The Brand Of Local Outdoor Clothing Pforms From "Outward Development" To "Internal Defence".

Over the past two years, more and more outdoor exhibitions have been launched, but the effectiveness of investment has been weakening, and some local brands have begun to quietly quit exhibitors.

According to the insiders, with the rise of e-commerce, the traditional retail terminal channel's original advantage has been weakening. In the early years, local outdoor brands continuously expand the large amount of capital cost invested by traditional retail channels. The pfer fees, decoration and distribution costs occupy a lot of resources inside the brand enterprises. At the same time, because of the more rational consumers and the increase of competitors, the market share of the original market shrinks, inventory increases, bank loans, cash flow shortages and other issues become more serious.

As a matter of fact, the brand strategy of internal guarding will no longer pay for such a high ticket. Most of the outdoor brand enterprises will be busy to revitalize the life line of cash flow in the next year, continuously reduce bad channels and seek inventory realisation.

And from

The new outdoor brands no longer enter the market. The shuffle on the market has made some outdoor brands disappear, and the rest are basically some powerful outdoor brands.

Local outdoor brands are located in shopping malls all over the country.

The layout has matured and is no longer like the previous two years. Many shopping malls even call the brand to contact the brand.

This also means that the investment ability of the exhibition is declining.

The industry suggests that the international outdoor brand's operational ideas of quality win can be quickly adjusted in this process.

At the same time, brand value promotes product premium capability, so that enterprises can quickly recover funds and supplement cash flow, so that enterprises and brands have a very strong ability to fight against shocks.

In particular, "after years of development, these outdoor brands are almost the same as those of domestic sporting goods brands. They have already completed the basic stage of brand building. Next, they will pition from extensive brand wholesale to fine brand retail era.

In this environment, it is not your money to do the exhibition well, but the brand is well done.

The terminal store is already the middle point of brand power and product strength, and the real brand power is distributed by one point. This is also one of the reasons why the exhibition platform is overshadowed.

Industry sources said.

Local outdoor brands are constantly expanding the huge cost of capital invested by traditional retail channels. The pfer fees, decoration and distribution costs occupy a lot of resources inside the brand enterprises. At the same time, because of the more rational consumers and the increase of competitors, the outdoor market has contracted the original market share. The problems such as inventory increase, bank lending and cash flow shortages have become more serious.