1 thought on “The rise of new consumption, how does GORE-TEX promote the upgrading of outdoor sports fashion brands?”
Elsie
Can a “fabric brand” capture the hearts of consumers? GORE-TEX did it.
Let’s take an example:
Consumers have already recognized the GORE-Tex brand. At present, Nike, Adidas, Ariter Birds, FILA, AIGLE, ECCO, CONVERSE, Li Ning, Kailestone, Bosideng, Taiping, Taiping Bird and other well-known domestic or domestic products will be printed with the Gore-TEX brand LOGO.
We believe that as a “fabric brand” GORE-TEX, it plays an important role in the value chain of B2B2C. It is both a 2B brand and a 2C brand. At the same time, the GORE-TEX brand is promoting the high-end transformation and upgrading of domestic outdoor sports and fashion leisure industries.
Chat we look at the change of the industry.
The new domestic consumption rise brings new opportunities for the development of “outdoor sports fashion” brand. “Retail Commercial Review” observe from two aspects:
is the development of the domestic outdoor sports marketing market to enter a high -speed growth period. The market cake is further expanding. It is expected to be domestic in 5 years. The market must be turned over at least.
In website research reports, the scale of China’s outdoor market market in 2018 exceeded $ 60 billion (only out of outdoor shoes only), the report predicted, 2019-2025 The average growth rate is 3%-5%, and the market size in 2025 is at least $ 100 billion.
From the perspective of consumer groups, the overall penetration rate and number of people in the industry have achieved steadily growth. Earlier, the “Tmall Outdoor Trends” report released by CBNDATA shows that the overall online sports outdoor market has gradually entered a period of growth, the growth trend is obvious, and the market will gradually develop to branding. The industry scale will continue to expand.
of course, there is an important trend, that is, the boundary between “outdoor sports fashion” starts to blur, and it also indicates that the market may usher in an explosive growth. According to Bain’s calculations, the market space of trendy clothing alone is 3,000-500 billion yuan.
is the rise of local brands. In addition to international brands Adidas, Nike, etc., local brands Anta, Li Ning, Bosideng, etc. are leapfrogging product power to meet consumers’ consumption transformation to fashion, professional and high -end consumption.
Let’s take a look at the performance of the local outdoor sports brand:
Anzai has risen all the way in recent years, and continuously acquired the Ariter Bird, FILA, Diste and other mid -to -high -end and professional outdoor brands. According to the financial report, Anta Sports revenue in 2018 and 2019 growth rates of more than 40%for two consecutive years. Especially FILA’s performance, according to data from the financial report in the first half of 2020, FILA’s operating income achieved 7.152 billion yuan, accounting for 48.8%, and the brand’s profitability remained high.
This cloning financial report shows that the group recorded operating income of 12.19 billion yuan in fiscal 2019/2020, an increase of 17.4%year -on -year, a record high. Among them, the Bosideng brand down jacket business is still the largest engine of the group’s revenue, with revenue accounting for 78%.
In financial reports released by Li Ning showed that its revenue in 2019 exceeded 13.8 billion, an increase of 32%year -on -year. Even under the influence of this year’s epidemic, its mid -term performance report in 2020 showed that the net profit in the first half of the year rose by 22%.
“Retail Business Review” insights that the success of local outdoor sports and fashion brands in the market, its core comes from the success of “product power”. As mentioned above, the GORE-TEX brand FILA, AIGLE, Li Ning, Bosideng and other brands have produced key brand joint effects. Consumers not only recognize product brands, but also recognize GORE-TEX fabric brands. GORE-TEX has become a representative of professional and high-quality fabric brands in the field of outdoor sports and fashion.
, then one question: Why is Gore-TEX?
Is we need to understand the development of the GORE-TEX brand.
The first generation of founder Gore and his wife founding the company. In 1969, Gore’s son invented the new multifunctional polymer pushyl polyticolytin (EPTFE). This material is extremely strong, with multiple pores, and has a lot of excellent advantages, such as low adsorption of water and good weather resistance.
Gore subsequently widely used the characteristics of EPTFE, and in the fields of medical, textile, biotechnology, oil and natural gas, aerospace, automotive industry, mobile electronics, music and semiconductor and other fields Introduce countless innovative products.
