8264 CEO: Why do we want to be a brand new outdoor brand?
Date: 2016-03-24 10:38
On March 19th, 8264 announced its exclusive strategic cooperation with Tmall, officially entered the outdoor sports product market, will launch outdoor apparel and equipment products with the same name brand, and will start sales at Tmall. What kind of process has been accompanied by Chinese outdoor enthusiasts who have gone through 13 years together? Why did the company launch its own brand? What changes will the outdoor circle bring to the cooperation with Tmall? 8264 CEO Yang Wei at the strategic cooperation conference between the two parties The wonderful speech at the scene will answer these questions.
264 was founded in 2003. The predecessor of the website was an e-commerce platform that specializes in outdoor products. In contact with consumers, we found that donkeys love outdoor sports but lack outdoor knowledge. Therefore, we have created 8264 with core information as the core, outdoor knowledge as the core, and outdoor sports as the core concept.
In the past 13 years, 8264 has been accompanied by Chinese outdoor enthusiasts to grow together. Let 8264 = donkey and 8264 = outdoor always be the direction of our efforts. In the same way, without your 8264 annual visits to 100 million people, there is no way to speak of today’s achievements. Without you, you wouldn’t have Chinese outdoors.
Of the nearly 100 million visits, 50% are our old customers. 8264 is a nationwide website, with users from 31 provinces and more than 400 cities and counties. Beijing, Shandong, Shanghai, Chengdu, and Shenzhen have the highest traffic.
The 8284 user structure is also the structure of the Chinese outdoor population. I conclude that the outdoor population in China has the characteristics of double-seven and seven. The proportion of males participating in outdoor activities is 70%. The age is 30 years old as the watershed, and the population aged over 30 accounts for 70%. Unlike sports, outdoor sports require a certain economic base and the accumulation of relevant knowledge. People above the age of 30 are relatively stable in income and family and are more conscious of physical and mental health.
As an outdoor vertical website, 8264 has accumulated tens of millions of outdoor knowledge. Baidu has now collected 8264 million pages.
8264 also has the nation's only outdoor comment system platform, including 13 categories. The comment system of other websites is the pursuit of quantity, and we only pursue quality. Reviews must be worthwhile and meaningful, even if there is only one, it is also necessary to pass useful information to the reader.
8264 has accumulated 70 million outdoor UGC community content, with more than 800 million page views per year. Our forum also gave birth to the first outdoor essay “Open Space in the Northâ€. The number of single page views reached 23 million, and the adapted films will also be released this year.
Tourism is to open the eyes to see the world, outdoor is to let yourself deeply involved. As the country's largest outdoor circuit platform, we have more than 2,500 long-line products and 23,000 weekend activities. Their common feature is to make you play.
In 2015, it complied with the trend of the Internet and launched an external APP.
The 8264 camping conference has been held for 5 years. It has organized hundreds of conferences in 55 cities across the country. The average number of people participating in each event is 3,000, affecting billions of people and reflecting the characteristics of China's outdoor sports.
The 8264 Ski Open is highly influential and well-known in the Chinese ski industry. It organizes 4 to 5 games each year. Participants are the top enthusiasts of the Chinese ski circle.
In every ski race, 8264 yellow vests will be loved by everyone and be robbed.
8264 examined a lot of outdoor related patterns and found that outdoor brands have no ceilings, high user base, and very large market space. Currently, there are more than 700 outdoor brands in the Chinese market, and there are many, but from the perspective of sales, the brands with the largest sales volume can only affect a few hundred percent of the outdoor population, and there are great opportunities.
At present, there are more than 700 outdoor brands on the market. The homogenization of product functional design is serious. Many consumers often buy their products only as a piece of clothing, rather than exploring outdoor areas. 8264 wants to bring a different product to ALICE. It can do a kind of identification: when you see a person wearing 8264 brand clothes on the street, you will know that he is playing outdoors and has common with you. hobby.
In the product, each outdoor equipment of the 8264 product will be designed according to the needs of real outdoor players, and will be evaluated by professional outdoor players on the spot. China's outdoor environment is different from that of foreign countries. Large teams are the core. The environment, weather, and focused functions that many European and American brands on the market are suitable for can't fully meet the needs of China's ALICE.
The low price of excellent products we pursue is to be able to lower the threshold, enable more people to play outdoors, allow more young people to join them, and promote the popularity of outdoor sports in China. The gross profit of our 8264 products will be very low. If the gross profit of the product is high, then as the founder of 8264, I would feel shameful.
With the use of heart to create a safe, comfortable and durable outdoor clothing and equipment, when we enjoy the fun of the outdoors and explore the hardships and dangers, 8264 outdoor equipment is a very professional and reliable partner.
8264 cooperation with Tmall is to do outdoor ecosystem. Simply selling outdoor products is not ecological, and many people do not buy outdoor products to go outdoors; simple coteries are not ecological because no one in the big circle comes in.
When there are as many people involved in outdoor sports as those who buy outdoor gear, the outdoor ecosystem can only be established gradually. Only a few people buy outdoor products to go outdoors is a very dangerous thing, because the public just think of the outdoors as a fashion.
Outdoor enthusiasts, 8264, Tmall co-formed outdoor ecosystem, 8264 outdoor knowledge will be passed to Tmall, so that consumers not only buy buy, but in the process of understanding outdoor knowledge; the same time the 8264 line will Meet the cat's travel needs of consumers; 8264's own brand will give Tmall consumers more and better choices; 8264 outdoor talent will also settle in Taobao Daren platform, share their own experiences, for fans to buy guides. Our goal is to become a one-stop outdoor ecological platform. We will pay all our efforts to achieve this goal.
