Network marketing dilemma of "minority" outdoor enterprises

Once really involved in the network marketing, has its own characteristics of outdoor products enterprises feel the problem.　　For those who do not want to lower their body to win the consumer "small outdoors", network marketing is not easy to open the door. This newspaper reporter Wu Yu from "The small outdoors" to "the pan outdoors" enters the information age, the Internet in China's development momentum is increasingly swift and violent, its penetration to all walks of life is also deeper. Some traditional industries have given up and the long race of time, from the traditional business, direct marketing and other models to explore the network marketing model.　　In this environment, the outdoor products industry, which has focused on the value chain cycle through retail outlets, has also started to seek new channels to expand the market and occupy the user base. The early mention of "outdoor", almost all of us will agree that this is a very "niche" area.　　Rock climbing, bungee jumping, mountaineering, hiking, ice climbing, mountain biking, etc. these extreme sports are completely different from the general sports, coupled with high prices, the need for professional equipment and guidance and other factors, in the "outdoors" and consumers erected a high threshold. Although the outdoor industry has been in China for more than more than 10 years, but outdoor sports began to really go into people's eyes or in recent years. For the outdoor industry has gradually become popular with the public, Ozark Marketing director Jia Xu that "the first is the Olympic credit, the culture of sports to China, the outdoor itself is the branch of sports, we stained the Olympic light; second, the 08 economic crisis led to many sports brands decline, but we see a lot of data, It is found that there is only one category that keeps growing in the sports area of the mall, that is, outdoors, so many businesses turn their attention to the outdoor industry in search of new business growth. "With the light of the Olympic Games," outdoor activities gradually become popular, the definition has changed from "extreme sports" to "out of the door."　　More and more people participate in outdoor activities, the concept of the extension of the outdoor also expanded, and gradually integrated the green awareness of environmental protection, teamwork spirit, healthy lifestyle and fashion culture trends, such as several major elements, began from the "minority" to the "public". May 20, 2010, China Textile Business Association (COCA) and China Sports Goods Industry Federation in 2010 China Outdoor Industry Forum jointly released the "China Outdoor Products Market 2009 Survey Report" shows that 2009 China's outdoor products market in the stability of sustained rapid growth, Total retail sales amounted to 4.85 billion RMB.　　The report also shows that the department store channel and professional outdoor shop channel is still its main sales channels, but it is worth mentioning that the network sales channels multiplied, sales are also rapidly increasing, also indicates the future potential of this emerging sales model. But once really involved in the network marketing, has its own characteristics of outdoor products enterprises feel the problem. Outdoor products industry in the business strategy has two different directions, a class of guarding the threshold to do "small outdoors", the circle is relatively narrow, targeted, product quality and kind of requirements are moreProfessional, aiming at the professional level of "donkey friends", such as Ozark, another type of open door to do "pan-outdoor", mainly to do the introduction and sports popularization, take the professionalization of the leisure route, aimed at the mass consumer market, such as Pathfinder. For those who do not want to lower their body to win the consumer "small outdoors", network marketing is not easy to open the door. "So far, I know, including our outdoor brands are really in the Internet marketing tools are less, there is not much success model, maybe we are more still trying, this is the current situation."　　Jia Xu to reporters frankly. In the attempt of the "three win" despite the stones, but the outdoor industry is invariably a step by step began to layout network marketing. Pathfinder Company Chairman Sheng that the traditional clothing brand should change thinking, with the changes in consumer shopping, online shoppers more and more, Pathfinder need to dabble in E-commerce. This June 2, pathfinder and domestic authentic shoes E-commerce website "Good music to buy" officially signed a strategic cooperation agreement, Pathfinder will rely on a good buy platform to sell its products, good buy will help pathfinder construction and operation of the Pathfinder Taobao official flagship store. "There is no geographical restriction on online sales, can meet the Pathfinder offline channels can not cover the level of two or three of the following urban customers shopping needs, and in the pricing strategy, Sheng that" e-commerce areas facing channels and price conflicts, Pathfinder will keep line under the price of the same, but may be in the promotion of different ways. "　　At the same time, with the help of the good buy, Pathfinder in Taobao's official website has also been launched. In the network marketing, traditional marketing classics already difficult to apply. Consumers "landing in the world", the user experience to become a magic weapon. In the Pathfinder website of the "online mall" consumers can directly link to Taobao, good buy, excellent Amazon and Jingdong Mall and other e-commerce sites to buy Pathfinder products, for consumers, this approach is undoubtedly convenient, as Sheng said, "We want to consumer consumption habits as the guide, To provide consumers with convenient consumer demand. "The Ozark of the small outdoors chose Amazon for excellence to sell online." Hans, its brand founder, said: "We hope to be able to provide consumers with more convenient online shopping by partnering with trustworthy business enterprises."　　