Scaler has spent tale: how differentiated positioning to create outdoor brand?scaler established in 2003, is the founder had spent'll start at the beginning for the white-collar users to create outdoor brand as a target. Importance for the outdoor market was practical, beautiful and stylish features are ignored, had spent with differentiated products out of the market. After three years of steady, scaler opened his first outlets, and distributors in the national development, expand the market. With the strict control of the dealer and brand building, scaler and now it has more than 300 stores across the country. Early days how to identify the market positioning of products and make a difference? How to borrow the power of brands to create enterprise? I dark horse for this interview scaler founder had spent. The following is a scaler founder who spent Oral: Before 2003 I started playing outdoors, though not very professional, but also hope to be able to go outdoors hiking, camping out. In 2003 when SARS, we went outside, my friends will let me help him buy some equipment, such as backpacks, tents, outdoor shops that time is relatively small, the mall would not sell outdoor products, only outdoor shop, go outdoors shop lot not buy. I think if you do a brand development in this field to go, the market should be large, and the threshold are not particularly high, after all that time did not have much money injection. Siemens power supply before me, when Siemens is the profound words of the slogan, in fact, what they are selling Air Jordan XX8 quite expensive, I think it makes me a very big strength of the brand. I think if my business in the future, then it must be done a certain brand, plus I am optimistic about the development of the outdoor industry, so I think we can do a brand in this industry. Outdoor brand positioning collar previous outdoor brand clothing, beautiful or slim, white-collar workers was around me particularly, they like to use such a title collar - can hold the computer drink coffee at Starbucks, in the office to work, a lot of people advocate This, for their characteristics, I wanted to do a bit of outdoor fashion brand. Professional people to pursue something that is purely functional, you have some of the more stylish, more beautiful design will ignore him, but in fact it is not like the white-collar workers, because it is too hard, wear does not look good. According to the prevailing outdoor market, we will talk to the people around him do a lot of communication, and I love to go shopping before, so I like a better understanding of urban people, I am more understand human nature. There is also a big trend for the market, do some of the more stylish, more bright young things, will make people feel very healthy, very up. That a lot of brands to bags, clothing, shoes, sleeping bags, tents and other comprehensive brand rarely, so when we do locate a full range of one-stop shopping to meet outdoors, like wearing foot with all there is . Then I think, and then began to do. In the beginning, I put myself out of 88,670 dollars to the whole, in the home office, and his brother, they recruited a girl. We were their own design, then take processing plant, and then placed in the above scaler's logo. In fact, quite a difficult first year, a family run country outdoor stores, made hundreds of thousands of sales, selling very hard. At that time a small outdoor market in particular. 03--05 年 like this, to Nike Shoes 2006 we opened the first store. In fact, this method is very good, at the beginning of the end for the retail if you want, for cost and management requirements are particularly high, 2B will be more simple, relatively easy. By this method, we quickly accumulated funds and on product performance, market exploration. This year do particularly solid. Our product line is a little bit up. The first time we only had three kind of products: tents, sleeping bags, mats, ready to add. In 2004 I began to study clothing, and rent the office, in 2005 I did a lot of samples began to study, in 2006 we opened the Air Jordan 19 first store, the shop inside when substantially all of the tents, sleeping bags, shoes, equipment basically With only series is not so much just now. Why open shop? Because we ran the first outdoor shop when the brand is not good publicity out outdoor shop limited its area, which I hope you get to sell the product on the store, upset by category put this and I The dream is not the same, I was the core idea is to make a brand, so I realized that the store have to do to make this store everything is scaler, and make image and brand. The first store color is green, the products are more fashionable, for white-collar, so selling just fine, in line with the current habit of urban white-collar, so we started the investment, go to the mall this channel. Development franchisees to expand the market when our store is Beijing Direct, slow development, a dozen a year. Field is the dealer, we do sports with national, outdoors, or are operating similar products and products related to people on the phone, so that they understand scaler model, positioning, let them take our products go to the mall and street go do. Outdoor shop does not require a lot of training on the brand, it is as long as you want to understand your product on it, so