Gore has established a leading position in the global market after more than 60 years of long -distance running, and its achievements have also obvious achievements. GORE currently has annual sales of $ 3.8 billion in global sales, with more than 11,000 employees, spreading in 21 countries, and has become a global company.
The focus on its performance in the field of textile fabrics.
. In 1976, Gore began to apply vertical polytrafluoroethylene to textiles. In 1981, the National Aeronautics Agency’s first spacecraft, Colombia, carried astronauts to take off, and the airlines worn by astronauts used GORE fibers. For more than 40 years, the GORE-TEX fabric has been continuously upgraded and iterates in applications such as clothing, shoe products, gloves. Therefore, GORE-TEX has the title of “second-layer skin of human beings”.
. So far, the Gore-TEX brand has provided shoes, clothing and accessories for more than 200 million consumers worldwide.
This requires a very important ability behind this is to aim at changes in consumer demand and iterates to update the product according to changes. “We do not just consider the applicability of products in various fields, but also combine the changes in consumer demand in the end market. We will make the update and iteration of these products and technology accordingly.” Gore-TEX Greater China Marketing Director Zhu Yan told “Retail Business Review”.
. Although the domestic outdoor sports market is still in the initial stage of development, the Gore-TEX brand has entered the Chinese market for more than 20 years. In accordance with the development of consumption trends, the GORE-Tex brand made a series of strategic measures.
First, increase cooperation with local brands. We first pulled the timeline back to 20 years ago. At that time, in order to open the Chinese market, the GORE-Tex brand even opened a retail store first, which showed the products of its cooperative brand, allowing consumers Essence Subsequently, the GORE-TEX brand slowly opened up the Chinese market, and local brands such as roads and Kaile Stone also joined its cooperative brand camp.
“Five years ago, it may be a small proportion of local brands, but now, the proportion of local brands in the Gore-TEX brand’s business is getting more and more many”. GORE-TEX Greater China Sales Director Wang Haoli said he is very optimistic about the Chinese market. A big change is that in the past, outdoor brands often focused on professional outdoor fields. Now the three major sectors of outdoor, sports, and fashion leisure have great potential in the Chinese market.
Secondly, establish online offline omni -channel marketing that is in line with the characteristics of the domestic market, and build a link bridge between more brands and consumers. According to our research on the development of China’s retail format, offline is still the main force of traffic, but in recent years, the growth rate of online traffic is relatively high. The development of online offline dual -line integration is already a general trend. Whether it is a brand and a supplier, it is necessary to do marketing based on changes in traffic.
GORE-TEX has built and created a new marketing method in the 2C field. Mainly for two considerations, on the one hand, it brings more exposure and transformation to cooperative brands, and on the other hand, it is spread and provides consumers with its own brand communication and consumers.
“First of all on B2C, our own WeChat, Weibo, official website, Tmall brand museum and other platforms will make product information promotion and introduction, and consumers with consumers Interactive communication, this is a window connected to consumers. Secondly, we set up a platform to help cooperative brands recommend the products pushed by the main season to the terminal consumers. “Zhu Yan said. For example, GORE-TEX set up a communication position GORE-TEX brand hall in Tmall. Positioning is a display window that recommends cooperative brands on Tmall consumers.
to support GORE-TEX to fight the global market and win the formula for consumers to win Four key points:
Key points 1: Continuous innovation of technology, this is nuclear power.
The continuous innovation of technology as the nuclear power of the GORE-TEX brand. In the iterative upgrade of technology, it is mainly divided into two levels, one level is forward -looking, and the driving force for product innovation comes from the changes in consumer demand. The other level comes from the needs of partners and customers. Whether it is an outdoor, sports, fashion and leisure brand, they have their own different brand positioning and brand image. While continuously enhance their competitiveness, they will also put forward different requirements for product innovation. GORE-TEX should meet their innovative needs as much as possible.
“We continue to improve and upgrade core technologies to meet the needs of consumers and market changes. For example, on the scene, the functional requirements of product climbing, skiing, outdoor running and other functional requirements for product There are different points. GORE-TEX can make the best balance of key features such as waterproof, windproof, breathable, wear resistance, to meet the needs of different scenarios. “
Our DNA is also our fundamental. “Wang Haoli said.
GORE-TEX can be described as gravity in sustainable development. From two levels of perspective, one is the mainstream trend of green consumption, and the other is the responsibility of the enterprise.
