St. Right's Channel Upgrade To Boot Footwear Integration Strategy

Last weekend, the "outdoor" leading brand Sevlae (Saint Valentine) held a 2012 Sevlae autumn and winter new product conference with the theme of "CHANGE change" to welcome the arrival of the big outdoor era. Wang Yongfeng, captain of the Chinese mountaineering team, also came to the scene and signed formally as the spokesman for Sevlae brand image.

　　 China's outdoor brands enter the big outdoor Era

　　 Sevlae brand China's outdoor brand started relatively late compared with the vigorous development of foreign countries, but its popularity has been growing rapidly in recent years. Not only that, the outdoor brand consumption crowd is also "outdoor", is no longer a pure explorer, "donkey" and other professional or non professional outdoor people. There are various signs that China's outdoor brands may be coming to an outdoor era. In the face of such opportunities, Sevlae's "CHANGE change" is imperative. Signing a famous mountaineer in China is a brand new upgrade.

According to the relevant data, in 2001, the scale of China's outdoor sporting goods market was only $40 million, and in 2005, it went by leaps and bounds to 1 billion yuan. By 2010, the retail sales of China's outdoor products market reached 7 billion 130 million yuan, representing an increase of 47.01% over the previous year. Looking back on the 10 years from 2000 to 2010, China's outdoor products market has maintained a sustained and rapid development trend, and has become one of the fastest growing segments of the retail sector.

　 　 Footwear integration Strategic start

As the first outdoor brand to put forward the concept of "Outdoors" in China, Sevlae is keen to grasp outdoor leisure products with outdoor professional quality and leisure elements, which can be used for both daily wear and outdoor activities. It not only changes from a single product production to a magnificent transformation, but also integrates the strategy of footwear and accessories, and adds more fashion elements to the design.

The latest autumn and winter new products, not only focus on the design of the shape, but also focus on the application of color by the French design team, and apply the international fashion trend to the merchandise, so that fashion and outdoor can be perfectly blended. This season's new products have greatly changed in terms of fabric, functionality and technology content. The comprehensive coefficient of waterproof, thermal insulation, antistatic and breathability of each garment has been improved, and the flexible material has been added to the key part to make it more light and comfortable, consistent with human engineering.

　　 Channel upgrading to nurture new vitality

Terminal is the window of brand, and also the place to win. Because of this, channel upgrading will be an important part of Sevlae 2012 "CHANGE change". Sevlae We will gradually establish a unified CIS system for standardized management.

At the same time, in order to achieve the unified image of terminal stores, we will give strong support in capital and policy. To achieve any Sevlae shop, we will give consumers the same visual sense - this is the unity of the terminal visual image brought by the perfect combination of goods planning, display form and space design.

Sevlae will also start official electronic commerce synchronized with physical stores to meet consumers' online shopping experience and personalized needs. A variety of network marketing methods such as micro-blog marketing, video marketing, word of mouth marketing will also become one of the ways to promote Sevlae brand. As a result, San De Lai will take the online and offline synchronized channels to upgrade and expand the way, so as to cultivate and form a new vitality of the national market.