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“如果将品牌比喻成一棵大树,那么对于探路者来说,大树的根基就是坚持技术研发,而大树的躯干则是过硬的产品品质……”近年来,随着国内经济的繁荣,服装行业也在蓬勃发展.尤其是内销品牌.如雨后春笋般涌现。但是,随着市场竞争的深入.很多品牌缺乏核心竞争力的问题开始显现.导致产品逐渐走向同质化,使得竞争环境日趋恶化,品牌利润降低。如何实现品牌的差异化,提升品牌的价值与附加值?成为横亘在很多国内服装品牌面前的一座大山。带着这个问题,《针织工业》杂志的记者们来到了位于北京的探路者户外用品股份有限公司,期望从这个国内最好的户外运动品牌中,寻找到品牌成功的密码。
“If the brand is compared to a big tree, then for Pathfinder, the foundation of the tree is to adhere to technology research and development, and the trunk of the tree is excellent product quality ...... ” In recent years, with the domestic economy The prosperity of the apparel industry is also booming, especially the domestic brands have sprung up. However, with the deepening of market competition, many brands lack the core competitiveness of the problem began to appear, leading to the gradual homogenization of the product, making the competitive environment deteriorating, brand profit declines. How to achieve brand differentiation and enhance the brand value and added value? Behind a lot of domestic clothing brand in front of a mountain. With this in mind, Knitwear journalists came to Beijing Pathfinder Outdoor Products Co., Ltd. looking for the brand’s success code from the country’s best outdoor sportswear brand.