when we did not particularly large outdoor shop service, so we have some of the effort to expand the number of stores channel . Franchisee though he was out of money to open a shop, but particularly our follow-up work. We want them shopping guide, training operational capability, including tables, data, display we need to serve our own shop opened in Beijing, so you can replicate the experience gained to the franchisee. In 2010 I was in Beijing to open a dozen outlets, felt particularly good market outside the province, hopes to develop franchisees do it, but when the choice of franchisees look at his economic strength, experience, etc., will not look child found; some higher operating costs, capital city, but in the second and third tier cities to shop more easily make money, so I think that we as a brand suppliers have a duty to get it done, do it again if we copy to the franchisee, will more trust. Scaler now has more than one hundred retail stores, more than three hundred stores. Before each open a store, we will do the evaluation form, including urban, floor, business area, covers, contract period, contraband products, if you go to other cities to develop, we will do the analysis of the city, several sectors from different angle analysis. Any place opened several sectors must be recognized, we will open. From 2006 we started the development of the franchisee, but not soon. I have participated in the 'Win in China', he called me and requested that year joined more than 800, but we use the 'Win in China' not to sell a total of 10. Because we choose to franchisees caution. First, we want him to understand retail, and he has the money, and he himself personally willing to do this thing, not just investment. Air Jordan 11 Many people are investment mentality that I had to spend the money to you, you help me enough money, I think we were in the system is not so perfect, so I tell him that this thing is you need to go efforts with us to do together, you need to have entrepreneurial mind, we Nike Basketball put together here first. If you do not understand, you want to rely solely on my words, my system is not perfect, it is not big, so not. Another reason is that some people may be particularly poor, remember that there is a Qiqihar of the couple over, he took two hundred thousand of his parents' money, is his mother to keep the pension money, in him there and let him buy a house He did not buy, took the money to vote in my place, hope a lot of money. But the young man said they do not speak agile, looks particularly timid, these people certainly do not. In fact, we kinda lucky, there are now four or five year stay and do a lot of, like Changchun dealer he now has more than twenty shop. For me, the core of which is a good shop, Direct Ye Hao joined the most important thing is not to miss the opportunity in some cities. I think the strength of the brand with a lot of people a good impression of the scaler, not just say it was because he saw the need to have the store to buy the products. Because to win in China, we see this brand will feel very warm, including many companies belong to you and welfare activities, so that we feel the brand is socially responsible, this is quite important. In fact, like to win in China, belong to you, One Foundation Philanthropy classroom, and we insist on for two years, when a brand can be sustained, with a particularly emotion-provoking stuff appears, it can be carried out with consumer sentiment link, so when the brand appeared in a mall when consumers are willing to take care of it to see. I think it continues to build brand value continuously to good products, good brand, serving their hearts this is needed. What is our company's focus is? We base ourselves on the outdoors this is the focus, outdoors inside this industry, we want to make more and more target customers to understand the experience scaler. I want to be able to lead more people to go outdoors, through outdoor able to make their pressure is released, the pursuit of not selling a thing to you, but to be able to self-awareness more profound. In 2009 we started to do the electricity business, then a small number, and only sell a few very troublesome, I felt that was not feasible. In fact, we in this process quite a pity, really do last year to rejoin later, through the major electricity supplier SKY platform to sell music products. But for us in terms of sales it is the most important. The first thing we started to do retail, no matter franchisee or just their own stores or, in fact, after all the store, the ultimate is to serve the consumers, the electricity supplier is but a channel, I also consumers docking. Electricity suppliers must develop, who will not ignore Nike Pepper Shoes this line, but I think it is actually a service to consumers, we have a better product, better service, by just saying how this faceless Nike Pepper Shoes in this piece way with his butt. For sure this may not be so familiar that we specialize in brand so the electricity business in place, we also need to spend some time to explore, or to make more powerful people joined to help us do better. But I think the line of its existence is certain. Scaler own electronic business platform may temporarily not do, but micro-channel platform will do, such as micro-payments, this is a way.