It green consumption has become more and more sought after by the younger generation, and the green consumer group is increasing geometric multiple. The micro report from the Ali Research Institute in 2019 shows that the number of consumers of green goods on Tmall Taobao exceeds 380 million, and the post -90s consumers have become the main force of “environmental protection” with a proportion of 41%. It is said that green consumption has become the mainstream trend.
and the GORE-Tex brand, as the leader of the functional fabric industry, needs to carry this flag of sustainable development. From the actual action point of view, the Gore-TEX brand has also been at the forefront.
“The GORE-Tex brand has set up its own goals and commitments in sustainable development. The industry provides innovative solutions to implement the sustainable development framework.
For example, most of our cooperative brands currently use PFCECFREE DWR (excluding fluorine anti -splashing agent) GORE-TEX fabric. In the latest New GORE-TEX Pro product in the global autumn in 2020, using Solution-Dyed technology, it can greatly save water consumption compared to traditional craftsmanship. This technology fabric. “Zhu Yan gave us an example.
For the sustainable development layout, Goror Textile Division also formulated a longer -term corporate carbon emission reduction target: by 2030, Goror’s production plant and office carbon emissions The amount is reduced by 60%, and the carbon emissions related to the Gore-TEX products will be reduced by 35%; by 2050, the carbon neutrality will be achieved.
The key points of 3: B2B2C to form the power of “brand X brand”.
The core of the factor brand strategy is to build the composition of the finished product into a brand and use this strategy to create the main brand. In the field of digital technology, the label of Intel Inside quickly launched the Intel 2C popularity. The GORE-Tex brand also relies on this model that it has established its popularity, reputation, and loyalty in the consumer’s mind.
GORE-TEX uses a typical factor brand strategy, creating a B2B2C model, which ultimately forms the brand combination effect and create a win-win situation.
On how to understand? Wang Haoli believes, “First of all, the LOGO of the GORE-Tex brand printed on the cooperative brand products is a commitment to consumers; second, we have the relationship between skin and hair with the cooperative brand. . Third, for consumers, sticking to the GORE-Tex brand logo can make consumers have a stronger sense of trust, they will think this is a product with excellent performance. “
This, it is also verified from the product research and development to the last process of consumer actual dressing experience. For example, how can the structure and design of the product maximize the guarantee function, and at the same time can meet the requirements of fashion and beautiful design, Gore-TEX will participate closely and consult with cooperative brands in a timely manner. After the product development is completed, the laboratory needs to be sent to the GORE-TEX laboratory for rigorous testing. Only by obtaining a Gore-TEX “pass” to sell the goods for the market. At the same time, GORE-TEX will be resolved as soon as possible for consumers’ after-sales service.
It the shaping of the entire value chain, that is, GORE-TEX participates in the whole process from the product’s initial imagination of the finished product, to the consumer experience.
The most important thing for consumers is to experience. But in the context of new retail, how to strengthen the sense of substitution and experience is a great challenge.
The GORE-Tex brand creates online and offline multi-dimensional product experience methods around consumer contacts.
“For example, the Ariter Bird and the GORE-TEX brand set up a storm at the latest Shanghai Alpha Center flagship store, wearing a GORE-Tex product Simten to the scene experience of outdoor rain, so that consumers are immersed, so that they can obtain more profound perception of product functions. I cooperated with Bosideng to do the experience of the project first trial project to provide the test experience of functional fabrics for terminal consumers. The effect of buying the stimulus is very good. “Zhu Yan told us.
This written at the end: The booster of the “outdoor sports fashion” brand
The more blurred, this will also accelerate the rapid development of the Chinese market. At the same time, consumer demand is constantly being upgraded, the requirements for quality and performance are continuously improved, and higher requirements for suppliers and brands.
For GORE-TEX, it has become a booster for the “outdoor sports fashion” brand.
From a business perspective, the GORE-TEX brand will continue to deepen cooperation with international brands and Chinese brands, strengthen investment in the Chinese market, and further meet the needs of domestic consumers; On the other hand, the development of outdoor sports and fashion and leisure industries is becoming more and more mature, consumers have become higher and higher, and the breadth and depth of cooperation with brands will become future forces.
For the next Chinese market, GORE-TEX will also enter the “deep cultivation period”.