Date: 2016-03-24 10:38
On March 19th, 8264 announced its exclusive strategic cooperation with Tmall, officially entered the outdoor sports product market, will launch outdoor apparel and equipment products with the same name brand, and will start sales at Tmall. What kind of process has been accompanied by Chinese outdoor enthusiasts who have gone through 13 years together? Why did the company launch its own brand? What changes will the outdoor circle bring to the cooperation with Tmall? 8264 CEO Yang Wei at the strategic cooperation conference between the two parties The wonderful speech at the scene will answer these questions.
264 was founded in 2003. The predecessor of the website was an e-commerce platform that specializes in outdoor products. In contact with consumers, we found that donkeys love outdoor sports but lack outdoor knowledge. Therefore, we have created 8264 with core information as the core, outdoor knowledge as the core, and outdoor sports as the core concept.
In the past 13 years, 8264 has been accompanied by Chinese outdoor enthusiasts to grow together. Let 8264 = donkey and 8264 = outdoor always be the direction of our efforts. In the same way, without your 8264 annual visits to 100 million people, there is no way to speak of today’s achievements. Without you, you wouldn’t have Chinese outdoors.
Of the nearly 100 million visits, 50% are our old customers. 8264 is a nationwide website, with users from 31 provinces and more than 400 cities and counties. Beijing, Shandong, Shanghai, Chengdu, and Shenzhen have the highest traffic.
The 8284 user structure is also the structure of the Chinese outdoor population. I conclude that the outdoor population in China has the characteristics of double-seven and seven. The proportion of males participating in outdoor activities is 70%. The age is 30 years old as the watershed, and the population aged over 30 accounts for 70%. Unlike sports, outdoor sports require a certain economic base and the accumulation of relevant knowledge. People above the age of 30 are relatively stable in income and family and are more conscious of physical and mental health.
As an outdoor vertical website, 8264 has accumulated tens of millions of outdoor knowledge. Baidu has now collected 8264 million pages.
8264 also has the nation's only outdoor comment system platform, including 13 categories. The comment system of other websites is the pursuit of quantity, and we only pursue quality. Reviews must be worthwhile and meaningful, even if there is only one, it is also necessary to pass useful information to the reader.
8264 has accumulated 70 million outdoor UGC community content, with more than 800 million page views per year. Our forum also gave birth to the first outdoor essay “Open Space in the Northâ€. The number of single page views reached 23 million, and the adapted films will also be released this year.
Tourism is to open the eyes to see the world, outdoor is to let yourself deeply involved. As the country's largest outdoor circuit platform, we have more than 2,500 long-line products and 23,000 weekend activities. Their common feature is to make you play.
In 2015, it complied with the trend of the Internet and launched an external APP.
The 8264 camping conference has been held for 5 years. It has organized hundreds of conferences in 55 cities across the country. The average number of people participating in each event is 3,000, affecting billions of people and reflecting the characteristics of China's outdoor sports.
The 8264 Ski Open is highly influential and well-known in the Chinese ski industry. It organizes 4 to 5 games each year. Participants are the top enthusiasts of the Chinese ski circle.
In every ski race, 8264 yellow vests will be loved by everyone and be robbed.
8264 examined a lot of outdoor related patterns and found that outdoor brands have no ceilings, high user base, and very large market space. Currently, there are more than 700 outdoor brands in the Chinese market, and there are many, but from the perspective of sales, the brands with the largest sales volume can only affect a few hundred percent of the outdoor population, and there are great opportunities.
At present, there are more than 700 outdoor brands on the market. The homogenization of product functional design is serious. Many consumers often buy their products only as a piece of clothing, rather than exploring outdoor areas. 8264 wants to bring a different product to ALICE. It can do a kind of identification: when you see a person wearing 8264 brand clothes on the street, you will know that he is playing outdoors and has common with you. hobby.
In the product, each outdoor equipment of the 8264 product will be designed according to the needs of real outdoor players, and will be evaluated by professional outdoor players on the spot. China's outdoor environment is different from that of foreign countries. Large teams are the core. The environment, weather, and focused functions that many European and American brands on the market are suitable for can't fully meet the needs of China's ALICE.
The low price of excellent products we pursue is to be able to lower the threshold, enable more people to play outdoors, allow more young people to join them, and promote the popularity of outdoor sports in China. The gross profit of our 8264 products will be very low. If the gross profit of the product is high, then as the founder of 8264, I would feel shameful.
With the use of heart to create a safe, comfortable and durable outdoor clothing and equipment, when we enjoy the fun of the outdoors and explore the hardships and dangers, 8264 outdoor equipment is a very professional and reliable partner.
8264 cooperation with Tmall is to do outdoor ecosystem. Simply selling outdoor products is not ecological, and many people do not buy outdoor products to go outdoors; simple coteries are not ecological because no one in the big circle comes in.
When there are as many people involved in outdoor sports as those who buy outdoor gear, the outdoor ecosystem can only be established gradually. Only a few people buy outdoor products to go outdoors is a very dangerous thing, because the public just think of the outdoors as a fashion.
Outdoor enthusiasts, 8264, Tmall co-formed outdoor ecosystem, 8264 outdoor knowledge will be passed to Tmall, so that consumers not only buy buy, but in the process of understanding outdoor knowledge; the same time the 8264 line will Meet the cat's travel needs of consumers; 8264's own brand will give Tmall consumers more and better choices; 8264 outdoor talent will also settle in Taobao Daren platform, share their own experiences, for fans to buy guides. Our goal is to become a one-stop outdoor ecological platform. We will pay all our efforts to achieve this goal.
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