International Outdoor Products Giant Gold Market In China

In 1911, a fanatical outdoor sports enthusiast named Leon Leonwood Bean returned from a hunting activity, her feet were damp and cold. So he came to the local cobbler to sew leather upper on the rubber boots of the workers, and produced a very comfortable shoe. These innovative Maine hunting shoes have always changed the appearance of outdoor footwear products, thus successfully creating one of the most successful family management companies in the United States, Leon Bean (L.L.Bean).

In June 29th, Leon Bean brand Director Zane Shatzer has received an exclusive interview with the international finance daily in his office in Shanghai to talk about the development strategy of the outdoor giant in the global and Chinese market. He said: "for a young Chinese market participants, closer to consumers may be more important than taking part in World Expo, Shanghai."

Market cultivation

"We have just signed a sponsorship agreement with Fudan EMBA outdoor sports association to provide long-term product support and experience sharing." Unlike many outdoor sports brands, Leon Bean admired experience sharing and emotional support among friends and family members. So in Zane Shatzer's view, "approaching consumers is Leon Bean's." brand Positioning and marketing strategy.

Zane Shatzer told reporters that at present, Leon Bean is working on developing the Asian market, especially in China, which has more than 40 shops in more than 20 cities.

"Compared with the mature markets in Europe and the United States, Chinese consumers are still" young ". "Zane Shatzer admitted that in the early days of entering China, Leon Bean encountered many problems." for example, it's hard for you to persuade the consumer to spend 2000 yuan on a jacket, and its material looks like a raincoat. "

"However, we hope to tell consumers what each zipper is for, and let them know that 2000 yuan jacket is worth the money." Zane Shatzer said, "not only Chinese consumers, but also similar education in mature European and American markets."

Great potential

Zane Shatzer has no doubt about the great potential of the Chinese market. In his view, China has rich natural tourism resources, and a wide variety of outdoor sports resources can be utilized and developed. This is a perfect innate foundation for the development of outdoor sports in China.

"More importantly, with the rapid development of China's economy, the increasing pressure of urban life and the lag of living environment have brought about the prosperity of outdoor sporting goods market." Zane Shatzer believes that "China will become a new growth point for outdoor products."

Data show that in 2009, sales of outdoor products in China exceeded 5 billion 300 million yuan, an increase of 40% over the same period last year. In the next 3 to 5 years, tourists will pay more attention to self-help tours, leisure tours and experience tours. At present, there are more than 400 professional outdoor brands in China's domestic market, nearly 2000 outdoor outdoor stores, and more than 70 people participate in organized outdoor sports every year.

Zane Shatzer believes that in the next 3 to 5 years, the outdoor products industry will maintain a rapid growth trend in China, and this vibrant industry will develop towards maturity and standardization.

"Especially in Europe and the United States, the development of emerging markets such as China is very important for outdoor enterprises." Zane Shatzer revealed that this year, Leon Bean plans to open chain stores in more second tier cities in China, and the number of chain stores will increase to 80 by the end of this year.

Of course, Leon Bean will inevitably encounter competition in the Chinese market, and many international outdoor sports giants have already launched a "siege" in China.

In this regard, Zane Shatzer appears to be very calm. He said: "the great potential of the Chinese market is not only Leon Bean, but it is good to have competitors. Of course, I believe that the market strategy and brand positioning will be different. "