Can a “fabric brand” capture the hearts of consumers?
GORE-TEX did it.
Let’s take an example:
Consumers have already recognized the GORE-Tex brand. At present, Nike, Adidas, Ariter Birds, FILA, AIGLE, ECCO, CONVERSE, Li Ning, Kailestone, Bosideng, Taiping, Taiping Bird and other well-known domestic or domestic products will be printed with the Gore-TEX brand LOGO.
We believe that as a “fabric brand” GORE-TEX, it plays an important role in the value chain of B2B2C. It is both a 2B brand and a 2C brand. At the same time, the GORE-TEX brand is promoting the high-end transformation and upgrading of domestic outdoor sports and fashion leisure industries.
Chat we look at the change of the industry.
The new domestic consumption rise brings new opportunities for the development of “outdoor sports fashion” brand. “Retail Commercial Review” observe from two aspects:
is the development of the domestic outdoor sports marketing market to enter a high -speed growth period. The market cake is further expanding. It is expected to be domestic in 5 years. The market must be turned over at least.
In website research reports, the scale of China’s outdoor market market in 2018 exceeded $ 60 billion (only out of outdoor shoes only), the report predicted, 2019-2025 The average growth rate is 3%-5%, and the market size in 2025 is at least $ 100 billion.
From the perspective of consumer groups, the overall penetration rate and number of people in the industry have achieved steadily growth. Earlier, the “Tmall Outdoor Trends” report released by CBNDATA shows that the overall online sports outdoor market has gradually entered a period of growth, the growth trend is obvious, and the market will gradually develop to branding. The industry scale will continue to expand.
of course, there is an important trend, that is, the boundary between “outdoor sports fashion” starts to blur, and it also indicates that the market may usher in an explosive growth. According to Bain’s calculations, the market space of trendy clothing alone is 3,000-500 billion yuan.
is the rise of local brands. In addition to international brands Adidas, Nike, etc., local brands Anta, Li Ning, Bosideng, etc. are leapfrogging product power to meet consumers’ consumption transformation to fashion, professional and high -end consumption.
Let’s take a look at the performance of the local outdoor sports brand:
Anzai has risen all the way in recent years, and continuously acquired the Ariter Bird, FILA, Diste and other mid -to -high -end and professional outdoor brands. According to the financial report, Anta Sports revenue in 2018 and 2019 growth rates of more than 40%for two consecutive years. Especially FILA’s performance, according to data from the financial report in the first half of 2020, FILA’s operating income achieved 7.152 billion yuan, accounting for 48.8%, and the brand’s profitability remained high.
This cloning financial report shows that the group recorded operating income of 12.19 billion yuan in fiscal 2019/2020, an increase of 17.4%year -on -year, a record high. Among them, the Bosideng brand down jacket business is still the largest engine of the group’s revenue, with revenue accounting for 78%.
In financial reports released by Li Ning showed that its revenue in 2019 exceeded 13.8 billion, an increase of 32%year -on -year. Even under the influence of this year’s epidemic, its mid -term performance report in 2020 showed that the net profit in the first half of the year rose by 22%.
“Retail Business Review” insights that the success of local outdoor sports and fashion brands in the market, its core comes from the success of “product power”. As mentioned above, the GORE-TEX brand FILA, AIGLE, Li Ning, Bosideng and other brands have produced key brand joint effects. Consumers not only recognize product brands, but also recognize GORE-TEX fabric brands. GORE-TEX has become a representative of professional and high-quality fabric brands in the field of outdoor sports and fashion.
, then one question: Why is Gore-TEX?
Is we need to understand the development of the GORE-TEX brand.
The first generation of founder Gore and his wife founding the company. In 1969, Gore’s son invented the new multifunctional polymer pushyl polyticolytin (EPTFE). This material is extremely strong, with multiple pores, and has a lot of excellent advantages, such as low adsorption of water and good weather resistance.
Gore subsequently widely used the characteristics of EPTFE, and in the fields of medical, textile, biotechnology, oil and natural gas, aerospace, automotive industry, mobile electronics, music and semiconductor and other fields Introduce countless innovative products.
Gore has established a leading position in the global market after more than 60 years of long -distance running, and its achievements have also obvious achievements. GORE currently has annual sales of $ 3.8 billion in global sales, with more than 11,000 employees, spreading in 21 countries, and has become a global company.
