Most Chinese people know about the outdoors like this:
Outdoor sports refers to climbing the mountains, climbing cliffs, climbing ice, across the desert these difficult projects.
Outdoor equipment must be functional, expensive, and only a few people can spend.
Consciousness decides behavior. Under the guidance of this kind of thought, many outdoor operators like to position themselves as high-end brands and make every effort to pack them into high-end brands. They have coined a very beautiful brand story and sponsored famous professional teams ......
In fact, outdoor equipment is by no means only a small number of affordable high-end clothing, but slightly higher than the daily needs of the public only.
The international trendy outdoor brand LAVA from the United States, "Everyone can wear outdoor brand" and bring this concept into China, and the "uninhibited journey" brand core culture as a long-term promotion strategy.
Unruly cultural depth interpretation of the new outdoor space
"Unbridled Journey," which defines the definition of outdoor sports in depth. Outdoor sports will belong to all outdoor-oriented people who are eager to embark on an "uninhibited journey" that releases their body and mind and breaks away from themselves. They do not have to experience the hardships of Mount Everest, the cold of Antarctica, not to cross the Sahara Desert. They just have a heart that loves outdoor sports.
LAVA to New York, the unique fashion style, breaking the traditional professional outdoor design ideas and ideas, the outdoor clothing and fashion elements combine to integrate into the LAVA brand of uninhibited culture, bringing a new outdoor sports group Meteorology, to convey a more healthy sunshine life philosophy, is advocating a more free and easy way of life, so that you put aside the pressure of the city and the constraints, physical and mental access to complete release. This spiritual appeal is like a ray of sweet spring into the hearts of urban people who have been through the urban fence.
In the face of outdoor resources such as mountaineering, rock climbing, skiing and extreme sports which have been occupied by many traditional outdoor brands, LAVA does not take the old way of reading the book and descends the brand appeal to the more outdoor activities or more open Travel field, creating a trendy outdoor brand of extraordinary, more LAVA's "uninhibited journey" long-term promotion strategy laid a foreshadowing.
LAVA 2012 spring and summer new products to Chinese consumers to convey a uninhibited and trendy outdoor life philosophy, the latest international trend presented to zero domestic consumers. LAVA will unveil the three new series of products featuring unruly adventures, uninhibited travel and unbridled fashion. The appearance of these three series makes a more perfect interpretation of LAVA's "Unruly" style positioning, whether you are Love outdoor adventure, or leisure travel, or even just love the outdoor sports office workers, can find the right LAVA clothing.
The launch of LAVA new positioning of the product, not only to achieve a match with the brand personality, but also open up the uninhibited journey unlimited creative space. LAVA uninhibited journey, will certainly make new international legendary outdoor trend.
Value pricing model everyone can wear outdoor
If the positioning of outdoor equipment as a luxury, then the entire outdoor industry can not be bigger and stronger. We may wish to look at the market, really good outdoor brands, no one advertised that they are the top brands, deliberately opened up the gap with the public. As we all know, high-end brand cultivate a long time, the risk is large; while parity brand to win the price advantage of consumers. LAVA as the main brand of outdoor products in North America, it is the moral of the volcano lava-like to have the potential energy of ready to become a heart of outdoor enthusiasts a warm sunshine. In North America, LAVA has a large number of loyal fans, including not only enthusiastic hiking adventure, climbing, skiing outdoor enthusiasts, there are many fashionable elements advocating outdoor elements, the trend of youth.
LAVA's "premium pricing model" makes it suitable for people of all ages and spending power. In the channel expansion is more suitable for China's first, second and third tier cities in the market characteristics, more inclusive store and store sales two sales model. Facing the competition of many domestic and international brands, LAVA vigorously promoted the "premium pricing model" while focusing on the brand outdoor gene and outdoor characterization, which is very suitable for the market characteristics of China.
July 8, 2012, the well-known American outdoor fashion brand LAVA will be held in Shanghai in spring and summer 2013 new conference, and the 2013 spring and summer new orders. By then, hundreds of dealers from all over the country will gather in Shanghai to participate in this event. LAVA has carefully prepared a unique new product launch conference and brand new positioning strategy release and opening ceremony.
I believe this dark horse from the exotic trend can not only detonate the wealth of new space for many people with lofty ideals and grasp the trend of trends, but also will be able to set off a trendy outdoor storm in the Chinese market.
I believe LAVA will become the international fashion brand, let us witness the arrival of this moment.
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