"This is another model that Ozark has chosen after exploring Taobao. Before Ozark in Taobao Mall on the exploration, the results are very little. Jia Xu said, "Taobao shop, is the product of our groping process." Taobao Mall is purely from the enterprise to the end of the customer's step style of marketing, the advantage is relatively fast, new products in a second can be online in the mall, the problem is to target thousands of people every day, all kinds of consumers, this is a great communication costs, but also a very complex mode of operation.　　After a period of groping, finally Ozark that "the operation of the industry has specialized, network sales is not our strengths", so began with excellent cooperation. For Taobao and ZhuoThe more these two modes, Jia Xu, "Taobao equals us to open their own shop, and excellence is equivalent to our development of distributors, let dealers to open our shop, this is a different model, each has pros and cons, but the distributor of this channel is equivalent to our most professional people to do the most professional things, We just need to focus on how to improve our products on a targeted way enough. This belongs to a professional division of labor, we have to do more and more perfect products, customers will be the channel to build more perfect, so that the combination can achieve 1+1 greater than 2 effect, and do not need us to do a lot of things, whether we are good at not good at all to do. "In internet marketing, Ozark made some new attempts. For example, Ozark introduced a model for excellence in Amazon. Jia Xu that, "different goods, different channels", the network is an independent channel, it should not become a traditional channel to make up. Consumers can see on the net Ozark to the outstanding products, and can be bought at their own satisfaction, but at the same time consumers can be in the store in the way they prefer to buy another dress. Jia Xu confidently believes that "the way we explore this is the result of a triple win for brand companies, channels and consumers." "Recruiting" and "Stereo integration" in the traditional media era, information dissemination is "Church-style", information from top to bottom, one-way linear flow, consumers can only passively accept, while in the network media era, information dissemination is "market-style", information multi-directional, interactive flow, sound multiple, noisy, different. In order to open the door of internet marketing, "small outdoors" have also actively borrowed some more successful methods, we invariably have done the same thing, is to establish their own comprehensive portal site. "We must have their own comprehensive web site, have my product information, brand activities and so on." In addition, we link the information of our website with many activities. "Jia Xu said," For example, we had a hiking event in the Yalu River the other day, we upload the activities of the text and photos to our company's microblog, blog and website, so that the site and blog form a link, and the search for these keywords also linked to our needs of consumers to understand the site above, the site, Microblogging, blogs and BBS into a three-dimensional network, so that can reach more consumers, "he said," This is the more convenient way we use. "While trying and groping, the" little outdoors "still has some bottlenecks when it comes to online marketing, for example, when customers lose some of their original pleasures. On the one hand, "consumers can only see on the internet, but not on the other hand because of the" version of the Problem ", the clothing has the Asian version, the European and American version," more complex outdoors "," the version of the suit and trousers or T-shirts are not the same, "Jia Xu said. Small outdoors also has its own more special characteristics, is to provide consumers with the safest protection, because "this is the life of a class of equipment", "such asYou go into our store, the store has a test wind and waterproof device, you can see its waterproof performance, or there are other things in the store to let you experience, such as shoe wear, but you do not try these things on the Internet, these will really affect the consumer shopping fun. "Small outdoors" on the one hand, try to maintain good product professionalism and brand competitiveness in the professional market, while actively recruiting in E-commerce. They have seen the soil of network marketing, in the end of the network is the clearing house or can sell brand sites, they think has been from some luxury and IT companies see a successful example, with the direction of efforts. In the e-commerce personnel to form a good, the model to explore clearly at the same time, all the outdoor enterprises in the intensive network marketing integration.　　Ozark intends to "integrate network marketing in a variety of ways," including bundled online activities, even the video, text messages and forums are all integrated, "so that every activity can be in all channels to appear." For the little outdoors, network marketing is still only the auxiliary means of traditional marketing, although "the outdoor industry itself is growing fast, the industry's growth rate should be at least 40%," but still "relatively small", so they think the traditional channels have been able to complete business expansion needs, there is more time to prepare. Jia Xu said, "perhaps in four or five years, the real traditional channel has not been able to fully assume a brand in the sales of the expansion of the task, is the time when the Internet." "But is there really such a long time to be ready?" In the Internet age, the concept determines everything, the user decides to survive. The internet, which transmits information at the speed of light, is often one step ahead. The internet is redistributing the wealth of the world, a small idea, a little action, plus a few years of time, can completely change everything.