Outdoor brand ground low-key spot Chinese market Taobao battle table determination

Ground positioned in the domestic high-end market, "is not the same" brand concept for senior outdoor enthusiasts to provide down jackets, ski suits, Jackets, grab fleece, backpacks, tents and a series of outdoor apparel and equipment products.

Taobao was selected as the first battle to seize the Chinese market, and caught up with Taobao's “double 11′′, a good opportunity to trade more than 10 billion yuan on a single day, fully demonstrating ground’s confidence in its unique and professional quality and its determination to open up the Chinese market.

Quality comes from the profession, and the details reflect the focus. Ground's design inspiration goes far beyond the product itself, and the unique source of inspiration becomes the first step in designing outdoor equipment and clothing. How to be more powerful, unique and come to the fore, to become the driving force behind the brand concept of “is not the same”.

The main competitive advantage of outdoor brand apparel lies in the choice and processing of fabrics. Ground is different from other outdoor brands in the country. With its patented fabrics originating from the United States, it has achieved professional quality in terms of warm air permeability and other properties. For example, fabrics such as Traid, Moisture Tek, Flux, and eVENT selected for the ground hard shell and soft shell fabrics such as Schoeller and Schoeller C_Change are more breathable and waterproof, highly compressible, and more wear resistant than domestic brands. There is greater performance improvement. The high loft 800fill HL Down imported goose down is used by the down jacket with the same warmth and the total volume is lighter, smaller and smaller.

In the details, ground also achieves the utmost concentration. The wear-resistance design of the joints and the unique waist design of the women's wear embody the human attention of the ground in detail; the built-in RECCO avalanche detector, the seamless rubberized brim technology and the YKK waterproof zipper are undoubtedly different. Also implemented the ground brand concept "is not the same."

Professional fabrics and humanized details will inevitably lead to higher prices, but professional and unique product advantages have also escaped the vicious circle of blindly chasing low-cost advantages in bad competition in e-commerce. Chairman Ma Yun of Alibaba.com believes: “In the future, we must fight for credit, what we must fight is a feature, what we must fight is service, and what can't be spelled is price.” And ground has always passed on the brand concept and service attitude. The brand's core competitive advantage in the majority of e-commerce.

Ground's brand manager enthusiastically stated: “Only by insisting, can we be confident in doing a good job of grounding. We promise that everything that ground expresses is exactly what gives ground consumers the freedom and comfort of living outdoors.”