The focus on its performance in the field of textile fabrics.
. In 1976, Gore began to apply vertical polytrafluoroethylene to textiles. In 1981, the National Aeronautics Agency’s first spacecraft, Colombia, carried astronauts to take off, and the airlines worn by astronauts used GORE fibers. For more than 40 years, the GORE-TEX fabric has been continuously upgraded and iterates in applications such as clothing, shoe products, gloves. Therefore, GORE-TEX has the title of “second-layer skin of human beings”.
. So far, the Gore-TEX brand has provided shoes, clothing and accessories for more than 200 million consumers worldwide.
This requires a very important ability behind this is to aim at changes in consumer demand and iterates to update the product according to changes. “We do not just consider the applicability of products in various fields, but also combine the changes in consumer demand in the end market. We will make the update and iteration of these products and technology accordingly.” Gore-TEX Greater China Marketing Director Zhu Yan told “Retail Business Review”.
. Although the domestic outdoor sports market is still in the initial stage of development, the Gore-TEX brand has entered the Chinese market for more than 20 years. In accordance with the development of consumption trends, the GORE-Tex brand made a series of strategic measures.
First, increase cooperation with local brands. We first pulled the timeline back to 20 years ago. At that time, in order to open the Chinese market, the GORE-Tex brand even opened a retail store first, which showed the products of its cooperative brand, allowing consumers Essence Subsequently, the GORE-TEX brand slowly opened up the Chinese market, and local brands such as roads and Kaile Stone also joined its cooperative brand camp.
“Five years ago, it may be a small proportion of local brands, but now, the proportion of local brands in the Gore-TEX brand’s business is getting more and more many”. GORE-TEX Greater China Sales Director Wang Haoli said he is very optimistic about the Chinese market. A big change is that in the past, outdoor brands often focused on professional outdoor fields. Now the three major sectors of outdoor, sports, and fashion leisure have great potential in the Chinese market.
Secondly, establish online offline omni -channel marketing that is in line with the characteristics of the domestic market, and build a link bridge between more brands and consumers. According to our research on the development of China’s retail format, offline is still the main force of traffic, but in recent years, the growth rate of online traffic is relatively high. The development of online offline dual -line integration is already a general trend. Whether it is a brand and a supplier, it is necessary to do marketing based on changes in traffic.
GORE-TEX has built and created a new marketing method in the 2C field. Mainly for two considerations, on the one hand, it brings more exposure and transformation to cooperative brands, and on the other hand, it is spread and provides consumers with its own brand communication and consumers.
“First of all on B2C, our own WeChat, Weibo, official website, Tmall brand museum and other platforms will make product information promotion and introduction, and consumers with consumers Interactive communication, this is a window connected to consumers. Secondly, we set up a platform to help cooperative brands recommend the products pushed by the main season to the terminal consumers. “Zhu Yan said. For example, GORE-TEX set up a communication position GORE-TEX brand hall in Tmall. Positioning is a display window that recommends cooperative brands on Tmall consumers.
to support GORE-TEX to fight the global market and win the formula for consumers to win Four key points:
Key points 1: Continuous innovation of technology, this is nuclear power.
The continuous innovation of technology as the nuclear power of the GORE-TEX brand. In the iterative upgrade of technology, it is mainly divided into two levels, one level is forward -looking, and the driving force for product innovation comes from the changes in consumer demand. The other level comes from the needs of partners and customers. Whether it is an outdoor, sports, fashion and leisure brand, they have their own different brand positioning and brand image. While continuously enhance their competitiveness, they will also put forward different requirements for product innovation. GORE-TEX should meet their innovative needs as much as possible.
“We continue to improve and upgrade core technologies to meet the needs of consumers and market changes. For example, on the scene, the functional requirements of product climbing, skiing, outdoor running and other functional requirements for product There are different points. GORE-TEX can make the best balance of key features such as waterproof, windproof, breathable, wear resistance, to meet the needs of different scenarios. “
Our DNA is also our fundamental. “Wang Haoli said.
Key points 2: sustainable development, “long -term” strategic layout.
GORE-TEX can be described as gravity in sustainable development. From two levels of perspective, one is the mainstream trend of green consumption, and the other is the responsibility of the enterprise.
