Outdoor Brand Opening Experiential Marketing

In January 2014, the Pathfinder bought one of the most influential outdoor forums in China: "green field network". During the same period, the outdoor brand camel, the most popular outdoor brand, hired the British heavyweight Explorer Bell Grills as the director of global product design. Recently, the ISPO BEIJING Asian sporting goods and fashion show has reached 40000 square meters, and nearly 600 outdoor sports brands are exhibiting around the world. outdoors Clothes & Accessories When the brand is ready for development, who can really understand the consumption needs of outdoor enthusiasts and put them closer to outdoor fans, who will take the lead in this market. From the popular outdoor brand, we can see that listening to the voice of consumers has become a kind of wisdom.

　　 User experience first

Compared with the male and female customer groups in the city, the audience of outdoor dress brands is very popular. They like to share their life experience, travel experience and even outdoor equipment purchase experience in their friends' circle or online. For this growing group, domestic outdoor brands should seize the opportunity to fully understand their needs and make precise positioning.

Taking the customer experience as the basis of brand development, jumping out of the overwhelming price war and homogenization mire and returning to the origin, the outdoor brand has made an important choice after recognizing the development prospect of the Chinese market.

　　 2014, outdoors WEATHERVANE

In mid January, the Pathfinder bought the world's leading outdoor forum website, the green field network, which aroused thousands of waves. Once the news was released, it aroused the close attention of netizens, especially outdoor enthusiasts. The Pathfinder also announced the opportunity to build an outdoor travel integrated service platform, which is located in the personalized and deep experience travel market, providing one-stop personalized, deep experience outdoor travel related products and services.

After integration, the green field network will continue to be an independent operator, providing users with comprehensive services such as outdoor travel information, route planning, itinerary services, outdoor skills training and outdoor activities. No matter what the late Pathfinder develops the network marketing plan, now, as the green field continues to operate, the pioneers seem to have no vested interests.

However, for the Pathfinder, it will have the most timely and intuitive user dynamics and feedback, and even guide the direction of public opinion in an invisible way.

Sheng Faqiang, the chairman of the Pathfinder, said that in the future, we will take the outdoor experience of consumers as the goal, carry out cross selling and business collaboration online and offline, upgrade and customize the green outdoor equipment through the offline flagship store, and integrate and optimize the sharing of member resources, so as to achieve the three win among the outdoor service providers, outdoor enthusiasts and outdoor travel integrated service platforms.

For a huge number of potential consumers, "control" will be the biggest bargaining chip for the Pathfinder's future development.

Similarly, the week before the acquisition of the Pathfinder, another camel outdoor brand in China, camel announced the appointment of Discovery discovery channel host of the wilderness survival series and British explorer Bell Grills as director of global product design for camel outdoor. Baer will take the lead of design director to dominate the development, design and experience of camel brand high-end outdoor products.

Camel CEO Wan Gang Kong said that the brand attached importance to Baer's experience accumulated in the field adventure and his professional judgement on outdoor products as a user. "Only those who have experienced the product fully have the right to speak in the future direction of the product."

Taking customer experience as the basis of brand development and coming to the fore from the overwhelming publicity campaign may be the important choice made by camel brand after recognizing the development prospect of Chinese market.

Win favor from many angles

Compared with other brands, customers are scattered among cities, outdoors. clothing The audience is easy to identify. They are clustered together by common interests, forming a group of donkey friends, and are willing to share their own road experiences or even equipment purchase experience in life or on the Internet. Almost every outdoor enthusiast has a stable circle of friends and friends. For this obvious and potential customer group, outdoor clothing brands can take a more active way to attack and gain fame and wealth.

Not long ago, Li Xu, a Shanxi agent and outdoor enthusiast of outdoor brand lions, shared a successful case of brand marketing. Last July, as a friend of the local Mountaineering Club, Li Xu saw such a message: a mountaineering forum was looking for a sponsor of mountaineering activities, so he contacted the forum administrator, saying that his company was willing to provide sports equipment and sponsorship funds, and walked with the mountaineering donkey friends. However, through this sponsorship activity, the lion brand outdoor opened its brand awareness in the local market and made a success for its new shop opened on the two floor of the local 100 Fu fashion shopping center.

The outdoor circles are relatively stable and obvious. The interaction between brands and users is naturally more smooth and effective. To truly understand the needs of users and suit the remedy to the case can be regarded as a major development feature of the outdoor apparel industry. Domestic outdoor brands should take advantage of this. To get the favor of users, it is natural to first understand what users really value.

　 A pair of gloves and 100 points.

The landlord who had posted on the outdoor forum told his own experience. He bought Kelly stone brand KG80373 male two in one waterproof ski gloves. After a year, he found that the gloves had quality problems, and several fingers were opened. Because the purchase time is too long, the small ticket and the tag are also lost. The landlord just contacted the Kay stone sale after an attempt to see the mentality of the owner.

In the forum, the landlord made many photos of damaged gloves and new gloves, and published an impassioned speech: "any brand's products and services are of high quality. We always regard the product as the only carrier of quality, and hope to do well in the product. Looking at the current Chinese market, in order to occupy the market and crazily suppress prices, the bad result is that the quality of products is out of line, and after-sales service has become a victim of price war reduction. In fact, after-sales service is also an important part of the quality system. The forum also contains many posts that are dissatisfied with after-sale services. But in this important link, Keller stone company has done a good job. I am experiencing it today.

In the following months, the number of posts in this post reached 100 times, and most of them were affirmation of Kele stone brand. Some say Keller stone is durable, some say Keller stone product is professional, and the total hits of posts are more than 6000 times. Perhaps Kele stone himself did not think that a pair of gloves had ushered in more than 100 times of free publicity from the heart.

In fact, the eyes of consumers are bright, and the strict requirements of brands will eventually be rewarded.