As "Life is the wilderness" has become the most popular slogan of social platforms, more and more young people are fleeing the steel city and heading for the outdoors. New consumer groups and lifestyle have led to the rise of outdoor sports consumption, but also let domestic outdoor sports brands explore a new blue ocean.
A series of data have proved the potential and broad prospects of domestic outdoor brand growth. According to the White Paper of the Global Outdoor products Industry in 2023, the retail sales of China's outdoor products industry is about 26.2 billion yuan in 2022, and the market has reached 10 billion yuan, and the industry is evolving towards refinement. Wind data predicts that the compound annual growth rate of the domestic outdoor market from 2022 to 2030 is expected to reach 12%, and the size of the domestic outdoor market is expected to exceed 100 billion yuan in 2030. Compared with the outdoor penetration rate of over 50% overseasCanadiancasinonodepositbonusAt present, the permeability of our country is 28%, which still has a lot of room to rise.
The outdoor trend has inspired the enterprises in the upper and lower reaches of the industrial chain, including the industry head company Border Town Sports. Recently, Border Town Sports and Weimeng Marketing have reached a cooperation to create a new paradigm of outdoor recommendation and global marketing. This not only greatly improves the minds of users of its brands, but also provides new reference and experience for players in the industry. For Weimeng, this is another example of deepening the "big customer" strategy through global marketing. By working with outdoor head brands, Weimeng is expected to deepen its service capabilities and expand more business possibilities.
1. The outdoor trend is coming, and new ways of playing are recommended in the exploration of sports in the border town.
Outdoor sports originated in developed countries in Europe and the United States at the beginning of the 19th century. Since 2000, outdoor sports in China have been gradually popularized to the public, which has also led to the steady growth of outdoor sports. Especially in the past two years, with the rise of young consumers and the popularity of social platform "recommended mind", the outdoor sports market has ushered in a new outbreak.
Among the many outdoor consumer goods, the growth of sportswear category is the most significant. According to Hongze research data, the market size of the domestic outdoor shoes and clothing industry reached 38.4 billion yuan in 2022, an increase of 18% over the same period last year, of which outdoor clothing accounted for the highest share, accounting for 69% in 2022, and is expanding rapidly. Border Town Sports is the key player of this track.
Border Town Sports was founded in Nanjing, Jiangsu Province in 2002, and has been ploughing in the field outside the door for more than 20 years. At present, it operates a number of international well-known brands, including NORTHLAND Noshland, HALTI, LOWA, LEKI, HEAD, LEVEL, VAUHTI, KJUS and POC. Through brand promotion, independent design and research and development, supply chain integration, marketing network construction and other links to meet the outdoor needs of different consumers in different environments.
Zhou Shanshan, head of content marketing at NORTHLAND, shared her industry observation: "in the past two years, domestic outdoor sports categories have broken out, and new consumption trends and consumer mentality have gradually emerged. On the one hand, outdoor categories from the original focus on practicality and functionality, to begin to pay attention to aesthetics; related products are also gradually integrated into daily life from outdoor sports scenes, creating a variety of outdoor wear OOTD. In the face of endless outdoor trends, it will be a challenge for brands to explore more efficient marketing games. "
Previously, Border Town Sports paid more attention to offline marketing channels, expanding brand volume by launching various experience activities in brand stores. For example, its operating brand NORTHLAND (Noshland) has launched an interactive experience project of "Travel Store" in its stores to give users an immersive experience of brand features and product highlights.
After cooperating with Weimeng Marketing, Border Town Sports also follows the trend and focuses on online marketing, with frontline channels accounting for more than 50%. In fact, this cooperation is already the second hand of Border Town Sports and Weimeng marketing. Previously, Weimeng Marketing has helped the Group's NORTHLAND Little Red Book marketing, through cooperation with hundreds of talented people to produce recommended notes, KOL store drainage for offline stores and other ways to achieve loud brand exposure.
In the latest cooperation, Border Town Sports will explore new ways of global marketing for the first time with the help of Weimeng marketing.
