, to provide consumers with personalized professional outdoor products to continue to obtain consumer trust. Founded in 2008, Percy and Pelliot Asia Fabric Science and Technology Research Center is dedicated to research and develop high quality products that are comfortable and safe to meet the needs of Asian users. Founded in March 2011, Percy and Pelliot China Research Center is committed to simulating a wide variety of outdoor living environments and conditions in China, in order to test the viability of materials and products to achieve the best possible conditions, so that all technologies can be used continuously.

Now, Percy and Pelliot after completing the electric business strategy and channel on the level of layout, in order to start to look for brand culture differentiation, to the brand of the operation and consumers to establish deep communication. In the West, Pelliot brand has always represented a kind of positive, advocating sports, challenging, adventurous way of life. In China, Percy and Pelliot have developed a "return to nature" brand concept, to encourage more consumers to stay away from the city noise, enjoy the freedom of the outdoor world, return to nature. Percy and Pelliot believe that the outdoor world is not just about extreme sports, but more of a social activity, linked to the spiritual aspects of nature's establishment. Percy and Pelliot chairman Liu said, "Percy and Pelliot brand cultural construction is about to be more from the" return to nature "in this direction, and consumers together to find the fun of return to nature."

This is an era of open development, the consumer's inner exploration of the self and the desire to return to nature to stimulate the rapid development of the outdoor industry. Electric dealers are also moving from a marginal market to a mainstream position, and the changing consumer market has brought unprecedented challenges to the operators. In the past, more attention to the product of the outdoor industry brand, cultivate their own brand culture, not only conducive to the formation of a stable consumer groups, improve product development capabilities, more far-reaching significance is to enhance brand competitiveness, promote sustainable development of enterprises.