It green consumption has become more and more sought after by the younger generation, and the green consumer group is increasing geometric multiple. The micro report from the Ali Research Institute in 2019 shows that the number of consumers of green goods on Tmall Taobao exceeds 380 million, and the post -90s consumers have become the main force of “environmental protection” with a proportion of 41%. It is said that green consumption has become the mainstream trend.
and the GORE-Tex brand, as the leader of the functional fabric industry, needs to carry this flag of sustainable development. From the actual action point of view, the Gore-TEX brand has also been at the forefront.
“The GORE-Tex brand has set up its own goals and commitments in sustainable development. The industry provides innovative solutions to implement the sustainable development framework.
For example, most of our cooperative brands currently use PFCECFREE DWR (excluding fluorine anti -splashing agent) GORE-TEX fabric. In the latest New GORE-TEX Pro product in the global autumn in 2020, using Solution-Dyed technology, it can greatly save water consumption compared to traditional craftsmanship. This technology fabric. “Zhu Yan gave us an example.
For the sustainable development layout, Goror Textile Division also formulated a longer -term corporate carbon emission reduction target: by 2030, Goror’s production plant and office carbon emissions The amount is reduced by 60%, and the carbon emissions related to the Gore-TEX products will be reduced by 35%; by 2050, the carbon neutrality will be achieved.
The key points of 3: B2B2C to form the power of “brand X brand”.
The core of the factor brand strategy is to build the composition of the finished product into a brand and use this strategy to create the main brand. In the field of digital technology, the label of Intel Inside quickly launched the Intel 2C popularity. The GORE-Tex brand also relies on this model that it has established its popularity, reputation, and loyalty in the consumer’s mind.
GORE-TEX uses a typical factor brand strategy, creating a B2B2C model, which ultimately forms the brand combination effect and create a win-win situation.
On how to understand? Wang Haoli believes, “First of all, the LOGO of the GORE-Tex brand printed on the cooperative brand products is a commitment to consumers; second, we have the relationship between skin and hair with the cooperative brand. . Third, for consumers, sticking to the GORE-Tex brand logo can make consumers have a stronger sense of trust, they will think this is a product with excellent performance. “
This, it is also verified from the product research and development to the last process of consumer actual dressing experience. For example, how can the structure and design of the product maximize the guarantee function, and at the same time can meet the requirements of fashion and beautiful design, Gore-TEX will participate closely and consult with cooperative brands in a timely manner. After the product development is completed, the laboratory needs to be sent to the GORE-TEX laboratory for rigorous testing. Only by obtaining a Gore-TEX “pass” to sell the goods for the market. At the same time, GORE-TEX will be resolved as soon as possible for consumers’ after-sales service.
It the shaping of the entire value chain, that is, GORE-TEX participates in the whole process from the product’s initial imagination of the finished product, to the consumer experience.
Key points 4: Centers for consumer experience, quickly establish product cognition.
The most important thing for consumers is to experience. But in the context of new retail, how to strengthen the sense of substitution and experience is a great challenge.
The GORE-Tex brand creates online and offline multi-dimensional product experience methods around consumer contacts.
“For example, the Ariter Bird and the GORE-TEX brand set up a storm at the latest Shanghai Alpha Center flagship store, wearing a GORE-Tex product Simten to the scene experience of outdoor rain, so that consumers are immersed, so that they can obtain more profound perception of product functions. I cooperated with Bosideng to do the experience of the project first trial project to provide the test experience of functional fabrics for terminal consumers. The effect of buying the stimulus is very good. “Zhu Yan told us.
This written at the end: The booster of the “outdoor sports fashion” brand
The more blurred, this will also accelerate the rapid development of the Chinese market. At the same time, consumer demand is constantly being upgraded, the requirements for quality and performance are continuously improved, and higher requirements for suppliers and brands.
For GORE-TEX, it has become a booster for the “outdoor sports fashion” brand.
From a business perspective, the GORE-TEX brand will continue to deepen cooperation with international brands and Chinese brands, strengthen investment in the Chinese market, and further meet the needs of domestic consumers; On the other hand, the development of outdoor sports and fashion and leisure industries is becoming more and more mature, consumers have become higher and higher, and the breadth and depth of cooperation with brands will become future forces.
For the next Chinese market, GORE-TEX will also enter the “deep cultivation period”.