2. Strengthen the mind with the recommendation of talent, and Weimeng helps to build global marketing.
With the rapid rise of the demand for outdoor products, the competition between domestic and foreign outdoor brands is becoming increasingly fierce. How to build the core user mind of the brand, expand the brand voice through global marketing, and finally promote the transformation of transactions has become a new era topic of Border Town Sports.
Therefore, on the basis of good cooperation, the Border Town Sports has joined hands with Weimeng Marketing for the second time. This also represents the further deepening of cooperation between the two sides.CanadiancasinonodepositbonusFrom helping single brand to multi-brand, from service single channel to multi-channel. From a brand point of view, Weimeng marketing focuses on online marketing for the company's two major outdoor brands-NORTHLAND (Noshland) and high-end ski brand HALTI. And the channel in addition to Little Red Book, this time is to expand the Taobao content recommendation community "shopping" and Douyin platform.
The use of multi-channel marketing recommendation has careful and comprehensive consideration. The recommendation of Xiaohongshu is mentally strong, with many female users, and mainly based on pictures and text, so it is more suitable to adopt the recommendation form of "moisturizing everything silently"; Douyin users are larger and more extensive, and the form of short videos can show the highlights of the product more vividly and intuitively; and Taobao shopping with the brand Taobao store, can better achieve the integration of quality and effect, and promote transaction transformation. It can be said that the three major channels not only take into account the different content forms of picture and text and video, but also take into account the process of recommendation and transaction transformation, which can be well complementary.
According to the characteristics of the three platforms, Weimeng marketing adopts different talent recommendation strategies. Take NORTHLAND (Noshilan), which has a certain user base, as an example. Weimeng marketing, starting from the brand's "Populus euphratica Lin stormsuit", has worked with thousands of KOL and KOC, including Little Red Book, Douyin and Taobao Shopping, to produce a number of recommended content. Among them, Little Red Book mainly covers couples bloggers and outdoor talent, Douyin owners do daily commuting vlog wear, shopping with street trend strategy guide mainly.
Facing different brands, the talent recommendation strategy of Weimeng marketing has also been emphasized and adjusted. For example, HALTI from Finland is a high-end brand that specializes in snowboarding. The track is vertical and seasonal. In this regard, Weimeng marketing focuses on Taobao with the integration of quality and effect in the off-season in spring and summer, and focuses on the recommendation of small red books in the winter peak season, so as to maximize the use of resources.
Through multi-dimensional online recommendation, Weimeng marketing has built the recommendation content matrix of outdoor products for Border Town Sports. Its content covers travel strategies, hiking equipment, urban daily life, workplace commuting and other content interest tags, realizing the breakthrough from the core crowd of the brand to the pan-crowd. A number of talent notes have become popular, including a small red book note that has captured 500000 + readings through high-quality content.
Zhou Shanshan said, "the strategy of global marketing not only enhances the minds of users, but also drives product sales." This marketing cooperation with Weimeng has successfully turned the 'Populus euphratica Lin suit' from 0-1 into a popular style, leading to a substantial increase in product sales by 50%. "
She added, "previously, in offline marketing, the audience was generally over the age of 35, and it was difficult for an one-off event to establish a deeper connection with users. Now, through global marketing recommendations, brands not only expand more young users, but also have a deeper understanding of them. We often invite users to feedback the experience, which can also feed the brand to continuously optimize its products and achieve sustainable growth. "
Conclusion
Through cooperation with Weimeng Marketing, Border Town Sports has created a new paradigm of global marketing for its outdoor brands, which can better realize the evolution from recommendation to transaction through the coordination and complementarity of various platforms. And multi-level, multi-scene talent recommendation also allows the brand to achieve a break from the outdoor to the generalization of the crowd, expanding the brand voice.
As for Weimeng, this is another example of its "big guest" strategy. At present, while deeply ploughing the ecology of Tencent, including video account, Weimeng is also developing multi-channel traffic platforms such as Kuaishou, Xiao Hongshu and Alipay, combining the full-link operation advantages of "marketing + tools + operation + ecology". To help brands achieve global operation and product efficiency growth. In the future, Weimeng marketing will continue to serve the diversified marketing needs of more customers and expand more commercialization possibilities through horizontal integration and vertical extension.
