With the rise of temperature, the spring and summer outdoor season of 2024 officially opened.
Two years ago, I bought Xiaobu’s riders who were ready to return to Chang’an Street.Camping enthusiasts were eager to try, and even the popular words of Citywalk in 2023 began to brush their faces frequently.
Under the heat outdoors, it is the siege of the outdoor brand again.at this timeA “niche” outdoor brand is also going out of low -key and slowly marching towards the mainstream.
This is a “unpopular brand” that is not in “Internet celebrities” such as “Internet celebrities” without the “Internet celebrities”, and does not belong to the domestic lights such as Kaile Stone and Camel.But it was this unknown unpopular brand that opened seven stores in Beijing silently, quietly covering major business districts.In April this year, the brand will open in Shanghai Shuangdian, landing in Hang Lung Plaza and Kerry City, Pudong.
Montbell —————What is the exceptionally known as the outdoor brand of “Outdoor Outdoor Uniform” and “Japan’s Arit Birds” affectionately?
The cost -effective king of “function is beauty”
Searching Montbell in Xiaohongshu, you will definitely see users who are under the nickname “×× in Japan” to share the real shots of shopping in Montbell stores in Japan.The brand is hot.
Montbell has been able to steadily among the “Must -Buy List” for many years, which is largely due to its medium price and outdoor performance that is significantly higher than the price level.
Just as many topic outdoor brands, there is also a founder who loves outdoor -Ohno behind Montbell.
In 1969, 22 -year -old Cheno Yong reached the north of Aigfeng, fulfilling his long -cherished wish when he was a teenager.In addition to climbing, Cheno Yong is also keen on campaigns such as climbing, kayak, and canoe.In rich outdoor experience, Cheno Yong began to dissatisfied with outdoor equipment on the market, and officially founded Montbell in 1975.
Tamano Yong
montbell“Function is Beauty” (function is beautiful)For the brand’s purpose, this sentence is printed on the collar of each Montbell product. From the brand research and development process of the brand, it can be seen that the brand always follows the characteristics of high functional to build products.
Initially, considering the complex climate environment in Japanese mountains, Montbell launched a lightweight and waterproof sleeping bag. Basic outdoor items such as assault jackets and tents are also quality. It has a certain reputation in the outdoor circle.Montbell has also responded to the Japanese government’s requirements to develop a parity version for children’s Randoseru handmade schoolbags, and the price of traditional handmade schoolbags has been used to 700 yuan. To a certain extent, it uses a higher standard outdoor technology to apply to daily consumer goods.
The most proud of Montbell is the brand’s most popular signature product, which is the 1,000 fluffy slit down jacket.As one of the measured data in the warm indicator of down jackets, the 700 puff down jackets are sufficient to use the daily enough down, and the 800 puff down can cope with outdoor scenes.The top choice of warmth can help the wearers to resist the harsh climate.
Montbell’s down products
The price of Montbell’s 1000 Puff down jacket is not high, and it can be won by 2,000 yuan during the discount period.The daily and basic outdoor 800 pimple dwells 1000 can be available in the early first, and it can indeed be able to afford the reputation of the “outdoor excellent uniform”.
However, although functionality is the main reason for Montbell’s starting skills, it is difficult to become the main reason why the brand can break through the Chinese outdoor market in 2024.With the overflow of various brands, no matter how good the Montbell’s functionality is, it is difficult to squeeze into the world’s top level based on the price as the measurement standard.
Like Decathlon’s main cost -effective+trendy two -pronged route, it may be the shortcut of the curve overtaking.It turns out that Montbell’s simple but colorful design is the key to Chinese consumers.
Under dopamine trend,
Outdoor tide cards that are protruding from alien forces
If outdoor brands want to occupy market share, on the basis of not being able to abandon the original professional outdoor players, they also need to pay for Volkswagen consumers.
For example, the hard -shell jacket of the Ariter Bird bought out of stock that has been used for commuting; the camel’s assault jacket is a “college student school uniform” with a hand; Salomon, which is positioned with off -road running shoes, has already jumped out of the restrictions of off -road and towards the fashion field.Entering …
Each brand has its own facade products, but at the same time, it also has its own unique positioning.In contrast, Montbell’s brand positioning is still slightly blurred.
But last year’s trend gave Montbell an excellent opportunity to come back.
With the rise of outdoor camping, camping equipment has also been sold, and streaming shoes and camping slippers from the suburbs to urban commuting.Montbell’s sandalwood Sock-on and Lock-ON, with the minimalist planning and coloring color matching, caught up with the “dopamine wearing” ride, logically became a pair of 2023 pairs.
SOCK-ON Beach slippers have only one S-shaped round strap to cover the feet. The super rich color matching has become the heart of wearing bloggers. Sock-on with various colors with solid color or printed socks can also wear a one.Steak and cute beauty.
In addition, Montbell’s thermal insulation cup is also an old net red in the outdoor circle.The colorful metal texture has a sense of design more than other thermal cup products, and it also meets Montbell’s “outdoor trend+cost -effective” brand impression.It can be seen that Montbell is not a hard core outdoor brand.To a certain extent, this is the advantage of breaking the circle.
The lesson of the front car is Snow Peak, which is also a Japanese outdoor brand.The main camping utensils, starting from the hardware business, professional but expensive positioning make Snow Peak a symbol of outdoor taste and financial resources, but at the same time, it also brings the trouble of getting out of the inherent circle -after allBuy a small titanium pot for a hundred dollars and use it at home.
Then brand revenue has shrunk rapidly with the tide of camping trends, and it is not surprising to create a miracle of “net profit decreased by 99.9%year -on -year”.Snow Peak believes that the main reason for the decline in performance is that “consumers began to seek other leisure methods after the impact of the epidemic.” This is also the common dilemma of all professional outdoor brands.
On the Montbell side, the situation will be more optimistic.The down jackets, sandals, or insulation cups can all find their purpose in daily life, which also broaden the brand’s sales scope and can better resist the impact of the decline of trends.
It is not difficult to predict that outdoor demand this year will still be strong.Montbell, which is clear and strengthening the “trend” positioning, may be able to complete a low -key counterattack in the blooming flowers.Around this, the brand needs more “SOCK-ON” to enrich the matrix of brand trend products.
